Pantene Marketing Plan
Executive summary
The first part of the essay is mainly talking about the internal and external situation of Pantene. The internal analysis includes branding analysis, objectives, target market, company and brand analysis, industry, product, price, consumption value, financial trend and distribution channels. The external one contains political, economic, social, technological and environmental forces.
In competitive analysis, Pantene has a competitive advantages promotion and strong distribution network. Due to the high technology support, Pantene products are famous for good quality and great reputation. However, Pantene’s pricing strategies is using high price to indicate the high quality and distinguish their products with their competitors, so, Pantene has little attraction to those customers who only focus on low price.
From the SWOT analysis, Pantene have strong brand equity which can bring high levels of brand recognition. The weakness is their high pricing strategy and abundance of collections. The key threat is because of the saturated market which makes it more difficult to gain market share for Pantene, especially, Pantene already have a big share in the market. Pantene still has a great opportunity to use brand extension because of the strong levels of brand equity.
The target customers in Australia are female aged from 18 to 45, and they are divided into 2 segments (aged 18-34 and aged 35-45) because of the difference on consumer behaviours. These two segments have varied value on price and quality. Brand loyalty and media channels are also different in two segments. In addition, the consumer behaviours, on making buying decision for hair care product, require Pantene to consistently launch commercial advertisements.
Brand position analysis shows Pantene in the process of repositioning. The new position raises the brand equity, and it delivers a better image of Pantene.
The next part is discussing about the marketing mix 4P (product,
The first part of the essay is mainly talking about the internal and external situation of Pantene. The internal analysis includes branding analysis, objectives, target market, company and brand analysis, industry, product, price, consumption value, financial trend and distribution channels. The external one contains political, economic, social, technological and environmental forces.
In competitive analysis, Pantene has a competitive advantages promotion and strong distribution network. Due to the high technology support, Pantene products are famous for good quality and great reputation. However, Pantene’s pricing strategies is using high price to indicate the high quality and distinguish their products with their competitors, so, Pantene has little attraction to those customers who only focus on low price.
From the SWOT analysis, Pantene have strong brand equity which can bring high levels of brand recognition. The weakness is their high pricing strategy and abundance of collections. The key threat is because of the saturated market which makes it more difficult to gain market share for Pantene, especially, Pantene already have a big share in the market. Pantene still has a great opportunity to use brand extension because of the strong levels of brand equity.
The target customers in Australia are female aged from 18 to 45, and they are divided into 2 segments (aged 18-34 and aged 35-45) because of the difference on consumer behaviours. These two segments have varied value on price and quality. Brand loyalty and media channels are also different in two segments. In addition, the consumer behaviours, on making buying decision for hair care product, require Pantene to consistently launch commercial advertisements.
Brand position analysis shows Pantene in the process of repositioning. The new position raises the brand equity, and it delivers a better image of Pantene.
The next part is discussing about the marketing mix 4P (product,