MG412 Principles of Marketing: Head & Shoulders vs Pantene Report

This report, prepared for the MG412 Principles of Marketing module, offers a comparative analysis of the marketing mix (4Ps: product, price, place, and promotion) employed by Head & Shoulders shampoo and Pantene lady shampoo. The introduction establishes the significance of marketing principles in business development, emphasizing the creation of customer value. The main body delves into the target markets, product offerings, pricing strategies, distribution channels (place), and promotional activities of both brands. The report highlights the target customer demographics, product features, competitive pricing approaches, distribution networks, and promotional campaigns. The analysis includes recommendations for each brand to enhance its marketing effectiveness, such as expanding product lines and increasing market expenditure. The conclusion summarizes the key findings, emphasizing the importance of understanding target markets and utilizing effective marketing strategies for business success. The report references various academic sources to support its analysis.

MG412 Principles of
Marketing

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Target market...............................................................................................................................3
Product.........................................................................................................................................4
Price.............................................................................................................................................4
Place.............................................................................................................................................5
Promotion....................................................................................................................................5
Recommendation.........................................................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Principle of marketing is considered to be the most important aspects of controllable level of
categories which is affecting the level of outcomes of business development. This is addition to
have achieving the respective goals and objectives for developing strategies (Kucuk, 2017). This
is helpful in creating vibrant along with interactive consumers to make the development of the
innovative customer value framework. Marketing principles is the widely concepts which is
being used of product, price, place and promotions for the integration of marketing. In this
report, there will clear comparison between the marketing mix of the head and shoulder shampoo
and Pantene lady shampoo in order to have the proper analyse effectiveness of the marketing
mix.
MAIN BODY
Target market
As per the target market is considered to the important level of aspects for the business which is
more manner of difference in selling the product as per the competitors in order to giving the
respective level of revenue (Lancaster and Massingham, 2017). Target market is considered to
group of customers which is targeted level of customers availed in the markets which is
marketing he efforts with level of different resources. The targets market is the considered or the
subsets with consisting the level o customer which is having the similar level of characteristic to
have the buying of business offering.
Target market of head and shoulder shampoo
Head and shoulders are the subsidiary of parent company Procter and gambles associated
in FMCG sector which have the clear offering of the related personals care. Shampoo Head and
shoulders is the subsidiary of parent company which bringing in confidences to the both men and
women who are the suffer the haircare issues which like dry and itchy scalp and dandruff.
The company have the clear targeting of the middle class and the upper middle class as
its target customers. The company is also having the establishments all over the 130 countries
across the world as the one of Procter & gamble’s flagship the producing term in different top
seller in the hair care category.
Target market of Pantene lady
The company is the subsidiary of parent company Procter and gambles associated in FMCG
sector which is majorly offering the middle and upper class with the use of the psychographic
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level of segmentations to targets the certain level of lifestyles and aspiration with respect to hair.
At the perspective of behavioural segmentations as the product ranges with oil replacements
along with certain ranges which are such as the deep cleanser, curl perfection, repair and protect
have been created understanding the different buyer types (Hastings and Domegan, 2017). The
brand has target audience is women’s in their mid-40 which are interested in investing the
proactive living health lifestyles an feel level of confidence.
Product
Head and shoulders are the considered to be the leading cares brand which is making the
shampoo along with hair conditioners as the magic formula to have the resolution of widespread
issues dandruff. The company have the gained the level of trust among the consumers as the
providence of quality of the products which promises to the remove the dandruff. In addition to
that the company is providing the product is tactfully shaped packaging which have the clear
resemblance in the essence level of freshens. The product portfolio has the combination of the
anti-dandruff, anti-hair fall, the lemon fresh cool blast and menthol along with conditioners of
the variants smooth and silky.
Pantene lady shampoo
The company have the major level of offering to the different category which are such as the
types of globally the shampoo, conditioner, 2in 1, styling products and the relative level of
conditioner. The company have the packaging in the different sizes at global level. Due to the
issue of price sensitivity, the firm have the also launched the 5 ml sachets as there is
implementation of the attractive pricing to attracts more level of target customer.
Price
Head and Shoulder Shampoo
The company is paying major attention on the products to have competitive pricing as they are
approaching the price penetrating strategy in order to have the selling of high-volume products in
order to reach a large customer base (Sahu and Pradhan, 2017). This is helpful in retaining the
more existing customers in order to have attract more level of customers as the product is
available in different sizes visible to differ consumer as per the needs. The company is trying to
have the promotional pricing during the promotion of marketing mix as it provided the discount
its product ranges.
Pantene lady shampoo
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The company is placing the competitive pricing strategy as it is competing at the global level
from the other brand which are such as the Neutrogena, Tresemme, Fructis, Dove, L’Oreal. The
company have the large level of customer bases who are not switching to the other ones due to
the better quality of service as compare to other brands. The firm try to have the aim in providing
the vest products he best prices to retain more level of customer and maintain them loyal to
campy.
Place
Head and Shoulder Shampoo
The company is trying to have to established as realisable brands by capsuling the markets along
with spreading it presence to other servals countries (Rossiter, Percy and Bergkvist, 2018). The
company have developed the strong distribution networks so that’s product can effectively travel
from factor to the distributors along with retailer to its final customer. Head and Shoulder
Shampoo is having its advisability in the different upper markets, discount, hyper markets along
with local one and online sites.
Pantene lady shampoo
It has the excellent level of distribution network around the globes with having the own ranges of
product portfolio. The company have the endurances over the viability of the maximum level of
retail outlets as there is no level of stock out. The product has the forwarding agents and carrying
ones which helps in maintaining the regional stocks in order to reach the ed customers. The
costumer wants to have the major shifting to the compactors brands as the e is low switching
cost.
Promotion
Head and Shoulder Shampoo
The firm totally of the marketing teams as there are mainly which are launched as the creative
informational and the aggressive level of campaigning in order to have the creation brand
visibility’s in the market (Kripanithi and Ramachander, 2018). The campaigning of the heads
and shoulders is in term of empowering the people in order to be bold, braves and the confident.
The firm tries to place it self in the perineum branding y the use of tops actors and famous
personalities and beautiful model in advertisements. There is concept of anxiety marketing
which is used by the firm to have the driving of the fears as the consequences of the producers as
in order to be term as the worth and the quality brand.
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Pantene lady shampoo
As per the consideration of the promotional strategies have the covering of all aspects which
have the collusions of the traditional and digital marketing. The firm have the major focus on the
TV commercials as per targeting of the men and women. There commercial is advertise ether
mostly of entertainments along with endorsee the brand with celebrity (Proboyo and Kusuma,
2019). In the world of digital marketing, company have the social media which is rowing with
million marks as the user experts and celebrity, In addition to YouTube and the poster along
with hoardings the term to be broadcasting the expert tips which have the high emphasis of the
shelf spaces to create the level of visibly in order to increase the impulse buying.
Recommendation
As per the recommendation for Head and Shoulder Shampoo it is important to have the
increase the level of poetical marketing which is turning out to be major focus on niche
marketing way creating more level of product lines which is helpful in competitive advantages.
The company should go beyond the product of anti-dandruff while focusing on the new
level of hair gels, creams and hail oils for the men which will be helpful in business
development.
As per the Pantene lady shampoo, the company should pays major focus on the changing
market strategy’s with use of innovative tactics by growing level of the market potential. There
should in increase in market expenditure in term of campaigning and concentration of increases
in product usage.
CONCLUSION
From the above report, it can be concluded as Target market is considered to group of customers
which is targeted level of customers availed in the markets which is marketing, he efforts with
level of different resources. Shampoo Head and shoulders brings the confidences to one who are
Suffering the haircare issues which like dry and itchy scalp and dandruff. Pantene lady have
target audience is women’s in their mid-40 which are interested in investing the proactive living
health lifestyles a feel level of confidence. The company is trying to have the promotional
pricing during the promotion of marketing mix as it provided the discount its product ranges.It
has the excellent level of distribution network around the globes with having the own ranges of
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product portfolio. the high emphasis of the shelf spaces to create the level of visibly in order to
increase the impulse buying.
REFERENCES
Books and Journals
Online
Proboyo, A. and Kusuma, B.I., 2019. The Impact of Product Attributes, Price, Place,
Advertising, and Sales Promotion: A Case of Kids Shampoo in Indonesia. Petra International
Journal of Business Studies, 2(2). pp.59-70.
Kripanithi, R. and Ramachander, A., 2018. 4 As The Key Drivers of Rural Marketing. Journal of
Rural and Industrial Development, 6(1). p.1.
Rossiter, J.R., Percy, L. and Bergkvist, L., 2018. Marketing communications: Objectives,
strategy, tactics. Sage.
Sahu, S.K. and Pradhan, S.K., 2017. Marketing Management: An Indian Prospective.
Educreation Publishing.
Hastings, G. and Domegan, C., 2017. Social marketing: Rebels with a cause. Routledge.
Lancaster, G. and Massingham, L., 2017. Product and innovation strategies. In Essentials of
Marketing Management (pp. 92-135). Routledge.
Kucuk, S.U., 2017. Marketing-Mix Modeling. In Visualizing Marketing (pp. 83-93). Palgrave
Macmillan, Cham.
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