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. 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. Pantene changed to new packaging with its iconic gold cap. 35 years later, women still remember gold-capped Pantene. In the early 80s, Pantene expands its product lineup while elevating Pantenes scientific expertise and health as the foundation for beautiful hair with the new Pantene tagline The Care and Feeling of Beautiful Hair. Pantenes Dont hate me because Im 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 Pantenes distribution on a massive scale, making the hair care technology of Pantene accessible to women everywhere. 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.
1
Pantene becomes a Billion Dollar Brand. 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.
: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! :After years of extensive research and development, Pantene launches its most comprehensive and groundbreaking offering yetcustomized solutions all based on hair structure. If you know the hair you have, Pantene will give you the hair you want.
2 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.
3
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)
4
B.Type or buying decision 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.
- 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.
- 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.
- 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.
5
Column1 Series 2 Series 3 0 1 2 3 4 5 Column1 Series 2 Series 3
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.
6
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.
Figure 4: hair
7
Lastly for those who are bearing dullness in their hairs can go for Pantene Pro-V Deep BlackShampoo. The product claims that Bad hair days will soon become a distant memory.Pantene Deep Black with Pro-V formula contains Amino-S which nourishes dry and dull hair, darkening each strand through intense moisturization from root to tip. Pantene Pro- Vshampoo formula when used Pantene Pro-V withconditioner leaves hair naturally black, shiny and healthy looking in 10 days or less giving it a glow and shine you have always wished for. Themarketing is further supporting its brand with 10-Day Challenge in which a famous celebrity stylist Shahzad Raza provides support to thechallenger and help him/her in gaining the healthy and fit hair what a brand claims in all marketing campaigns.
8
B.POSITIONING.
Differential between Pantene and Sunsilk Pantene Pro-V Sunsilk Co-creations Trademark Hair so healthy it shines S Sunsilk Made in Switzerland United Kingdom Design of bottle shinier, more colorful, and differently shaped than their predecessors. elegance and femininity, youthful cool and somewhat sexy,and beautiful, sensual and proud. Brand logo
Positioning that company used for the particular product brand Hair so healthy it shines
Repositioning exist for product Change in packaging Become the first hair care company to produce its new shampoo and conditioner bottle primarily from plant-based plastic.
9
A.TYPE OF CONSUMER PRODUCT
10 Marketing considerations
convenience
shopping
specialty
Unsought Customer buying behavior Flirequent purchase, little planning, little comparison or shopping effort low customer involvement. Less frequent purchase much planning and shopping effort, comparison of brands on price.quality, style. Strong brand preference and loyalty, special purchase effort, little comparison on brands, low price sensitivity. Little product awareness, knowledge price low Higher High Varies distribution Widespread distribution, convenient location. Selective distribution in fewer outlets. Exclusive distribution in only one or few outlets per market area. Varies promotion Mass promotion by the producer Advertising and personal selling by both producer and reseller More carefully targeted promotion by both producer and resellers Aggressive advertising and personal selling by producer and resellers examples Toothpaste, magazines, laundry detergent. Major appliances televisions, furniture, clothing Luxury goods, such as Rolex watches or fine crystal Life insurance, red cross blood donations
B.BRANDING STRATEGIES
Branding Brand is shampoo that is not produced by a certified producer. Pantene has made its branding strategy in the market so it will be easy to get a new market share with this personalized product. Pantene pro-vbrand gives the sound of just in time production for only you, so this will attract the consumers also, it is a branding strategy for us. Our loyal customers will use the new product and also we will gain new customers from other competitors with this new brand. very important in this market because it is about human health. Nobody uses a
11
PACKAGING AND LABELING
Packaging Our great feature is packaging. The process goes like this; you go to a shopping market you come accross with the Pantene pro-v smart device. You can easily follow the instruction on the lcd panel of the device. It is like an ATM in the size. You give a sample from your hair, the machine analysis that, searches the catalogue for the best solution for you. For this purpose machine connects to the internet and takes information from some web services to find the right solution. Then it displays the status of your hair visually. It gives you a special designed shampoo formula, but asks if you want to customize its content. If you press yes, you can select the features like time, percentage of ingredients in detail. And packaging occurs at that time, the machine mixes the exact percentages and produces a pro-v for you. I also puts a label on the box, that has a unique number, so with that number you can order the same shampoo at any time at any place. The machine as being a smart device sends all the information to the central server. So you can also re-produce it any where in the world. You dont have to carry your shampoo any more.
12
Pricing Strategy
As we reconsider our marketing objectives; first of all we have to create a market share as a leader in that market. We can do this with segmentation but pricing is very important for us because when we think of the weaknesses of the product marketing, it may be the first usage hardness. We can promote people to use for the first time and create their pro-v easily. So we use promotional pricing at the beginning. It will be %50 of the original price. Customers will create a prototype of what they need and we will have their data after this time with this pricing strategy. As we have been decided to produce worldwide same machines, the product price must also be international. So we have to use international pricing; due to the economic conditions, country based competitive situations, laws and regulations and the development of the retailing and wholesaling system as well as costs. But after the first promotional pricing, the product will be charged at its own price. We will set the price level of this with the same products in the shampoo market today. Our costs are the same so a good-value strategy is usefull for us.
13
retailer Giant Tesco
guardian price Rm 15.90 Rm 14.50 Rm 14.90 14
TYPE OF PROMOTION USED FOR PRODUCT
A.ADVERTISING In modern marketing to make a good product and pricing it is not sufficient, the main point is to make it available to target customers. After having determined the target market, companies must also communicate in controlled direction with their customers. So we have also an advertising strategy for the product. Advertising Objectives As this is a new product in the market we decide to use informative advertising to build primary demand. We have to inform customers about what the Pantene is, how can they reach the product, what will be the benefits of using Pantene. So all of these must be in the informative way to take the attraction.
15
Advertising Strategy We have a message strategy first of all. This new product must be understand by the customers easily and the usage must be easy too. So message is very important here, as we decide We know what your hair need, do you want to know too? Our message is clean, and can attract the customer. And after the message we will briefly give information about the product differentiation. The 9 message must be believable. The advertisements must be a slice of life, we have to show what is produced for changing their shampoo behaviors and show how to use. As we have to reach lot people but right people we have to use different medias. We have decided to use TV Ads, Advertorials, Radio, Magazine, Outdoor, Internet Ads also.
16
B.SALES PROMOTION
As we mention earlier we have a promotion for initial usage. We give 50% discount when a customer uses it first. We take the demographic information about our customer in this way. Entice consumers to try a new product. As sales promotion consist of short and medium term incentives to encourage purchase of a product or service and sales promotions are designed to attract new triers, reward brand loyal customers, reduce time between purchases, and even turn light and medium users into heavy users we have given a 50% of discount at first buy.
C.PUBLIC RELATION
Public relations is very important for us because the product is very new, and we have decided to construct a web site for detailed information and feedback. People visit our web site can send suggestions or problems or themselves. And there will also be special events to reach public, in that events there will be speeches about the product and facilities are being told.
17
The product claims that Bad hair days will soon become a distant memory.Pantene Deep Black with Pro-V formula contains Amino-S which nourishes dry and dull hair, darkening each strand through intense moisturization from root to tip. Pantene Pro-Vshampoo formula when used Pantene Pro-V withconditioner leaves hair naturally black, shiny and healthy looking in 10 days or less giving it a glow and shine you have always wished for. Themarketing is further supporting its brand with 10-Day Challenge in which a famous celebrity stylist Shahzad Raza provides support to thechallenger and help him/her in gaining the healthy and fit hair what a brand claims in all marketing campaigns.
From this assignment, we learn about consumer decision making. The factors of influencing consumer buying dicisions have four factors. It is social, individual, psychological, and also cultural. We choose the social because that have many relevant to make this assignment. Social factors have a group, family members, and roles , status. We also learned about type or buying decision behavior. Its refer to final consumer individual and and households who buy goods and services for personal consumptions. Then, we learned about target market. The target market is evaluating each market segments attractiveness and selecting one or more of the market segments to enter. Thus, we learned about positioning. Positioning is the way the product is defined by consumer on important attributes implanting the brands unique benefits and differentiation in customers mind. The product is also anything that can be offered to a market for attention, acquisition, use or consumption and that might satisfy a need or want. We have learned about place and price. From this topic, we can know where and how the customer to sell the product. Lastly, we also learned about promotion. Promotion consists of short term incentive to encourage purchase or sales of a product or service. 18
Mr. Rafiqul Amin Assistant Professor Dept. of English BUBT University Cell Phone: 01726558436 MR Sihab Ahmed Manager Dutch Bangla Bank Dhaka Cell Phone:01685224893