Marketing Report: Head & Shoulders and Pantene Shampoo Analysis

This report provides a comparative analysis of the marketing strategies employed by Head & Shoulders and Pantene shampoos. It begins with an introduction to the principles of marketing, emphasizing the importance of product, price, place, and promotion. The main body of the report delves into the target markets of both brands, detailing the demographic and psychographic profiles of their respective consumers. It then examines the product/brand strategies, highlighting product portfolios, branding, and brand personality. The pricing strategies of Head & Shoulders and Pantene are compared, focusing on economic and competitive pricing models. The report also covers the distribution strategies (place) of both brands, emphasizing their use of FMCG and online platforms. Finally, the promotion strategies, including advertising, digital marketing, and market research, are analyzed. The report concludes by summarizing the key findings and emphasizing the effectiveness of Pantene's marketing mix in gaining a competitive advantage. The report references various academic sources to support its analysis.

Principles of Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Target market..............................................................................................................................1
Product/ Brand............................................................................................................................1
Price.............................................................................................................................................1
Place( distribution)......................................................................................................................1
Promotion....................................................................................................................................1
CONCLUSION ...............................................................................................................................2
REFERENCES................................................................................................................................3

INTRODUCTION
Principles of marketing defines the product, price, place and promotion of different
products and services that is offered by the company. It act as the strategies of business that is
applied within the business in order to achieve its objectives within the specified period of time.
Marketing involves different activities that promotes the goods and services of the company in
the market (Armstrong, 2018). It includes different programmes as like advertising, storing,
shipping and selling that emphasis the performance of the company. This report includes the
target market, product/brand, price, place, promotion of Head and shoulder shampoo and
Pantene lady's shampoo It is the very much known companies and supplies shampoo to their
customers. Furthermore, this report includes the marketing mix strategies and target market of
the company that help to measure more growth.
MAIN BODY
Target market
It is the market that is targeted by the company and then they perform all the different
strategies to gain the higher advantage from that targeted market. Head and Shoulder shampoo is
an American brand that deals with the anti-dandruff and non-dandruff shampoo that is produced
by the parent company named as Procter and Gamble that was established in 1961 and it has 9%
of share in context of international trade. Whereas, Pantene lady's shampoo is an international
company having the headquarter in Switzerland it is also owned by the Procter & Gamble. Both
the companies provides the products for hair and care with reasonable prices and the market
share of pantene is 14%.
Head and shoulder shampoo
The target market of Head & Shoulders is the higher and the middle class people and for
those who are very much conscious about the health and growth of the hair. They will target the
market as per the demographic concern in which the age group and income level will be
concerned (Bernyte, 2018). They will target both male and female and covers the age group of in
between 20-50 years. They choose the anti-dandruff criteria and under that perform different up-
gradation and they chose that as because dandruff is the problem that is occurred with the lot of
peoples and it also damages the skin as well. Thus to overcome from that situation they introduce
different innovation that helps to resolve the different issues related to the dandruff.
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Pantene Lady's shampoo
It is the company that is very much popular and one of the most leading brand and
basically targets the female as they are more focused and have more concerned about their hare
and care. They target the females and provides the different services in order to satisfy their basic
requirement and works fore more smooth hair. They indulge different components by which hair
become more flourishing, nourished and silky with that imparts more smoothness in them. They
target the women who relies under the age group of 15-50 years as they have more concerned
about their hairs. From there they gain higher sales and more profit and also maintains the
sustainability for the longer period of time.
Product/ Brand
Head and shoulder shampoo is very known and well recognised brand that deals with hair
and care products. They has the wider portfolio and provides the diversified products to the
customer and covers the global market (Chaffey, 2019). Company resolves the different issues as
like dandruff's, roughness, hair fall, split tents, dry scalps thus offers the product that includes
more smoothness and silkiness, anti-dandruff lemon fresh, cool menthol, silky black and that all
have the anti-dandruff removal components. These are the major factors that helps to gain the
higher advancement and supports to build the large customer base that is more loyal as well. As
in recent trends company uses the recycled bottles by which it protects the environment and
assist more sustainability within the business. People are more focused and concentrated towards
their hair care thus more people get attracted towards the company and helps to brings more
positivity within the business. As per the Aaker brand personality, Head and shoulder shampoo is
listed in the most honest and updated shampoo.
Pantene Lady's shampoo is also be the very famous and well known brand and a lot of
well known or the biggest celebrities get performed for them in order to promote their product. It
helps to connect with the large number of people as they get believe in the celebrities thus they
get followed the products that is offered by the company. It includes the lot of product as like
Pro-V hair fall control, Pro-V silky smooth care, Pro-V daily moisture and many other as well.
There are many other products as well that served with the Pro-vitamin care that manages and
controls the total damage care, Nature fusion smoothing, re Total damage care, Daily Moisturise
Renewal, Lively clean, Long black shampoo and others too (Kotler, 2013). These kind of
products has a large demand in the market that helps to gain the high advantage from the
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competitive market. Company has main focus on the pro-vitamin products that provides extra
care to the hair and it includes more shine and smoothness by which hair become even more
silky. Company also works with the packaging department that design the more creative and
unique methods of packaging that grabs the attention of large number of peoples (French, 2019).
As per the Aaker's brand model, brand has more different elements as like toughness,
appreciable, down-to-earth. Imaginative as well.
Price
Head and shoulder shampoo uses the economic strategy to perform pricing distribution
by which most of the products will has appropriate price that attracts the large number of
peoples. As per these strategies, all the people of different age group effectively uses this
shampoo and they can easily afford that. They also maintains the high quality in all of their
products as compared to the other products of different companies. Head and shoulder shampoo
provides different size with varied prices but quality remains same thus customer get satisfied
with the company.
Pantene Lady's shampoo uses competitive pricing strategy that reflects the strong
positions of them as compared to the rivals and their competitors. By using this approach
company is able to target the large number of people and become the loyal customer base.
Company also offers the validate prices that is easy for all the customers to get connect with the
large number of people. They also provide the sachets that helps to connect with the lower
income class people as well. That is the major concept to gain the higher sales and more growth.
Place( distribution)
Head & Shoulders work and perform their functions all across the world and they uses
FMGC strategy as to balance the distribution channel (Pererva, 2018). The products of the
company easily access to every store or the supermarkets as well or covers the wider area. They
provide their services on online platform as well as anyone can buy the products from Amazon,
snapdeal and many other websites as well.
Pantene Lady's shampoo also uses the FMGC strategy as to distribute their products and
services and they also uses the online or digital platform as to sell the different products and
services of the company. Thus customers were easily asses the services that is offered by the
company and that create wider acceptability in the market.
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Promotion
Head and shoulder shampoo gets promotes their products with the help of marketing
team that perform different activities in order to promote the products and services in an
effective manner. Company uses traditional as well the unique tactics to perform advertisement
by which more and more people get connected to the company (Sahaf, 2019). It includes the a lot
of task and activities as like from pamphlets, TV advertisement, magazines, newspapers, digital
platform, online search engine, websites, messages and many other techniques as well. It is the
strategy through which people get connected and related with the offered products of the
company. This could helps the company to gain higher advantage from the competitive market
as from their rivals as like pantene, dove, lorreal and many others.
Pantene Lady's shampoo also uses different strategies to advertised their products and
services as like billboards or from the newspapers and many other techniques as well. Company
must perform different market research and conducts the survey and collects the feedback and
then apply the innovation in order to satisfy the need of the customers that helps to gain higher
advancement. They also promotes their work as from the search engines and other digital
platforms as like Facebook and Instagram (Szablewska, 2019). They uses modern techniques
rather then traditional that helps to get connect with maximum number of peoples.
CONCLUSION
It has been concluded from the above report that head and shoulder and pantene both are
very well known shampoo and have diversified services that helps to gain the higher competitive
advantage from the competitive marketplace. Both the companies must follows marketing mix
strategy in order to achieve higher sales and more profit. But pantene lady's shampoo has more
appropriate strategies as compared to others that help to gain higher market share. There are
different factors that affects the performance of the company and that is changes as per the
various tactics that is implemented by the company. The marketing mix of pantene is more
effective and efficient that help to gain more advantage and maximum shares.
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REFERENCES
Books and Journals
Armstrong, G.M., Kotler, P., Harker, M.J. and Brennan, R., 2018. Marketing: an introduction.
Pearson UK.
Bernyte, S., 2018. Sustainability marketing communications based on consumer values and
principles. Regional Formation and Development Studies. 26(3). pp.26-35.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Kotler, P. and Armstrong, G., 2013. Principles of Marketing (16th Global Edition).
French, J. and Gordon, R., 2019. Strategic Social Marketing: For Behaviour and Social Change.
SAGE Publications Limited.
Pererva, P., Nagy, S. and Maslak, M., 2018. Organization of marketing activities on the
intrapreneurship. Mind Journal, (5), pp.1-10.
Sahaf, M.A., 2019. Strategic marketing: making decisions for strategic advantage. PHI Learning
Pvt. Ltd..
Szablewska, N. and Kubacki, K., 2019. A human rights-based approach to the social good in
social marketing. Journal of Business Ethics. 155(3). pp.871-888.
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