Marketing Strategy of Pantene analyzes the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). These business strategies, based on Pantene marketing mix, help the brand succeed in the market. Let us start the Pantene Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in Pantene marketing strategy can be explained as follows:
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:
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
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. As a part of its CSR activities, Pantene has even accepted hair donations for cancer patients.
Pantene Price/Pricing Strategy:
Below is the pricing strategy in Pantene marketing strategy:
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. The brand value of Pantene is more than $5 billion annually.
Following is the distribution strategy in the Pantene marketing mix:
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. Pantene is present in close to 90 countries.
Pantene Promotion & Advertising Strategy:
The promotional and advertising strategy in the Pantene marketing strategy is as follows:
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 strategy & marketing mix.
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 90 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.
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.
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