Mix Marketing of Pantene Essay

2890 Words Apr 28th, 2013 12 Pages
* 1. a project on SHAMPOO INDUSTRY PANTENESUBMITTED TO: SUBMITTED BY:PROF: KUMAR MOHANTY ANSUMALI BEHERA (174) SASWAT KUMAR SAHU(175) MUKESH SHARMA (176) DAISY RANI (177) 0 * 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 1 * 3. IntroductionPurpose of the project:The project has been planed to be have a comprihenshive understandingof thecompany,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. Theintroduction …show more content…
Med-Thick, Curly and ColorThis allows consumers the opportunity to tailor their selection according to need whilestillpaying 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 PricingMarketing Mix (4 P)PRODUCT. P&Gs great success in therough-and-tumble shampoo world comes from developing aninnovative product concept;FEATURES: 5 * 7. The Pantene has whole range of shampoos with different features. These are VolumeCare,Smoothing Care, Color Care, Curl Care and Basic Care, anti dandruff, anti-hair falletc.It is available in the both premium bottle pack as well as satchetsSIZE OF PACKAGEAvailable in 100 ml,200 ml and 400 ml sizesPRICINGP&G claims to practice value-based pricingin which the customers’ perception of theproduct’s price provides astarting point for developing the marketing mix of theproduct. Theresearch department determines this price usually by using focusgroups.The price of 3 for pantene shampoo sachets

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