Marketing Strategy of Pantene – Pantene Marketing Strategy: Pantene is owned by Procter & Gamble and is an American brand for hair-care items. Pantene is a brand name. Pantene is derived from Panthenol, which is an ingredient in shampoo. To be competitive within market of “beauty product” market, Pantene was purchased by P&G in 1985.
The year 1986 was when Pantene unveiled its controversial advertising campaign featuring gorgeous models who said “Don’t hate me because I am beautiful” and was deemed to be narcissistic by critical people. In the ’90s, Pantene began expanding to more countries around the world, which included Australia, North Africa, Latin America, Korea, Japan, and more.
The company 2010 partnered with NASA to find out more about the molecular structure of the hair. Pantene also has a Hair Research Alliance, which studies the development of stronger solutions to improve hair health. Read Article: What Is Marketing Strategy? Definition
Did You Know About Pantene?
Company : Pantene
CEO: Alex Keith
Founder: Gustav Erlemann
Year founded: 1945
Products & Services: shampoo and conditioning
Pantene Fun Fact : This superior care and styling line was created by Black PhD’s and scientists who understand the unique needs of textured hair. Each product in the Gold Series collection is powered by protective conditioning and repair agents formulated to work together to improve moisture, strength, elasticity, smoothness, and shine.
Segmentation, Targeting, And Positioning in the Marketing Strategy of Pantene
Pantene has focus on individuals seeking low-cost hair-care options and has products for the middle and upper-class. It makes use of psychographic segmentation to focus on those with a specific way of life and aspirations about their hair. It has also come up with products that rely on behavioral segmentation that has the desired benefits, for example, they have developed the range of products known as “oil replacement” for those groups of people who feel there is an importance in oiling their hair. The range is specifically targeted at people in India. Indian market.
Additionally, shampoo lines like deep cleanser, perfect curl repair, and protection have been developed with the understanding of different types of buyers. Pantene’s ideal customer is women who are in their mid-to-early 40s, who are devoted and committed to living a healthy life, and who are confident that their hair is looking good.
It is positioned as a product that’s an affordable alternative to the salon’s brands. In 2006, it redefined its brand as one which helps women shine. The product helps women to bring out their inner shine by enhancing their exterior shine, which the shampoo gives.
“To provide reasonably priced, convenient hair shampoo. We are mainly concerned to attract and maintain our customers. When we adhere to this maximum, everything else will fall into place. Our services will exceed the expectations of our customers”
“For hair so healthy it shines; Let yourself shine”
Competitive advantage in the Marketing Strategy of Pantene
After discovering the marvels of Panthenol, an exclusive formula was created and after countless hours of research, the first Pantene haircare formula was developed. Through cooperation with NASA, Pantene uncovered new information on the hair’s molecular makeup and utilized these discoveries to enhance the formula. It will be able to offer specific solutions dependent on hair quality and structure.
The Pro-V claim is vitally crucial to the product, P&G made sure to highlight it in their logo and label design. Pantene has introduced a 3-minute magic range of hair conditioners that feature the latest conditioner technology that repairs damage for 3 months in just 3 minutes.
Superior customer service:
Pantene offers a single-stop solution for all concerns related to hair. Pantene realizes that the market for hair shampoo is competitive, so it sets itself apart by investing in the satisfaction of customers by offering professional service solutions.
In every country in which Pantene sells, the brand offers an individual product based on the requirements of the particular client base. Pantene will also guarantee to pay the money of customers who aren’t satisfied with the Matrix of BCG produced by the marketing plan for Pantene:
Pantene continues to be the top segment of P&G over time, with its Pro-V hair fall defense being the top product in the category and, consequently, a major source of revenue for the company Pantene. However, its hair falls defense segment remains to be lagging far behind the market top-of-the-line Head and Shoulders.
Distribution strategy in the Marketing Strategy of Pantene
Pantene is present in over 90 countries and boasts excellent distribution networks across the globe thanks to its extensive selection of product range and its knowledge. Shampoos are sold in most quantities of retail stores as well as modern retail stores and supermarkets. Pantene also sells their products courses as well.
In India manufacturing plants like those in Mandideep (Madhya Pradesh) and Baddi (Himachal Pradesh) The goods are delivered to the forwarding and carrying agents before moving on to the retailers, and finally the customers. This distribution channel must be efficient to ensure there are no stock-outs since consumers can change to brands from competitors quickly and easily because of the lower costs for switching.
Brand equity in the Marketing Strategy of Pantene
Pantene’s brand identity is high-quality, shiny, and healthy hair. A program was developed by Pantene known as Pro-Voice, which was designed to appeal to women between the ages of 18-24. It was a one-hour special on the MTV channel, where the songwriters and singers submit their songs to be evaluated by their audience as well as a panel of celebrities. panel. It was a way to create a courses community for women in their 20s and created a perception that Pantene knows them, and it was not just about selling the product. Through the “Not Sorry” advertisement, Pantene took a stand that went above its product’s benefits and attempted to convey that Pantene women can “shine strong”.
A contest dubbed “10-Day Challenge” was created by Pantene together with famous stylist Shahzad Raza’, who offered support to the challenger as well as assist him/her to achieve healthy and fit hair stated in the advertisements of Pantene its commercials
A recent campaign dubbed #GoGentle starred Priyanka Chopra, who urged women to be courageous and confident. Celebrities are often the victim of trolls, and this campaign demonstrated that celebrities are just equally vulnerable as women. They are wounded too, and they are not less vulnerable. Pantene also partnered with the Weather Channel and launched an “Haircast” campaign on consumers’ mobile devices to help with weather-related poor hair days.
Competitive analysis in the Marketing Strategy of Pantene
The market for shampoo and conditioner is extremely competitive, with brands such as Dove, Tresemme, L’Oreal, and many more. Although consumers are brand loyal, they aren’t afraid to switch to different brands if they can get better quality for a lower cost.
Pricing plays an important part in the marketing process. Pantene items are sold at prices similar to their counterparts. To offer the most effective item at the most affordable price is the primary plan of the company to keep customers loyal and attract new customers. Brands attempt to get into the market by decreasing costs as they increase the demand. Brands also attempt to expand their market share by implementing better brand positioning as well as marketing strategies.
Market analysis in the Marketing Strategy of Pantene
Pantene shampoo is priced 20-30% less than its closest competitor Dove. Its market share of the P&G shampoos is believed to be greater than 27%. While the HUL has retained its market share, P&G has been ceding ground in its shampoos. There is an increasing need for professional shampoos on the market, so Pantene has come up with a variety of categories that address diverse hair-related issues. Pantene has also made use of its website to address numerous hair-related questions. The need for natural hair products is rising, which is why the company has created a new category Natural Fusion.
Customer analysis in the Marketing Strategy of Pantene
Pantene has a presence across the globe, catering to both women and men as well as children and children, addressing their requirements. For the Indian market, the clients of Pantene are mostly women, and the brand is targeted at middle and upper-middle-class people. Today’s customers are more interested in finding a good hair shampoo, but they do not want to pay for high-priced products.
An article published by UKEssays stated that the younger age group of Pantene customers were much more pleased with the item than older and middle respondents of the same age group. The report also said that the availability of prices and the price of the merchandise play an important role in the buying of the product by customers. Advertising is a major factor in the purchasing behavior of the consumer and the decision-making process.
Promotional Strategy in the Marketing Strategy of Pantene
To attract the attention of consumers, Pantene has been generous with coupons and coupons distributed across multiple magazines and has also handed out free samples to increase the possibility of trial and hopefully build a brand’s loyalty.
Pantene also puts up posters in retailers and at supermarkets to provide the impression of being seen. To encourage impulse buying, the focus is placed on shelves as well.
Pantene also appears in TV commercials in Youtube adverts including Priyanka Chopra, as well as the renowned Youtube celebrity Lilly Singh, to advertise in the category of Oil Replacement of products.
Through Social media platforms, Pantene invited users to take on a hair-dare challenge in which they could see famous faces like Yami Gautam Mahie Gill, and Rituparna Sengupta. They then challenged the participants to the edge.
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