Principles of Marketing Report: A Comparative Analysis of Two Brands

This report provides a detailed analysis of marketing principles, focusing on the STP (Segmentation, Targeting, and Positioning) approach and the 4Ps (Product, Price, Place, and Promotion) of the marketing mix. The report examines two prominent brands: Head & Shoulders shampoo and Pantene shampoo. It explores how Head & Shoulders utilizes segmentation based on economic and demographic criteria, while Pantene employs psychographic segmentation. The target market strategies of both brands are evaluated, highlighting Head & Shoulders' focus on anti-dandruff solutions and Pantene's emphasis on targeting consumers based on lifestyle and product offerings. The positioning of both brands in the market is discussed, emphasizing Head & Shoulders' pricing strategy and Pantene's focus on quality and global presence. The 4Ps of marketing mix are analyzed using Levitt's model, covering core needs, actual product, expected product, augmented product, and potential product. The pricing, place, and promotion strategies of both brands are compared, including Head & Shoulders' low-cost strategy and Pantene's competitive pricing. The report concludes by emphasizing the significance of marketing principles in understanding consumer needs and achieving business objectives, with references to academic sources.

Principles of marketing
Table of Contents

INTRODUCTION...........................................................................................................................1
STP Approach .................................................................................................................................1
Segmentation Market..............................................................................................................1
Target Market.........................................................................................................................1
Positioning Market.................................................................................................................2
4P'S of Marketing Mix.....................................................................................................................3
Brand/Product.........................................................................................................................3
Price........................................................................................................................................4
Place.......................................................................................................................................4
Promotion...............................................................................................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing mix consist several kind of tactics as well as actions which is use by an
organisation so that they can easily promote their entire goods and services in an effective
manner. Whereas, marketing mix plays important role as it includes product, price, place and
promotion. With the help of marketing mix firms are bale to achieve their predetermined goals in
a proper way. In this assignment 2 firms has been chosen named as Head and shoulders
shampoo, which is known as best American brand of anti-dandruff shampoo was established in
1961 by Procter and Gamble (Philip, Armstrong and Opresnik, 2018). Herein, other firm is
Pantene lady's shampoo, it is also called American brand of hair care products owned by Procter
and Gamble. It was introduced in 1945 in United States. Additionally, This assignment includes
4P'S of marketing mix and STP (planning process).
STP Approach
Segmentation Market
It is one of the important part for every firm in which they segmented their goods and
services as per the consumer's demand and needs at marketplace. In regards with Head and
Shoulder shampoo is commonly executed into the niche market. Therefore, this organisation ca
not reach several customers due to shampoo market. Therefore, the segmentation of this brand is
based on marketing campaigns. Thus, consumers segmentation of this firm follows economic
and demographic criteria so that they can make products accordingly.
In relation with Pantene lady's shampoo, they always choose psychographic segmentation
by which they can understand entire life style of people and able to give them huge benefits
towards their goods and services. With the help of doing such kind of segmentation of their
products they can easily make their product valuable and achieve targeted goals (Tontuș, 2018).
Target Market
In order to target market is the famous term which is held by large number of firms as
well as group of people in order to gain competitive advantages towards business to attain
particular goals. On the other side, it is known as best part of conduct marketing activities to
achieve targeted goals towards goods and services. It is known as essential part of STP planning
process which is helpful for firms to develop best ways to targeting such kind of people those
can increase their sales as well as profit at marketplace. Therefore, it is required by every firm to
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have so that they can get huge profits as well as great revenue. Now it can be said that STP
model is helpful aspect for businesses.
In regards with Head and Shoulders shampoo, it is one of the famous anti-dandruff and
non dandruff shampoo. As it makes different types of shampoo so that they have different size of
bottles with several colour that attract the large number of customers in a perfect way. In order to
maintain their quality of shampoo they always use effective techniques and methods so that they
can target different types of customers at one time. Along with this, brand associated with
different types of varieties of shampoo that's why most of the people prefer this brand. Therefore,
by having effective brand image across the globe they can achieve targeted goals among
targeting potential customers in a perfect way (Bernyte, 2018).
In the case of Pantene lady's shampoo as it is an American brand of hair products so that
they have so many ways to grab new opportunities at marketplace day to day. Therefore, this
firm always targets those people who can afford their products as well as offered by Pantene.
Thus, they always consider people lifestyle in order to reach targeted goals without facing any
issue into the environment. In addition to this, they also developed new product named as Oil
replacement for those people who are finding essential elements within the hair oil. Thus, they
also have huge varieties in shampoo like curl perfection, deep cleanser and many more for
protecting hairs and overcome hair fall. With the help of giving large number of benefits to
people at marketplace so that they can easily target people as per their manufactured goods and
services. It makes them unique from other shampoo brands and enhance productivity of firm.
It has been analysed from the given information that both shampoo firms are following
different ways to target people in order to sustain at marketplace for long period of time (Flora,
Schooler and Pierson, 2018).
Positioning Market
In regards with Head and Shoulder shampoo, they generally use several elements while
manufacturing of shampoo in order to give huge satisfaction to customers. Therefore, the
position of Head and Shoulder brand is very good at marketplace. Due to high discounted pricing
strategy on their goods that maximise their overall productivity and profits at marketplace. With
the help of great position into market they can achieve its common goals within the competitive
environment.
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On the other side, Pantene lady's shampoo it can be said that, they are dealing with better
quality of shampoo as well as hair oil with affordable cost. Thus, they have good presence
globally. By having such kind of popularity always attracts large number of female. It is helpful
for firm to maintain its great position within the competitive marketplace. Moreover, they can
achieve huge profit with high sales and revenue by attaining competitive advantages in an
effective manner.
4P'S of Marketing Mix
Brand/Product
In order to analyse products of both Head and Shoulder and Pantene brand, Levitt's
model will be use that consist different types of size, shape, colour and packaging of products,
those are as mentioned below:
Core needs: In regards with Head and Shoulder shampoo, as they generally deals with
anti-dandruff shampoo which includes assorted kind of elements which is used for reduce hair
fall. According to this first stage, basic needs of this brand is to give discounted offer among its
product to satisfy customers. In the case of Pantene lady's shampoo is to provide styling products
with best hair treatment for customers to achieve desired goals (Pererva, Nagy and Maslak,
2018).
Actual product: In this stage, Head and Shoulder's always use several factors in order to
reduce dandruff thus they make actual products. Herein, Pantene commonly use daily moisture
repair conditioner or shampoo as existent goods.
Expected product: In this stage, both organisations are required to fulfil consumer's
needs by which they can attain desired goals through bringing several factors within the product
of shampoo (Razakova, Bekkulieva and Istaeva, 2019).
Augmented product: As per this both firms able to formulates huge benefits like giving
discount on several products so that firms can achieve their desired goals and objectives in a
perfect way.
Potential product: It is necessary for both firms to have potential products in order
increase their entire growth and sales in a perfect manner. With the help of this they can achieve
predetermined goals.
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Price
Head and Shoulders: This brand follows effective pricing strategy as compare to several
competitors. As this firm has faced large number of issues so that they follow low cost strategy
to achieve targeted goals.
Pantene lady's shampoo: According to this marketing mix element, this brand follows
competitive cost strategy in order to give best goods to customers and having aim of attaining
competitive advantages in a proper way.
Place
Head and Shoulders: It is one of the most famous brand as its presence has been spread
across the globe. Therefore, they have large number of places in which customers can get their
product without facing any issues at marketplace.
Pantene lady's shampoo: This brand has excellent distribution network worldwide due to
having large numbers of portfolio. Thus, consumers are able to buy their products from
anywhere (Ahmad, 2018).
Promotion
Head and Shoulders: Promotional strategies always depends of this brand on marketing
team therefore, they generally believe on adoption of strategies in order to give better policies to
their customers. Thus, they use radio, television, pamphlets, magazine, newspapers and so on. By
using such kind of tool they can achieve specified objectives within a short period of time.
Pantene lady's shampoo: As it is famous P&G brand, in this strategy of marketing mix,
respective firm generally use TV, social media, billboards and so on. By having such kind of
promotional strategy so that they can focus on competitive advantages and able to attain future
goals (Hunt, 2018).
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CONCLUSION
As per the above mentioned report it has been concluded that, marketing principles which
is used by firms to know about their overall situation of business at marketplace. With the help of
following STP planning process firms can easily make different types of ways and method to
achieve competitive advantages and able to make their great presence worldwide. On the other
side 4P'S of marketing mix always analyse about particular brand or product in which firms
generally use different types of promoting channels to sustain for long period of time. Therefore,
principles of marketing plays significant role that helps firm to fulfil their consumer's needs and
demand on time.
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REFERENCES
Books and Journals
Philip, K., Armstrong, G. and Opresnik, M. O., 2018. Principles of marketing. Pearson
Education.
Tontuș, H. Ö., 2018. Promotion of health tourism and evaluation of the principles of marketing of
health services. Journal of Multidisciplinary Academic Tourism, 3(1), pp.67-88.
Bernyte, S., 2018. Sustainability marketing communications based on consumer values and
principles. Regional Formation and Development Studies, 26(3), pp.26-35.
Flora, J. A., Schooler, C. and Pierson, R. M., 2018. Effective health promotion among
communities of color: The potential of social marketing. In Social Marketing (pp. 353-
373). Psychology Press.
Pererva, P., Nagy, S. and Maslak, M., 2018. Organization of marketing activities on the
intrapreneurship. Mind Journal, (5), pp.1-10.
Razakova, D. I., Bekkulieva, B. M. and Istaeva, A. A., 2019. Formation and development of
educational services on the marketing principles. Вестник университета Туран, (4),
pp.278-283.
Ahmad, N., 2018. Toward advancing debates on Islamic marketing: a renewed
perspective. Journal of Islamic Marketing.
Hunt, S. D., 2018. Advancing marketing strategy in the marketing discipline and beyond: from
promise, to neglect, to prominence, to fragment (to promise?). Journal of Marketing
Management, 34(1-2), pp.16-51.
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