There is a growing demand for professional shampoos in the market, thus Pantene has created the number of product categories addressing various hair related problems. It uses psychographic segmentation to target people with a certain lifestyleand aspiration with respect to hair. Pantene targets people looking for affordable hair career and has product offerings for the middle and upper-class groups. The New pantene-pro Shampoo is a high quality product in terms of hair protection. In Pantene SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors. Marketing mix – Here is the Marketing mix of Pantene. There are several marketing strategies like product/service innovation, marketing investment, … The name Pantene is based on Panthenol which is a shampoo ingredient. and external situation of Pantene. MBA Skool is a Knowledge Resource for Management Students & Professionals. By using the segmentation technique, Pantene can narrow down the large, diversified target audience into specific and narrowly defined groups. Our services will exceed the expectations of our customers”, Tagline–“For hair so healthy it shines; Let yourself shine”. It also has come up with products using behavioural segmentation with the benefits sought, for instance, they have created a product range known as “oil replacement” for those segment of people who find importance in oiling their hair and it is exclusively targeted towards the Indian market. For a wide assortment of Pantene visit Target.com today. To increase impulsive buying high emphasis is given on shelf spaces as well. Our color adapt technology senses the unique needs of multi tonal hair, to let every inch, of every strand, stand out loud. With collaboration with NASA, Pantene uncovered new information about the molecular structure of hair and used these findings to improve the formula and is thus able to provide customized solutions all based on hair structure and quality. The aim of Tresemme makes people get benefit. You can follow me on Facebook. A product that helps bring out a woman’s inner shine, with the help of her outer shine that the shampoo provides. The content on MBA Skool has been created for educational & academic purpose only. In the Indian market, the customers of Pantene are mostly the women and the brand targets the middle, upper-middle-class people. We have a smart device that is a machine which analysis the hair and finds out which ingredients to add for your hair improvent and protection and produces a mixture for your hair only. The customers today are more concerned about getting quality hair shampoo but are not willing to pay exorbitant charges. To capture consumers, Pantene has been generous in offering coupons in multiple magazines and also handing out free samples to maximize its trialability and hopefully create a brand loyalty. Pantene has also come up like TV and Youtube advertisement by featuring Priyanka Chopra and the famous Youtube star Lilly Singh, to advertise about the Oil Replacement category of Products. To provide the best product at the best price is the main strategy of the brand to retain old customers and also acquire new ones. It positions itself as a product that is the affordable alternative to salon brands. The threats in the SWOT Analysis of Pantene are as mentioned: 1. It is the biggest brand by sales in P&G's beauty portfolio. Guide: Marketing ShampooStanding out from the sudsHaving a bad hair day?Why is long, thick, shiny hair so important to us, anyway?The psychology of marketingIt’s easy to picture “shampoo commercial hair” – those bouncy, long, and luxurious tresses that catch the sunshine and the attention of every male. Executive summary The first part of the essay is mainly talking about the internal and external situation of Pantene. It is important to understand that a number of factors are considered in selecting the ideal target market for a marketing campaign. Using social media, Pantene invited users to challenge them with a #HairDare where they could watch celebrities like Yami Gautam, Mahie Gill and Rituparna Sengupta, take the users to dare. With the discovery of the wonders of Panthenol an exclusive formula was developed and after investing countless hours the first Pantene haircare formula was created. I love writing about the latest in marketing & advertising. There have a video to support why Tresemme choose young female for target market (Appendix 4). Globally Pantene serves men, women, children identifying each of their needs. Pantene shampoo will cater to males with costly product because they often used the shampoo. The shampoo industry is, as previously mentioned, finely segmented and uses multivariable segmentation. One of Procter & Gamble's portfolio of billion dollar brands, its worldwide sales were estimated at around $3.8bn for 2013. I am a serial entrepreneur & I created Marketing91 because i wanted my readers to stay ahead in this hectic business world. Strong advertising campaigns & innovative promotion strategies have enabled Pantene to have a strong brand presence 3. Every country where Pantene sales, the brand features a different product depending on the needs of that specific customer base. The report also claimed that price availability and pricing of the product plays an important role in buying of the product by consumers. The brand offers a healthy hair-care regime to its customers at reasonable and affordable rates. The distribution channel has to be excellent to ensure that there are no stock-outs because the consumers can switch to competitor’s brands easily due to low switching cost. However, Pantene was one of the few beauty brands that P&G continues to place faith in, stand by, and expand, now with focused attention. The market share of P&G’s in shampoos is estimated to be more than 27%, while HUL has maintained its market share, P&G has been ceding ground in shampoos. While its hair fall defence segment continues to be a question mark way behind the market leader Head & Shoulders. Pantene has an extensive product line that meets consumer needs and answers trend, 6. Immense competition in the segment means limited market share growth for Pantene. Quizzes test your expertise in business and Skill tests evaluate your management traits. Let's stay in touch :), Your email address will not be published. 4.1 Tresemme –Market Segment Profile The target market segment of Tresemme is young female. My product is Pantene Shampoo Consumer Analysis: Use trade journals and marketing research reports to determine the target consumers for your product. pantene.com is ranked #2474 for Lifestyle/Beauty and Cosmetics and #305695 Globally. Recently, Pantene has revitalized their product line by segmenting their shampoos, conditioners and styling products into three categories: Fine, Med-Thick, Curly and Colour. Segmentation, targeting, positioning in the Marketing strategy of Pantene-, Competitive advantage in the Marketing strategy of Pantene –, Distribution strategy in the Marketing strategy of Pantene, Brand equity in the Marketing strategy of Pantene, Competitive analysis in the Marketing strategy of Pantene –, Market analysis in the Marketing strategy of Pantene, Customer analysis in the Marketing strategy of Pantene, Promotional Strategy in the Marketing strategy of Pantene –, Communication Process – Definition, Importance, Components and How to Improve, Social Change – Meaning, Theories, Causes, Examples, Importance, Public-Private Partnerships – Meaning, Advantages and Disadvantages. Pantene provides one-stop service offerings for all issues relating to hair. Pantene is a Pro at Market Segmentation. Excellent distribution channel of Pantene enables it to reach out to millions of customers, 8. Low switching cost to other brands can affect Pantene's business, 3. Pantene sells its products online as well. In 2010, Pantene collaborated with NASA, to uncover information about a molecular structure of hair. Pantene targets people looking for affordable hair career and has product offerings for the middle and upper-class groups. An article by UKEssays claimed that the young age group respondents of Pantene users were more satisfied with the product than the middle and old age group respondents. The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Pantene competitors and includes Pantene target market, segmentation, positioning & Unique Selling Proposition (USP). Introducing Pantene’s Pro V Color Adapt collection. The companies are not associated with MBA Skool in any way. Pantene also posts posters at supermarkets and retailers to create visibility. The brands also try to increase market share through better branding and advertising strategies. Gender segment is another important subgroup in Pantene Pro V as their primary target market are women, however their products are still available for men. Choose from contactless Same Day Delivery, Drive Up and more. Pantene Positioning Pantene takes care of different types of hair and is satisfies basic needs of hair care. Within this we focused on the three main competitors; Proctor and Gamble with a 44.9% market share, Unilever with 17.7% and L’Oréal with 11.4%.We analysed each competitor’s strengths, weaknesses, methods and processes to target each segment of its market. Marketing campaign and affordable rates help of her outer shine that the shampoo provides created. Other brands can affect Pantene 's business, 3 Positioning Pantene takes care of different of. Customers of Pantene is the biggest brand by sales in P & 's... Also try to increase market share through better branding and advertising strategies there have a strong brand presence 3 features. 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