1.0 Executive Summary
Firstly, we will look onto Pantene, the first brand. Pantene is a very popular brand in Asian countries. Most of the people in Asian countries knew about this brand although some may not use it because of the benefits that can be gained as solution for different hair problems among potential users. Practically, this brand positioned itself as a hair care product in the market where different potential user are being targeted.
Beside, we will get to know the history behind this Pantene. Next, we will discuss further on the knowledge we gained based on our research after a survey being carried out with a questionnaires with 30 respondents onto this Pantene brand. We also will look further into the way on how we do the application and analyze the information we get from the research we had conducted that touches on the four popular marketing mix, which also known as the Four P’s (4P’s) which consists of Product, Price, Promotion and Place Distribution. Here, we will have some journals to strengthen our knowledge in the application and analysis part. However, we also would like to make some suggestion based on the survey we had conducted with 30 respondents on how to make this brand to improvise their position better.
Secondly, we will look onto Sunsilk. Sunsilk is also a very popular brand in Asian countries. Most of the people in Asian countries also knew about this brand although some may not use it because of the benefits that can be gained as solution for different hair problems among potential users. Practically, this brand also positioned themselves as a hair care product in the market where different potential user are being segmented and targeted.
Additionally, we will look onto the background of Sunsilk brand while w will discuss further on the knowledge we gained based on our research after a survey being carried out with a questionnaires with 30 respondents onto this brand. Moreover, we will also look onto how we apply the knowledge we gained in the application and analysis part based on the survey we conducted with 30 respondents. We will discuss on the suitable theories and models that are chosen to explain further of the relation of this two popular brands that were well positioned in Asian Market from different perspectives, plus journals to support. Lastly, we also would like to make some recommendation based on the survey we had conducted with 30 respondents on as an idea for this Sunsilk product.
2.1 Pantene by Procter & Gamble Company
Procter and Gamble (P & G) was founded in1837 by William Procter and James Gamble. P & G is a manufacturing conglomerate which is a public company, manufactures a wide range of consumer goods, household goods. The company is headquartered in Cincinnati, Ohio, but has regional headquarters located in Singapore, Panama and Switzerland. (Procter & Gamble, 2012)
Pantene is a hair care product and was first introduced in Europe in 1947 by Hoffman-LaRoche of Switzerland. It was named Pantene in which was inspired by the ingredients, panthenol. In 1985, Pantene was purchased by Procter & Gamble (P & G) in order to compete in the beauty product market rather than only functional products. Now, 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. Refer Appendix A (History of Pantene, 2012) 2.2 Sunsilk by Unilever Company
Unilever is a British-Dutch public limited company and was founded in 1930 by Antonius Johannes Jurgens, Samuel van den Bergh and William Hulme Lever the 2nd Viscount Leverhulme. The company’s products include foods, beverages, cleaning agents and personal care products. The company...
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