Marketing Mix Analysis: Head and Shoulders and Pantene Brands

This report provides a comprehensive analysis of the marketing principles applied to two prominent brands: Head and Shoulders shampoo and Pantene shampoo. The report delves into the core elements of the marketing mix, including target market segmentation, product strategies (Levit's model, brand personality), pricing strategies (penetration, competitive), distribution channels (place), and promotional methods. It compares and contrasts the approaches of Head and Shoulders and Pantene across these areas, examining how each brand positions itself in the market, targets its consumers, and communicates its value proposition. The analysis includes discussion of market segmentation, targeting, and positioning, alongside the impact of pricing and distribution on brand success. The report concludes with recommendations for both brands, offering insights into how they can enhance their marketing strategies and improve consumer satisfaction. References to academic sources are provided to support the analysis.

Principles of Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1. Target market...........................................................................................................................1
2. Product.....................................................................................................................................2
3. Price.........................................................................................................................................2
4. Place.........................................................................................................................................3
5. Promotion.................................................................................................................................4
CONCLUSION AND RECOMMENDATIONS............................................................................4
REFERENCES................................................................................................................................6

INTRODUCTION
Principles of marketing includes product, price, place and promotion. This is the process
to increase sale through consumer satisfaction with maximisation of profits (Alserhan, 2015). In
this project two brands are selected which are Head and Shoulder shampoo and Pantene Ladies
shampoo. Head and shoulder capture 20% of global market and 29 million units area whereas
Pantene captures 8.2% of global market with 5.1 million unit area. This project consists target
market, product, price, place and promotion are compared with different brands available in
market.
MAIN BODY
1. Target market
This is the market on which every organisation focus to provide satisfaction level through
best quality with least cost. The target market is further classified on three types of market,
which are:-
 Market Segmentation:- This segmented market means to differentiate the target market
on various different level (Dolnicar and Ring, 2014). The market segments them
according to their different desire fulfilling their demands by varied products. The
segmentation of Head and Shoulder brand by targeting 14 to 60 age group, focusing on
male and female gender. The personal disposable income of head and shoulder targets on
high level. Social class of medium level which are able to pay its cost. Level of education
for literacy which are aware of product consumed. Every family life cycles of human
beings can use the product with different life styles. The Pantene do the market
segmentation on 15 to 50 age group, focusing on female, personal disposable income for
medium level. Social class of medium level which are ready to pay cost being aware of
product. Level of education does not matter in purchasing the product. Human beings can
use the product with different lifestyles and cultures.
 Market Targeting:- This market is referred to as particular specialised market with same
need, desire and want forms target market. The Head and shoulder focus on target market
for high level market which are careful about their hairs. The Pantene focus on target
market for female group for their strong brand loyalty being primary purchaser of hair
care products (Armstrong and et.al., 2014).
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 Market Positioning:- This is meant as targeting the mind of consumers which set an
image in consumers mind to purchase the product. The Head and Shoulder positioning
brand through looking the common problem which is to be solved by their product. The
Pantene target positioning through lower prices which capture the market (Fernie, Fernie
and Moore, 2015).
2. Product
It is the physical product which is produced by the manufacture for its sale. This is
further described on the basis of Levits model by core benefit, basic, expected, augmented and
potential product. This model is an integrated approach for the corrective measure of mistakes
occurred in organisation to achieve success. Head and shoulder brand shape focus on core
benefit element in delivering their products to its end consumers properly which results in
consumer satisfaction. Its colour is different for various products which is unique from its
competitors with proper labelling and branding. Pantene focus on potential element for hairfall
solution to its customers (Hoye and et.al., 2015). This brand package their products which is
reusable. It colour scheme is to attract customer for their different colouring styles of hairs. Head
and shoulder brand focus on socio emotional function which deficits in shoulder function
whereas Pantene strongly focus on functional values that builds emotional associations of
customers. Head and Shoulder brand value is to perform mainly as the anti-dandruff product for
niche market whereas Pantene brand value is positioning the brand image in buyer's mind for
healthy and shiny hairs. The Aaker's brand personality framework is based on sincerity,
competence, sophistication and ruggedness which are triggered to explore the brand personality.
Head and Shoulder with sincerely branding personality as it removes dandruff whereas the
Pantene brand personality focus on competence as it targets for customers hair care products.
3. Price
It is the monetary value which is given by buyer in purchasing certain quantity and
weight of product from its seller. The market price of Head and Shoulder at on-line stores and in-
line stores are high whereas the market price of Pantene at on-line stores and inline stores are
less. The competing products for both of these brands are Loreal, Dove, Clinic Plus, etc. There
are different types of pricing strategies adopted by the organisations are cost-plus pricing,
competitive rating, value-based pricing, price skimming, penetration pricing. These are further
classified on these two brands as:-
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Head and Shoulder Brand Pantene Ladies Brand
The pricing strategy is determined by the
competitors product cost, quality, quantity,
etc. Objective of setting pricing strategy is to
attracts more target market with product
positioning which increase their sales
(Kapoor, 2014).
The pricing strategy is examined by evaluating
the packaging, labelling, wastage, carrying cost,
etc. Objective of setting pricing strategy is to
compete from their rivalries for its stability and
growth with achievement of organisation goals.
The Head and shoulder brand implement the penetration pricing to attract more of
consumers which target whole global market whereas the Pantene Ladies brand implement
competitive pricing strategy which leads to compete with their rivalries for its stability. The
Head and Shoulder brand is benefited with pricing strategy as it identifies competitive strategies
adopted by their rivalries whereas the Pantene Ladies brand is benefited through discriminating
pricing which attracts more consumers with managing best quality of products at same price.
This strategy plays very important role in achieving organisation goal and objectives.
4. Place
It is considered as the process for removing the hindrance of place through direct and
indirect channel of distribution. This distribution channel refers to the network which dispatch
the finished products from manufacturer to its end users creating a chain to perform certain
activities. The elements of these channel of distribution are manufacturers, wholesalers, agents,
retailers, consumers. The Head and Shoulder brand have mass in-line store market product
capturing for large number of consumers with various categories of indirect channel to meet its
customers needs (Lilien, Rangaswamy and De Bruyn, 2017). The Pantene brand have on-line
store market product capturing by direct channel of distribution with discounted rates which
attracts consumer in high purchasing. The Head and Shoulder is luxury product for hair and skin
moisturization whereas the Pantene is luxurious for its absolutely amazing fragrance and well
formulated products. Brand value of Head and shoulder is brand equity and loyalty as consumer
becomes constant in its purchasing whereas the Pantene brand value is to convey information
and aware customers about the product. These channels are beneficial for brands to meet their
consumers needs and desire which results in consumer satisfaction level. The products available
at inline stores are more significant as compared to online stores, because these inline stores
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helps the customers to select the product according to their wish, desire and need as they are
aware of different products which leads to examine product while purchasing it. This benefits
consumers to consume more of the products for their retail store with reduction of shipping
charges which is paid by them while purchasing online.
5. Promotion
This is described as the process which makes customers aware of the different products
and brands available in this competitive market. The promotion of products is done by
advertisements, sales promotion, personal selling, etc., which results in increase sales with
maximisation of profits. The past method of communication are cinema, TV, outdoor, print,
social media, mobile, etc. Head and Shoulder use the non-verbal communication or gestures to
communicate with customers for its promotion whereas the Pantene Ladies brand use the
sampling method to promote the product through print media (Plank and Canedy, 2015). The
communication method used by Head and Shoulder brands by providing their consumers free
samples through print media which attracts consumers about their product variety. The Pantene
Ladies brand use the advertising campaigns to communicate with their target market about their
features of product. They do this with research of their target market and to determine their needs
and desires which are to be fulfilled with their product. This needs of consumers are further
described through their communication method highlighting their want satisfying needs which
attracts consumer to consume goods. This results in increase sale of products and maximisation
of profits (Shaw, 2016). They are positioning themselves in the mind of target market by
advertising their product in such a way which attracts consumers about its facilities and its
various patterns of dealing the consumers problems. The Head and Shoulder focus on affordable
price for its shampoo as which is payable by every level of customers, by reaching their
satisfaction level whereas the Pantene shampoo focus on socially conscious healthy hairs which
is already aware for customers hair care (Young, 2014).
CONCLUSION AND RECOMMENDATIONS
From the above discussion it has been concluded that marketing mix plays very dominant
role in satisfying the customers level for achievement of success. The organisation targets their
market through market segmentation, targeting and positioning. These marketing mix are further
classified on the basis of product, price, place and promotion which are very important to
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achieve organisational goal and objectives. Further recommendations for Head and Shoulder
brand are that it should focus on its quality with more quantitative products. The Pantene brand
is recommended for its maintenance of good quality with healthy products.
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REFERENCES
Books and journal
Alserhan, B. A., 2015.The principles of Islamic marketing. Ashgate Publishing, Ltd..
Armstrong, G., and et.al., 2014. Principles of marketing. Pearson Australia.
Dolnicar, S. and Ring, A., 2014. Tourism marketing research: Past, present and future. Annals of
Tourism Research. 47. pp.31-47.
Fernie, J., Fernie, S. and Moore, C., 2015. Principles of retailing. Routledge.
Hoye, R., and et.al., 2015. Sport management: principles and applications. Routledge.
Kapoor, N., 2014. Principles of Marketing. PHI Learning Pvt. Ltd..
Lilien, G. L., Rangaswamy, A. and De Bruyn, A., 2017. Principles of Marketing Engineering
and Analytics. DecisionPro.
Plank, R. E. and Canedy, C., 2015. The Language of Marketing: A Content Analysis of
Marketing Principles Textbooks. In Proceedings of the 1989 Academy of Marketing
Science (AMS) Annual Conference. (pp. 258-262). Springer, Cham.
Shaw, S., 2016. Airline marketing and management. Routledge.
Young, M. R., 2014. Integrating Quality Matters into hybrid course design: A principles of
marketing case study. Journal of Marketing Education. 36(3). pp.233-243.
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