PRINCIPLES OF MARKETING (PMK 1013)

GROUP ASSIGNMENT

PREPARED BY:NO.ID

NOOR HASLINDA BINTI ASBULLAH (PTM 120713556)

ERRA AZREEN BINTI ENDRI (PTM 120713590)

NURUL AFIQAH BINTI MOHD EDDY SHAH (PTM 120713541)

NURUL IZZAH BINTI ZAINUDIN (PTM120713104)

NURUL ZAHIRA BINTI ALI AZHAR (PTM120713572)

SECTION : 11 (AA101)

PREPARED FOR :

MADAM SITI NUR AWANIS BINTI AHMAD TAMERIN

DATE : 19 APRIL 2013

INDEXINTRODUCTION…………………………………………………………… 1-3

CONSUMER DECISION MAKING

-FACTORS INFLUENCING CONSUMER BUYING DECISION

:SOCIAL……………………………………………………… 4

- TYPE OR BUYING DECISION BEHAVIOR………………....... 5

TARGET AFTER

- TARGET MARKET ………………………………………………. 6-8- POSITIONING …………………………………………………….. 9

PRODUCT

- TYPE OF CONSUMER PRODUCT…………………………….. 10- BRANDING STRATEGIES………………………………………. 11- PACKAGING AND LABELING…………………………………. 12-13

PRICE AND PRICE……………………………………………………….. 14

PROMOTION

- ADVERTISING…………………………………………………… 15-16- SALES PROMOTION…………………………………………… 17- PUBLIC RELATION……………………………………………… 17

CONCLUSION………………………………………………………………… 18

INTRODUCTION

BACKGROUND AND PROFILE COMPANY

1945 :PANTENE IS BORN Inspired by the ingredient panthenol, Pantene, owned by Swiss drug

company Hoffman-LaRoche, makes its debut as a premium hair care line across Europe,

replete with glass bottles and prestige scents.

1960S :THE LEAP TO AMERICA Demand from European travelers in the United States drives

American retailers to import Pantene from Switzerland. The shopping in New York City gets

even better when Pantene launches exclusively in upscale establishments like the Waldorf

Astoria and Saks Fifth Avenue.

1975-1976 :THE GOLD CAP Pantene changed to new packaging with its iconic gold cap. 35

years later, women still remember gold-capped Pantene.

1983 :LET’S GET SERIOUS In the early ‘80s, Pantene expands its product lineup while

elevating Pantene’s scientific expertise and health as the foundation for beautiful hair with the

new Pantene tagline “The Care and Feeling of Beautiful Hair.”

1986 :POP CULTURE PHENOMENON Pantene’s “Don’t hate me because I’m beautiful”

campaign becomes one of the most famous and memorable campaigns and taglines in hair

care advertising history. And with its acquisition of Pantene in 1985, Procter and Gamble

expands Pantene’s distribution on a massive scale, making the hair care technology of Pantene

accessible to women everywhere.

EARLY 1990S : AROUND THE WORLD Pantene makes its way across the globe, launching in

Australia, New Zealand, Central and Eastern Europe, the Middle East, North Africa, Latin

America, Korea and Japan. A staggering array of hair care and hairstyling product offerings and

a stronger focus on hair health make the Pantene Pro-V tagline “Hair so healthy it shines”

recognizable all over the world.

1

1995 :A BILLION REASONS TO BELIEVE

Pantene becomes a Billion Dollar Brand.

1997 TO 1998 :THE HEIGHT OF FASHION Pantene continues its run as a premium hair care

brand and media darling with endorsements from the Golden Door Salon, Ford Models, Club

Evian, Milan Fashion Week, Vogue, Allure and Cosmopolitan.

2000 TO 2006

GET THE LOO :Pantene revolutionizes its approach to hair care by making products that cater

to the look you want. With over 100 hair care and hairstyling products in the United States

alone, Pantene delivers on all your hair care needs and possibilities!

2010

THE STRUCTURE REVOLUTION :After years of extensive research and development,

Pantene launches its most comprehensive and groundbreaking offering yet—customized

solutions all based on hair structure. If you know the hair you have, Pantene will give you the

hair you want.

2

Selection Of The Product

In this project I have selected a new type of shampoo which I developed in the

mind. I have named the product as “Pantene”. As you will see in

the following sections the product is a shampoo which is produced for every

customer uniquely with myShampoo Builder. This smart device can be found in

shopping markets and hotels. After a research done by myShampoo Builder with

a hair piece; the smart device finds what your hair really needs and produces it

just in time. You can reproduce your pantene pro-v with a unique number given to

you at any where in world.

3

CONSUMER DECISION MAKING..

A.Factors influencing consumer buying decision.

SOCIAL FACTORS..

-Manufacturers of products and brands subjected to strong group influence must figure out how to reach opinion leaders-people within a reference group who, because of special skills, knowledger, personality, or other characteristics, exert influence on other. Many marketers use buzz marketing by enlisting or even creating opinion leaders to spread the word about their brands. When they talks, consumer will listen. Serve as brand ambassador eg: figure 1 and 2

Figure 1: Secret Garden (Izara Aishah)

Figure 2: Sunsilk (Heliza)

4

B.Type or buying decision behavior.

HABITUAL BUYING BEHAVIOR . - Consumers who buy frequently purchased low cost items require very little search

and decision effort.- Consumers behavior does not pass through the usual belief-attitude-behavior

sequence.- Example: toothpaste, salt, sugar and cooking oil.

VARIETY-SEEKING BUYING BEHAVIOR.- Low consumer involvement in the product but consumers see a large difference

among brands.- Consumer chang their preference for certain brands of body soap for variations

although satisfied with the current brand.- Example: chocolate and cookies.

COMPLEX BUYING BEHAVIOR.- Consumer seek, extensive decision because they unfamiliar f product or purchase

the product infrequently.- Product are typically expensive and have psychological or economic risks.

- Consumer spend some time to look for information about the products andbrand

choices.

DISSONANCE-REDUCING BUYER BEHAVIOR.

- Consumers are highly involved in purchase but area not able to see key difference

among brand choices.

- Consumers would see little brand difference among products like leather sofa and

kitchen cabinet. Instead they categorize the difference in accordance to price range.

>PANTENE use Habitual Buying Behavior in decision behavior.Because buyers are not highly committed to any brands, marketers of low involvement products with few brand differences often use price and sales promotions to stimulate product trial.

5

Target after..

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

5

Column1

Series 2

Series 3

Column1Series 2Series 3

A.TARGET MARKET

Pantene is a brand of hair care products owned by Procter &Gamble. The product line was first

introduced in Europe in 1947 by Hoffman-LaRoche of Switzerland, which branded the name

based on panthenol as a shampoo ingredient. It was purchased by Procter & Gamble (P&G) in

1985 in order for P&G to compete in the "beauty product" market rather than only functional

products.

- In Malaysia the brand is currently positioning its four products. Each one is facilitating

their consumers with a unique solution of a genuine problem like for who are

suffering through weak & rough hairs can go for Pantene Pro-V Smooth &

Strong Shampoo. The brand said in itsmarketing campaign, “Think your hair is too

rough and tough to tame? Put Pantene Smooth and Strong to the test and your hair

will have found its match. It gently detangles your unruly hair making it smooth and

strong so you can be the boss again! Pantene's nourishing Pro-Vshampoo formula

with Amino-S, when used with Pantene Pro-Vconditioner helps evenly

restructure hair from root to tip detangling your unruly hair making it strong, silky and

noticeably smoother in 10 days or less! Pantene is the first step to irresistibly smooth

hair”.

6

Figure 3: syampoo

For who which are facing hair fall can go for Pentene Pro-V Anti-Hair FallShampoo. The brand

in this product advertising promise its consumers, “Think your hair is here today and gone

tomorrow? Think again. Pantene Anti-Hair Fall strengthens each strand from the root to the

tip reducing breakage up to 95% in just 2 washes. Pantene Pro-Vitamin Hair

Fallshampoo formulas when used with a Pantene Pro-V conditioner leave hair healthy and

strong in 10 days or less. Your hair will live on!” and for those who are experiencing split ends

and totally damaged hair can go for Pantene Pro-V Milky Extra Treatment Shampoo. The

product is stated itself as, “Do you believe in miracles? Watch the magic of Pantene Milky

Extra Treatment. The special formula of vitamins and milky lotion penetrates into your dry and

brittle hair and transforms each strand, making it stronger, healthier and full of life. It provides a

complete cleaning that gives a moisturized, healthy feel to your hair with a lustrous shine from

top to bottom. Keep the moisture in and damage out”.

Figure 4: hair

7

Lastly for those who are bearing dullness in their hairs can go for Pantene Pro-V Deep

BlackShampoo. The product claims that “Bad hair days will soon become a distant

memory.Pantene Deep Black with Pro-V formula contains Amino-S which nourishes dry and dull

hair, darkening each strand through intense moisturization from root to tip. Pantene Pro-

Vshampoo formula when used Pantene Pro-V withconditioner leaves hair naturally black, shiny

and healthy looking in 10 days or less giving it a glow and shine you have always wished for”.

Themarketing is further supporting its brand with “10-Day Challenge” in which a famous

celebrity stylist “Shahzad Raza” provides support to thechallenger and help him/her in gaining

the healthy and fit hair what a brand claims in all marketing campaigns. 

8

B.POSITIONING.

Differential between Pantene and Sunsilk

Pantene Pro-V Sunsilk Co-creations

Trademark Hair so healthy it shines S Sunsilk

Made in Switzerland United Kingdom

Design of bottle shinier, more colorful, and

differently shaped than their

predecessors.

elegance and femininity,

youthful cool and somewhat

sexy,and beautiful, sensual

and proud.

Brand logo

Positioning that company used for the particular product brand

Hair so healthy it shines

Repositioning exist for product

Change in packaging

Become the first hair care company to produce its new shampoo and conditioner

bottle primarily from plant-based plastic.

9

PRODUCT..

A.TYPE OF CONSUMER PRODUCT

Marketing

considerations convenience shopping specialty Unsought

Customer

buying behavior

Flirequent

purchase, little

planning, little

comparison or

shopping effort

low customer

involvement.

Less frequent

purchase much

planning and

shopping effort,

comparison of

brands on

price.quality,

style.

Strong brand

preference and

loyalty, special

purchase effort,

little comparison

on brands, low

price sensitivity.

Little product

awareness,

knowledge

price low Higher High Varies

distribution Widespread

distribution,

convenient

location.

Selective

distribution in

fewer outlets.

Exclusive

distribution in

only one or few

outlets per

market area.

Varies

promotion Mass promotion

by the producer

Advertising and

personal selling

by both producer

and reseller

More carefully

targeted

promotion by

both producer

and resellers

Aggressive

advertising and

personal selling

by producer and

resellers

examples Toothpaste,

magazines,

laundry

detergent.

Major appliances

televisions,

furniture, clothing

Luxury goods,

such as Rolex

watches or fine

crystal

Life insurance,

red cross blood

donations

10

B.BRANDING STRATEGIES

Branding

Brand is shampoo that is not produced by a certified producer. Pantene has made

its branding strategy in the market so it will be easy to get a new market share

with this personalized product. Pantene pro-vbrand gives the sound of

just in time production for only you, so this will attract the consumers also, it is a

branding strategy for us. Our loyal customers will use the new product and also

we will gain new customers from other competitors with this new brand.

very important in this market because it is about human health. Nobody

uses a

11

PACKAGING AND LABELING

Packaging

Our great feature is packaging. The process goes like this; you go to a shopping

market you come accross with the Pantene pro-v smart device. You can

easily follow the instruction on the lcd panel of the device. It is like an ATM in the

size. You give a sample from your hair, the machine analysis that, searches the

catalogue for the best solution for you. For this purpose machine connects to the

internet and takes information from some web services to find the right solution.

Then it displays the status of your hair visually. It gives you a special designed

shampoo formula, but asks if you want to customize its content. If you press yes, you can select

the features like time, percentage of ingredients in detail. And

packaging occurs at that time, the machine mixes the exact percentages and

produces a pro-v for you. I also puts a label on the box, that has a unique

number, so with that number you can order the same shampoo at any time at

any place. The machine as being a smart device sends all the information to the

central server. So you can also re-produce it any where in the world. You don’t

have to carry your shampoo any more.

12

Pricing Strategy

As we reconsider our marketing objectives; first of all we have to create a market

share as a leader in that market. We can do this with segmentation but pricing is

very important for us because when we think of the weaknesses of the product

marketing, it may be the first usage hardness. We can promote people to use for

the first time and create their pro-v easily. So we use promotional

pricing at the beginning. It will be %50 of the original price. Customers will

create a prototype of what they need and we will have their data after this time

with this pricing strategy.

As we have been decided to produce worldwide same machines, the product

price must also be international. So we have to use international pricing; due to

the economic conditions, country based competitive situations, laws and

regulations and the development of the retailing and wholesaling system as well

as costs.

But after the first promotional pricing, the product will be charged at its own price.

We will set the price level of this with the same products in the shampoo market

today. Our costs are the same so a good-value strategy is usefull for us.

13

PLACE AND PRICE..

$$$$$$

Retail selling

Pantene pro-v

retailer Giant Tesco guardian

price Rm 15.90 Rm 14.50 Rm 14.90

14

PROMOTION..

SALE

TYPE OF PROMOTION USED FOR PRODUCT

A.ADVERTISING

In modern marketing to make a good product and pricing it is not sufficient, the

main point is to make it available to target customers. After having determined

the target market, companies must also communicate in controlled direction with

their customers. So we have also an advertising strategy for the product.

Advertising Objectives

As this is a new product in the market we decide to use informative advertising

to build primary demand. We have to inform customers about what the Pantene

is, how can they reach the product, what will be the benefits of

using Pantene. So all of these must be in the informative way to take the attraction.

15

Advertising Strategy

We have a message strategy first of all. This new product must be understand

by the customers easily and the usage must be easy too. So message is very

important here, as we decide “We know what your hair need, do you want to

know too?” Our message is clean, and can attract the customer. And after the

message we will briefly give information about the product differentiation. The 9

message must be believable. The advertisements must be a slice of life, we

have to show what is produced for changing their shampoo behaviors and show how to use.

As we have to reach lot people but right people we have to use different medias.

We have decided to use TV Ads, Advertorials, Radio, Magazine, Outdoor,

Internet Ads also.

16

B.SALES PROMOTION

As we mention earlier we have a promotion for initial usage. We give 50%

discount when a customer uses it first. We take the demographic information

about our customer in this way. Entice consumers to try a new product. As sales

promotion consist of short and medium term incentives to encourage purchase of

a product or service and sales promotions are designed to attract new triers,

reward brand loyal customers, reduce time between purchases, and even turn

light and medium users into heavy users we have given a 50% of discount at first

buy.

C.PUBLIC RELATION

Public relations is very important for us because the product is very new, and we

have decided to construct a web site for detailed information and feedback.

People visit our web site can send suggestions or problems or themselves. And

there will also be special events to reach public, in that events there will be

speeches about the product and facilities are being told.

17

CONCLUSION..

The product claims that “Bad hair days will soon become a distant memory.Pantene Deep

Black with Pro-V formula contains Amino-S which nourishes dry and dull hair, darkening each

strand through intense moisturization from root to tip. Pantene Pro-Vshampoo formula when

used Pantene Pro-V withconditioner leaves hair naturally black, shiny and healthy looking in 10

days or less giving it a glow and shine you have always wished for”. Themarketing is further

supporting its brand with “10-Day Challenge” in which a famous celebrity stylist “Shahzad Raza”

provides support to thechallenger and help him/her in gaining the healthy and fit hair what a

brand claims in all marketing campaigns. 

From this assignment, we learn about consumer decision making. The factors of influencing

consumer buying dicisions have four factors. It is social, individual, psychological, and also

cultural. We choose the social because that have many relevant to make this assignment.

Social factors have a group, family members, and roles , status. We also learned about type or

buying decision behavior. It’s refer to final consumer individual and and households who buy

goods and services for personal consumptions. Then, we learned about target market. The

target market is evaluating each market segment’s attractiveness and selecting one or more of

the market segments to enter. Thus, we learned about positioning. Positioning is the way the

product is defined by consumer on important attributes implanting the brand’s unique benefits

and differentiation in customer’s mind. The product is also anything that can be offered to a

market for attention, acquisition, use or consumption and that might satisfy a need or want. We

have learned about place and price. From this topic, we can know where and how the customer

to sell the product. Lastly, we also learned about promotion. Promotion consists of short term

incentive to encourage purchase or sales of a product or service.

18