Pantene: Marketing Communications Plan
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Transcript of Pantene: Marketing Communications Plan
Marketing
communications
plan
objectives
Where is Pantene now?
Where does Pantene want to be?
How does Pantene get there?
WHERE IS PANTENE NOW...
Situation Analysis
Current Market Scenario
SWOT Analysis
Business Challenges
The Competitors
The Issues
Situation
Analysis
Company Background:
1940: Developed by Swiss drug company Hoffman-
LaRoche
1947: Debut as a premium hair care line across Europe
1985: Take over by Procter and Gamble (P&G)
1991: Changed name to Pantene Pro-V
1995: Procter & Gamble launches Pantene Pro-V in India.
1997: P&G launched Head & Shoulders in India
2004: P&G launched Rejoice in India
Current
market
scenarioMarket Share in India:
Sunsilk19%
Clinic Plus16%
Pantene14%
Head & Shoulders
9%
Dove8%
Others34%
Swot
analysis
STRENGTHS
Shampoo market leader in premium
Selling point is the vitamin nourishes hair
Has won the Most Admired Brand award
Focuses on worthiness resulting from the use
of the product rather than price
Focuses on telling about the long straight shiny
hair
Great Anti Dandruff formula
Pantene Total Care
Swot
analysis
WEAKNESSES
The most expensive compared to
competitors
Swot
analysis
OPPORTUNITIES
Growth in the hair care market by 5-6%
Consumers remember about point of sale of
Pantene Pro-V well
Consumers can memorize the Pantene’s
commercials for the celebrities in them
Swot
analysis
THREATS
Very competitive shampoo market
Consumers are not loyal, hence switch brands
easily
Sunsilk has consistently marketed its products
The consumers change their hair color & hair
style all the time
The
competitors
12
3
4
5
the issues
The issues faced by Pantene
Pro-V are:
Stagnant Hair Care Market
No new product development
Fall in Market Share
WHERE DOES PANTENE WANT TO BE...
The Business Objective
The Task
The Marketing Objective
The Communication Objective
The Target Audience
The Business
Objective
To be deemed as the company with the highest market
share in the Hair Product Industry in India.
The Task
Indulge in revolutionary new products with new formulas &
DAZZLING results for better hair care.
The
Marketing
Objective
With the intention of
persuading the consumers, the
marketing strategy will touch
on more interactive methods to
involve customers to increase
mass awareness.
The
Communication
ObjectiveMedia Usage
MEDIA USAGE NOW PROPOSAL
TV Commercials
Radio
Internet
Magazines
Newspapers
Billboards / Hoardings
P. O. P.
Communication Analysis
The
Communication
Objective
YEAR KEY MESSAGE BENEFIT MOOD & TONE
2008Relieve the 7 reasons of
hair breakage & hair fall
Pro-V Total Care
FormulaReady in every situation
2009Relieve hair loss due
to hair breakage
Water Activate
Pro-V FormulaCare & devote
2010
Deeply nourishes
damaged
hair & reduces hair fall
Double Pro-V
Formula
Healthy hair,
Lively hair
Now
Deeply nourishes hair
from root to tip, relieves
hair fall
Pro-V Hair Fall
Control Formula
Something worthwhile for
your hair
Propos
Rejuvenates your hair
toPro-V Stop the time on the
The Target
Audience
PROMOTION
STARGET GROUP
PROPOSED TARGET
GROUP
Physical
Female
18+ years old
Lives in big cities / towns
Capacity to purchase
expensive products
Female / Male
18+ years old
Lives in big cities / towns
Capacity to purchase
ostentatious products
Psychological
Seeking healthy hair
Interested in beauty &
fashion
Seeking to look young
again
Interested in beauty &
fashion
HOW DOES PANTENE GET THERE...
The Competitive Messaging
The Competitive Positioning
The Four P’s of Marketing
The Conversation Marketplace
Marketing Communication Tools
The
Competitive
Messaging
Live. Recreate. Relive.
The
Competitive
Positioning
Spring Of Life!
The Four P’s
of Marketing
Product
NUMBER OF
PRODUCTSPRODUCTS
PROPOSE
D
PRODUCT
7 Shampoos
+
7
Conditioners
+
1 Hair Potion
Hair Fall Control
Total Care
Extra Moisturizing
Smooth & Silky
Nourished Shine
Anti-Dandruff
Lively Clean
Repair & Care
Pantene
Pro-V
RELIVE
Price
AMOUNT 10 ml. 70 ml. 180 ml. 500 ml. 700 ml.1000
ml.
PRICES Rs. 4/- Rs. 46/-Rs.
117/-
Rs.
325/-
Rs.
455/-
Rs.
650/-
PANTENE
PRO-V
RELIVE
Rs. 7/- ~Rs.
150/-~ ~ ~
The Four P’s
of Marketing
Place
PLACES Superstore SupermarketConvenience
Store
Traditional
Trade
AVAILABILIT
Y
The Four P’s
of Marketing
Promotion
The Four P’s
of Marketing
The
Conversation
Marketplace
Day in the Life
Buying Behavior
Media Trends
Cultural Trends
Marketing
Communication Tools
The Right Marketing Communication Tools for the promotion of
the New Pantene Pro-V Relive Shampoo / Conditioner are:
TV Commercials
Radio
Internet
Magazines
Newspapers
Billboards / Hoardings
P. O. P.
Flash Mobs / Road Shows
THANK YOU!
Done By:
Amrita Beri