Pantene Marketing Mix

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Marketing Mix of Pantene analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Pantene marketing strategy. The article elaborates the pricing, advertising & distribution strategies used by the company.

Let us start the Pantene Marketing Mix:

Product:

Pantene offers following product types globally: Shampoo, Conditioner, 2-in-1, Styling Products, Hair Treatment

The products in the marketing mix of Pantene are based on the offerings it gives in the following Shampoos and Conditioners:

• Shampoos: Hair Fall Control Shampoo, Total Damage Care Shampoo, Anti-Dandruff Shampoo, Lively Clean Shampoo, Silky Smooth Care Shampoo, Nature Fusion Fullness and Life Shampoo, Long Black Shampoo, Daily Moisture Repair Shampoo

• Conditioners: Hair fall Control Conditioner, Daily Moisture Repair Conditioner, Silky Smooth Care Conditioner, Total Damage Care Conditioner

Pantene Shampoos and Conditioners come in different packet sizes such as 80ml,180ml, 675ml etc. globally. Due to price sensitive customers, Pantene launched 5ml sachets in India. Pantene observed that Indian consumers prefer buying 5ml sachets every time rather than buy 180ml at once. The Pantene Shampoo and Conditioner bottles are given attractive packaging in order to attract the target customers.



Image: flickr-photos/jeepersmedia/


Price:

The price strategy in the marketing mix of Pantene can be understood by understanding the competitive FMCG haircare market. The FMCG (Shampoo and Conditioner) market globally is very competitive with other brands such as Neutrogena, Tresemme, Fructis, Dove, L’Oreal among others. Mostly there is brand loyalty among the consumers to a particular brand but they don’t mind shifting (Due to low switching costs) if they get a better quality from the other brands. Hence price plays a very important role.

Pantene follows Competitive Pricing Strategy. The products offered by Pantene are priced similar to its above mentioned competitors. The aim is to provide the best product at the best price so as to retain the existing customers and acquire new customers or customers who were loyal to other brands.


Place:

Pantene is a product of P&G. P&G has an excellent distribution network across the globe due to its expertise and wide range of product portfolio. Main aim of P&G is to make sure its Pantene products are available at the maximum number of retail outlets, supermarkets and modern retail and to make sure there are no stock outs. The distribution network of Pantene is as follows:

From the manufacturing plant it’s products go to the carrying and forwarding agents. From there they go to the regional stockist to the wholesalers and to the retailers ultimately reaching the end consumers. The distribution channel has to be excellent or else its consumers will shift to its competitor’s brands in case of stock outs due to low switching costs. Pantene sells its products online through E-Commerce sites as well.


Promotion:

Being a strong P&G brand, the promotional strategy in the marketing mix of Pantene covers all aspects of marketing like TV, social media, billboards etc, which are explained below:

TV Advertisements: P&G indulges in heavy advertising. Its TV commercials focus on advantages of using Pantene products and are targeted at young Indian women. These ads are telecasted mostly on Entertainment and Movie channels. It has celebrity ambassadors to promote the product

Social Media: Pantene India’s Facebook page is growing even after crossing the million mark. The Facebook page connects its users with hair experts and celebrities.

YouTube: Apart from uploading television commercials on YouTube, Pantene uses this channel to broadcast expert tips, behind the scenes and video interviews of celebrity stylists.

Posters and Hoardings: Pantene also post posters at the retailers and supermarkets to create visibility. High emphasis is given on shelf spaces to create visibility and thus increase impulsive buying. This concludes the Pantene marketing mix.


About Pantene:

Pantene is a brand of hair care products owned by P&G. It was launched in Europe as a premium hair care product in 1945. Pantene is present in close to 50 countries. Pantene is one of the most recognizable brands in haircare which is easily available at almost all leading retail outlets worldwide and through ecommerce platforms.

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The names and other brand information used in the Marketing Mix section are properties of their respective companies. The companies are not associated with MBASkool in any way. The brand names are used purely for educational/academic purpose only.

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