Marketing Mix of Pantene

Pantene is a subsidiary brand of its parent company Procter & Gamble. It is a personal care brand associated with FMCG sector. Pantene is an American origin company that was introduced to the consumer market for the first time in the year 1945 by its founder Hoffmann-La-Roche. It has introduced some innovative hair-care regimes via its qualitative products. Stiff competition in FMCG industry has resulted in rivalry with various brands like

• Dove
• Clinic Plus
• Sunsilk
• L’Oreal
• Fructis
• Tresemme
• Neutrogena
• Head & Shoulder
• Rejoice

About Pantene

• Type: Hair care brand
• Industry: Personal care
• Founded: 1945, Switzerland
• Founder: Hoffmann-La Roche
• Headquarters: Cincinnati, Ohio, United States
• Area served: Worldwide
• Current CEO: Jon Moeller
• Number of employees: Over 100,000
• Major Products: Shampoos, conditioners, and hair treatments

Product in the Marketing Mix of Pantene

Pantene is an international brand dealing with hair care products. It has created a name for itself and is acknowledged as one of the best shampoos with lots of variants. Ingredients used are researched and then selected via a lengthy and innovative process to make hair beautiful, stronger and healthier. The company is aware of its responsibility towards its customers and have taken steps to ensure qualitative products at reasonable rates. Products come in various sizes like 675 ml, 180 ml, 80 ml and even 5 ml for its price-sensitive customers.  In global market its product kitty includes

Shampoo

• Moisture Boost Shampoo
• Repair and Protect Shampoo
• Daily Moisture Renewal Shampoo

2-in-1

• Sheer Volume 2-in-1 Shampoo & Conditioner
• Everlasting Ends Split End Repair crème
• Smooth & Sleek 2-in-1 Shampoo & Conditioner

Hair treatments

• 3 Minute Miracle smooth & Sleek Deep Conditioner
• Intensely Hydrated Masque
• Repair & Protect Overnight Miracle serum

Conditioner

• Daily Moisture Renewal Conditioner
• Truly Natural Co-Wash Cleansing Conditioner
• Anti-Breakage Conditioner

Styling products

• Hydrating Butter Crème
• Curl Defining Pudding
• Leave-on Detangling Milk

Pantene has a wide range of collections that include

• Truly Relaxed
• Truly Natural
• Ultimate 10
• Smooth and Sleek
• Sheer Volume
• Repair and Protect
• Nature Fusion
• Ice Shine
• Color Revival
• Heat Shield
• Full and Strong
• Everlasting ends
• Damage Detox
• Daily Moisture Renewal
• Curl Perfection
• Classic Clean
• Beautiful Lengths
• Aqualight
• Anti-Breakage
• Advanced Care

Pantene also offers an expert collection to its interested customers that include variants like

• Intense Smooth
• Intense Color Care
• Intense Repair
• Intense Hydration
• Fade Defy
• Dry Defy
• Age Defy
• Advanced Keratin Repair

Place in the Marketing Mix of Pantene

Pantene has an international presence and has spread its product network in more than fifty countries including China, India, France, Australia, United States, United Kingdom, Taiwan, Bangladesh, and France.

It has a widespread network of its own and also its parent company for distribution purposes. The company has adopted the old-age channel of stockists, retailers, and wholesalers. Products are taken out of the manufacturing plants and sent to the carrying and forwarding agents. They then forward it to the regional stockists who in turn send them to wholesalers and later to retailers and lastly to the outlets so that the consumers can easily buy them.

It is important that the distribution channel is fast and strong otherwise if the products fail to reach the retail market at regular intervals the buyers might shift their brand loyalty to other brands. Products from this famous brand are easily available in almost every retail outlet like the hypermarket, supermarkets, malls, grocery stores, drug stores and discount outlets. Pantene also sells online via several e-portals and shopping sites.

Price in the Marketing Mix of Pantene

Pantene is one of the most recognized brands in the global market and has targeted people who are concerned about their hair. The brand offers a healthy hair-care regime to its customers at reasonable and affordable rates.

Pantene is a billion-dollar brand but faces stiff competition from several rival brands. It has adopted a competitive pricing policy and has kept its product prices at par with the product prices of its competitors. As the company offers the best value for the similar price range it has been able to lure in new customers. For existing customers, the brand offers periodic discounts and free offers like a small sashe with a big bottle.

Pantene has also adopted a value pricing policy at periodic intervals so as to adjust with purchasing power and prevailing local conditions of a particular place.  This leads to high sales and an increase in sales volume results in greater profits and larger revenues.

Promotions in the Marketing Mix of Pantene

Pantene is a strong brand with the high brand recall. It has adopted an aggressive marketing strategy that includes taking advantage of most advertising tools at its disposal. Pantene is associated with beautiful hair and has created ad campaigns with stars like Iman, Kelly Le Brock, Priyanka Chopra and Katrina Kaif. The campaigns are targeted at women with the commercials emphasizing the advantages of using this hair-care brand.

These are broadcasted via print and digital media in newspapers, magazines, radio, television channels and movies. Hoardings and posters are posted on billboards, at the sides and backs of vehicles and at supermarkets to create better brand visibility. Emphasis is also given to creating high-profile shelf spaces at big retail outlets so that the users are attracted towards its products.

Moving with current times, the company has also taken help of social media platform. It has its own website that offers important information at regular intervals. Its Facebook page has crossed a million marks and connects with customers directly via celebrities and experts. Pantene uploads television commercials on social media channel YouTube offers expert tips and broadcasts interviews with celebrity stylists.

Pantene has been awarded the title Asia’s Favorite Shampoo in the super brand survey conducted by Readers Digest.  It has been sponsoring several television shows and beauty contests like Nach Baliye in India. The brand is aware of its social responsibility and has associated with Indian Heart association by taking corporate initiatives like condition for a cause.

Pantene has appointed several brand ambassadors for different countries like Anushka Sharma was named as the brand ambassador for India, Stephanie Cayo  for Peru, Nolwenn Leroy for France, Gabbi Garcia for the Philippines, Urassaya Sperbund in Thailand, Ana Brenda for Mexico and Gisele Bundchen for Brazil. Some of its famous taglines are- Hair So Healthy It Shines and Let Yourself, Shine.

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