Pantene SWOT Analysis, Competitors & USP

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SWOT Analysis of Pantene with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing 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


People looking for haircare

Target Group

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


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

Pantene SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Pantene. Strengths are:

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


Here are the weaknesses of Pantene :

1. Limited brand loyalty due to high brand switching

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


Following are the Opportunities of Pantene :

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


The threats 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 3 main Pantene competitors :

2.Clinic Plus

The brandguide table above concludes the Pantene SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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