Marketing91

  • HOME
  • Categories
    • Marketing Management
      • Marketing basics
      • Marketing Articles
      • Careers in Marketing
      • Market Research
      • Retail Marketing
      • Services Marketing
    • Strategy
      • Marketing Strategies
    • Management
    • Branding
    • Small Business
    • Sales & Selling
    • Advertising
  • Online Marketing
    • Blogging
    • Social Media Marketing
    • Search Engine Optimization
    • Internet Marketing
    • Ecommerce
  • Brands
    • Marketing Mix of all Brands
    • SWOT of Brands
    • Brand Competitors
    • Marketing Strategy of Brands
    • Business Models of Brands
  • Videos
Home » Marketing mix articles » Marketing mix of Pantene

Marketing mix of Pantene

May 9, 2019 By Hitesh Bhasin Tagged With: Marketing mix articles

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

Marketing mix of Pantene - 3

Table of Contents

  • Product in the Marketing Mix of Pantene
  • Place in the Marketing Mix of Pantene
  • Price in the Marketing Mix of Pantene
  • Promotions in the Marketing Mix of Pantene
    • Related posts:

Product in the Marketing Mix of Pantene

Marketing mix of Pantene - 1

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.

Also Read  Marketing Mix Of Kerala Tourism - Kerala Tourism Marketing Mix

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.

Also Read  Marketing mix of Amway - Amway marketing mix

Promotions in the Marketing Mix of Pantene

Marketing mix of Pantene - 2

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.

Related posts:

Marketing Mix of FacebookMarketing Mix of Facebook – Facebook Marketing Mix Marketing Mix Of CheeriosMarketing Mix Of Cheerios – Cheerios Marketing Mix Marketing Mix of BentleyMarketing Mix of Bentley – Bentley Marketing Mix marketing mix of honda motorsMarketing Mix Honda Motors Marketing Mix of OracleMarketing Mix of Oracle – Oracle Marketing Mix Marketing Mix of SoftBankMarketing Mix of SoftBank – SoftBank Marketing Mix Marketing Mix of BPCLMarketing Mix of BPCL – BPCL Marketing Mix Marketing Mix of CostcoMarketing Mix Of Costco – Costco Marketing Mix Marketing Mix Of Head & ShouldersMarketing Mix Of Head & Shoulders – Head & Shoulders Marketing Mix Marketing Mix Of GuinnessMarketing Mix Of Guinness – Guinness Marketing Mix
Also Read  Marketing mix of Wipro Technologies

All Knowledge Banks (Hub Pages)

  1. Marketing Hub
  2. Management Hub
  3. Marketing Strategy
  4. Advertising Hub
  5. Branding Hub
  6. Market Research
  7. Small Business Marketing
  8. Sales and Selling
  9. Marketing Careers
  10. Customer Management
  11. Top 10 Lists
  1. Internet Marketing
  2. Blogging
  3. Search Engine optimization
  4. E-commerce
  5. Facebook Marketing
  6. Social Media Marketing
  7. Business Model of Brands
  8. Marketing Mix of Brands
  9. Brand Competitors
  10. Strategy of Brands
  11. SWOT of Brands
GET DAILY MARKETING UPDATES

About Hitesh Bhasin

I love writing about the latest in marketing & advertising. I am a serial entrepreneur & I created Marketing91 because i wanted my readers to stay ahead in this hectic business world. You can follow me on Facebook. Let's stay in touch :)

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Recent Posts
  • What is Benefits Administration? Definition and Steps
  • What is coaching? Different coaching styles
  • What is Corporate Training? Types and benefits
Advertisement

Marketing91

MORE INFO

  • About Marketing91
  • Privacy Policy
  • Cookie Policy
  • Disclaimer
  • Terms of Use
  • Advertise
  • Contact us
  • Sitemap
  • ISO 9001:2015 Certified

LEARN WITH US

  • Course on Market Segmentation
  • Course on Marketing Strategory Models

WE WRITE ON

  • Marketing
  • Small Business
  • Management
  • Internet Marketing
[email protected]

Copyright © 2020 Marketing91 All Rights Reserved