Product Mgt

Topics: Procter & Gamble, Shampoo, Hair Pages: 10 (2330 words) Published: March 7, 2013
Pamantasan ng Lungsod ng Valenzuela
Poblacion II, Malinta, Valenzuela City

Marketing Plan

Ivy Ellaine C. Concepcion

Professor Rosalinda G. Mayor
Product Management

Table of Contents

Pantene Marketing Plan
I. Executive Summary
II. Situational Analysis
A. Industry Analysis
B. Competitor Analysis
C. Standard Marketing Mix
* Product
* Price
* Promotion
* Distribution
D. Current Target Markets Demographics

* Geographic and Company Structure
* Demographic and Psychographic
E. Product Positioning
F. Macroeconomic Considerations
* Socio-cultural
* Technological
* Economic, Environmental/Natural
* Political and Legal
G. Microeconomic Considerations

I. Executive Summary

Pantene shampoo is a product from Procter and Gamble for all kind of infected and damage hairs. The company has registered its head office at 34 sectors, Noida. Pantene introduced the shampoo satisfied the need of those persons who really care for their hairs with the different segmentation and it will definitely increase the circle of their segmentation as per the customer need. Pantene serves men, women, and children because Pantene knows the customers need and customer satisfaction. Pantene is able to serve the entire family with its different products as per the customers need. While there are many "shampoo products" like Lux, Head & shoulder, dove and many more but Pantene will excel due to its attention to detail regarding customer needs and attention. Through unheralded customer satisfaction, Pantene will slowly but surely gain market share as it serves the entire family, creating long-term relationships.

II. Situation Analysis

A. Industry Analysis


Three billion times a day, P&G brands touch the lives of the people around the world. This is the company which is rooted in the principles of personal integrity, respect for the individual and doing what’s right for the long-term. Before analyzing the company on various parameters let’s first have a view of the company profile. Proctor and Gamble co. is a Fortune 500, American Multinational Corporation based in Cincinnati, Ohio, that manufactures a wide range of consumer goods. It is a brand behemoth. The world’s number one maker of household products courts market share and billion-dollar brands. As of 2008, P&G is the 6th largest corporation in the world by market capitalization and 14th largest US Company by profit. It is the 10th in fortune’s Most Admired Companies list (as of 2007). P&G is credited with many business innovations. According to the Neilsen Company, in 2007 P&G spent more on U.S. advertising than any other company; the $2.62 billion spent is almost twice as much as General Motors, the next company on the Neilsen list. P%G was named 2008 Advertiser of the year by Cannes International Advertising Festival.

It manufactures nearly 300 brands (such as: Ariel, Blend Med, Bonux, Head&Shoulders, Pampers, Always, Fairy, Gillette, Wella) to nearly five billion customers, competing in 160 marketplaces. More than 1 30 000 employees in more than 80 countries worldwide work every day to provide products of superior quality and value to the world's consumers. As the company’s global involvement, commitment and operations have grown; it has continually analyzed and adapted the way it does business.

It is a company whose actions reflect its ethics and whose people live their values. As a “build from within” organization, it sees over 90% of our people start at an entry level and then progress and prospers throughout the organization. This means it invests heavily in talent, through training and development opportunities.


  The company has its mission statement as follows:“We will provide branded products and services of superior quality and value that improve the lives of the world's consumers, now and for generations to...
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