Environmental and SWOT Analysis
Pantene Pro-V, one of the world's leading hair care products, delivers over $1.7 billion a year to its parent company, Procter & Gamble. Procter & Gamble experiences annual sales of over $40 billion and is one of the world's largest advertisers "“ ahead of General Motors and Phillip Morris. Pantene Pro-V is targeted at women 18-49, and is positioned as the brand that makes hair so healthy it shines.
Pantene Pro-V has the best selling shampoo in the world. Marketed in 72 countries, it is one of Procter & Gamble's truly global products. Although "Pantene"? has been on the market for over 50 years, it was acquired by Procter & Gamble as part of their 1985 purchase of Richardson-Vicks. At the time, the shampoo's market share was less than one-half percent and it was priced at more than $6 for a 7 oz. Bottle.
Procter & Gamble sent the shampoo to its research labs in Taiwan, which came out with a lower cost product, Pantene Pro-V, named for its vitamin formula, in 1990. Procter & Gamble began promoting it worldwide, turning it into the world's best seller within a few years. Global sales are at an all-time high. However, in the U.S. Pantene Pro-V Shampoo sales have been generally flat. Conditioner sales have dropped .3%. Situational Analysis (continued):
In June 2001, Pantene Pro-V was relaunched with new packaging and product enhancements. While much money was invested in the relaunch, it has not yielded the expected results, and there is concern that we may be losing loyal customers. Additionally, there is concern that a downturn in the economy could cause customers to switch to a less expensive shampoo and conditioner.
Chief competitors in the Shampoo arena include: Clairol Herbal Essences, Pert Plus, Head & Shoulders, and Suave. Conditioner competitors include: Clairol Herbal Essences, Thermasilk, Infusium 23 and Suave.
The U.S. market is saturated. While it may be possible to achieve some market growth domestically, substantial growth is more likely in the international arena.
Ã˜Global positioning "“ Pantene Pro-V is regarded as "the only truly global hair product"?. It is distributed in 72 countries, with market share of close to 30% across most of Europe and Asia. Ã˜Pantene has a patented formula of Panthenol, Pantethine and vitamin B5. The unique formula penetrates and strengthens the hair shaft and bonds the molecular structure of damaged hair. All products are PH balanced.
Ã˜We benefit from the strength of Procter & Gamble. The company has received many awards for its dedication to quality, value, and its employees. P&G markets approximately 300 brands to nearly five billion consumers in over 140 countries. For the fiscal year ended June 30, 2000, P&G had worldwide sales of $40 billion. Ã˜Pantene is more economical than other "salon quality"? hair care products. Its formula can compete with highly regarded salon products like Paul Mitchell, Redken and Nexxus but does so at a fraction of the price. Ã˜Solutions based approach -- Pantene offers a simplified selection process customized to the consumer's styling needs instead of the traditional hair type. Ã˜Pantene offers a complete product line. There are five Pantene collections based on styling needs: Volume Care, Smoothing Care, Color Care, Curl Care and Basic Care. Ã˜The Pantene brand name is strong. Pantene has been on the market since World War II. Its brand recognition is strong. It is #1 in the marketplace. Ã˜www.pantene.com offers free custom beauty profiles online. Profiles create a collection of products that cater specifically to the individuals hair needs. Ã˜Pantene Girl and Pro Voice contests attract much attention worldwide. They are a big draw for the teenager and young adult audiences.
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