Strengths Recognizing the necessity of shampoo as an everyday product, P&G launched Pantene globally in 1990 and watched it quickly

rise to the top to become the leading shampoo in the industry just four years later. Developing a brand image based on strategic research and strong advertising campaigns focusing on a unique selling proposition of shine, Pantene delivered on a promise for hair so healthy it shines. Cultivated in P&G's billion-dollar brand portfolio, Pantene has the financial backing, image and equity, and experienced management of its parent company to continue to advertise and maintain heightened exposure in the marketplace. As of 2006, Pantene faired in the top three brands of choice for shampoo users indicating high preference among the competition. Pantene claims the largest share of voice at 29.6% in advertising expenditures doubling the closest competitor strengthening exposure in a cluttered industry (see Figure 9). Innovative research and new technology has led the company to develop product specialties and extensions that meet changing consumer needs and reach more target markets. Weaknesses While Pantene boasts the largest market share, there is approximately 70% share up for grabs among competitors creating stifling competition. As price for Pantene runs around $4.00/13.5 fl oz bottle, it is considered mid-price and is therefore vulnerable to cheaper brands offering similar products available in the market. This vulnerability lends a hand to a lack of brand loyalty for shampoos that Pantene suffers from. With a variety of Pantene products placed in saturated markets coupled with few distribution channels, Pantene faces a difficult task of increasing sales among hard-to-reach markets, which, in turn, has led to stagnant sales not only for the industry but slow increases for Pantene. Opportunities Pantene has the potential to not only maintain a leading position in the industry, but to push away from the competition to stand apart as the leading shampoo product on the market. With the consistency of shampoo usage, according to Mintel reports, over 90% for all consumers, Pantene is presented with the opportunity to infiltrate untapped markets that boast brand loyalty attributes including minority segments like Hispanics, for example. Backed by P&G research, technology and advertising expenditures, Pantene has recognized the urgency to

create products that meet consumer needs based on hair type in accordance with ethnicity, for instance, and use strategic advertising campaigns to find niche markets to reach target audiences that have been lost among competitors. With the advent of specialty products and extension lines, Pantene can garner more market share, increase stagnant sales and expand on its loyal consumer base. 15 Due to the support of P&G for this promising and consistently producing brand, Pantene can upstage the competition through new marketing tactics that include interactive campaigns in stores and exploratory advertising in new mediums . Pantene can take risks based on the equitable brand it has become based on a record of success since it's launch 16 years ago that include partnering in a crosspromotional campaign with sister-brand Clariol to increase awareness and exposure, going after segments that are privy to products sold in salons, or adding pioneer products to a reputable product line. Threats The shampoo industry has seen a flood of products surface on the market since 2004, heightening competition and leaving consumers with an authoritative position to choose the brand that is most costeffective for their needs. While Pantene must always be weary of low product differentiation and lowswitching costs among its top competitors, the brand now faces the threat of losing market share to newcomers that include salon products like John Frieda that were once desired but unattainable due to high cost or being out of reach and have now found themselves sharing shelf space with retail industry leaders. Generic and value brands that offer similar products in bulk for a comparable price also pose a threat based on the idea of the cost-cutting consumers choosing products based on price and do not assume a difference between brands. The competition from close industry counterparts like L'Oreal and Garnier in going after untapped markets with niche products is also a cause for concern. P&G's research skills must be utilized to ward off competitors who are looking to formulate products that rival some of Pantene's specialty products through innovation and technology for a lesser cost. This threat can stifle the success of Pantene's pioneer products and strategic advertising to bring in wayward consumers by losing them to cheaper knockoff versions

of specialty products. Introduction: Pantene is a brand of hair care products owned by Procter & Gamble. The product line was first introduced in Europe in 1947 by Hoffmann-La Rocheof Switzerland, which branded the name based on panthenol as a shampoo ingredient. It was purchased by Procter & Gamble (P&G) in 1985 in order for P&G to compete in the "beauty product" market rather than only functional products.[1] The brand's best-known product became the conditioning shampoo Pantene Pro-V (Pantene ProVitamin). 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."[2][3] Kelly LeBrock gained notoriety as the first television spokeswoman to speak the line.[4] The line was criticized by feminists and became a pop-culture catchphrase for "annoying" narcissistic behavior 4 PS ANALYSIS OF PANTENE PRO-V PRODUCT: Clearly, Shampoo is more than just shampoo when P&G sells it. P&Gs great successin the rough-and-tumble shampoo world comes from developing an innovativeproduct concept. An effective product concept is the first step in marketing-mixplanning.Philip Kotler defines product as Anything that can beoffered to a market for attention, acquisition, use or consumption that might satisfy a -want or need. It includes physical objects, services, persons,places, organizationsand ideas. Product planners need to think about the product on three levels. The most basiclevel is the core product, which addresses the question: What is the buyer really buying? Theodore Levitt has pointed out that buyers 'do not buy quarter-inch drills; they buyquarter-inch holes'. Thus when designing products, marketers must first define the core of benefits that the product will provide to consumers. The product planner must next build an actual product around the core product.Actual products may have as many as five characteristics: a quality level, features,styling, a brand name and packaging. product is more than a simple set of tangible features. Consumers tend to seeproducts as complex bundles of benefits that satisfy their needs. FEATURES: The Pantene has whole range of shampoos with different features. These areVolume Care, Smoothing Care, Color Care, Curl Care and Basic Care, anti dandruff, anti-hair fall etc. SIZE OF PACKAGE Available in 100 ml,200 ml and 400 ml sizes BRAND: Pantene Pro-V continues to create a line of products that transforms dull, dry, limphair into healthy, shiny hair. Their slogan: Hair so healthy, it shines! Each of thepro-vitamin essentials has been formulated to meet a special hair care need, inparticular panthenol.Pantene has recently been awarded Asias favorite Shampoo in the ReadersDigest Super Brands Survey.Pantene is currently facing issues with intense

competition, but their unique Pro-Vitamin ingredient makes hair strong and healthy. P&G is now one of the worldslargest beauty companies (P&G Annual report). P&G states that Pantene is theworlds largest hair care brand and that it grew in double digits over the last two-years. P&G claims that this success is due in part to their unsurpassed hairconditioning technology. The global retail hair care market is a $34 billion industry. P&G has annual sales of more than $4.5 billion with leading brands like Pantene. Pantenes position in themarket is by attribute, claiming Hair so Healthy it Shines and their latest is a haircare challenge saying, Healthier Hair in just 10 Days. Guaranteed. Pantene usesprice to slightly separate itself from its in-store competitors. The price for Panteneproducts is slightly higher, identifying it as a better product. Pantene is alsopositioned around the product user. It has recently done commercials withactresses like Katrina Kaif,Sushmita Sen,Lara Dutta. Lastly Pantene is positionedby the competitor. It is perceived as a product that maintains great hair andaccording to the sales figures it is perceived as a better product by consumers. PRICE: As mentioned above the 200 ml bottle was available for Rs 98 and 100 ml for Rs51.But very recently Pantene had reduced the prices and now the same 200 mlbottles are available for Rs 89 and 100 ML FOR Rs 41.P&G has basically adopted Geographical pricing strategy for Pantene.They have setdifferent prices for Pantene in different countries.This is a very good strategicmethod as it captures the local conditions as well as purchasing power of the localpopulation.When Pantene launched Lively Clean,it adopted Promotional Pricing for it andlaunched it at an introductory price of R78 for 200 ml bottleIt has also introduced Bundle Pricing where it has clubbed two or more products andsold them at a reduced price.But this strategy has not been very successful as iteroded the premium image of the Shampoo and gave the impression of desperationof the company. Around 2 years back in 2006 P&G reduced the rates of Pantene by 16%. By thisway what P&G did was cutting its bottle's premium over sachets. At the same timeP&G is reducing the price gaps between its own brands. While Pantene and Head &Shoulders were sold at nearly similar price points, bringing down Pantene pricesplaced it between Rejoice (Rs 39 for 100 ml) and Head & Shoulders (Rs 64 for 100ml) and thereby segment P&G's shampoo brands at different price points. Thisstrategy is known as Product Line Pricing.Very recently Pantene has changed its pricing approach and experimented withValue Pricing Strategy. In this Procter & Gamble made dramatic and long-termchanges in its pricing and promotion strategy during which it boosted advertising while simultaneously curbing its distribution channel deals(in-store displays, trade deals), and significantly reducing its coupon promotions . It is interesting to note that P&G's value pricing strategy regardingPantene is quite a misnomer. During this period many stores were switching toEDLP (every day low pricing) policies, which meant that consumers would save ontheir overall purchase without having to deal shop. In contrast, P&G strategyessentially was a disguised price increase; coupons were cut by 50%, whichcontributed to an increase in the customer's price paid by 20%. It is possible thatP&G lowered their wholesale price, but the retailer only enjoyed higher margins anddid not pass the savings on to the customer. Another

possibility is that retailerslowered retail prices consistently, following P&G's decrease in wholesale price, butonce promotional trade deals are factored in those everyday lower wholesale pricesdid not result in a lower total price paid. For example, if P&G's old price was Rs20,but gave deals of Rs15, at which price 90% of purchases were made, the wholesaleprice equaled Rs15.7 (.90*15 + .10*20). If P&G set a "Value Price" point of Rs18,but 100% of purchases we were made at that price, the retailer enjoyed no costsavings-only a cost increase. If P&G had truly offered price cuts their results mayhave been much different. PROMOTION: The promotional strategy of Pantene is highly useful and effective. Using magazineprint advertisements and commercials allows for the opportunity to segment theiradvertisements by specific magazines, specific TV shows, and specific time slots. These strategies provide Pantene with the opportunity to wisely advertise to theirtarget audience. Pantenes use of advertising with different ethnicities, hair types, and ages has proven to be a critical factor because they are now developing specific hair care line for different types of ethnicities; they were voted Asias number one shampoo, and they are a highly marketable product in Europe. Without promotion this brand would be relatively unknown and its popularitywould not be near what has been established with promotion. Many times when aconsumer sees a product in the store that they have not heard of they will browseover it and choose a product they know. Consumer and market knowledge areprevalent because Pantene and P&G are built around what consumers want. Public Relations is a large aspect of the P&G/Pantene promotional mix. Proctor &Gamble does things like raising funds for children who suffer from malnutrition inIndia and Pantene recently put on the Condition for a Cause campaign, donating money to heart disease research. Sales Promotion is also alarge factor for Pantene,they use marketing and business techniques to try and improve consumers lives. They are always finding new and better ways to reach their consumers andbetween their PR campaigns and advertising they are constantly appealing toconsumers and causing them to trust Pantene.Personal selling is not an aspect of Pantenes promotional selling and it would notbe wise to incorporate it. Personal selling often comes off as a sleazy salesmanscheap and last minute effort. Pantenes print and TV advertisements are enough forPantene to bring in new customers and frequently remind its loyal customers that itis still in the stores and going strong. Personal Selling would also be a pricey movethat would hinder rather than aid Pantenes efforts. Lastly, advertising is anenormous part of Pantenes promotional mix. Without the current advertising strategies and past ones as well, Pantene wouldnt be the widely known and the highly used brand that it is today. The distributor needs to be aware of the brands state in the m a r k e t , t h e y should have information on the product in order to decide if they want to beassociated with that product and if so, they will need to know enough

about the product to aid customers in finding a shampoo that is best for the them. T h e i d e a w o u l d be to establish a relationship w i t h a s m a n y r e t a i l e r s a s possible to make the brand the recommended one. Consumers need to knowa s m u c h a s p o s s i b l e a b o u t t h e p r o d u c t . T h e y d o n o t w a n t t o f e e l a s i f t h e company is hiding something from them and they want to be able to trust theproducts they are using. Information like the ingredients, different productsthe brand carries, efforts made by the brand to help others and humanity area l l f a c t o r s t h a t c o u l d a f f e c t a s a l e . D i s t r i b u t i o n a s m u c h i n f o r m a t i o n a s possible is a good idea for the company. The purpose in using aspects of the promotional mix is to build brand equity,brand awareness, and frequently put our advertisements and name into thepublic to be seen. The frequency in which the ads are seen is as important asthe message we are providing. Pantene also gives out free samples to anyone. When visiting their websitethere will be a small box of information about samples to the right, when theonline visitor clicks on that they will find that if they provide Pantene withinformation about themselves they will be sent free samples. Pantene hasrecently run out of free samples and leads the consumer to an apology pagewhich in turn directs the consumer to the page for their most recentsweepstakes. Endorsers: global celebs like Hollywood stars Kirsty Alley, Rachel Hunter, Liv Tyler,Angie Everhart and Kelly Lebrock, among others have endorsed Panteen In India,Sushmita Sen, Katrina Kaif, Bipasha Basu, Shilpa Shetty, Sonali Bendre and SimoneSingh are among the brand ambassadors.Lara Dutta is the most recent celebritywho has got associated with the brand.A noticeable thing about panteneadvertisements is that always Asian women are shown who have thick,long,darkhair. In response to the change in appearance and types of product Pantene has saidthat this change was for the better and it is easier than ever to choosewhich product is best for the individual consumer. Simply pick the Pantene versionthat names how you want your hair to look: Volume Care, Smoothing Care, ColorCare, Curl Care and Basic Care Each collection includes a shampoo, conditioner, treatment and styling productsthat helps the consumer achieve their unique look. Not only did they change theirproducts to match the consumers desired style, they claim to have improved theirtechnologies. Pantene also claims that its products have ingredients that set it apart from thecompetition. They state that each line of products in their collections has the rightcombination to give customers the benefit that is spelled out in the name of theproduct. Validity: We conduct extensive scientific research and laboratory testing, as wellas in-home and clinical testing, to make sure our advertising claims are factual.

Because of the competitive nature of our business, though, we're unable to provide details to individuals about the specific research we perform. Hair care companies are building on the desire for women to maintain a young, natural, and fresh look. Marketers are also beginning to key onto teenage girls more. Girls ages 15-19 increased sales 6.9% from 1995- 2001 . Pantenes promotional tactics are ideal and we feel they are approaching the target audience well PLACE Placement (or distribution): refers to how the product gets to the customer; for example, point-of-sale placement or retailing. This fourth P has also sometimes been called Place, referring to the channel by which a product or service is sold(e.g. online vs. retail), which geographic region or industry, to which segment(young adults, families, business people), etc. also referring to how the environment in which the product is sold in can affect sales Pantene has an undoubtedly amazing design & distribution channel and this can be supported by the fact Pantene is one of the most easily available brands in the industry. In 1998-1999 Pantene launched global corporate restructuring program called Organization 2005,and made several changes in structure, work processes and culture to generate greater stretch, innovation and speed to help its products reach the market faster. Pantene retails through Spencers, Reliance Fresh, More, RPG group and wide variety of Kirana stores spread all over the country. CONTENTS OF PANTENE PRO-V:
Pantene is a brand known for high-quality hair care products, and that reputation is due in part to the ingredients that Pantene uses. Of course, everyone reacts differently to specific ingredients, so you may not find Pantene to be effective for you. Worse, you might find that you have an allergy to an ingredient used by Pantene. To avoid any potential problems, you should understand Pantene's ingredient profile and the functions of its ingredients.

Panthenyl Ethyl Ether

Panthenyl Ethyl Ether is an ingredient in Pantene shampoo that plays a number of roles. Panthenyl Ethyl Ether is used to add moisture to hair and skin products and is also a source of vitamin B5. The supplement information website Holistic Online claims that B vitamins may be beneficial for hair restoration and preventing hair loss. o Sponsored Links

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Cocamide MEA
Cocamide MEA is an ingredient that is produced by mixing the chemical monoethanolamine--MEA--with the fatty acids from coconut oil. Cocamide MEA has a number of functions, including thickening substances and foaming. Cocamide MEA also may improve the cleansing abilities of other ingredients by making it easier for the shampoo to be spread.

Xylenesulfonate
Xylenesulfonate may be an unfamiliar ingredient to you, but it has an important role in Pantene shampoo and other cosmetics products. Xylenesulfonate helps the water in substances absorb other ingredients. In other words, Pantene shampoo would likely not stay together. In addition, xylenesulfonate may also add thickness to shampoo and other cosmetics products.

Tetrasodium EDTA
Tetrasodium EDTA is used in a number of different cosmetics products. This ingredient plays a number of roles, including preventing the deterioration of products and maintaining their scents. In addition, the Comsetics Info website claims that Tetrasodium EDTA also prevents rancidity and can thus extend the shelf life of Pantene shampoo.