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