MG412: Effectiveness of 4Ps Marketing Mix: Head & Shoulders vs Pantene

This report provides a comparative analysis of the 4Ps marketing mix (Product, Price, Place, and Promotion) as applied by Head & Shoulders and Pantene, both subsidiaries of P&G. The introduction highlights the importance of the 4Ps in achieving a competitive advantage. The main body of the report evaluates the effectiveness of the 4Ps for Head & Shoulders, followed by a detailed comparison between the two brands across each of the 4Ps. The product section examines product ranges, quality, and research and development efforts. The place section covers distribution strategies and market presence. Price strategies, including competitive and premium pricing, are discussed. Finally, the promotion section analyzes marketing team activities, including digital marketing, brand ambassadors, and promotional campaigns. The conclusion summarizes the findings and suggests areas for improvement, emphasizing the shared marketing approaches due to their parent company's influence. The report concludes with a list of references used in the analysis.

The 4Ps of Marketing Mix

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Effectiveness of Marketing Mix..................................................................................................1
Comparison Between Head & Shoulders and Pantene................................................................1
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
4Ps of marketing mix is one of the best marketing strategies for organization. With the
support of this marketing strategy a company or a business is capable to gain huge competitive
advantage in the market. This essay discusses 4 Ps of marketing mix within Head and Shoulders
shampoo. It is a subsidiary of P&G (Procter & Gamble Company). Comparison between Head
and Shoulders shampoo and Pantene Lany's shampoo on the basis of 4Ps-marketing mix strategy
also has included in this essay. There is Pantene also a subsidiary company of P&G. Means,
currently these both companies are big subsidiaries of P&G.
MAIN BODY
Effectiveness of Marketing Mix
4Ps of marketing mix is a very important tool for the Head and Shoulder to increase its
sales ratio in international market. Currently marketing team of the company is taking huge
advantages from this strategy (Hastings and Stead, 2017). This company has gained large
customer base in hair and care industry. This marketing strategy is providing most appropriate
way to this company to gain huge market share in this industry. 4Ps of marketing mix mainly
includes Ps called product, price, place and promotion. These all Ps helps to marketing team for
understanding which products, places and prices will give huge advantages to company. This
company currently runs its business operations in almost all market segments worldwide, in
which this strategy is the main reason behind company's current market reputation. That's why
this marketing strategy is too effective for the company.
Comparison Between Head & Shoulders and Pantene
There are comparison between head & shoulders shampoo and pantene lady's shampoo
on the basis of 4Ps of marketing mix has been discussed below;
PRODUCT
Head and shoulder company is mainly offers hair and care products like anti-dandruff
shampoo, cool menthol shampoo, silky and smooth shampoo etc. Currently customer are highly
demanding these products in the global hair and care industry (Srinivasan, 2016). Top-level
management of company is believe in produce some exclusive range of products to attract lots of
customers towards brand. Quality of its products and services is also too excellent. Now
company planning to launch its existing products in those markets where it still has not entered.
Company has wide range of hair and care products. This is the main strengths of head and
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shoulder company. It has very talented and skilled research and development team which always
do many experiments to produce new products and services. There are the Sunsilk, Unilever's
clear and Clinic all clear are major products of head and shoulder company in hair and care
industry.
On the other side, pantene is also offers hair and care products like head and shoulder.
People are like to buy products and services of this company as well (Kennedy, Kemper and
Parsons, 2018). This brand offers beauty products also to customers. It also has wide range of
products which are enough for this company to gain large customer base in the market. The
company has effective and innovative employees which helps in producing new range of
products and services. This company is also a part of P&G like as head and shoulder, so quality
of products in this company is too excellent. It offers products and services in almost all
countries. Development of new products is very easy task to this brand, because its parent
company P&G has great team of research and development. This company also has some
exclusive range of products and services which helpful in boost their business operations in
global hair and care industry. There are Dove, Clinic plus, L'Oreal, Tresemme, Rejoice and
Nuetrogena etc. some major products of Pantene. With the support of this product range,
currently company is able to attract lots of new customers in international market.
PLACE
Head and shoulder has spread its business operations in lots of countries like; United
Kingdom, United States, Ireland, Germany, Netherlands, South Africa, France, Canada, Iceland
etc. In this case, these all countries are main market places for this company. From establishment
to date, this company continuously has focused on entering new market places. That's the main
reason behind company's current large market share. Top-level management of company still
focuses on expand its business operations in all market segments of the world (French and
Gordon, 2019). This company offers some premium range of products also which only
affordable for those market places where most people are comes from high income group. For
example; UK, US, Canada, Ireland, Netherlands etc. Currently company is able to serve their
products ans services in each area of the world, because it enables to take advantages from huge
distribution channel of its parent company P&G. It has covered lots of market places in all
around the world, in which this strong distribution channel is one of main reason behind
company's huge market share.
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Pantene has also served its products and services in lots of countries like; UK, US,
Australia, New Zealand, China, France, Taiwan and Bangladesh etc. These all are some major
market places for this company. Currently company has huge customer base in these countries.
Its business expansion process if too excellent, that's why currently company has succeeded in
serve its wide range of products in these different market places. The company also use great
distribution channel of its parent company P&G like as head and shoulder. It has taken huge
advantages from this channel. For example; company can easily enter new market places with
the support of this distribution channel (Bhasin, 2019). Top-level management company is
believe in enter the new market place by using its positive market image. Effective brand image
or goodwill is the best key to the company for increasing market places in hair and care industry.
PRICE
Product price of head and shoulder is very specific, because top-level management of
company is currently using competitive pricing strategy. Currently company is able to offer very
favourable prices to customers when they buy company's products ans services. In competitive
pricing strategy, marketing team of company analyse the pricing strategies of their competitors,
and then try to offer own product prices something low than their competitors. This strategy is
very productive to the company, because company can gain huge people attention through its
current marketing strategy (Padilha, 2018). Head and shoulder is charging high prices also from
customers when they buy its premium range of products and services.
Pantene is also using competitive pricing strategy which is too excellent for this
company, because company can easily beat their competitors in hair and care industry by
offering low prices. Many times company is charging price of product on the basis of product's
quality as well. It charges high prices on its premium range of products and services also like as
head and shoulders company. Many times company has given discounts on price to customers, in
which this useful way to the company for gaining attention of people towards brand. Customers
are able to buy its products low price in company's discount period.
PROMOTION
Head and shoulders currently has very effective marketing team which day or night work
for the company to promote its products and services at the large scale. Top-level management of
company is believe in use modern and new marketing strategies in its promotional activities.
With the support of these strategies, company is currently able to attract lots of customers in hair
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and care industry. Marketing team currently taking great advantages from digital marketing tools
in its promotional activities (Bhasin, 2019). This team using tools like social media marketing,
affiliate marketing, etc. Social media marketing currently plays great role for this company,
because marketing team can easily influence people in the market through social media
marketing. This team is properly managing company's Facebook, Instagram and Twitter pages
for promoting its products and services at the large scale.
Marketing team of the company is currently focused on promoting its products and
services through different marketing tools, like TV, radio, Social media, newspapers,
broadcasting and affiliate marketing. Currently company has succeeded in gaining large
customer base through these marketing tools. Many times company has hired some actors,
actresses, popular personalities, sports man a brand ambassador to attract lots of customers in the
different market segments. Top-level management is currently passing huge fund for its
marketing team to systematically run its promotional activities in hair and care industry. Many
times marketing team has operated various marketing campaigns in different market segments to
take attention of people. Promotional activities of head and shoulders are really too effective,
because it can easily attract many new customers through these activities.
CONCLUSION
It can be concluded that both head & shoulders and panetene almost using this marketing
strategy in same way, because both are subsidiaries of P&G company. These companies have
gained huge market share in hair and care industry. People are really like to buy products and
services from both companies. Top-level management should more improve this marketing
strategies to gain huge competitive advantage in hair and care industry.
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REFERENCES
Books and Journals
French, J. and Gordon, R., 2019. Strategic Social Marketing: For Behaviour and Social Change.
SAGE Publications Limited.
Hastings, G. and Stead, M., 2017. Social marketing. Taylor & Francis.
Kennedy, A. M., Kemper, J. A. and Parsons, A. G., 2018. Upstream social marketing
strategy. Journal of Social Marketing.
Padilha, A. F., 2018. Percepção dos consumidores da feira de produtos orgânicos da
UTFPR/PB sob a perspectiva do composto de marketing (4Ps). (Bachelor's thesis,
Universidade Tecnológica Federal do Paraná).
Srinivasan, R., 2016. International marketing. PHI Learning Pvt. Ltd..
Online
Bhasin, H. 2019. Marketing Mix Of Head & Shoulders – Head & Shoulders Marketing Mix.
[Online]. Available Through: <https://www.marketing91.com/marketing-mix-head-shoulders-
head-shoulders-marketing-mix/>.
Bhasin, H. 2019. Marketing mix of Pantene. [Online]. Available Through:
<https://www.marketing91.com/marketing-mix-of-pantene/>.
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