Coursework 1: Comparing Marketing Mix of Head & Shoulders and Pantene

This report provides a comparative analysis of the marketing mixes of Head & Shoulders and Pantene shampoos. The report meticulously examines the application of the 4Ps (product, price, place, and promotion) for each brand, including their target markets, product characteristics, pricing strategies, distribution channels, and promotional activities. It explores the geographic, demographic, psychographic, and behavioral factors influencing their target consumers. The report delves into the product's packaging, pricing strategies, competitor analysis, and market share. Furthermore, it investigates the place or distribution strategies, including retail channels and online presence, and the promotion strategies, including advertising, social media, and celebrity endorsements. The analysis provides a clear understanding of how each brand positions itself in the market and the effectiveness of their marketing strategies, offering insights into their market share and competitive landscape. The report also includes references to academic sources, demonstrating the secondary research skills used in the assignment.

INTRODUCTION TO MARKETING
March 22

Contents
About Head and Shoulders Shampoo........................................................................................2
About Pantene Lady’s Shampoo................................................................................................2
Target Market profile.................................................................................................................2
Head and Shoulders Shampoo...............................................................................................2
Geographic’s:.....................................................................................................................2
Demographics:.......................................................................................................................3
Psychographics:......................................................................................................................3
Behaviours:............................................................................................................................3
Pantene Lady’s Shampoo...........................................................................................................4
Geographic.............................................................................................................................4
Demographics........................................................................................................................4
Behavior Factors....................................................................................................................4
• Also search at reasons that can render facilities more convenient. •...............................4
• Take steps where necessary to meet all the interests of the household at the same
time.2.1.2 Market Needs....................................................................................................4
Product/ Brand...........................................................................................................................5
Head and shoulders................................................................................................................5
Pantene Lady’s Shampoo.......................................................................................................5
Price............................................................................................................................................6
Competitors............................................................................................................................6

Market share...........................................................................................................................6
Pantene Lady’s Shampoo pricing strategy.................................................................................6
Competitors............................................................................................................................6
Market share...........................................................................................................................6
Place...........................................................................................................................................7
Head and Shoulders Shampoo...............................................................................................7
Pantene Lady’s Shampoo.......................................................................................................8
Promotion...................................................................................................................................8
Head and Shoulders Shampoo...............................................................................................8
Pantene Lady’s Shampoo.......................................................................................................9
Social Media:.....................................................................................................................9
YouTube:............................................................................................................................9
Placards & Hoardings:.......................................................................................................9

About Head and Shoulders Shampoo
H&S is an American anti-dandruff and non-dandruff shampoo company, which is made in
1961 by Procter & Gamble. It was the' number one brand' of a shampoo by 1982, and it was
reported that' [n]every brand of hair care earns as many marketing dollars as Head &
Shoulders, a company 20 years old, and no other company rivals its sales.' The brand has
been sold under the slogan "You never get a second opportunity to create a first impression"
since the 1980s (Zbib, Wooldridge, Ahmed and Benlian, 2010).
About Pantene Lady’s Shampoo
Pantene is a Swiss-created American hair-patient brand operated by Procter & Gamble.
(Procter & Gamble) is the name of the product. Hoffmann-La Roche of Switzerland, which
called panthenol as a shampoo product, first launched the brand into Europe in 1945. In 1985,
Procter & Gamble (P&G) bought it to compete with P&G in the "beauty goods" segment
instead of only natural products.[2]The well established brand formulation was produced with
Pantene Pro-V (Pantene Pro-Vitamin), a 2 in 1 shampoo and cooling formula.
Target Market profile
Head and Shoulders Shampoo
Geographic’s: The target demand for Head & Shoulder is split into regional units including
regions and population density. Next, Head & Shoulders segmentation according to regions
of the world will specify that virtually every continent, including South America, Africa,
Oceania and Europe, is introduced in the manufacturing plants. H&S assesses the growth
potential and the need to invest in manufacturing facilities depending on population density.

H&S also has no manufacturing facilities and just a few publicity strategies, provided that
Africa is the country with the lowest population densities.
Demographics: The company then bases its goods on adult males aged around 35 and
relates to the Y group with respect to age and gender. Yes, the most severe hair loss and
dandruff suffering from this age. The secondary aim is for women aged 18 to 44. Regarding
the size of the family, Head & Shoulder reflects on any form of relationship, as the emphasis
is both single and married. Head & Shoulders recently released a variety of items that are
tailored for individuals with various kinds of work. For instance, the mark offers shampoos
that are more prone to the use of low fragrances and more likely to use high fragrances for
both companies (Hanssens, Pauwels, Srinivasan, Vanhuele, and Yildirim, 2014).
Psychographics: this form of consumer segmentation relies around how consumers
perceive and how they are motivated. Head and Shoulders will consider the subjective nature
of bruyères bécasse the primary driver of Product creation was their happiness and
desires.Head & Shoulders breaks the target audiences into multiple categories, including
social status, lifestyle and uniqueness. First, the Target audience for the H&S is the medium-
sized and middle-income citizens with regards to the social hierarchy. Head & Shoulders may
not target a participle market, as this business wishes only to targeted people who think for
their hair and want to get healthy hair. Second, the luxurious, relaxed and ordinary lifestyles.
Ultimately, when producing goods of the same purpose with different scents, the company
takes care of the individuality of customer to meet the preferences of the individuals.
Behaviours: H&S marketers strongly appreciate the behavioural segmentation, as
customers are split into various categories in terms of their reactions, their behaviors, their
awareness and their applications (Chandon, and Wansink, 2012).

Pantene Lady’s Shampoo
Geographic
 • Shaker Hts City is the immediate geographical goal. And the neighbourhoods
around it, with a 60 percent community.
 • The facilities provided include a regional range of 20 miles.
 • Nearly 60 percent of the entire population is targeted.
Demographics
 • The guy, the woman, the kids.
 • 3-55 years ago.
 • Women are people who know for premium hair shampoos but are hesitant to accept
the exorbitant expense of female hair only.
 • The men fear that their hair shampoo is inexpensive, comfortable.
 • The kids don't have any big beauty products.
 Have an individual income of at least $30,000.
Behavior Factors
• Also search at reasons that can render facilities more convenient. •
• Take steps where necessary to meet all the interests of the household at the same time.2.1.2
Market Needs
Pantene provides families a one-stop solution for a large range of shampoos. Convenience: •
Pantene is willing to support the whole family without the requisite consultation. Pantene
looks for the following services that are essential to its consumers (Konuk, and Altuna, 2011)

Customer Service: • This is the responsibility of the staff to represent the client with superior
emphasis.
• Great pricing:
• Pantene gives a product higher than a standard formula, but far less than a feminine hair
shampoo.
Product/ Brand
Head and shoulders Pantene Lady’s Shampoo
Shape: The type is exquisite or singular. It
starts with the production of entirely
recyclable plastic shampoo bottles. Upon
drying on beaches worldwide, the material is
deposited
Packaging: The first recycled shampoo
bottle made of beach plastic was developed
by Head & Shoulders.
Colour scheme; Color, scent and spice
specific mixtures are appropriate finishing
touches. According to the edition you want,
People are more emotionally attached to this
brand
Shape: PET content hollow shampoo hotel
bottles small disposable shampoo bottles
Packaging: The latest bottles are shinier than
their counterparts, more vivid and distinctive
in form.
 Colour scheme: Color, scent and
spice specific mixtures are
appropriate finishing touches. In
keeping with the edition you want.
Functionally attached to this brand, mainly
for status in the society

Price
Head and Shoulders Shampoo pricing strategy and competitors
Competitors Market share
L’Oreal 25.8% market share
Dove 15 market share
Head and shoulders 20%
And its rival firms Head & Shoulders have also been at the edge of the market battle. It faces
stiff rivalry from many rivals and, by following a sustainable pricing policy, it has held the
costs at an fair point. This has always pursued a strategy of expansion to penetrate new
customers and to draw existing clients. Head and Shoulders remain dedicated to their smart
pricing plan to win and retain their consumers ' interest, because their goods remain
inexpensive and easy to use. In fact, it may be purchased of various sizes similar to an
person's individual requirements. The company is still dedicated to discounts throughout the
summer by offering deals and rewards when prices are higher and contribute to higher
transactions and more income (Rahman and Kazi, 2014).
Pantene Lady’s Shampoo pricing strategy
Competitors Market share
1.Sunsilk

47% market share
2.Clinic Plus 27 of the market share
3.Dove 15 market share i
Pantene 27% of the market share
Below is the pricing strategy:
By recognizing the dynamic FMCG hair care market, the pricing policy in the Pantene
marketing combination is clear. World wide rivalry with products such as Neutrogena,
Tresemme, Fructis, Dove, L'Oreal and others is strong with the FMCG (Shampoo and
Conditioner) business. There's plenty of brand loyalty among customers, so they don't matter
if they have great choice from other products (because of low switching cost). Price also has
a big part to perform. Pantene implements a policy toward efficient pricing. Pantene's goods
are sold at rates comparable to its rivals listed above. The aim is to offer the right quality at
the cheapest price such that current consumers are maintained and new customers loyal to
other products are recruited (Dhevika, and Latasri, 2014).
Place
Head and Shoulders Shampoo
Head & Shoulders is a popular company that has expanded to numerous countries across the
world. Because of its expansion policies it has expanded from strength to strength and was
able to penetrate foreign markets such as Pakistan, Bangladesh, Canada, the US and the UK.
It launched in India in 1997 and was able to set up its own exclusive business. Head &

Shoulders has a wide network since it has the sponsorship of Procter and Gamble as a parent
organization. Supermarkets, grocery stores, hypermarkets, small markets and corner shops
are the facilities provided by dealers and retailers. The items can also be found online
shopping site (Nordfält, Grewal, Roggeveen, and Hill, 2014).
Pantene Lady’s Shampoo
The name of P&G is Pantene. Because of its experience and large product range, P&G
provides an outstanding worldwide delivery network. P&G's key goal is to guarantee that the
full amount of grocery stores, malls and new shopping stores are eligible for its Pantene
items, and to avoid any stock outs. The Pantene distribution network is:
The goods head to the shipping and sorting companies from the processing facility. From
there they go to the national stock exchange and eventually meet the end users through
wholesalers and distributors. The sales channel must be outstanding, because if the stock is
(Hayek, Anton, Nazarian, Roth, M. and Oullier, 2014)
Promotion
Head and Shoulders Shampoo
For promotional events, Head & Shoulders depends heavily on its management department. It
has a innovative and insightful violent strategy. Head & Shoulders has launched numerous
marketing campaigns to create and sustain brand awareness on the market and is one of the
most recognizable brands. Ads are transmitted on the radio and on numerous TV channels
and shown at strategic locations by newspapers, brochures, flyers, magazines and hoards.
Head & Shoulders is a strong believer in encouraging success and has welcomed prominent
people to share in the marketing. The company was operated at one point by Thalia, famous

Indians, Jenson Button, Formula One Racer of British descent, Nauheed Cyrusi, Indian
designers, Saif Ali Khan, and Kareena Kapoor Khan, Indian actresses.
Pantene Lady’s Shampoo
As a powerful P&G company, Pantene's advertising approach in the marketing mix includes
all the marketing facets including TV, social networking, billboards, etc. which are listed
below. His tv ads concentrate on the advantages of Pantene goods which are targeted at
young people in India. Such advertisements are often shown on the networks of television
and movies. This is sponsored by celebrity ambassadors (Singh, 2013).
Social Media: The Facebook account of Pantene India is rising even after the million mark
has been reached. The Facebook account puts fashion specialists and popular people together.
YouTube: In addition to the YouTube TV advertising, Pantene distributed professional
advice behind scenes and video interviews with prominent students on this site (Rao,
Wansink, and Jain, 2012).
Placards & Hoardings: In order to establish awareness, Pantene even posters at stores and
supermarkets. The shelf spaces are heavily stressed in order to build exposure and thereby
improve impulsive shopping. The commercial profile of Pantene is inferred.

REFERENCES
Basso, F., Robert-Demontrond, P., Hayek, M., Anton, J.L., Nazarian, B., Roth, M. and
Oullier, O., 2014. Why people drink shampoo? Food imitating products are fooling brains
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Chandon, P. and Wansink, B., 2012. Does food marketing need to make us fat? A review and
solutions. Nutrition reviews, 70(10), pp.571-593.
Dhevika, V.P.T. and Latasri, O.T.V., 2014. CUSTOMER PERCEIVED VALUE OF
SHAMPOO IN TIRUCHIRAPPALLI DISTRICT. International Journal of Research in
Business Management, 2(5), pp.113-120.
Hanssens, D.M., Pauwels, K.H., Srinivasan, S., Vanhuele, M. and Yildirim, G., 2014.
Consumer attitude metrics for guiding marketing mix decisions. Marketing Science, 33(4),
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Konuk, F.A. and Altuna, O.K., 2011. Brand positioning through multidimensional scaling: A
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studies, 3(2), pp.193-208.
Nordfält, J., Grewal, D., Roggeveen, A.L. and Hill, K.M., 2014. Insights from in-store
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