Comparative Analysis: Head & Shoulder and Pantene Marketing Mix, MG412

This report provides a comprehensive analysis of the marketing mix for Head & Shoulder and Pantene shampoos, focusing on the 4Ps: product, price, place, and promotion. The analysis begins with an executive summary and table of contents, followed by an introduction outlining the importance of market research and the marketing mix. The study compares and contrasts the target markets for both brands, highlighting their psychographic segmentation strategies. The report then delves into the specifics of each marketing mix element, examining product features, pricing strategies (including competitive and penetration pricing), distribution channels, and promotional activities such as celebrity endorsements and advertising campaigns. The findings section presents a detailed comparison of the two brands across each of the 4Ps. The report concludes with recommendations for improvement, such as online shopping strategies and celebrity endorsements, and a summary of the key findings. References are provided to support the analysis.

Running head: Marketing Mix of Head & Shoulder and Pantene Lady Shampoo
MARKETING MIX OF HEAD & SHOULDER AND PANTENE LADY SHAMPOO
Name of the Student
Name of the University
Authors Note

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Marketing Mix of Head & Shoulder and Pantene Lady Shampoo
Executive Summary
Theaim of the paper is to examine the effectiveness of marketing mix, an integral part of the
market. The comparison of two-brand Head & Shoulder and Pantene lady shampoo is done,
which falls under the personal hygiene segment of a parent company P&G. The method of
research is done with thehelp of Secondary Data analysis. The paper focuses on five main
aspects that are: Target Market, Product, Price, place, promotion along with providing future
recommendations, which will be helpful for the company to improve its effectiveness.

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Marketing Mix of Head & Shoulder and Pantene Lady Shampoo
Table of Contents
Introduction......................................................................................................................................3
Findings...........................................................................................................................................3
Comparison and analysis of Target Market.....................................................................................3
Marketing Mix.............................................................................................................................4
Product.........................................................................................................................................4
Price.................................................................................................................................................6
Place.............................................................................................................................................7
Promotion:...................................................................................................................................8
Recommendations............................................................................................................................8
Conclusion.......................................................................................................................................9
References......................................................................................................................................10

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Marketing Mix of Head & Shoulder and Pantene Lady Shampoo
Introduction
Market research is an important concept, which helps in a proper understanding of the
external environment of an organization and its current market scenario in the competitive
market.The marketing mix is known as the corporate foundation model, referring to the
collection of actions or strategies that the company uses to endorse its products and services on
the market.The paper aims to understand the market analysis of one pair of a brand that is Head
& Shoulder and Pantene Lady Shampoo by comparing and contrasting the application of 4P’s of
the marketing mix. The Proctor and Gamble, an American company which deals into the various
segment of product,is the parent company of Pantene Lady Shampoo and Head & Shoulder.
With the help of secondary research, target market analysis is required, which helps understand
the growth prospect of the company as compared to its rival company.The 4Ps of marketing
make up the typical kind of marketing mix, including:the product, price, place and promotion
related activities. In the current scenario, the marketing mix increasingly consists of the other
P’s, which includes process, physical evidence, as well as people, which are considered vital as
well. In the respective scenario, there will be compared and contrast of 4Ps of marketing of two
shampoo brands, which includes Pantene Lady’s Shampoo and Head & Shoulders Shampoo by
analyzing the market situation and its suitable position.

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Marketing Mix of Head & Shoulder and Pantene Lady Shampoo
Findings
Comparison and analysis of Target Market
Both Head & Shoulder and Pantene Lady Shampoo operates on psychographic segment to target
people with specific lifestyle and their desire concerning their hair. The primary target
consumers for Head and Shoulders ShampooShoulders generally focuses on Anti-dandruff
shampoos; the main target mrket is UK and Indian market where above 50% the populations
having moderately scalp issue. It includesthe higher Middle Class people and customers who are
brand conscious. Consumers are considered the early adopters and are much concerned about the
overall health of their hair (HeadandShoulders.com 2019). It has both male and female
consumers on the market and increases the brand's profitability as it targets customers of both
men and women and can afford to pay a little more for their hair care and who fears social
consequences of the society and want to obtain proper hygiene and maintain healthy scalp and
hair. Whereas Pantene Lady’s Shampoofocuses on hair benefits like long and strong hair, it
primarily aimed at women in the mid-40s who can invest in a good and healthy lifestyle. The
ranges of shampoo like the curl perfection,deep cleanser along with female customers ' hair
repair, which feels confident when their hair looks good. For pantene several celebrity is
endoured, most of the audience are influenced by healthy and shiny hairstyle of the celebirities
and this affects the buying decision of customers. The company is an affordable alternative to
the salon brand, which helps them in attracting a large number of customers in a more suitable
manner (Pantene.com 2019).

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Marketing Mix of Head & Shoulder and Pantene Lady Shampoo
Marketing Mix
The 4Ps of marketing make up the typical kind of marketing mix, includes the product, price,
place and promotion related activities. In the current scenario, the marketing mix increasingly
consists of the other Ps, which includes process, physical evidence, as well as people, which are
considered vital as well (Wu and Li, 2018).
Product: The Head and Shoulders shampoo gains the trust of customers through selling
qualitative products, and it sells products, which are suitable for both male and female customers
(Fan, Lau and Zhao 2015). It delivers good customer value and enhances the satisfaction level to
its customers. H&S has acquired the market by providing quality products to its customers. The
Shampoo and conditioner come in 3 ml sashes to 350 ml bottle varing in different bottle size and
also in different shades including white, black, peach, light green. It includes anti-dandruff
shampoo, selenium disulfide and prioctoneolamine antifungal agents. It claims to offer 100%
dandruff-free hair and fight against itching, flakes , redness and a dry scalp in a low budget. It
provides its consumers with a strong brand value and satisfaction. H&S has won the market by
supplying its consumers with premium goods. It offers different products, which can be used
irrespective of gender and the portfolio of the products, including the following:
 Classic clean shampoo
 Moisture Care shampoo
 Purely gentle shampoo
Other hand, Pantene shampoo is considered one of the international brands dealing primarily
with hair care products. The different ingredients used in the Pantene shampoo mainly nourish
the hair and improve hair growth in a successful way (Ismail et al. 2018). Furthermore, the

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Marketing Mix of Head & Shoulder and Pantene Lady Shampoo
shampoos fulfil the different needs of women consumers, like moisture boost shampoo or the
routine moisture refresh shampoo, which will be used in various hair treatments. Besides, the
company aims to sell styling products or hair care and offers a salon-likean appearance to female
customers (Išoraitė, 2016). It has several shampoo types providing several hair solution such as,
color preserve shine, thickness, smooth hairs and several variations: Pantene V-pro, Pantene
Preserve quality, Pantene Color protection. It comes in diffenet packaging and bottles which
include 5 ml sashes to 400 ml bottles and also comes in variant color of pantene shampoo like
white, ash black and many more. To clean, relax and restore the perfect, shiny, long hair quality.
It has moved up in the world and is recognized among the best shampoos with a profusion of
variants; it provides various type of products:
 Shampoo
 Conditioner
 2in1 product
 Product for styling
 Hair treatment product
Price: In case of Head and Shoulders, the company has been committed on using the
competitive as well as fair pricing strategies along with policy related to penetration, which helps
them in reaching towards the new markets as well as gain further customers (Liu et al. 2017).
The company prefers to target the different income group customers, which helps them in
maintaining loyalty and customers also have the right to purchase as per their personal needs
actively. Head and Shoulder shampoo has always been on the verge of the price battle with its
competitors by adopting a competitive pricing strategy. It includes:

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Marketing Mix of Head & Shoulder and Pantene Lady Shampoo
Head & Shoulder Anti-Dandruff Shampoo Smooth & Silky $2.21
Head & Shoulder Cool Menthol Anti-dandruff Shampoo, 75ml $0.96
Head & Shoulder Lemon Fresh Shampoo $7.05
Head & Shoulder Silky Black Anti Dandruff Shampoo, 180ml $1.94
Whereas, Pantene Lady Shampoo use competitive pricing technique wherein the company has
been successful in keeping the prices of the products at par with the other competitors, which are
present in the market. Pantene Shampoo provides multiple seasonal discounts for regular
customers on the market as well as free offers such as the small sashes with huge discounts
(Jackson and Ahuja 2016). In the case of new customers, it offers the best value for
ahomogenous price in luring the different new customers. Pantene has a competitive pricing
strategy and keeps its price at par; the price is affordable to mass-market. For instance:
Pantene Long Black Shampoo, 675ml $6.01
Pantene Pro-v Daily Moisture Renewal $2.40
Pantene Pro-V Smooth & Silky Shampoo $ 11.30
Pantene Lively Clean Shampoo, 180ml $ 1.41
Place: The Head and Shoulders company succeeded in establishing itself as a trustworthy brand
in South East Asian market like India, Canada, US, U.K., Pakistan, also it has been successful in

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Marketing Mix of Head & Shoulder and Pantene Lady Shampoo
capturing international markets in the current scenario. It is P&G's subsidiary product, and the
company has, therefore been able to benefit from an extensive distribution network(Massingham
and Pomering 2017). The process of distribution starts from factory to the distributors,
wholesaler and lastly it reaches to the customers. Whereas, Pantene Lady’s Shampoo is the
subsidiary product of Proctor &Gamble, and the distribution process varies from Heads and
Shoulders. It begins with the producer where the goods are delivered to agents or wholesaler and
then to the regional stockiest, then to the distributors and finally to customers. It has a superb
distribution network globally due to expertise and expansion of product portfolio. Furthermore,
Pantene's online and e-commerce strategies help them market the goods efficiently (Rajavi,
Kushwaha and Steenkamp 2019).
Promotion: Head and Shoulders are highly dependent on numerous promotional
activities and has succeeded in introducing an innovative and insightful aggressive policy. It is
one of the famous brands that successfully launched multiple ad campaigns to keep the brand
recognizable. (Rajavi, Kushwaha and Steenkamp 2019). There are different endorsements related
to celebrity; It is a great believer of celebrity endorsement. It has a famous personality to take
part in an Advertisement which includes Nauheed Cyrusi, and the company has been successful
in improving their brand .H&S is a market leader and successfully enhanced the niche market
segmrnt of anti-dandruf shampoo. The distribution chanel is effective which enhance the sale of
the product. It influence peoples purchasing decision by enhancing the hygine factor and sense of
belonginess. The Pantene shampoo has succeeded in implementing an aggressive type of policy
in which they have sought to use posters and hoardings along with social media strategies that
have improved their image positively. Besides uploading the numerous T.V. commercials,
Pantene has been successful in improving consumers ' impulsive purchases (Rajavi, Kushwaha

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Marketing Mix of Head & Shoulder and Pantene Lady Shampoo
and Steenkamp 2019). It has several brand ambassadors for several countries like Anushka
Sharma for India, for Peru Stephanie Cayo, Nolwenn Leroy for France, GabbiGracia for the
Philippine, Ana Brenda for Mexico and Gisele Bundchen. Rising demand for professional
shampoos on the market, hence Pantene has generated a range of product categories that tackle
various hair related issues. Pantene has also used its website to answer questions relevant to
specific hairs.
Recommendations
 Firstly, the Pantene Company needs to launch the different shampoos, which will be
helpful for males and females because it will be appropriate to increase their sales in
various markets where they have their presence.
 In the case of Heads and Shoulders, the organization needs to adopt the online shopping
strategy that can be sold via its official website, which will improve its brand identity and
will be ideal for the correct generation of high income and productivity on the market.
 In the case of Head and Shoulders, the company requires the successful implementation of
the celebrity endorsements in the various foreign markets, as it will establish a strong
presence and generate revenue on the market.
 Finally, in the case of Pantene, the company can also take advantage of the fair pricing
strategy, which will be ideal for the company to achieve the competitive advantage.
Conclusion
Therefore, from the review of the company's marketing mix and target customers, it can be
concluded that Heads and Shoulders Shampoo has been effective in adopting the most suitable
marketing mix strategies that have enhanced their market growth.In the case of strategic

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Marketing Mix of Head & Shoulder and Pantene Lady Shampoo
marketing, the company has reached both male and female consumers on the market that has
been able to boost its brand image successfully.
References
Fan, S., Lau, R.Y. and Zhao, J.L., 2015. Demystifying big data analytics for business intelligence
through the lens of marketing mix. Big Data Research, 2(1), pp.28-32.
HeadandShoulders.com 2020 Head and Shoulders (Online) Retrieved from
https://www.headandshoulders.com
Ismail, M., Zainol, F.A., Daud, W.N.W., Rashid, N. and Afthanorhan, A., 2018. Application of
Entrepreneurial Marketing to the Marketing Mix: Why it Matters to SMEs in
Malaysia?. International Journal of Academic Research in Business and Social Sciences, 8(12).
Išoraitė, M., 2016. Marketing mix theoretical aspects. International Journal of Research–
Granthaalayah, 4(6), pp.25-37.
Jackson, G. and Ahuja, V., 2016. Dawn of the digital age and the evolution of the marketing
mix. Journal of Direct, Data and Digital Marketing Practice, 17(3), pp.170-186.

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Marketing Mix of Head & Shoulder and Pantene Lady Shampoo
Liu, Y., Li, K.J., Chen, H. and Balachander, S., 2017. The effects of products’ aesthetic design
on demand and marketing-mix effectiveness: The role of segment prototypicality and brand
consistency. Journal of Marketing, 81(1), pp.83-102.
Massingham, P.R. and Pomering, A.A., 2017. Introducing Knowledge Management to the
Marketing Mix.
Pantene.com 2020 Pantene- Hair Care Shampoo (online) Retrieved from
https://www.pantene.com
Wu, Y.L. and Li, E.Y., 2018. Marketing mix, customer value, and customer loyalty in social
commerce. Internet Research.