Comparative Analysis: Head and Shoulders and Pantene Marketing Mix

This report provides a comprehensive analysis of the marketing strategies employed by Head & Shoulders and Pantene, focusing on their application of the STP process (Segmentation, Targeting, and Positioning) and the 4Ps of the marketing mix (Product, Price, Place, and Promotion). The report examines how each brand segments its target market, the specific customer groups they aim to reach, and how they position their products within the market relative to competitors. It then delves into the effectiveness of each brand's marketing mix, evaluating their product offerings, pricing strategies, distribution channels, and promotional activities. The analysis highlights the strengths and weaknesses of each brand's approach, drawing comparisons between Head & Shoulders and Pantene to identify areas where each could improve its marketing efforts. The report concludes with recommendations for both brands, suggesting strategies to enhance their market position and customer engagement.

Marketing

EXECUTIVE SUMMARY
The present report aims to identify the STP process of Head and Shoulders and Pantene
that helps the brands to attract the right customers towards there offerings and also helps in
reducing risk that they face related to marketing of the products and services. STP process helps
the brands to increase there efficiency and retain the customers for a long period. It is analysed
that Pantene is more successful in its application of 4P's as compared with H&S. Head and
Shoulders is required to work effectively in order to keep an effective position in market. This
study is helpful to both the brands as they can analyse where they are lacking behind in order to
implement right strategy for brand improvement.

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
STP marketing planning process.................................................................................................1
Effectiveness of marketing mix..................................................................................................3
CONCLUSION AND RECOMMENDATIONS............................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing plays a key role for the business to make its offerings recognisable in market
by working on effective communication, delivery channels and exchanging different offers to the
customers so that they get motivated to purchase the brand(Marketing, 2019). Present study is
based on two known brands that are Head and Shoulders and Pantene. Head and Shoulders is an
American brand of anti-dandruff shampoos introduced in 1961 by Procter and Gamble. Another
brand that is Pantene is a Swiss-created American brand that is also owned by Procter and
Gamble and was introduced in the year 1945. Report will include STP marketing planning
process and 4P's of these brands(Jaiswal and Gupta, 2015).
STP marketing planning process
STP process helps the business to reach there right customers and for the same business
segments it markets in order to target its best customers so that they can have effective
positioning in market with respective to its offerings.
Segmentation:- Segmentation is basically a process to divide market of the potential customers
into different groups on bases of their interest.
Targeting:- Targeting is the selection of customers that are having willingness to pay for the
brand and business segments the market to target each segment individually on bases of there
interest. Business determine which product and service will be suitable to each segment and
accordingly target them by understanding there individual needs and wants.
Positioning:- This helps the business to have understanding where the products and services that
business offers to the customers stands in market in relation with its rivalries. Having a unique
offering in market makes an effective positioning of the brand in market.
Head and Shoulders Shampoo Pantene Lady’s Shampoo
Segmentation:- Head and shoulders shampoo
is having its major focus on the problem of
dandruff and they work effectively to provide
an affordable solution(Andaleeb, 2016). Head
and shoulders shampoo have segmented its
offerings on bases of geographic,
Demographic, Psychographic and behavioural
segments. On bases of geographic
Segmentation:- Pantene segments its offerings
on bases on behaviour of the customers that is
they offer the products on bases of the
knowledge and attitude of the customers and
provide healthy hair options to the customers.
It also segments its offers on bases of
psychographic segmentation in order to target
the customers on bases of their lifestyles and
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segmentation, Head and shoulders have
divided its offerings on bases on the interest of
people living in different nation, state,
countries etc. As demand is high in Urban area,
they work effectively on this segment to target
its customers. On bases of demographic
segmentation, the offerings segmented on
bases of age, income and gender of the
customers(Vinuales and et.al., 2019). On bases
of demographic segmentation, head shoulder
targets it maximum number of customers that
are of adult age group. Head and shoulder also
divides its offerings on bass on social class,
lifestyle and personality that customers have.
There are different categories of customers on
bases of life style that is some leads luxurious
life and some live casual life. So, head and
shoulders have divided the products on bases
of the lifestyle that people have.
aspiration that they have to protect their hair.
By understanding the behaviour of the
customers, Pantene also segmented its offering
and introduced oil replacement products to
those customers that were giving importance to
oil there hair(Vinuales and et.al., 2019). They
have segmented the products in different
product ranges that is like deep cleaner, curl
perfection, repair and protect etc.
Targeting:- Head and shoulders shampoo
basically targets the teens and adults that are
suffering from the problem of dandruff. The
target customers are people who can not afford
salon and are suffering from dandruff problem.
Head and shoulder design its offerings for the
late teens and adults(Zia and Kumar, 2016).
Targeting:- The target of Pantene shampoo are
people that are looking for affordable hair
career(Camilleri, 2018). It targets the women
of all age group that look for the brand that can
help them to make there hair look good. For
the same Pantene take help of different
advertisements campaigns and expands it
offerings to different women all over the global
market. They mainly target the women of mid-
to-early 40s that are proactive in living a
healthy lifestyle and want to look confident
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and beautiful.
Positioning:- Head and shoulders have a well
known image in market with a wide of
selection of anti-dandruff shampoos(Andaleeb,
2016). They are having effective image in
market as a product that gives solution for
scalp problem that people face and is market
leader for providing the respective solutions to
the customers. With an effective market plan,
H&S distinguish its offerings from the other
competitive brands and effective positioning in
the market.
Positioning:- Pantene have positioned in
market as an affordable alternative to salon
brands. It also has positioned the market as a
brand that bring out the inner shine of women.
It helps the women to bring out the best, both
internally and externally(Choi and Kim, 2015).
Effectiveness of marketing mix
Head and Shoulders Shampoo Pantene Lady’s Shampoo
Product:- Head and Shoulders works
effectively with respect to the quality of
products and services that they offer to the
customers. This hair acre brand is very
effective to solve the problems that customers
are facing due to dandruff. It offers many
products that customers can choose in order to
have smooth and beautiful hair. The products
are for both male and female who are facing
dry, itchy and sensitive scalp. The product
category includes different shampoo,
conditioners and co-wash(Jain and Sharma,
2019).
Product:- Pantene offers different category of
products in global market that are shampoo,
conditioners, style products and also hair
treatment solutions. There are different types
of shampoos that brand offers that are
shampoos for hair fall control, damage care
shampoo, anti-dandruff shampoo, long black
etc(Sinapuelas, Wang and Bohlmann, 2015).
There are different conditioners that Pantene
offers for controlling hair fall, providing silky
smooth care conditioners, total damage care
etc. These offerings are also available in
market in different size and price range so that
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customers can choose the products on bases of
there actual need.
Price:- With respect to the pricing of the
products, H&S always remain in stiff
competition. There are many rival companies
with which H&S is having price war. As a
result they adopt competitive pricing strategy
and also use penetration policy in order to
reach new marker and offer its products to new
customers. There are products are offered in
different sizes so that customers have options
in hand to choose the product on bases of there
requirements(Kotler and et.al., 2015).
Price:-There is a competitive market in which
Pantene is offerings its products. Customers
usually shifts to other brand if a better quality
of offerings are there in options. Pantene
therefore, takes help of pricing strategy and
aim to provide the best product to its customers
at an affordable and best price options(Triana,
2016).
Place:- Head and Shoulders is having its
presence in several global markets and with the
help of penetration policy they have extracted
different international markets. H&S is having
a wide distribution network with effective
distributors and retailers that helps the business
to reach different market. These distribution
channels include supermarket, discount stores,
local market etc(Chong and Poon, 2017).
Place:- Pantene is having an excellent
distribution network in global market and is
having wide range of product portfolio. It is
producing in maximum number of outlets,
supermarkets and modern retail. With the help
of wholesalers and retailers, brand reach out to
its end consumers. Products are also offered to
the customers on different social media
platforms.
Promotion:- Head and Shoulders promotes its
offerings with the help of aggressive policy
that is creative and informative. It is the most
recognised brand in market and with the help
of different social media platforms it remains
in tough with its potential customers. It has
also launched different campaigns in order to
create brand visibility. With the help of
Promotion:-There are different promotional
strategies that Pantene use to sale there
offerings. They promote with the help of
television, social media etc. They target the
young women with the help of different ads on
entertainment channels with the help of
different celebrities as ambassadors of its
products(Prange, 2016).
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television channels, radio, newspapers etc.
H&S makes its customers attracted towards the
brand.
CONCLUSION AND RECOMMENDATIONS
From the above study it is been analysed that H&S and Pantene apply the 4P's differently
and on bases of there customers needs and wants. The Head and Shoulders is required to work on
the product differentiation as they have created there image as a solution of dandruff problem
and there is requirement to make its offering differentiable in market. Pantene is working
effectively with respect to its offering and distributes its offering with different distribution
channels. They apply these 4P's according to there offerings and different strategies helps the
brands to bring together different concept of marketing. From the above study it is been analysed
that Pantene is more successful in its application of 4P's as they effectively use different
strategies in making there offerings attractive in eyes of the customers. H&S can improve the use
4P's by changing there product image and Pantene is required to work with respect to the use of
digital technology in its business.
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REFERENCES
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Decisions: A Study on the Impact of Brand Narratives of Hindustan Unilever Limited and
Procter & Gamble. IUP Journal of Brand Management. 16(1). pp.34-53.
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bottom of the pyramid. Journal of Consumer Marketing. 32(2). pp.113-124.
Kotler, P. and et.al., 2015. Marketing. Pearson Higher Education AU.
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