Marketing Mix Analysis: A Comparison of Pantene and Head & Shoulders

This report presents a comparative analysis of the marketing strategies employed by Pantene Lady and Head & Shoulders shampoos. The executive summary highlights the marketing mix elements, including product, price, place, and promotion. The report begins with an introduction to marketing principles and then delves into a detailed comparison of the target markets, product features, pricing strategies, distribution channels, and promotional activities of both brands. Findings include an examination of how each brand positions itself, with Pantene targeting women with premium products and Head & Shoulders focusing on all demographics with a solution for dandruff. The analysis covers the product's physical attributes, pricing models, distribution networks, and promotional tactics, such as advertising through social media, newspapers, and online platforms. The conclusion summarizes the key insights, emphasizing the importance of marketing principles in enhancing brand image and organizational profitability. The report references relevant books and journals to support the analysis.

Principles of
Marketing
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EXECUTIVE SUMMARY- The company report is focused on marketing mix-related details
that must be pursued when introducing a target consumer product. The brands chosen are the
Shampoo from Pantene Lady as well as the Shampoo from Head and Shoulders. Marketing mix
involves pricing, advertising tactics, exclusive product and locations where each service is
advertised. The shampoo from Head and Shoulders has elegant packages and presence is simple
but the shampoo from Pantene Lady has vibrant packaging along with glamorous shapes. Brand
advertisements are made through social media newspapers, banners, and journals.
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Table of Contents
Table of Contents.............................................................................................................................5
FINDINGS.......................................................................................................................................6
1.Comparison of target market....................................................................................................6
2. Product.....................................................................................................................................7
3. Price.........................................................................................................................................8
4. Place.........................................................................................................................................8
5. Promotion................................................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10
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INTRODUCTION
Marketing is the main activity which is used by all business concern in order to inform
people and encourage them to buy products. This is important for organisation to use marketing
activity such as advertisement, promotion, social media and online activities which helps to
improve the organisational productivity and profitability. Marketing principles are considered as
strategies uses to inform and attracts people for selling them products. To understand about
marketing activity Head and Shoulders Shampoo has been taken that is larger company in UK
providing different types of products and services to customers effectively. This report covers
information about marketing mix or principles which are used in target market and helps to
increase the organisational profitability.
MAIN BODY
Marketing principles – This is a strategy which involves 4 P’s of marketing and uses to
attracts people which helps to increase selling activity. The manager of organisation is using
different types of activities which are used to maintain the productivity and profitability.
FINDINGS
Pantene Lady's Shampoo as well as Head and Shoulders shampoo are considered for
comparative study in this report that are using different types of marketing principles and
strategies which helps to take the competitive competitive advantages. i.g. Pantene Lady's
Shampoo is a hair care brand launched along with Hoffmann-La- Roche by Richardson
Vicks. Head and Shoulders Shampoo is a non-dandruff and anti-dandruff shampoo
developed by Procter and Gamble in the year 1961. The product has gained 15 per cent
market shares throughout the domestic hair care industry and 20 per cent on the global
market. It is ranked second in the UK and has been used in the same country by 7.7 million
people (Oswald, 2018).
1.Comparison of target market
Target market is consider as a group of consumers on which organisation focuses to sale
their products and services that helps to increase their productivity and profitability. They
uses different types of activities and sources which helps to increase capabilities and
effectiveness of organisation by increasing sale. The consumers who buys products and
services get all information and data regarding a product and services then bring changes in
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existing product and services which helps to improve the organisational productivity and
profitability. The manager of such organisations break the segment and concert on
marketing efforts is considered as target market. They have segmented the market in to
various categories that help to increase competitive advantages.
Hand and Shoulders Shampoo Pantene Lady's Shampoo
This brands mainly designed to solve the hair care
problems such as dandruff which are facing by
most of the people. This brand is popular to solve
the problem of dandruff that can make feel good
to customers. The targeted market for such
organisation is all class of people such as small,
medium and higher class which helps to increase
the organisational productivity and profitability.
People who cares about their hair and brand
consciousness are using this brand that make feel
them happy. For this desire market is all class of
people and wants better lifestyle, income group
and class of people. Moreover, the manager of
Head & shoulder are focusing on between the age
group of 5 year to 60 year that helps to capture
high market share.
Pantene is the popular brand which is
mainly designed for women’s hair
care that helps to provide them good
lifestyle. The manager of such
organisational targets high class of
people and offer them products with
better quality and high pricing. The
desire target age group is between the
age of 20 years to 50 years who wants
shining and dandruff free hair
(Moskowitz, 2017).
2. Product
It is considered as commodity which is provided by organisation by understanding needs
and wants of customers that can be satisfied tem and increase organisational productivity.
to make a product attractive there is need to focus on size, shape and packaging that helps
attracts customers and make buying decisions.
Such as head and Shoulder which high in quality and appearance with decent packaging
that attracts people and encourages customers to buy it. Jennifer Asker is defining five
stages of brand personality that are competence, ruggedness, excitement, sincerely and
supplication which are used to improve the brand image.
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Pantene shampoo is another hair care product which attracts customers by
making product packaging in charismatic shapes and attractive packaging that helps
to increase number of customers. This mainly target to those people who are from
high profile and serious about their hair. With the help of better quality of product
or shampoo it grab the opportunities and run their business successfully.
3. Price
Price is the main factor which is decided by all organization while they make products and
services. This is important for managers to set the prices of product according customers
relevancy so they can attracts and encourage to buy the products easily (Morden, 2017).
In Head and Shoulder, economic pricing strategy is adopted by management
which attracts people in wider range and increase the competitive advantages. If
company set high prices of their products then customers will move towards other
brand as resulting low productivity and profitability of existing organisation.
Therefore, it has suggested to companies to set the prices of their commodity as
per customer’s income level and their choices then only it can get competitive
benefits (Mobus and Kalton, 2015).
In Pantene Lady’s shampoo managers are adopting premium pricing strategy
because it targets high class of people who are highly serious about brand and hair
care products. The pricing policy of such organisation may limits the purchasing
power of customers because it offers better quality of products in good range.
4. Place
This means products are offered by organisation at different places that
helps to reach near by customers and increase brand image. The description about
both products are as defined:
Head and Shoulder shampoo – This shampoo has a global presence which helps
to increase the number of customers and brand awareness. It has defined that
organisation is serving this shampoo in more than 80 countries that helps to
maintain good brand image. The manager of such organisation uses this element of
marketing principle by offering products at different places which increases trust of
people and satisfied them (Fine, 2017).
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Pantene lady’s shampoo – This product has strong brand recall because who
started to use this become habitual of this which helps to improve the
organisational effectiveness. The management of such enterprise are spreading
commodities in more than 95 countries. Moreover, it has good distribution system
that help to increase global presence and market image.
5. Promotion
This is important principle of marketing which is used by organisation to inform
and aware people, helps to increase the company image and product range.
Head and Shoulder shampoo – This product is heavily relies on promotional
activities which is used by management to increase the selling activity and brand
effectiveness. This organisation uses blogs to no dandruff after days that attracts
customers and maintain brand effectiveness. Managers are using promotional
channel such as magazine, radio, hoardings, posters and social media which
increases sales (Ewing, DeBussy and Ramaseshan, 2015).
Pantene Lady’s Shampoo – This organisation is using digital media, billboards,
social media and online marketing channel which helps to maintain the brand
image and effectiveness. The managers of organisation are using digital media,
billboards, print media and magazines which attracts customers and increase
organisational productivity.
CONCLUSION
From the above report it can be concluded that marketing principles are used by
management which helps to improve the organisational productivity. A principle
in relation to marketing involves price, product, place and promotion helps to
maintain the brand image and profitability. The management and leaders are
running their business by introducing different types of products and services
which helps to improve the organisational productivity.
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REFERENCES
Books and Journals:
Moskowitz, H., 2017. Applied sensory analy of foods. Routledge.
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.
Mobus, G. E. and Kalton, M. C., 2015. Principles of systems science (p. 755). New York:
Springer.
Fine, S. H., 2017. Marketing the public sector: Promoting the causes of public and nonprofit
agencies. Routledge.
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.
Morden, T., 2017. Principles of management. Routledge.
Oswald, L. J., 2018. The law of marketing.
Online:
Head and Shoulders shampoo. 2019. [Online]. Available through:
<https://www.headandshoulders.co.uk/en-gb>
Moskowitz, H., 2017.
Mobus, G. E. and Kalton, M. C., 2015.
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