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Pantene SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 20, 2020

SWOT analysis of Pantene analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Pantene SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Pantene to benchmark its business & performance as compared to the competitors and industry. As of 2020, Pantene is one of the leading brands in the FMCG sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Pantene competitors and includes Pantene target market, segmentation, positioning & Unique Selling Proposition (USP).

Pantene SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Pantene Brand Analysis
Parent Company

Procter and Gamble


Personal Care brands- Hair care



Tagline/ Slogan

For hair so healthy it shines; Let yourself shine


Pantene is one of the best shampoos with many variants

Pantene STP
Pantene Segmentation

People looking for haircare

Pantene Target Market

Women who are concerned about the beauty and health of hair and are ready to spend for it

Pantene Positioning

Pantene takes care of different types of hair and is satisfies basic needs of hair care

Pantene SWOT Analysis
Pantene Strengths

Below are the Strengths in the SWOT Analysis of Pantene:

1. Pantene is a billion-dollar leading brand for P&G
2. Strong advertising campaigns & innovative promotion strategies have enabled Pantene to have a strong brand presence
3. One of the largest share of business in industry
4. Recognizable brand image and strong brand equity

5. Pantene has an extensive product line that meets consumer needs and answers trend

6. Strongly preferred among the competition

7. Excellent distribution channel of Pantene enables it to reach out to millions of customers

8. The brand is present in more than 90 countries

Pantene Weaknesses

Here are the weaknesses in the Pantene SWOT Analysis:

1. Limited brand loyalty due to high brand switching

2. Immense competition in the segment means limited market share growth for Pantene

Pantene Opportunities

Following are the Opportunities in Pantene SWOT Analysis:

1. Product extensions focusing on segmentation of consumer needs

2. Consistency in product use for daily cleanliness can boost Pantene's business

3. Untapped target markets that have loyalty traits and growing populations

4. Advertising money allotted by P&G would continue to increase

5. Innovative marketing techniques through events and sponsorships can boost the sales of Pantene

Pantene Threats

The threats in the SWOT Analysis of Pantene are as mentioned:

1. Newcomer salon brands creating products for retail stores

2. Low switching cost to other brands can affect Pantene's business

3. Salon-purchased products take away from minority market share

4. Flooding of market with new products and competitor innovation and technology

Pantene Competition

Below are the top 3 Pantene competitors:

2.Clinic Plus

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Pantene. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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