1. a project on SHAMPOO INDUSTRY
PANTENE
SUBMITTED TO: SUBMITTED BY:
PROF: KUMAR MOHANTY ANSUMALI BEHERA (174)
SASWAT KUMAR SAHU(175)
MUKESH SHARMA (176)
DAISY RANI (177)
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2. CONTENT PAGE NUMBER
Introduction 2
Company Overview 3
Product Intrduction 4
Marketing Concept 4
Marketing Mix 5
Over All marketing
Strategy 7
Swot Analysis 8
BCG Matrix 9
Marketing Research 11
Marketing Research
Process 12
Consumer Behaviour 13
Conclusion 14
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3. Introduction
Purpose of the project:
The project has been planed to be have a comprihenshive understandingof the
company,and the industry and compitator,and to understand marketing as a function .
Shampoo:
Shampoo in India was derived from the Hindi word champi meaning hair massage. The
introduction of shampoo in India dates back to the British reign in the country. Being a
recent development the growth of shampoo or rather the penetration levels of shampoo in
the India has been commendable.
The shampoo market in India is estimated to be `2,500-3,000 crore. The shampoo market
is India is categorized according to the benefits they provide. Mostly consisting of three
kinds of shampoos cosmetic, herbal and anti dandruff, the shampoo market in India has
managed to tap users of the various segments according to their requirements and
preferences.
Due to the continuous efforts of the top shampoo brands in India penetration of shampoos
in urban areas is almost 100%. As far as penetration of shampoo in the rural areas is
concerned it has risen by almost 18% in the current scenario.
The top shampoo brands in India include Sunsilk, Clinic Plus, Dove and Pantene. The
company that leads the shampoo market in India is Hindustan Unilever Limited. The top
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4. three most sought after brands Sunsilk, Dove and Clinic are produced by HUL. The
company holds a 44% market share in the Indian shampoo industry. It is said that HUL
earns almost 8% of its revenue from the sale of these products The other recent brand that
has taken the Indian personal care industry by storm is Pantene. Since its very inception
the brand was a best seller. A product of FMCG giants Proctor and Gamble Pantene has
slowly and steadily managed to capture quite a large amount of the Indian market.
Proctor and Gamble the second top shampoo brand in India holds a market share of
around 25% in the Indian shampoo industry. The revenue earned from the ale of
shampoos from Proctor and gamble is almost 17%.
Together these two major players constitute a major part of the Indian shampoo industry.
Both these players with their numerous brands dominating the Indian shampoo market
are continuously trying to outdo one another by introducing different marketing schemes.
Be it in the form of price cuts, discounts or increasing the size of the shampoo sachets
without any extra costs these two to shampoo producing companies are at a continuous
price war
COMPANY OVERVIEW
P&G INTRODUCTION
Procter & Gamble Co an American multinational corporation founded in 1987
Largest fast moving consumer goods company with leadership in home and personal care
products, foods and beverages and specialty chemicals.
P&g Mission
P&g mission is to add vitality to life. We meet everyday needs for nutrition, hygiene,
and personal care with brands that help people feel good, look good and get more out of
life.
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5. Product introduction:
Pantene:
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.[1]
The brand's best-known product became the conditioning shampoo Pantene Pro-V
(Pantene Pro-Vitamin). The product became most noted due to an advertising campaign
in the late 1980s in which fashion models said, "Don't hate me because I'm beautiful’
MARKETING CONCEPT
Market segmentation:
Pantene has revitalized their product line by segmenting their shampoos, conditioners and
stylingproducts into three categories:
Fine,
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6. Med-Thick,
Curly and Color
This allows consumers the opportunity to tailor their selection according to need while
stillpaying a “drug-store price’
Target market of Pantene :
The primary target market of pantene :: female(age from 18-35)
secondary target market of pantene : Males
:All other ages of female too.
Competitors:
Sunsilk .
Clinic plus.
Brand Strategy:
Umbrella Branding.: An umbrella brand is an overarching brand used across
multiple related products. Umbrella branding is also known as family branding. It
contrasts with individual product branding, in which each product in a portfolio is
given a unique brand name and identity.
Brand Extensions :
Optional feature Pricing
Marketing Mix (4 P)
PRODUCT
. P&Gs great success in therough-and-tumble shampoo world comes from developing an
innovative product concept;
FEATURES:
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7. The Pantene has whole range of shampoos with different features. These are Volume
Care,Smoothing Care, Color Care, Curl Care and Basic Care, anti dandruff, anti-hair fall
etc.
It is available in the both premium bottle pack as well as satchets
SIZE OF PACKAGE
Available in 100 ml,200 ml and 400 ml sizes
PRICING
P&G claims to practice value-based pricingin which the customers’ perception of the
product’s price provides astarting point for developing the marketing mix of the
product. Theresearch department determines this price usually by using focus
groups.The price of 3 for pantene shampoo sachets shows how theprice also reflects a
concern to make the purchase more convenient,since the rupee is denoted in this value.
pantene is also available in Rs 51 and Rs 98 price bottles tocater to the demands
keeping in mind the wants of this particularcustomer segment. The primary importance of
this value-based pricing is that the productdemand will be much higher if its price is in
line with the customer’sperception of its value. One crucial concern for value-based
pricing isstrict management of cost in order to be able to make a profit at thevalue-based
price. After the initial price is determined, p&G then uses target costing in order to
achieve the required profits.
PROMOTION :
The objective of promotion is to build the line consumer awareness,creating personality
of the brand,to increase the use,conditioning benefits,make hair appear clean and
shiny,easy to manage silky and soft hair &effectively communicatie brand promise.
Promotional stratergy:
Innovative campaigns such as 'Shine Morning to Night' were launched to attract women
to the brand. Sponsored short films that were broadcast during popular television shows.
Media platforms used,Print media,internet rural campaign,environment concern
ads,Music videos, New product formulations according to changing consumer
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8. preferences, unique Advertising such as Pantene Building Advertisement – Anti-
Breakage Shampoo, Pantene – Stops split ends,etc makes its ads more attractive,
impressive and eye-catching.
PLACE:
Placement (or distribution): refers to how the product gets to the customer; for example,
point-of-sale placement or retailing. This fourth P has also sometimes been calledPlace,
referring to thechannel by which a product or service is sold (e.g. online vs. retail),
whichgeographic region orindustry, to which segment (young adults, families, business
people), etc.also referring to how theenvironment in which the product is sold in can
affect sales.Pantene hasan undoubtedly amazing design & distribution channel and this
can be supportedby the factPantene is one of the most easily available brands in the
industry.In 1998-1999. Pantenelaunched global corporate restructuring program called
Organization 2005,and made severalchanges in structure, work processes and culture to
generate greater stretch,innovation and speedto help its products reach the market
faster.Pantene retails through Spencers,RelianceFresh,More,RPG group and wide variety
of Kirana storesspread all oveR..
OVERALL MARKETING STRATERGY OF PANTENE
When visiting www.pantene.com the viewer will find a list of countries worldwide; each
web visitor is expected to select their country in order to be taken to a Pantene web page
corresponding with their country and language).. Pantene has recently added two new
hair care lines to target to a more diverse group of women. In July 2003 Pantene launched
its “Pantene Long Black” line specifically for Indian women whose culture values hair as
a beautiful feature on a woman. The formula darkens each strand uniformly from root to
tip through intense moisturizing as well as reducing damage. Pantene has recently been
awarded “Asia’s favorite Shampoo” in the Readers Digest Super Brands Survey. Also on
the shelf next to the pearly white. Pantene has sponsored many Beauty Contests and
Bollywood events. And T.V programs like NACH BALIYE 4 .
It is also associated with many corporate social initiaitives like Indian Heart Association
for “condition for a Cause. It has come up with many offers for women where in they
can meet a celebrity and
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9. get pampered like one. Pantene markets to women and girls. They market to all ages,
races, social classes, and economic standings. On Pantene’s website there is a list of
frequently asked question. The customers can become the member of the Pantene family
and can have their log in ids using which they can access the website and also make use
of all the facilities available . There is also a feature of expert’s advice on the website
where users can seek solutions for all of their hair problems. Their retailers are stores
like, Wal-Mart, K-Mart,and Target worldwide and Reliance Fresh.Spencers,More etc in
India Pantene can be found in all sorts of discount stores, drugstores, and supermarkets
.Apart from this they have adopted Value Pricing strategy at different times to adjust
with the local conditions and purchasing power parity of the country.In thisProcter &
Gamble made dramatic and long-term changes in its pricing and promotion strategy
during which it boosted advertising while simultaneously curbing its
distribution channel deals (in-store displays, trade deals), and significantly reducing
its coupon promotions.
It is interesting to note that P&G's value pricing strategy regarding Pantene is quite a
misnomer. During this period many stores were switching to EDLP (every day low
pricing ) policies, which meant that consumers would save on their overall purchase
without having to deal shop. In contrast, P&G strategy essentially was a disguised price
increase; coupons were cut by 50%, which contributed to an increase in the customer's
price paid by 20%. It is possible that P&G lowered their wholesale price, but the retailer
only enjoyed higher margins and did not pass the savings on to the customer. Another
possibility is that retailers lowered retail prices consistently,
SWOT ANALYSIS:
STRENGTH:
P&G India Limited is one of the largest organizations in India.
Company has advanced technology and well skilled professionals.
The New pantene-pro Shampoo is a high quality product in terms of hair
protection.
The target market is educated, professionals and belongs to premium and middle
class.
Company totally owned, systematic distribution network, transparent
communication system.
Participative management style
Very good distribution network all over India, in all major and small cities.
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10. WEAKNESSES:
Bad communication
Over leveraged fiancial position
Not innovative
Poor supply chain
Opertunity:
Population expanding at a rapid rate.
Consumers are becoming more quality conscious
Current capacity utilization is 80%, which can be further broadened with the
increase in demand.
Customer base is increasing with effective marketing.
Shampoo plus conditioner and anti-dandruff shampoos are another area where
P&G can earn huge profits.
Rural areas are a large prospective market where they can
introduce pantene.
THREATS:
Competition
External changes (government, politics, taxes, etc)
Lower cost competitors or imports
Price wars
BCG MATRIX
The BCG matrix (aka B.C.G. analysis, BCG-matrix, Boston Box, Boston
Matrix, Boston Consulting Group analysis, portfolio diagram) is a chart that
had been created by Bruce Henderson for the Boston Consulting Group in
1968 to help corporations with analyzing their business units or product
lines. This helps the company allocate resources and is used as an analytical
tool in brand marketing, product management, strategic management,
and portfolio analysis.
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11. The Boston Consulting Group (BCG) Matrix is a simple tool to assess a
company’s position in terms of its product range. It helps a company think
about its products and services and make decisions about which it should
keep, which it should let go and which it should invest in further.
BCG Matrix for Pantene
The Position of Pantene is slightly fluctuating. Due to high competition it’s position is
either as Star or question mark. The Pantene Color care always enjoying a star postion
where as the other products are not so popular .
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12. MARKETING RESEARCH
Marketing research is "the function that links the consumer, customer, and public to the marketer
through information — information used to identify and define marketing opportunities and problems;
generate, refine, and evaluate marketing actions; monitor marketing performance; and improve
understanding of marketing as a process. Marketing research specifies the information required to
address these issues, designs the method for collecting information, manages and implements the data
collection process, analyzes the results, and communicates the findings and their
implications."[1] Marketing research is the systematic gathering, recording, and analysis of data about
issues relating to marketingproducts and services. The goal of marketing research is to identify and
assess how changing elements of the marketing mix impacts customer behavior. The term is
commonly interchanged with market research; however, expert practitioners may wish to draw a
distinction, in that marketresearch is concerned specifically with markets, while marketing research is
concerned specifically about marketing processes.[2]
Marketing research is often partitioned into two sets of categorical pairs, either by target market:
 Consumer marketing research, and
 Business-to-business (B2B) marketing research
Or, alternatively, by methodological approach:
 Qualitative marketing research, and
 Quantitative marketing research
[4]
Consumer marketing research is a form of .
applied sociology that concentrates on understanding the
preferences, attitudes, and behaviors ofconsumers in a
market-based economy, and it aims to understand the
effects and comparative success of marketing campaigns.
The field of consumer marketing research as a statistical
science was pioneered byArthur Nielsen with the
founding of the ACNielsen Company in 1923.[3]
Thus, marketing research may also be described as the
systematic and objective identification, collection,
analysis, and dissemination of information for the purpose
of assisting management in decision making related to the
identification and solution of problems and opportunities
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inmarketing

13. Marketing Research process
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14. Result Of Marketing research of Pantene
Findings from the research allowed Pantene to gain a better understanding of the perceived importance
of healthy hair, as well as help improve the brand's creative executions
Reasons to Purchase
*Stimulate ideation and invigorate brands by learning from industry leading examples with supporting
consumer, product and market insight data
*Enhance Pantene’s market positioning and concept development efforts. In doing so, reduce risk for
new product launches and increase the chances of success
Consumer behavior :
The study of consumers helps firms and organizations improve their marketing
strategies by understanding issues such as how
The psychology of how consumers think, feel, reason, and select between
different alternatives (e.g., brands, products);
The the psychology of how the consumer is influenced by his or her
environment (e.g., culture, family, signs, media);
The behavior of consumers while shopping or making other marketing decisions;
Limitations in consumer knowledge or information processing abilities influence
decisions and marketing outcome;
How consumer motivation and decision strategies differ between products that
differ in their level of importance or interest that they entail for the consumer;
and
How marketers can adapt and improve their marketing campaigns and
marketing strategies to more effectively reach the consumer.
One "official" definition of consumer behavior is "The study of individuals, groups, or
organizations and the processes they use to select, secure, use, and dispose of
products, services, experiences, or ideas to satisfy needs and the impacts that these
processes have on the consumer and society."
Consumer Behavior for Pantene
With their purchase decision
Buy shampoo at Superstore andSupermarket
Buy a new bottle of shampoo when old out
Number of purchase is 1-2 bottle/time
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15. 70-80% of Thai’s behavior likes to do hair color and the average value of a hair
color is every 2-3 months
Conclusion
There are some recommendation for the Pantene.
P&G has a dubious pricing strategy.In india sometimes they adopt the
premium pricing and at other times they change it to value pricing.This
creates confusion in the mind of customer.
Our recommendation is that Pantene should stick to one strategy and
develop on it.
Fluctuating prices have chances to affect the mind of customers
negatively.This should be avoided.
P&G should keep up the efforts of bringing in more and more innovative
products.This is because ultimately nothing works for a company more than
its products.
Some rumors about the presence of wax in Pantene shampoo affected the
market.Such rumors should be severly dealt with as they affect the brand loyalty
as well as market share.
There were some reports which said that Pantene tests its product on
animals which ultimately proves fatal to them.This created a big problem for
Pantene by the environmentalists.This project recommends Pantene to go
more herbal and environment friendly as it affects the company’s image in
the long run.
Pantene is still not much known in the semi urban India. Stress should be laid
on the promotion of Pantene in the interior of country as well
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