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- TYPE OF CONSUMER PRODUCT…………………………….. 10- BRANDING STRATEGIES………………………………………. 11- PACKAGING AND LABELING…………………………………. 12-13
PRICE AND PRICE……………………………………………………….. 14
PROMOTION
- ADVERTISING…………………………………………………… 15-16- SALES PROMOTION…………………………………………… 17- PUBLIC RELATION……………………………………………… 17
CONCLUSION………………………………………………………………… 18
INTRODUCTION
BACKGROUND AND PROFILE COMPANY
1945 :PANTENE IS BORN Inspired by the ingredient panthenol, Pantene, owned by Swiss drug
company Hoffman-LaRoche, makes its debut as a premium hair care line across Europe,
replete with glass bottles and prestige scents.
1960S :THE LEAP TO AMERICA Demand from European travelers in the United States drives
American retailers to import Pantene from Switzerland. The shopping in New York City gets
even better when Pantene launches exclusively in upscale establishments like the Waldorf
Astoria and Saks Fifth Avenue.
1975-1976 :THE GOLD CAP Pantene changed to new packaging with its iconic gold cap. 35
years later, women still remember gold-capped Pantene.
1983 :LET’S GET SERIOUS In the early ‘80s, Pantene expands its product lineup while
elevating Pantene’s scientific expertise and health as the foundation for beautiful hair with the
new Pantene tagline “The Care and Feeling of Beautiful Hair.”
1986 :POP CULTURE PHENOMENON Pantene’s “Don’t hate me because I’m beautiful”
campaign becomes one of the most famous and memorable campaigns and taglines in hair
care advertising history. And with its acquisition of Pantene in 1985, Procter and Gamble
expands Pantene’s distribution on a massive scale, making the hair care technology of Pantene
accessible to women everywhere.
EARLY 1990S : AROUND THE WORLD Pantene makes its way across the globe, launching in
Australia, New Zealand, Central and Eastern Europe, the Middle East, North Africa, Latin
America, Korea and Japan. A staggering array of hair care and hairstyling product offerings and
a stronger focus on hair health make the Pantene Pro-V tagline “Hair so healthy it shines”
recognizable all over the world.
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1995 :A BILLION REASONS TO BELIEVE
Pantene becomes a Billion Dollar Brand.
1997 TO 1998 :THE HEIGHT OF FASHION Pantene continues its run as a premium hair care
brand and media darling with endorsements from the Golden Door Salon, Ford Models, Club
Evian, Milan Fashion Week, Vogue, Allure and Cosmopolitan.
2000 TO 2006
GET THE LOO :Pantene revolutionizes its approach to hair care by making products that cater
to the look you want. With over 100 hair care and hairstyling products in the United States
alone, Pantene delivers on all your hair care needs and possibilities!
2010
THE STRUCTURE REVOLUTION :After years of extensive research and development,
Pantene launches its most comprehensive and groundbreaking offering yet—customized
solutions all based on hair structure. If you know the hair you have, Pantene will give you the
hair you want.
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Selection Of The Product
In this project I have selected a new type of shampoo which I developed in the
mind. I have named the product as “Pantene”. As you will see in
the following sections the product is a shampoo which is produced for every
customer uniquely with myShampoo Builder. This smart device can be found in
shopping markets and hotels. After a research done by myShampoo Builder with
a hair piece; the smart device finds what your hair really needs and produces it
just in time. You can reproduce your pantene pro-v with a unique number given to
you at any where in world.
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CONSUMER DECISION MAKING..
A.Factors influencing consumer buying decision.
SOCIAL FACTORS..
-Manufacturers of products and brands subjected to strong group influence must figure out how to reach opinion leaders-people within a reference group who, because of special skills, knowledger, personality, or other characteristics, exert influence on other. Many marketers use buzz marketing by enlisting or even creating opinion leaders to spread the word about their brands. When they talks, consumer will listen. Serve as brand ambassador eg: figure 1 and 2
Figure 1: Secret Garden (Izara Aishah)
Figure 2: Sunsilk (Heliza)
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B.Type or buying decision behavior.
HABITUAL BUYING BEHAVIOR . - Consumers who buy frequently purchased low cost items require very little search
and decision effort.- Consumers behavior does not pass through the usual belief-attitude-behavior
sequence.- Example: toothpaste, salt, sugar and cooking oil.
VARIETY-SEEKING BUYING BEHAVIOR.- Low consumer involvement in the product but consumers see a large difference
among brands.- Consumer chang their preference for certain brands of body soap for variations
although satisfied with the current brand.- Example: chocolate and cookies.
COMPLEX BUYING BEHAVIOR.- Consumer seek, extensive decision because they unfamiliar f product or purchase
the product infrequently.- Product are typically expensive and have psychological or economic risks.
- Consumer spend some time to look for information about the products andbrand
choices.
DISSONANCE-REDUCING BUYER BEHAVIOR.
- Consumers are highly involved in purchase but area not able to see key difference
among brand choices.
- Consumers would see little brand difference among products like leather sofa and
kitchen cabinet. Instead they categorize the difference in accordance to price range.
>PANTENE use Habitual Buying Behavior in decision behavior.Because buyers are not highly committed to any brands, marketers of low involvement products with few brand differences often use price and sales promotions to stimulate product trial.
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Target after..
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A.TARGET MARKET
Pantene is a brand of hair care products owned by Procter &Gamble. The product line was first
introduced in Europe in 1947 by Hoffman-LaRoche of Switzerland, which branded the name
based on panthenol as a shampoo ingredient. It was purchased by Procter & Gamble (P&G) in
1985 in order for P&G to compete in the "beauty product" market rather than only functional
products.
- In Malaysia the brand is currently positioning its four products. Each one is facilitating
their consumers with a unique solution of a genuine problem like for who are
suffering through weak & rough hairs can go for Pantene Pro-V Smooth &
Strong Shampoo. The brand said in itsmarketing campaign, “Think your hair is too
rough and tough to tame? Put Pantene Smooth and Strong to the test and your hair
will have found its match. It gently detangles your unruly hair making it smooth and
strong so you can be the boss again! Pantene's nourishing Pro-Vshampoo formula
with Amino-S, when used with Pantene Pro-Vconditioner helps evenly
restructure hair from root to tip detangling your unruly hair making it strong, silky and
noticeably smoother in 10 days or less! Pantene is the first step to irresistibly smooth
hair”.
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Figure 3: syampoo
For who which are facing hair fall can go for Pentene Pro-V Anti-Hair FallShampoo. The brand
in this product advertising promise its consumers, “Think your hair is here today and gone
tomorrow? Think again. Pantene Anti-Hair Fall strengthens each strand from the root to the
tip reducing breakage up to 95% in just 2 washes. Pantene Pro-Vitamin Hair
Fallshampoo formulas when used with a Pantene Pro-V conditioner leave hair healthy and
strong in 10 days or less. Your hair will live on!” and for those who are experiencing split ends
and totally damaged hair can go for Pantene Pro-V Milky Extra Treatment Shampoo. The
product is stated itself as, “Do you believe in miracles? Watch the magic of Pantene Milky
Extra Treatment. The special formula of vitamins and milky lotion penetrates into your dry and
brittle hair and transforms each strand, making it stronger, healthier and full of life. It provides a
complete cleaning that gives a moisturized, healthy feel to your hair with a lustrous shine from
top to bottom. Keep the moisture in and damage out”.