MG412 Principles of Marketing: Head & Shoulders vs. Pantene Report

This report provides a comparative analysis of the marketing mix strategies employed by Head & Shoulders and Pantene, focusing on the 4Ps: product, price, place, and promotion. The analysis begins with an executive summary and introduction, then delves into the target markets of each brand, examining their segmentation strategies based on demographics, geography, and psychographics. The report explores product offerings, brand positioning, and the emotional connections each brand cultivates with consumers. Pricing strategies, including competitive and penetration pricing, are evaluated in the context of the FMCG market. Distribution channels, encompassing both online and offline presence, are examined to understand how each brand reaches its target audience. Finally, the report assesses the promotional activities of Head & Shoulders and Pantene, including advertising campaigns and their impact on brand recognition and consumer perception. The conclusion summarizes the effectiveness of each brand's marketing mix and suggests areas for improvement, emphasizing the importance of understanding consumer needs and market dynamics.

Principles of
Marketing
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EXECUTIVE SUMMARY
Marketing is very important for an organisation to enlarge business opportunities by
reaching at large no. of consumer base positively. With the help of marketing mix organisation
can be able to position their products and services in the marketplace potentially. It is defined set
of marketing tools that enables to organisation in pursuing their marketing objectives in target
market.
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Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION ..........................................................................................................................4
MAIN BODY...................................................................................................................................4
Target Market .............................................................................................................................4
Product /Brand............................................................................................................................4
Price.............................................................................................................................................5
Place (Distribution).....................................................................................................................6
Promotion....................................................................................................................................6
CONCLUSION ...............................................................................................................................7
REFERENCES ...............................................................................................................................8
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INTRODUCTION
Marketing is one of most important study and management of exchange relationship by
identify, anticipate and satisfy the consumers needs and wants (Chaffey and Ellis-Chadwick,
2019). Respective report is based on the Head & Shoulders shampoo which is an American
brand of anti dandruff and non dandruff shampoo and Pantene Lady shampoo which is a Swiss
American brand of hair care products. Respective report is based on the Principles of marketing
which states about product, price, place and promotions which assist in planning and
coordinating business activities positively.
MAIN BODY
Target Market
The target market of Head & Shoulders are people who belong from the higher middle
class and very much brand conscious, early adopters. With people who very much care about
their overall health of their hair (French and Gordon, 2019). They offer products for men,
women and all people irrespective of gender. They offer products for dry, itchy and sensitive
scalp and relief against dandruff for severe scalp conditions. Their available segmentation of
products rely on demography, geography and psychography. But as an FMCG product the
shampoo Brand based on the life style as well as consumers preferences The age of their
potential buyers is in between age of 20 to 40 that very much caring about their body and hairs.
In context of Pantene Lady shampoo they are looking people who want affordable hair
care products for middle and upper class. With help of psychographic segmentation they can be
able to segment or target people as per their life style and aspiration. Also they segment their
products on basis of behavioural segmentation by giving sought of benefits includes oil
replacement who possess significance of oiling their hairs majorly for Indian market. They also
deals in range of shampoo by segmenting market such as deep cleanser, curl perfection, repair
and protect after understanding their consumer base potentially.
Product /Brand.
In context of H&S they provide wide range of product includes Anti dandruff, Black
hair, shiny hair, low price and many more (Jamnik, 2019). By also adding features includes
menthol, volume boost, hair fall therapy for youth and professionals. In H&S they use variant
colours that treated accents only. Their logotype now appears on horizontal plane with new kind
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of ampersand that gives modernity, cosmetic and legibility. It brand icon build and combines
colour and shape by link with the bottle graphics to represent its duality and 360 degree approach
(Jeffus, 2020). In context of H&S they can be able to build emotional connection with the
people by understanding their problem related to dandruff that influence to purchase respective
brand. By adding richness and depth in their level of owing and usage behind the brand.
Leavitt's Diamond is model that proved useful in the situation of change management as it
provides the critical success factor to the organisation. In context of H&S their critical success
factor is their emotional connection with the people as by using their product build a distinctive
image in marketplace.
In context of Pantene Lady shampoo they deals in wide range of products includes
shampoo, hair treatments, conditioners, styling products and many more. With the help of
research and development they can be able to access the consumers choices and preferences in
order to provide potential products to them. The packaging, colour and materials used for
delivering their products to the end user build from plant based plastic as organisation paced
towards sustainability drive in order to gain desirable outcomes. Their brand value associated
with the most healthier and smoother product for hairs and save from fall of hairs positively.
Their product based on the functional level as they provide the distinctive from other products
such as hair growth, protection hairs from pollution and many other advantages provide for them.
Price
There are no. of pricing strategies that avail by organisation to offer best price to their
end user that are as follows:
Cost plus pricing In it organisation simply calculate cost by adding a mark up.
Competitive pricing In respective pricing strategy, price set on basis of what the other
competitors charge.
Value based pricing In it organisation set price on regarding how much customer
believes and worth of selling (Kiráľová, 2019).
Price skimming In respective pricing organisation set higher price and lower it as
per market evolves.
Penetration pricing In respective pricing organisation set low prices in order to enter in
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competitive market and raising it later.
Head and Shoulders has always the competing pricing by keeping in mind their closest
competitor Hindustan Unilever. They by using the penetrating pricing in past so that they can sell
the high volume of products in order to reach at large no. of consumers. They keep their price
reasonable to retain their consumers and attract new ones (Laczniak and Murphy, 2019).
Respective brand also use the promotional pricing in their marketing mix during the summer
season by providing discounts on their various product range to further increase sales and
revenue. So in context of H&S, by using the competitive pricing organisation can be able to sell
higher level of products and services by beating their competitors positively.
The another organisation is Pentene which set pricing by understanding their competitive
FMCG haircare market. The Market of FMCG is very much competitive in marketplace such as
other brand also operated in market such as Neutrogena, Tresemme, Fructis , Dove and many
more. To remain competitive in marketplace they use competitive pricing by offer better quality
of products and services to consumers. So it can be said it is best pricing strategy to regulate
competition by preventing loss of consumers and market share of competitors. It helps to
respond promptly to fierce competitors.
Place (Distribution).
In distribution of Head and shoulders consist of international presence in several
countries of world. With help of penetration policies can be able to enlarge business
opportunities (Ravina Ripoll and et.al., 2019). It has been analyse that it is a mass market
product by which they can maximised their distribution outlets in order to reach at large no. of
consumers potentially. In their distribution channels includes the service of various distributors
and retailers to reach at end user by supermarkets, discount stores, hyper market, local market
and corner shops. They present in both on line and off line mode of transactions.
In context of Pantene they existed at international level and spread their market in more
than 50 countries. They have wide spread network that includes old age channel of stockiest,
retailers and whole sellers. Their products are available at hyper market, super markets, malls ,
grocery stores and drug many more places in order to reap important outcomes. In that regards
they are mass market product in order to reach at large no. of consumers positively.
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Promotion.
Promotions plays very much important role for an organisation as well as individual to
reach at large no. of consumers potentially. In context of Head & Shoulders they heavily rely on
the marketing activities to promote products and services. As H&S is one of most recognized
brand in market and their ads shown on different channels consist of radio, newspapers,
pamphlets, posters and magazine in their strategic processes positively. They by position in
minds of target audience as per the affordability and healthy products that care their hairs
positively (Sahaf, 2019). They deal in both online and offline mode of transactions to reach at
large no. of consumers potentially.
In context of Pantene which is a strong brand with high recall as it adopted marketing
strategy (Swanson, 2019). They by created ad campaign by stars Like Iman, Kelly Le Brock,
Priyanka Chopra and Katrina Kaif. Their campaigns that are majorly targeted to women with
commercials by relying on the advantages of using hair care brands. With the help of print and
digital media in newspapers, magazines, radio and television channels and in movies. Their
advertisements and other tools proved very much beneficial in reaching at large no. of consumer
base by building distinctive brand image in their mind. So it is very much potential for marketers
to position one self in the market by building image in market so that consumers can take
positive decisions regarding products.
CONCLUSION
From the above report it has been concluded that marketing mix is one of most important
tool for an organisation to position products and other attributes as per the consumer demand. In
context of H&S they by conducting through research and development position their product in
marketplace and in context of Pantene they by relying on secondary source of information collect
potential knowledge regarding consumers. H&S most successful in application of marketing mix
because they can be able to emotionally connect with consumers in order to remain competitive
in marketplace. To improve the results it is very potential to collect necessary knowledge and
information so that better outcomes should be achieve.
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REFERENCES
Books and journals:
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
French, J. and Gordon, R., 2019. Strategic Social Marketing: For Behaviour and Social Change.
SAGE Publications Limited.
Jamnik, A., 2019. The question of ethical decision in marketing and ethics. Cultura económica.
29(80). pp.41-53.
Jeffus, L., 2020. Welding: principles and applications. Cengage Learning.
Kiráľová, A., 2019. Sustainable Tourism Marketing Strategy: Competitive Advantage of
Destination. In Sustainable Tourism: Breakthroughs in Research and Practice (pp. 183-
206). IGI Global.
Laczniak, G.R. and Murphy, P.E., 2019. The role of normative marketing ethics. Journal of
Business Research. 95. pp.401-407.
Ravina Ripoll, R. and et.al., 2019. Towards a happy, creative and social higher education
institution: the case of non-profit marketing and business creation subjects at the
University of Cadiz.
Sahaf, M.A., 2019. Strategic marketing: making decisions for strategic advantage. PHI Learning
Pvt. Ltd..
Swanson, S.R., 2019. The defining dozen: undergraduate students preconceived views of
marketing. Marketing Education Review. 29(1). pp.3-16.
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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