Comparative Analysis of Marketing Mix: Pantene Lady's Shampoo vs H&S

This report provides a comparative analysis of the marketing mix strategies employed by Pantene Lady's Shampoo and Head & Shoulders Shampoo. The report examines the target markets for each brand, highlighting the distinct consumer groups they aim to attract. It delves into the product offe...Read More

Principles of
Marketing

EXECUTIVE SUMMARY
This report contain the information regarding marketing mix which include the
information about product, place, promotion or price. There are two brands which compare with
each other on the basis of marketing mix and targeted market such as Pantene Lady's Shampoo
as well as Head & Shoulders Shampoo. Both brand follow the same pricing strategy along with
some additional strategy which is depend upon the various factors. Both are international brands
which sell their products more than 80 countries and use the traditional as well as digital
platform to promote their products.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................4
FINDINGS.......................................................................................................................................4
1. Comparison of target markets..................................................................................................4
2. Product.....................................................................................................................................5
3. Price.........................................................................................................................................5
4. Place.........................................................................................................................................6
5. Promotion.................................................................................................................................7
CONCLUSION & RECOMMENDATIONS..................................................................................7
REFERENCES ...............................................................................................................................8

INTRODUCTION
Principles of marketing are the set of ideas which are used by the organizations for the
effective marketing strategy. Basically, organizations use this principle and build effective
marketing strategy for the products which make special place in the customer's mind (Ewing,
DeBussy and Ramaseshan, 2015). This report based on the marketing mix of two organizations
such as Head & Shoulders shampoo and Pantene Lady's Shampoo. Both are well known brand of
shampoo and has huge customer base which generate revenue for the company. In addition,
implementation of marketing mix strategy for both organization will help the readers to
understand the uniqueness as well as similarities which they have.
FINDINGS
Overview of the organizations:
Comparative analysis of company such as Head & Shoulders shampoo and Pantene
Lady's Shampoo. Both brands produce shampoo for hair care where Pantene Lady's Shampoo
founded by the Richardson Vicks and Hoffmann-La- Roche. This company founded in 1945 and
in 1985 it was owned by the P&G company. Currently this brand sold in the 95 countries along
with huge product range and they have 10% market share in the retail market and 8.2% in the
metropolitan cities. On the other hand, Head & Shoulders is the American brand that produce
anti- dandruff or non -dandruff shampoo. It is introduced in 1961 and after 1982 it become
number one brand of shampoo. Basically both bands owned by the P&G company that is well
known in the market and they have huge customer base.
1. Comparison of target markets
Target market is the set of people who is targeted by the business for their products and
further actions or marketing will be done according to their targeted customers. Organizations
target the segment according to their products & services they offer in the market. Below
mention comparison of companies shows that how they target market to maximise the demand as
well as sales revenue for the company.
Pantene Lady's Shampoo Head & Shoulder shampoo
This shampoo designed for ladies as it clearly
understand by its name. So they target the
This brand introduced specially for the hair
issues such as dandruff. This brand target the

women group who is under 40 age and concern
about their hair. This product provide the
healthy lifestyle along with confidence to looks
good with the help of nice or good looking hair
(Fine, 2017). Customers are attracted toward
this brand because they offer variety into
different size and affordable price range which
satisfy their needs. Company target the females
across the different countries.
higher middle class people who concern about
their beauty or hair. Initially, H&S target the
middle age people and specially men but after
that they target the females who struggle with
the problem of dandruff. In the initial
marketing strategy company show only single
fact to use this product but after that they
introduce many features such as menthol,
volume boost, hair fall therapy etc.
2. Product
Product refer to the item which is sold by the company in order to maximise the profit
margin of the company. It is very essential for the organization to manufacture products
according to consumer's requirements. Below mention discussed based on different products
which comes under different brands. Such as:
Head & Shoulder Shampoo: P&G introduce the dandruff free shampoo under the brand
name of H&S. They offer high quality product with decent packaging that is cost affective for
the consumers. As per the Levitt's brand model, every product has four phases which they
experience and it will start from the introduction, growth, maturity and then decline. In context
of selected products, business should have knowledge regarding product life stages and it is
important before introducing product in front of customers. According to Jennifer Aaker
framework, it has five dimensions personality towards brand. It include competence, ruggedness,
excitement, sincerity and sophistication. This brand implement all the dimensions such as
honesty, sophistication, successful, up to date etc.
Pantene Lady's Shampoo: It is an international brand which offer variety of products
and it is consider as best shampoo with lots of variant. Packaging of products are very attractive
which easily consider by the people. According to Levitt's brand model, this shampoo brand in
on growing stage where they grab the huge market share (Mobus and Kalton, 2015). Company
produce recyclable bottles and in different sizes that is easy to handle. On the other hand, Aaker
models all the dimensions followed by the Pantene Lady's Shampoo such as creative, storing
hair, charming etc.

3. Price
This term refer to the selling price of products which attract the consumers to buy their
products & services. It will based on the cost of production, selling & distribution, targeted
segment etc. There are different pricing strategy which adopted by the organizations and further
actions will be performed accordingly.
Head and shoulders shampoo: Company follow the competitive pricing strategy along
with this they also kept penetration policy so they can reach into new market. It is also observed
that, price of this product is higher than the other products. Head & shoulder company relies on
affordable or reasonable pricing strategy in order to attract many people or make them loyal for
it. In addition, company follow promotional pricing strategy during summer season through
offering huge discount to the customers on their products. In result, sales volume increases as
well as revenue for the company.
Pantene Lady's Shampoo: This brand also follow comparative price where they sell
their products on similar price in which their competitors sell. Along with this, company follow
the value pricing strategy for internal period in order to adjust the purchasing power (Oswald,
2018). It will lead to high sales which automatically provide high profit margin.
Below mention comparison based on adoption of pricing strategy which selected by the
organizations in order to maximise the demand and profit margin as well.
Head and Shoulders shampoo Pantene Lady's Shampoo
Company follow the competitive pricing policy
which help the business to attract large number
of customers. In addition they follow
promotional pricing strategy for the seasonal
sales.
They also follow the competitive pricing
strategy but also adopt the value pricing
policy for the period of interval.
Price of Head & Shoulder Shampoo in the UK
market is around £ 5.00 for classic clean and £
1.00 for anti dandruff shampoo.
In the UK market, Price for Pantene Lady's
Shampoo is around £ 7.95 and it will be
differ according to the variety of product.

4. Place
This term refer to the place of distributing product that is beneficial as well as easy for
the consumers to buy. Further discussion based on the product distribution of different countries
such as:
Head and Shoulders shampoo Pantene Lady's Shampoo
This product is internationally popular and has
strong global presence (Parsons, Maclaran and
Chatzidakis, 2017). Head & Shoulder shampoo
sold in more than 80 countries. Company use
the various distribution channel such as
hypermarkets, corner shops, discounted stores,
online and local market.
It is also international brand which is popular
in the more than 95 countries. Company
distributed their products by using retailers,
wholesalers & old age stockists channel and
using e- commerce channels which expand
their market reach.
5. Promotion
Promotion is the marketing strategy which is very essential for every organization
because it helps in making people aware about their products and its unique features which force
them to buy their products. Every organization has their own different promotional strategy
which discussed below:
Head and Shoulders shampoo Pantene Lady's Shampoo
In the current business environment, promotion
is very essential and marketing team will done
this job accurately. This product is well known
by the consumers because of its effective
marketing strategies. Marketing team of the
company done its advertising with the unique
tag line that such as no dandruff after 7 days. It
will influence people to buy and try at least
once. Publish this advertisement on television
channels, hoardings at specific locations,
magazines, radio, posters, newspapers etc.
This product already has huge customer base
and company use effective marketing strategy
such as digital media for for its marketing, bill-
boards, social media, magazines etc. Company
also give guarantee in their advertisement that
“ no hair fall after usage of 14 days ” it
influences targeted customers. Increase social
media trend will help them to promote their
shampoo and its unique features with the
international consumers (Scott, 2015).

CONCLUSION & RECOMMENDATIONS
From the above discussion it has been concluded that, organizations has to follow the
marketing principles for the great results and outcomes. Marketing mix is one of the principle
that help the business to implement their products in the market in well manner. Company have
to focus on product, price, place and promotion and then further strategies build accordingly.
Brand will achieve success if they implement all the strategies in well manner or execute the plan
accordingly. It is also recommended that companies have to understand the customer's
requirement regarding products and take their feedbacks & suggestions seriously which is
beneficial in the future decision making process.

REFERENCES
Books & Journals
Ewing, M. T., DeBussy, N. M. and Ramaseshan, B., 2015. Integrated marketing
communications: Conflicts of interest, politics and performance. In Proceedings of the
1998 Academy of Marketing Science (AMS) Annual Conference(pp. 265-272). Springer,
Cham.
Fine, S. H., 2017. Marketing the public sector: Promoting the causes of public and nonprofit
agencies. Routledge.
Mobus, G. E. and Kalton, M. C., 2015. Principles of systems science (p. 755). New York:
Springer.
Oswald, L. J., 2018. The law of marketing.
Parsons, E., Maclaran, P. and Chatzidakis, A., 2017. Contemporary issues in marketing and
consumer behaviour. Routledge.
Scott, D. M., 2015. The New Rules of Marketing and PR.: How to Use Social Media, Online
Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach
Buyers Directly. John Wiley & Sons.