BUS1303 MARKTING Final Assessment to (CSA)-Marketing ...

Afra Shames H00214566 BB2

RAK WOMEN'S COLLEGE

COLLEGES OF TECHNOLOGY

BUS1303

MARKTING

Final Assessment to (CSA)-Marketing Project

Pantene Company

Afra Shames

H00214566

BB2

Ibrahim Moustafa


Table of Contents

1. Organization introduction............................................................................................ 2

2. Marketing environment................................................................................................ 2

2.1 Microenvironment............................................................................................. 2, 3, 4

2.2 Microenvironment..................................................................................................... 4

3. Segmentation ................................................................................................................. 5

4. Current product description ....................................................................................... 5

5. Current target market .................................................................................................. 5

6. Description of marketing opportunity ........................................................................ 6

7. Marketing analysis ........................................................................................................ 6

8. Proposed product and /or service ................................................................................ 7

9. Proposed pricing ............................................................................................................7

10. Proposed distribution process ................................................................................... 7

11. Proposed promotion mix .................................................................................... 7, 8, 9

Bibliography .................................................................................................................... 10


1. Organization introduction

Pantene Company is one of organization that takes care about the beauty from produces

different kinds of shampoo. It started in 1947 and the current state of this company is

Switzerland. Also, it possessed by “Swiss Drug Company Hoffman-LA Roche”1 . After

35 years, it makes a new change in here packaging to be more acceptable for consumer.

Moreover, Company Pantene displays two different campaigns between 1980 and 1985

which include hair care from increases Pantene’s health expertise and scientific ,and they

do that to encourage purchases there products. In addition, it uses easier ways to be their

products more accessible to women in everywhere and all these expanded by Procter and

Gamble. (The History Of Pantene. (2012))

2. Marketing environment

Every company must have micro and macro environment that affects to build successful

relationships with customers from know their needs and wants and Pantene Company is

one of them. (Baalbaki, P. p. (2011).

2.1 Microenvironment:

Is the side that effect on the marketing in the Pantene Company in different actors are

they, the company, suppliers, marketing intermediaries, competitors, publics and

customers. (Baalbaki, P. p. (2011).

The company

The Pantene Company’s Microenvironment has a strong relationship with company to

save their elements such as top management, research and development For example,

“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, operations “Pantene continues its run as a premium hair care brand”3,

1 http://www.pantene.com/en-US/pages/about-pantene.aspx




finance and accounting “Pantene becomes a Billion Dollar Brand”4 and it has a

GAAP that mean everyone inside and outside the company can see the financial

statements. (The History Of Pantene. (2012).

Competitors:

Pantene Company has different global, regional and local competitors like, Head &

Shoulders and Clear and each one must has strategic advantage by positioning their

offerings such as (services, language...) to build competitive between them.(COMPETITIVE-

ANALYSIS-OF-PANTENE. (2012)

Suppliers and customers:

“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!”5

Pantene Company provides the resources to product goods and service. There goals to

provide of superior quality and value to improve the lives of the world’s consumers. (The

History Of Pantene. (2012).

Marketing intermediaries:

“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”.6 سل

According to above, to work with other company to promote, sell and distribute its

products from use marketing services agencies. Moreover, it distribute in different place

in the word. For example, “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.”7 (The History Of Pantene. (2012).Since its

inception, Pantene has offered quality, st

Public: f-

“Serving the customer with superior attention is what the employees are trained

to provide. art products and is now synonymous with making serious hair care

accessible to all”.

According to above, Pantene Company works to help and training the people who work

inside the company (internal public) and it does that to achieve its goals through impact

on an organization’s ability. (The History Of Pantene. (2012).

2.2 Microenvironment

Is the side which cannot control the company and it involve different factors are they

demographic, economic, natural, technological, political and cultural. Pantene Company

uses these two factors. (Baalbaki, P. p. (2011).

Technological:

Pantene Company uses technology to creates new products with health expertise and

scientific to be more safety. (The History Of Pantene. (2012))

Demography:

Pantene Company makes their products for female, male and children. But, I think the

women who buy the shampoo and all members in the same house use it in daily life.

Also, it used in different age between “Ages 3 and 55”8 years. In addition, they have an

individual income of at “least $30,000”9 (Hair care product from pantene. (2012)


8 http://www.ukessays.com/essays/marketing/hair-care-product-from-pantene.php

9 http://www.ukessays.com/essays/marketing/hair-care-product-from-pantene.php


3. Segmentation

My company has one category which is shampoo for people who between 3 and 55 age,

so I want to produce new shampoo without tears for children (girls and boys) who under

3 years.

4. Current product description

We have two kinds of shampoo for girls and boys it is very suitable and safety for them

because it without tears. Also, it helps to lengthen and intensify hair with nice smell. It

makes from different perfume smell like, Dhin el Oudh, 9ndal, Misk. Moreover, each one

will sell individual.

5. Current target market

Pantene for children we will target it for women who have babies because they always

like to buy the beauty product. Also, they buy the best thing for their child that has a

strong brand and the most known companies and that applies to my company. In addition,

that easy encourages the parents to buy our products through put an advertisement in the

magazine which is specific for women or between the breaks of any drama series.

(Baalbaki, P. p. (2011)


6. Description of marketing opportunity

When we made a survey to know their needs and wants about 85% of consumer vote to

produce the new product and that encourage to supply it. From this, many people will

buy it because they have a background of the new product. (Baalbaki, P. p. (2011).

Moreover, we have a strong competitor with Jensen and Jonson, but if we do price cut

from low the price of shampoo in period of time that will help to sell it and make a profit

in that time. Also, from the advertising we can sell more than Jensen and Jonson.

(Baalbaki, P. p. (2011).

In addition, the brand of our company is strong and that encourage consumer to buy any

new product because they trust our products and use it usually. (Baalbaki, P. p. (2011).

Also, the price of the shampoo is suitable for everyone because we put the price based to

the survey.(Baalbaki, P. p. (2011).

7. Marketing analysis

We must do a marketing research before supply the product

because that will help us to know what the consumer need

and want to can make exchange in the product to be more

acceptable for them. Then, that we will support to build

strong relationships with the customer. (Baalbaki, P. p. (2011).

From this marketing research, we make a survey for women

who have children to know we can offer this new products

or no and the result most of them choose they like it and that

help us to offer the new product without any problems.

In addition, the result from this survey most of them use the shampoo for children who

under 3 years. The supermarket is the most places they like to buy the product. 75% of

them prefer the catalogs than send a message. Also, 65% of them like to be the product

individual. Moreover, about 90% of them prefer 15Dh is the best price for shampoo.

Perfume small (Dhin el Oudh, 9ndal, Misk) is the most liked.


8. Proposed product and /or service

Shampoo will be offer for all children for lengthen and intensify hair without tears.

Shampoo is designed as per the different smell but the perfume smell will be first offer.

In addition, it is available in all supermarket and anyone can buy it because it price is

suitable for them.

9. Proposed pricing

Our company pricing system will be based on a competitive pricing model with other

similar product providers like Jensen and Jonson through it we will put the suitable price

for our product to be acceptable for consumer and that will help us to make profit. In

addition, based to the survey the result is around 90% of the people prefers 15Dh for each

shampoo. (Baalbaki, P. p. (2011).

10. Proposed distribution process

According to survey, the new Pantene for children will be available in the supermarket

and grocery.

11. Proposed promotion mix

Our goals are promotion our products to encourage the consumer to buy it and expand it

through the advertising such as, (Baalbaki, P. p. (2011).

Print:


Outdoor:

In addition, we use another kind of promotion which is direct marketing for people who

prefer read the new product in the catalog through send it in their house to encourage

them to buy it. (Baalbaki, P. p. (2011).


Also, we will have an offer to sell our product and that will be in short-time which we

will sell 3 kinds of shampoo in one box with discount to be 39Dh. (Baalbaki, P. p. (2011).

From all these promotion, we will persuasively communicate customer value and build

strong relationship (Baalbaki, P. p. (2011).


Bibliography COMPETITIVE-ANALYSIS-OF-PANTENE. (2012). Retrieved May 4, 2012, from www.scribd.com:

http://www.scribd.com/doc/50147965/4/COMPETITIVE-ANALYSIS-OF-PANTENE

Hair care product from pantene. (2012). Retrieved may 5, 2012, from www.ukessays.com:

http://www.ukessays.com/essays/marketing/hair-care-product-from-pantene.php

The History Of Pantene. (2012). Retrieved Apr 30, 2012, from www.pantene.com:

http://www.pantene.com/en-US/pages/about-pantene.aspx

Baalbaki, P. p. (2011). Principles of Marketing Arab World Edition . In G. A. Philip Kotler,

communicating customer (p. 2).

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