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

1994: Launched Pantene Pro-V onto the Thailand market

Market Share

Market Share 2009 (By Segment)

Beauty Shampoo 67%Anti Dandruff Shampoo 31%Kid Shampoo 2%

Total market value of 9,200 million Baht

Reference : Nielson, 2552  and Baan Muang Newspaper (6 October 2009)

Beauty Shampoo

67%

Anti Dandruff Shampoo

31%

Kid Shampoo2%

Market ShareMarket Share 2009 (By Brand)

Sunsilk 26%

Clear 18.3%

Pantene14%

Rejoice 9%Dove

8.6%Head & Shoulder 8%Clairol Herbal Essence 2%Other

14.1%

Total market value of 9,200 million Baht

Sunsilk26%

Clear18.3%

Pantene14%

Rejoice9%

Dove8.6%

Head and Shoulder

8%

Clairol Herbal

Essence2%

Other14.1%

Reference : Nielson, 2552  and Baan Muang Newspaper (6 October 2009)

4 P’s Analysis

Product

BrandAmount

of Product

Product

ne 7

Hair Fall Control, Total Care, Extra Moisturizing, Smooth and Silky,

Nourished Shine, Anti-Dandruff, Lively Clean

7

Damage Hair Reconstruction, Dream Soft and Smooth, Silky Smooth and

Manageable, Hair Fall Solution, Strong and Sleek, Stunning Black Shine ,

Straight Perfection

4Intense Damage Therapy, Hair Fall

Therapy, Straight and Silky Therapy, Dry Therapy ขวดของ Pantene จะเป็�นสี�ขาว

สี�วน Sunsilk และ Dove จะแบ่�งแยกสี�ตามแต�ละสี�ตรชั�ดเจน

Product

ProductDamage

HairHair Fall

Straight Hair

Hair Shine

Smooth Hair

Black Hair

Silky Hair

Anti Dandruf

f

7 Hair Problem

s

แพนที�นม�สี�ตรขจ�ดร�งแค, และ Total Care ที��สีามารถแก!ป็"ญหาผมเสี�ยที�&ง 7 ป็ระการภายในขวดเด�ยว

Price

Brand

7 ml.70 ml.

80 ml.

175 ml.

180 ml.

200 ml.

375 ml.

400 ml.

500 ml.

700 ml.

1000 ml.

- 20 - - - 74 - 121 159 199 233

2 - 20 - 35 59 119 - 149 175 199

- - 25 69 - - 145 - 159 189 -

Pantene ราคาสี�งที��สี)ด ม�หลากหลายขนาดให!เล*อกน!อยกว�า SunsilkSunsilk จะม�ราคาถ�กที��สี)ด ม�หลากหลายขนาดและราคาให!เล*อกมากที��สี)ด

Dove ม�ราคาสี�งกว�า Sunsilk แต�ถ�กกว�า Pantene ม�ขนาดและราคาให!เล*อกน!อยที��สี)ด

Place

Brand Superstore SupermarketConvenience

StoreTraditional

Trade

ne

Superstore และ Supermarket จะม�ขายที)กขนาดConvenience Store และ Traditional Trade ม�ขายเพ�ยงขนาดเล+ก เชั�น ขนาด 70

ml.

Promotion

Promotion

Co-PromotionCo-Promotion with

WatsonCo-Promotion with

Watson Co-Promotion with

Watson

EventHair Health

Investment & The City

Sunsilk Co-Creation Runway

Sunsilk Co-Creation Salon

Surivipha Join Us “Beyond Therapy

by Dove”

Roadshow Sunsilk Pop-Up Salon

Target Group

Target Group

Promotion

Physical

Female 18-34 years old Live in Bangkok and big city in province Capacity to high purchase

Female above 20 years old Live in Bangkok and big city in province Capacity to intermediate purchase

Female above 25 years old Workers and middle-income level or above Live in Bangkok and big city in province

Psychology

Seeking hair healthy Interested in beauty and fashion

Believe the recommendations of hairdresser for confidence Avoid the risk of false hair, or incompatible with its own personality

Unconvinced in their hair

Consumer Behavior

• With their purchase decision• Buy shampoo at Superstore and

Supermarket• Buy a new bottle of shampoo when

old out• Number of purchase is 1-2 bottle/time• 70-80% of Thai’s behavior likes to do

hair color and the average value of a hair color is every 2-3 months

Kantaya ngilluminated.(2006 The exposure of marketing communications and shampoo purchasing behavior of consumer in Bangkok . Graduate School of Srinakharinwirot University

Communication Analysis

Media Usage

Media Dove

TV Commercial

Radio

Internet

Magazine

Newspaper

Out of Home

P.O.P.

Communication Analysis

Brand Key Message Mood & Tone

Focused on telling about the hair problem and properties of product

Simple and elegant

Focused on properties of product and the image of

funColorful and modern

Story from the experience with hair

Comfortable atmosphere,Highlighted that with the color comfort or color to match the

product of Dove

Communication Analysis

Year Key Message Benefit Mood & Tone

2007

Relieve the 7 reasons breakage

hair and reduce hair fall

Pro-V Total Care formula Ready every situation

2008Relieve hair loss due to breakage

hair

Water Activate Pro-V formula Care and devote

2009Deeply nourishes breakage hair and

hair fall

Double Pro-V formula Hair care, lively

NowDeeply nourishes hair root to hair tip and relieve hair fall

Pro-V Hair Fall Control formula

Hair care,give the something worthwhile to hair

Communication Analysis

Year Key Message Benefit Mood & Tone

2007 Enjoy stories indeterminable ,resolve the frizzy and dry hair to be

hair volume

Add Double Yogurt Essence

Challenge ,enjoy, confidence

2008 Double hair smooth and easy

to style hair

Creaming Yogurt Energizer

Challenge ,lively, confidence

2009 Deeply nourishes breakage hair and

moisturize hair back

Olive Serum Nutri-Complex and Milky Micro Moisturizer

Challenge , lively, confidence

Now Experience beautiful hair with

7 hair experts globally

Guided hair problems and

trend of hair style by hair experts in

various fields

Professional, confidence

Communication Analysis

Year Key Message Benefit Mood & Tone

2007Hair smoother and

reduce hair fall

Repairing Serum, Moisturizing

Serum, Moisturizing Milk

Simple , Lively

2008 Resolve the frizzy and dry hair to be

hair smooth effectively

Moisturizing Milk Essence

2009Resolve the hair

fall Repairing Serum

NowDeeply nourishes breakage hair by

expert

Advance Repairing Serum

Presenter

Brand 2008 2009 NOW

Noon Voranuch

Aum PatcharaphaAom PiyadaPaula Taylor

Aum PatcharaphaVia Sukolavat Aum Patcharapha

Women who have hair problems

SWOT Analysis

Strength

Shampoo market leader in premium Selling point is the hair nourishes vitamin Most Admired Brand award has won a top of Thailand Focused on worthiness resulting from the use of the product rather than price Focused on telling about the long straight hair and shiny black Anti Dandruff formula Pantene Total Care

There are several formulas and sizes The market leader in Thailand's shampoo Products are constantly developing such as changing packaging to modern and modify the formula etc. The lowest prices compared to competitors Shampoo with Thai people for over 40 years Sale a small pack

Focused on moisturizing milk product A product mild to the scalp Focused on the frizzy and dry hair caused by hair color or curling hair dryer

Weakness

The most expensive compared to competitors

Separate too many SKU redundantly

Formula is minimal

Launched on the market later than competitor

Opportunity

Growth in the hair care market increase to 5-6%

Consumers remember about point of sale of Pantene Pro-Vitamin B5 well

Consumers can memorize the Pantene’s presenter is the Noon Woranutch

Growth in the hair care market increase to 5-6%

Is well known in the provinces

Consumers can memorize the packaging very well

Growth in the hair care market increase to 5-6%

Threat

High shampoo market competitive

Consumers are not loyalty ,influence of switching brands easily

Sunsilk has consistently marketed

The consumer changes the hair color and hair style all the time

High shampoo market competitive

Consumers are not loyalty ,influence of switching brands easily

Consumer thinks the product is too mass and cheaper

High shampoo market competitive

Consumers are not loyalty ,influence of switching brands easily

Problemand

Next Step

Problem

• Do not focus on the hair color groups or the problem of the hair color

• Always present in the Pro-V has been seems not development of the product

• Consumers have many choices to purchase and no brand loyalty

• No access to consumers via online media

Next Step

• Communicate to the hair color groups or the problem of the hair color

• Using online media to be more one of communication channels to consumers

• Emphasize communication to the development of products to more

Members

1. Chaiyanun Sriracha 501201662. Warachaya Urupongsa

501207393. Nalinee Pukpoon

501203714. Anupong Jongsiriratananukul

504213935. Jadsuda Masuk

501201426. Kamonnan Mungkornkrit

50420013

Reference

http://www.gotomanager.com/news/printnews.aspx?id=40570http://www.bangkaew.com/wai/article.php?story=20080620114633747http://www.brandage.com/Modules/DesktopModules/Article/ArticleDetail.aspx?tabID=7&ArticleID=3399&ModuleID=701&GroupID=1028http://www.ryt9.com/s/bmnd/720230http://women.sanook.com/whatson/whatson_06534.phphttp://www.positioningmag.com/BrandDetails.aspx?id=20131#ixzz0szcEj6jthttp://www.marketeer.co.th/inside_detail.php?inside_id=3029http://www.brandage.com/Modules/DesktopModules/Article/ArticleDetail.aspx?tabID=7&ArticleID=4054&ModuleID=701&GroupID=1126http://www.positioningmag.com/Magazine/Details.aspx?id=84046#ixzz0szgQXKv1http://www.positioningmag.com/Magazine/Details.aspx?id=84046http://www.positioningmag.com/Magazine/Details.aspx?id=46756