Pantene
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Transcript of Pantene
Rajesh MudaliyarBy,
1940: Developed by Swiss drug company Hoffman-La Roche1985: Take over by Procter and Gamble (P&G)
1991: Changed name to Pantene Pro-V
Product
Hair Fall Control,Total Care, Extra Moisturizing,Smooth and Silky,Nourished Shine, Anti-Dandruff, Lively Clean
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3
Packaging
Sachets & Bottles
Seal packed
Different Colors
Price
Value Pricing Strategy
Price Quality Relationship
Physiological Pricing
Premium Pricing
PromotionATL (above the line)
BTL (below the line)
oMass Communication
oHording, Women Welfare
TV, Print & Radio
Place
Place Availability
Super Store
Super Market
Traditional Trade
Convenience Store
People
Female15-34 years old
Thick Hair
Beauty conscious women
PaceMarket Share 2012 (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
Market Leader in Shampoo (Premium)
STRENGTH
Anti Dandruff formula
Worthiness
Pantene Total Care
The most expensive compared to competitors
WEAKNESSES
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
OPPORTUNITIES
High shampoo market competitive
Consumers are not loyalty ,influence of switching brands easily
Sun Silk has consistently marketed
The consumer changes the hair color and hair style all the time
THREAT
Thank You