Pantene Case Study

Paper Summary:

The paper provides an overview of Pantene and the company's marketing mix that involves product, price, placement and promotion. The paper then presents a SWOT analysis and concludes that Pantene has managed to remain competitive mainly because it had a very flexible approach in terms of place, product, price and promotion and has adapted its campaigns to include changes in consumer preference, differences in income levels, niche markets and new technologies. The paper also shows how Pantene used its earnings to invest in diversifying its portfolio of products and in a successful advertising campaign.

Outline:
Pantene overview
Marketing Mix - 4Ps
Competitiveness analysis
Improvements
Conclusions

From the Paper:

"Pantene has successfully managed to develop itself as a brand by positioning itself not only on the shampoo market, but also as a leader of hair science and hair care, a wider niche. To this, Pantene has developed a diversified portfolio of products, each applying to distinctive categories of consumers, depending on their demands and on specific socio-economical and psychological variables. The Pantene portfolio is now extended to include hair brushes, specific hair treatments or hair accessories."

Sample of Sources Used:

• AEF - Advertising Educational Foundation, 2005, Persuasion, http://www.aef.com/on_campus/classroom/speaker_pres/data/4001
• Kokenge, E. and Grubow, L., 2003, Transforming the Brand Narrative: The Global Redesign of Pantene Pro-V. Design Management Journal, vol. 14(1).
• L'Oreal corporate website, www.loreal.com
• Mediapost, 2007, http://publications.mediapost.com
• NetMba, 2008, http://www.netmba.com/marketing/mix/

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