MG412 Individual Report: Marketing Mix and Brand Extension Opportunity

This report provides a comparative analysis of the marketing strategies employed by Head and Shoulders and Pantene shampoos. It examines their approaches to the 4Ps of marketing: product, price, place, and promotion. The report delves into the target markets, product features, pricing strategies, distribution channels, and promotional activities of each brand. Furthermore, the report identifies and analyzes a brand extension opportunity for one of the brands, based on thorough research and market analysis. The analysis incorporates concepts from marketing principles to evaluate the effectiveness of each brand's strategies and provides insights into their competitive positioning within the hair care market. The report concludes with a summary of findings and recommendations for future marketing efforts.

Principles of marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
Stage 1..............................................................................................................................................2
FINDINGS.......................................................................................................................................2
2. Product.....................................................................................................................................3
3. Price.........................................................................................................................................4
4. Place.........................................................................................................................................5
5. Promotion.................................................................................................................................6
Stage 2..............................................................................................................................................6
Brand extension opportunity: ......................................................................................................6
CONCLUSION................................................................................................................................8
REFERENCE.................................................................................................................................10

INTRODUCTION
Marketing is consider as important activity which is used by organisation to increase the
business performance and profitability by providing information and attracting the people. This
involves various strategies which attracts people and emphasis to buy products and services. In
business market there are various marketing strategies and principle which are using by branded
organisation to run their business effectively a15758239242611575895289388nd maintaining
profits. Technology is changing on continuous basis which provide new method and working
status to organisation in order to make profits. Marketing principles are mainly based on
principles of marketing which helps to increase the sale and profit margin.
In the broad sense, the marketing of the product is based on the principles referred to as "4 Ps" co
ntaining material, cost, position and promotion. This report is based on two brands that are Head
and Shoulders Shampoo and Pantene Lady's Shampoo which helps to understand how such
organisation are using marketing strategies for the purpose of increasing number of customers
and profits.
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Stage 1
FINDINGS
This project consider various information about products and services which are provided
by a brand. Head and Shoulders Shampoo and Pantene Lady's Shampoo are competitor of each
other who are using different marketing principles and strategies in order to increase the
productivity and sales. Head and Shoulders Shampoo is well known brand which is famous for
anti-dandruff and hair fall shampoo. This brand was introduced by Procter and Gamble in the
year 1961 for the purpose of providing different product and services to people. This brand has
gained 15% market share in retail and 20% in global market by using marketing activities and
providing products. In contrary, Pantene Lady's Shampoo is also hair caring brand which was
launched by Richardson Vicks and Hoffmann – La- Roche in the year 1945. This is popular
brand that provide satisfaction to people by offering better quality of product (Hayhurst and
Wills, 2018).
1.Comparison of target market
The main focus of business organisation is on target market where it consider needs of
targeted people and produce products accordingly. A group of people and customers who
analysis their need and share with organisation is consider as target market. Target market is
attracted through advertisement, social media, print media and others which helps to maintain the
organisational productivity and profitability. The customers who buys products and services are
provided through business organisation. In other words, the end consumer to which organisation
wants to sell its products too that involves breaking down to entire market in to different
segments (Malarvizhi, Nahar and Manzoor 2018). The target market for Head and Shoulders
Shampoo and Pantene Lady's Shampoo brand is defined as:

Hand and Shoulders Shampoo Pantene Lady's Shampoo
This is well known brand which is specially
designed to solve the hair problems of people
such as dandruff, hair fall, anti-ageing, smooth
and silky hair etc. The target market for such
brand is all higher and middle class of people as
they are early adopted of any products. Such
people care about their hair skin and brand
conscious. The desire market is disposable
income, lifestyle and class of people which buys
products and refers to other one also. This mainly
targets 10 to 50 years old people who want to
good density and anti-dandruff hairs. Such
organisation provides its products in all countries
by understanding the needs and desire (Kanten
and Darma, 2017).
This products is mainly introduced for
Female person who are caring about their
hairs. Its target market is only woman as it is
specially designed for woman. The targets
those female who are mid to early 40, wants
to enjoy healthy and good lifestyle. Hairs
helps people to build confidence and live a
healthy life by looking good. This offers
products as per customer's income level
which attracts all class people. This is
provides at economic prices which attracts
targeted and other woman which helps to
increase the sale of business organisation. It
also offer products in distinct countries
effectively.
2. Product
Product is defined as commodity which is offered by institution or business organisation
to customers in order to complete their needs and make profits. The quality and prices of product
is decided by managers by analysing all cost that helps to make profits. For making a product
attractive organisation should focus on size, quantity, shape, packaging and price which attracts
high proportion of people to buy such product. For instance, Head and Shoulder and Pantene
Lady shampoo brand attracts people by their good quality, quantity, size and shape which helps
to make high profits by increasing production.
Head and Shoulders shampoo:
This product is suitable and relevant product in appearance by maintaining high quality
with decent packaging tat attracts people. It has good fragrance which make customers happy
while using that increasing number of customers (Balmer, 2017). As per Levitt's brand model,
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product have different steps or phases in its life cycle that increases the productivity and
profitability of business organisation.
This is important for business organisation to get knowledge about life stages of product
before launching new product. It is necessary for a chosen brand to have awareness of the
product's life stages before bringing it to target consumers and formulating a marketing
plan.These are skill, roughness, anticipation, honesty, and sophistication. The shampoo has all
these dimensions because it is good, genuine, uptodate and sophisticated.Likewise, there are five
dimensions of the Jennifer Aake system for brand personality. These are skill, roughness,
excitement, sincerity, and sophistication (Brychkov and Domegan, 2017).
Pantene Lady's Shampoo: It is a brand of hair care which offers colourful packaging
items as well as attractive shape that attract target groups of consumers. The item, taking into
account the dimensions of the Aaker template, has all the dimensions that make it imaginative,
intense, down to earth and charming. It is rising as it increasingly acquires a share of largemarket
shares.It's somewhat different from rivals services because it offers goods that are convenient to
use in recyclable containers as well as small sizes that make it useful (Fouad, 2017).
3. Price
Price is the main factor which is consideration of buying product and services. Price is
known as the amount of payment that customers have to make when purchasing goods. It is
known as a high end brand for the treatment of dandruff by targeted customers and they are
willing to pay extra pounds when it comes to their hair beauty. When the prices of such shampoo
are contrasted with other firms, it was examined that they were slightly higher than other
shampoos sold by rivals. Head and Shoulders shampoo have implemented a competitive pricing
strategy for their products in order to reach new markets and retain more consumers. It is
marketed as a luxury product in the form of head and shoulders shampoo, but the company has
adopted a wellunified pricing structure that keeps pricing strategies both competitive and fair but
distinctive (Tereshkina and et. al., 2017).
Head and Shoulders shampoo have adopted a policy of competitive pricing for their produc
ts in order to reach new markets as well as gain additional consumers. Pantene Lady's Sha
mpoo provides excellent product range by leveraging its quality in order to provide a variet
y of product lines under different price ranges.
This leads to high volume of sales, indicating higher profits along with higher revenues.Th
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e important role of price is to make the brand and the effectives popular (Wróblewski,
2017).
In order to adjust prices according to consumer purchasing power as well as prevailing con
ditions at specific locations, the shampoo meets cost pricing policies at distinct periodic int
ervals.
Head and Shoulders shampoo Pantene Lady's Shampoo
Competitive pricing practices are pursued in or
der to reach new markets and existing custome
rs ) (Almestahiri and et. al., 2017).
Price pricing policy is followed in order to deli
ver goods according to conditions at different p
rices.
In the UK, the price is £ 5.00 for the classic cle
an and £ 1.00 for the anti-dandruff shampoo.
Price for the shampoo of Pantene Lady in the U
K is £ 7.95 (Sowter, 2018).
4. Place
Head and Shoulders Shampoo: This has global presence due to having international
products and brand which attracts people to buy it. It is sold in more than 80 countries by
concluding Pakistan, Canada, United Kingdom, United States, Bangladesh etc. The distribution
system of shampoo and other hair care products is very effective which help customers to get
easily. Such as products are available in hyper markets, Corner shops, retailer shops, Showroom,
and other super market from where customers can purchase the products effectively. Such
products are available in market which provide satisfaction to customers and increase
organisational sale efficiently (Miles, 2018).
Pantene lady's Shampoo: This shampoo is available at international presence as its
products are available all over world. Its products are spread in more than 95 countries and many
stores which help people to get such product (Stead, 2017). Some countries are Bangladesh,
Australia, France, China, United Kingdom, Taiwan, India and many more where products are
available. People or woman who seek towards this product can obtain from retailers, showrooms,
online websites, shopping apps, Whole sellers etc. Moreover, products are available at smaller
stores which help to increase the productivity and sale of such brand. The distribution system of
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such products is simple and appropriate which helps to increase the brand recognition (Kumar,
2017).
5. Promotion
Head and Shoulders Shampoo: Promotional is the main activity for business
organisation that increases business sale as well as brand value. In business market there v
different promotional activities are used by companies wich helps to increase the sale of business
organisation (Thompson, Gillen and Friess, 2018). Head and Shoulder is the big brand which
uses different types of promotional activities and strategies in order to attracts customers and
increase business sale. It has strong management who are using specific promotional strategic
activities such as no dandruff after 7 days which encourages people to use it or accept such
product. This tag line create trust between people which highly preferred by customers.
Shampoo advertisements are broadcast on a number of television channels, magazines, radio, ne
wspapers, hoardings, posters, at strategic locations as well as through pamphlets (Parsons and
Rowling, 2018).
Pantene Lady's Shampoo: This is also known as popular brand on which woman trust a
lot for hair care. This brand attracts people to use such products and increase brand sale. In
promotional activities it adopts print media, social media, newspapers, you tube billboards,
magazines, as well as movie plays which attracts people and increase business sale. This
promotional activity helps to become successful (Yu, Ramanathan and Nath, 2017). This
provides better quality of products and services which make organisational profits. This ensures
people to use it fourteen days and get rid of hair fall. Female are mainly targeted by its
promotional activities which increases organisational productivity and profitability. The
promotion and development of such products are running at national as well as international
level (Chernev, 2018).
Stage 2
Brand extension opportunity:
Brand: This refers a name, term, design, and symbol of any features which is used to
identify the goods and services differently. It creates distinct value in customer's mind and
increase the organisational sale.
The Kapferer Brand identity prism:
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Source: Kapfererer's Brand identity prism
Physique: Head and Shoulder has physically characteristics and iconography which
helps to create distinct identity (Kapfererer's Brand identity prism, 2019).
Personality: Head and shoulder is popular brand which make happy and playful persona
by expressing colour, choices, features and problem of hairs which helps to attracts people and
increase brand identity.
Relationship: This states the relationship between customers and brand by providing
particular brand and products which is getting by customers.
Culture: Head and shoulder brand adopts a appropriate principles and value system
which helps to increase the brand extension and make profits.
Reflection: This reflects stereotypical user of brand such as Head and Shoulder likely to
have buyer persona for its target market by providing better quality of products and services.
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Illustration 1: Kapfererer's Brand identity prism

Self image: This reflects how the customers look their ideal self. The management of
Head and Shoulder understand the customer's ideal identity and make self brand image by
offering better quality of products.
Description of target market and growth strategy - Head and Shoulder is well known
brand which provides better quality of products to its customers. It mainly target demographic
and geographic segment in which it focus on 10 to 50 years old people who wants dandruff less
and smooth hair. This is appropriate strategy which has adopted by respective company for the
purpose of expansion of their brand.
For developing and growth of their product Head and Shoulder is using Ansoff's growth matrix
that is defined as:
Market development: In this strategy organisation bring its existing product in to new
market which helps to grow the brand and organisation.
Diversification: In this strategy, organisation introduce new product in to new market
which helps to create more ,customers and increase brand image resulting growth of
organisation.
Market Penetration: In this strategy, organisation expands its business sale by providing
existing products in to existing market that helps to increase the productivity and profitability.
Product development: This strategy is also used by organisation by developing or
introducing new product in to existing market which retain targeted customers and add more.
From the above strategy Head and Shoulder is introducing product development strategy
in which it understand the hair problem of customers such as dandruff, hair fall etc. provide
products in existing market which helps to increase the growth of brand and sale of business
organisation.
An analysis of new market:
PESTLE analysis is done by Head and Shoulder organisation by comparing with Pentene
and other hair care brand that is defined as:
Political: This covers tax rate, government stability and other which may impacts on
Head and Shoulder. The political system of new market is stable which impacts positively to
enter in new market and provide product effectively.
Economical: In UK and other nation inflation may be fluctuate which may be threat for
Head and Shoulder to establish business in new market.
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Social: This impacts positively as respective company focus on changing lifestyle and
trend of customers which help Head and Shoulder to run its business in new market which
increases profits.
Technological: By using new technology Head and shoulder can increase the brand
image and geographical area to provide the products and services effectively.
Legal: By following equal pay, employment law and other act Head and Shoulder can
run its business in to new market as employees helps to run its business effectively.
Environmental: By following environmental laws and reducing carbon emission Head
and shoulder can increase establish its business in to new market which helps to increase the
brand image.
CONCLUSION
According to the above document, it has been concluded that the concepts of advertising
as well as the choice of target market are key to making business growth and success. The
company succeeds in implementing promotional blend components successfully in the best way.
This blend also fosters additional assistance in fostering the unique brand interest of standing up
to rivals. In order to introduce the brand internally in new and better ways, successful interaction
is required to increase visibility for the product in the targeted market. If an organization
practices 4Ps advertising concepts successfully, they will succeed in making the product more
marketable. The theory of advertising involves brand, location, promotion and cost, which plays
an essential role in targeting customers.
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