pantene

Rajesh MudaliyarBy,

1940: Developed by Swiss drug company Hoffman-La Roche1985: Take over by Procter and Gamble (P&G)

1991: Changed name to Pantene Pro-V

Product

Hair Fall Control,Total Care, Extra Moisturizing,Smooth and Silky,Nourished Shine, Anti-Dandruff, Lively Clean

1

2

3

Packaging

Sachets & Bottles

Seal packed

Different Colors

Price

Value Pricing Strategy

Price Quality Relationship

Physiological Pricing

Premium Pricing

PromotionATL (above the line)

BTL (below the line)

oMass Communication

oHording, Women Welfare

TV, Print & Radio

Place

Place Availability

Super Store

Super Market

Traditional Trade

Convenience Store

People

Female15-34 years old

Thick Hair

Beauty conscious women

PaceMarket Share 2012 (By Brand)

Sunsilk 26%

Clear 18.3%

Pantene14%

Rejoice 9%Dove

8.6%Head & Shoulder 8%Clairol Herbal Essence 2%Other

14.1%

Total market value of 9,200 million Baht

Market Leader in Shampoo (Premium)

STRENGTH

Anti Dandruff formula

Worthiness

Pantene Total Care

The most expensive compared to competitors

WEAKNESSES

Growth in the hair care market increase to 5-6%

Consumers remember about point of sale of Pantene Pro-Vitamin B5 well

Consumers can memorize the Pantene’s presenter is the Noon Woranutch

OPPORTUNITIES

High shampoo market competitive

Consumers are not loyalty ,influence of switching brands easily

Sun Silk has consistently marketed

The consumer changes the hair color and hair style all the time

THREAT

Thank You