Mix Marketing of Pantene

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* 1. a project on SHAMPOO INDUSTRY PANTENESUBMITTED TO: SUBMITTED BY:PROF: KUMAR MOHANTY ANSUMALI BEHERA (174) SASWAT KUMAR SAHU(175) MUKESH SHARMA (176) DAISY RANI (177) 0 * 2. CONTENT PAGE NUMBER Introduction 2 Company Overview 3 Product Intrduction 4 Marketing Concept 4 Marketing Mix 5 Over All marketing Strategy 7 Swot Analysis 8 BCG Matrix 9 Marketing Research 11 Marketing Research Process 12 Consumer Behaviour 13 Conclusion 14 1 * 3. IntroductionPurpose of the project:The project has been planed to be have a comprihenshive understandingof thecompany,and the industry and compitator,and to understand marketing as a function .Shampoo:Shampoo in India was derived from the Hindi word champi meaning hair massage. Theintroduction of shampoo in India dates back to the British reign in the country. Being arecent development the growth of shampoo or rather the penetration levels of shampoo inthe India has been commendable.The shampoo market in India is estimated to be `2,500-3,000 crore. The shampoo marketis India is categorized according to the benefits they provide. Mostly consisting of threekinds of shampoos cosmetic, herbal and anti dandruff, the shampoo market in India hasmanaged to tap users of the various segments according to their requirements andpreferences.Due to the continuous efforts of the top shampoo brands in India penetration of shampoosin urban areas is almost 100%. As far as penetration of shampoo in the rural areas isconcerned it has risen by almost 18% in the current scenario.The top shampoo brands in India include Sunsilk, Clinic Plus, Dove and Pantene. Thecompany that leads the shampoo market in India is Hindustan Unilever Limited. The top 2 * 4. three most sought after brands Sunsilk, Dove and Clinic are produced by HUL. Thecompany holds a 44% market share in the Indian shampoo industry. It is said that HULearns almost 8% of its revenue from the sale of these products The other recent brand thathas taken the Indian personal care industry by storm is Pantene. Since its very inceptionthe brand was a best seller. A product of FMCG giants Proctor and Gamble Pantene hasslowly and steadily managed to capture quite a large amount of the Indian market.Proctor and Gamble the second top shampoo brand in India holds a market share ofaround 25% in the Indian shampoo industry. The revenue earned from the ale ofshampoos from Proctor and gamble is almost 17%.Together these two major players constitute a major part of the Indian shampoo industry.Both these players with their numerous brands dominating the Indian shampoo marketare continuously trying to outdo one another by introducing different marketing schemes.Be it in the form of price cuts, discounts or increasing the size of the shampoo sachetswithout any extra costs these two to shampoo producing companies are at a continuousprice warCOMPANY OVERVIEWP&G INTRODUCTIONProcter & Gamble Co an American multinational corporation founded in 1987Largest fast moving consumer goods company with leadership in home and personal careproducts, foods and beverages and specialty chemicals.P&g MissionP&g mission is to add vitality to life. We meet everyday needs for nutrition, hygiene,and personal care with brands that help people feel good, look good and get more out oflife. 3 * 5. Product introduction:Pantene:Pantene is a brand of hair care products owned by Procter & Gamble. The product linewas first introduced in Europe in 1947 by Hoffman-LaRoche of Switzerland, whichbranded the name based on panthenol as a shampoo ingredient. It was purchased byProcter & Gamble (P&G) in 1985 in order for P&G to compete in the "beauty product"market rather than only functionalproducts.[1]The brands best-known product became the conditioning shampoo Pantene Pro-V(Pantene Pro-Vitamin). The product became most noted due to an advertising campaignin the late 1980s in which fashion models said, "Dont hate me because Im beautiful’MARKETING...
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