REPORT

MKT201

SUBMITTED TO OUR HONORABLE FACULTY

Seniour Lecturer Mohammed Shohel Islam

GROUP 10

Syed Al- Azmain hossain (1431367), Md Mahir Muhtasin (1410739), Md Ahsan Habib (1530952)

SECTION- 4
DATE of submition- 09.11.16

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9 November 2016

Mohammed Sohel Islam

Lecturer, School of Business
Independent University, Bangladesh (IUB)
Dhaka-1229
SUBJECT: Repot of” Pantene pro-V Shampoo”
Dear Sir,
With a great pleasure and interest here we submit our report, which you have assigned us for
the MKT201 course. We selected to work on Pantene pro v shampoo. We have worked on this
existing business.
In writing this report, we have followed the instructions that you have given us in the class, and
we have also applied relevant concepts that we have learnt throughout our course. We have
defied our core competencies, strategies in different level. However, we will be glad to clarify
any discrepancy that may arise.
Finally, we would love to express our gratitude for your supportive thoughts and kind
consideration in and outside of the class.
Yours sincerely,
Syed Al-Azmain Hossain
Md.Mahir Muhtasim
Md. Ahsan Habib

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Acknowledgement
We would like to express our sincere gratitude towards Mohammed Sohel Islam, for providing
us with the opportunity to prepare this report.

First of all we would like to pay our gratitude to almighty Allah who has given patience to
complete this report. The success of this report depends on our group member’s contribution.
Thanks to our respected faculty for helping us and advising us for this report.
We would like to thanks Independent University, Bangladesh (IUB) for given such a course like
MKT (201).The knowledge we gathered thought the course would help us to develop our future
career.
We are also grateful to our honorable faculty of Business School Mohammed Sohel islam FOR
his help without his help we cannot make this report.

Last but not the least, we would like to thank our family & friends who were always supporting
and there when needed.
Thank you.

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Table of contents

CONTENTS PAGE NO.

1 Executive summary 5
2 4P’s 6-8
3 Distribution channel model 9
4 BCG Matrix 10
5 Product/Market expansion grid strategies 11-13
6 Different types of shampoo 14-18
7 Buying decision behavior 19
8 Target market segment/product differentiation 20
9 SWOT analysis 21
10 Position market/market segment factors 22
11 Conclusion/references 23

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EXECUTIVE SUMMARY
Procter & Gamble is the multinational public company that was founded as a
consumer goods industry in1837. The company is based in Switzerland, Cincinnati,
Ohio, US.

We can find the products worldwide Pantene hair care was originally introduced
to the European market in 1945 by Swiss health care.

The best know Pantene products is the 2-in-1 shampoo and conditioning formula,
Pantene pro V. The product became most noted due to an advertising campaign
in the late 1980s in which fashion models said, "Don't hate me because I'm
beautiful.
Proctor & Gamble acquisition of Pantene in 1985 enable the company to
complete in the global personal care market.

By 1994, following its launch in 55 countries, Pantene was the hair care brand
around the world with sales reaching over $1 billion. Two years later it was still
leading in 78 countries and by 1998, it was the leading shampoo in 90 countries.

Pantene pro V Shampoo we can find it all over the world. There are different
types of shampoo we can find in the market.

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Pantene pro-V shampoo
Pantene is a brand of hair care products owned by Procter & Gamble (P&G). The product line was first
introduced in Europe in 1945 by Hoffman-La-Roche of Switzerland, which was branded the name based
on pantheon as shampoo ingredients. It was parched by (P&G) in 1985 in order for (P&G) to compete in
the “beauty product” market rather than only functional products.
The brands best known product becomes most popular due to an advertising campaign in the late 1980s
in which a fashion model said, “don’t hate me because I’m beautiful”.

4P’s
PRODUCTS
(P&G) manufactures products in the following categories

1.Beauty and Grooming brands

Example:- Natural instinct, Gillette, Olay, Dunhill fragrance, Herbal essence, Pantene pro-V shampoo etc.
2.Health and well being brands
Example:- Align, Always, Scope, Oral-B, Vicks etc.
3.House hold and care brands
Example:- Ace, Charmin, Tide, Lenoir etc.

These are some products of (P&G)

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PRICE
In 1990s era (P&G) incorporated pricing strategy. The company adopted this strategy by cutting its
coupon. P&G gives discount offers on its different products time to time but not frequently as discount
offers may cause of customers brand loyalty.
In Bangladesh price of Pantene pro-v shampoo
Amount (ml) 750 ml 340 ml 170 ml 80 ml 5ml
Price (TK) 567Tk 305Tk 160Tk 65Tk 3Tk

PLACE
(P&G) products are available almost all over the world. P&G distributes the products in almost 140
countries to approximate five billon consumers. DHL courier is a service provider to the company
through which it ensures its logistical efficiency. Company has manufacturing and distribution networks
in all major countries.
Example:- China, USA,UK, India, Bangladesh etc.
In Bangladesh Pantene pro-V shampoo is available in all Superstores, Supermarkets, Convenience store,
and traditional trade.

PROMOTIONS
this era is a era of advertising. Companies have to do huge advertising to sale their products to the
consumers. P&G has effective promotions strategy with an advertising budget of approximately 8.68
billion dollar in 2009 which makes it world’s number one advertisers. P&G received advertising hall of
fame award in 2010. The company uses television mass advertising in particular, internet marketing and

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other marketing mediums to promote its brand and also hire top models of nations to do their
advertising.
Example- Pantene pro-V shampoo uses the famous singer Selena Gomez for their advertising in UK and
USA.
In India they worked with Katrina Kaif and Anushka Sharma for their advertising

SELENA GOMEZ Hollywood singer and brand ambassador of Pantene UK, USA

ANUSHKA SHARMA Indian actress and Pantene India brand ambassador

Promotional activities that P&G is pursuing

Procter and Gamble pursuing sales promotions strategies. An international strategies involves taking
products first produce for the domestic markets and then selling them internationally with only
minimum local customization. For more promotions they are buying more share markets.
Heavy advertising on media pioneer.

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The distribution channels that P&G use to place the
products in the markets

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BCG MATRIX
The Boston consulting group (BCG) Matrix is a simple tool to access a company’s position in terms of its
product range

The position of Pantene is slightly fluctuating due to an high competitions its position is either Star or a
Question mark. The Pantene color care and Pantene pro-V 2in1 always enjoying a star position.

COMPETITORS OF Pantene pro-V

1.Sunsilk
2.All clear
3.Clear
4.Head and shoulder

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Product/market expansion grid and the strategies

Market penetration
Market penetration is make more sales without changing its products

Examples:- Pantene pro-V shampoo makes more sales without changing its products 2in1 shampoo.

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Product development
Is a series of steps that includes a new products design and other features or newly created rebranded
products

Examples: - Pantene pro-V introduces their new product Air spray (alcohol free hair spray) complete
new product of the same brand.

Market development
Market development is the way to identify and develop new markets for current products.
Example: Pantene pro-V shampoo is now in all over the world including (Asian, European, Australian,
South Americans markets).

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Diversifications
Diversification is a strategy to enter into a new market or industry which the business is not currently in,
whilst also creating a new product for the new market.
Example:- P&G make hair care products they also produce eating products
Pantene pro-v shampoo/ Pringles chips

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DIFFERENT TYPES OF SHAMPOO

1. Pantene Pro V nourished Shine Shampoo:

2. Pantene Lively Clean Shampoo

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3. Pantene Pro V silky Smooth Care Shampoo

. 4. Pantene Hair-fall Control Shampoo

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5. Pantene Anti-dandruff Shampoo

6. Pantene Pro-V nature Fusion Shampoo- Fullness and Life

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7. Pantene Total Damage Care Shampoo

8. Pantene Long Black Shampoo

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Pantene shampoos are specially designed to meet consumer specific hair needs, and help keep
hair strong, healthy and looking fabulous
Pantene Pro-V Sheer Volume Shampoo is a daily shampoo that boosts volume and creates full,
thick body that lasts for 24 hours. It is perfect for fine hair, as well as color-treated or permed
hair. It offers healthier hair with every wash.
Use Pantene pro-v shampoo hair looks light, smooth and silky, so much bounce and volume its
makes people happy consumer can do anything with their hair. Its enhance consumer beauty
and confidence its helps them to make a happy life. It’s also minimizing the hair fall.

Fine hair has up to 50% less protein than thicker hair, so it struggles to stand up against the
weight of styling residue, dirt and excess oils. The result Hair becomes limp and lifeless. Start
with a daily shampoo that is designed to remove excess residue and leave hair squeaky clean.
The clear formulation skips the heavy moisturizers so consumer can get that bouncy, light hair
with a thicker, fuller look.

COSUMER REVIEWS
I don't like to use shampoos a lot as my hair does not take to shampoo well. Since having children I have
only been able to shampoo my hair once or twice a fortnight otherwise it gets too dry and knots/tangles
easily. I thought this shampoo might be gentler and more hydrating as it was really nice to use and i was
able to lather and run it through my hair in the shower without my hair freaking out and knotting up
heaps in the shower like it usually does. It is definitely one of the nicest shampoos I have tried. I found it
did not rinse out as quickly as other shampoos which are good I guess it means it is more moisturizing.
The beautiful smell lingered in my hair for 24-48 hours after using it. I didn’t notice an increase in
volume in my hair but my hair is probably on the thicker side anyway as I have been using a HSN oral
supplement which promotes fast and thick hair growth, and I usually tie my hair up so perhaps I just
didn't notice the extra volume.

Personality Traits
Pantene pro v shampoo traits SINCERITY.

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Maslow’s Hierarchy
Pantene pro v shampoo fulfill self-actualization need.

This quotation forms the basis of the perceived need for self-actualization. This level of need
refers to what a person's full potential is and the realization of that potential. Maslow describes
this level as the desire to accomplish everything that one can, to become the most that one can
be. Individuals may perceive or focus on this need very specifically. For example, one individual
may have the strong desire to become an ideal parent. In another, the desire may be expressed
athletically. For others, it may be expressed in paintings, pictures, or inventions. As previously
mentioned, Pantene pro v shampoo fulfill this level of need.

BUYING DECISION BEHAVIOR

Habitual Buying Behavior refers to situations where a consumer has low involvement in a purchase, and
is perceiving very few significant differences between brands in a given product category. So many
products fit into this scenario. Most of them are everyday use products and commodities.

Pantene pro vitamin shampoo in this group. There are many brands in the market they are similar to look
like there is little difference between the brands.

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Target Market Segment
Target market of the company is expanded globally. As the company has global expansion, so target
market segment is very important. Target population of the company includes the quality and standard
conscious customers group that starts from middle to elite class customers. Differentiation products
that are introduced by the company are introduced purposively keeping in view the demands of the
target market.
Their main target market is females between the age18-34 belonging to the two upper income classes.
Physical
• Female
• Live in world wide
• Capacity to high purchase
• Regular user, including male
Psychology
• Seeking heir healthy
• Interested in beauty and fashion

Product Differentiation:-
Product differentiation is the incorporation of attributes such as quality or price into a product to
encourage the intended customers to perceive it as different. Product differentiation takes place along a
continuum. Some companies gain services differentiation through speedy. Firms that practice channel
differentiation gain competitive advantage through the way they design their channel’s coverage.
Companies can give a strong competitive advantage through people differentiation. Even when
competing offers look the same buyers may perceive a difference based on company or brand
differentiation. When competing offers look the same buyers may perceive a difference based on
company image differentiation.
Pantene pro v shampoo provide2-in-1 shampoo and conditioning formula.
It’s also change the Advertising campaigns which was different from any other products.

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SWOT Analysis

Strengths

• Shampoo market leader in premium.

• Selling point is the hair nourishes vitamin.
• Most admired Brand award has won a top of the product rather than price.
• Focused on telling about the long straight hair and shiny black.
• Anti Dandruff formula.
• Pantene total care.
• Recognized brand image and strong brand quality.
• Strong advertising companies.
• Billion dollar leading brand for P&G.

Weakness
• Lack of brand loyalty.
• Lack of a variety of distribution channel.
• Stagnant sales.
• Most expensive compared to competitors.

Opportunities
• Growth in the hair care market increase to 5-6%.
• Consumer remembers about point of sale of Pantene pro v B5 well.
• Consumer can memorize the pantomimes presenter in the noon woranutch.
• Innovative marketing techniques.
• Advertising money allotted by P&G.
• Consistency in product use for daily cleanliness.

Threats
• High shampoo market competitive.
• Consumer is not loyalty influence of other brand easily.
• Sun silk has consistently marketed.
• The consumer changes the hair color and hair style all the time.
• Lack of product differentiation between companies.

Competitors: Sun silk, clinic plus, dove.

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Position Statement
Position statement is a statement that summarizes company or brand positioning. It takes this form- To
(target segment and need) our (brand) is (concept) that point of difference. It is one of the most
important part.

Market Segment Factors

There is no single way to segment a market. A marketer has to try different segmentation variables to
find the best way to view the structure. Here we look at the major geographic, demographic and
psychographic variables.

Geographic
Geographic segmentation divides markets according to geographic criteria. In practice, markets can be
segmented as broadly as continents and as narrowly as neighborhoods or postal codes. Typical
geographic variables include
• Country
• Region
• Population density
• City or town size
• Climatic zone

Pantene pro vitamin shampoo divided the total market into geographic segmentation.
World region or country: Bangladesh, North America, Western Europe, Middle East, pacific Rim, China,
India, Canada, Mexico.
Density: Urban, suburban, rural.
Climate: Northern, Southern.

Demographic
Pantene pro vitamin shampoo company (P&G) divided the total market into demographic segmentation
.Segmentation according to demography is based on consumer- demographic variables such as age,
income, family size, socio-economic status, etc. Demographic segmentation assumes that consumers
with similar demographic profiles will exhibit similar purchasing patterns, motivations, interests and
lifestyles and that these characteristics will translate into similar product/brand preferences. In practice,
demographic segmentation can potentially employ any variable that is used by the nation's census
collectors. Typical demographic variables and their descriptors are as follows
Age: 18-34
Gender: Female, Including male.
Family Size: 1-2, 3-4,
Race: Asian, Hispanic, Black, White.

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Psychographic
Social class: middle class, upper middles, lower uppers, upper uppers.
Lifestyle: Achievers, strivers, strugglers.
Personality: compulsive, gorgeous

conclusion
P&G is a very successful company all over the world with the large market share and its product
Pantene has established its brand name very successfully and have a good amount of market share off
different products and the company’s market share is greater than any other market share.

References
http//pantene.com/en-us
https://www.scribd.com/doc/38137983/4P-s-Marketing-mix
http://www.studymode.com/course-notes/Mix-Marketing-Of-Pantene-1682856.htmi
http://www.marketingprofs.com/opinions/2010/22972/pantene-gets-to-the-root-of-the-problem

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