Mix Marketing of Pantene
P’S ANALYSIS OF PANTENE PRO-V
PRODUCT:
Clearly, Shampoo is more than just shampoo when P&G sells it. P&G’s great successin the rough-and-tumble shampoo world comes from developing an innovativeproduct concept. An effective product concept is the first step in marketing-mixplanning.Philip Kotler defines product as Anything that can beoffered to a market for attention, acquisition, use or consumption that might satisfy a -want or need. It includes physical objects, services, persons,places, organizationsand ideas.
Product planners need to think about the product on three levels. The most basiclevel is the core product, which addresses the question:
What is the buyer really buying? Theodore Levitt has pointed out that buyers 'do not buy quarter-inch drills; they buyquarter-inch holes'. Thus when designing products, marketers must first define thecore of benefits that the product will provide to consumers. The product planner must next build an actual product around the core product.Actual products may have as many as five characteristics: a quality level, features,styling, a brand name and packaging. product is more than a simple set of tangible features. Consumers tend to seeproducts as complex bundles of benefits that satisfy their needs.
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Source: Philip Kotler European EditionWe will now discuss our product Pantene under the following heads:
Form:
It is available in the both premium bottle pack as well as satchets.
FEATURES:
The Pantene has whole range of shampoos with different features. These areVolume Care, Smoothing Care, Color Care, Curl Care and Basic Care, anti –dandruff, anti-hair fall etc.
SIZE OF PACKAGE
Available in 100 ml,200 ml and 400 ml sizes
BRAND:53 |
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Pantene Pro-V continues to create a line of products that transforms dull, dry, limphair into healthy, shiny hair. Their slogan: “Hair so healthy, it shines!” Each of thepro-vitamin essentials has been formulated to meet a special hair
PRODUCT:
Clearly, Shampoo is more than just shampoo when P&G sells it. P&G’s great successin the rough-and-tumble shampoo world comes from developing an innovativeproduct concept. An effective product concept is the first step in marketing-mixplanning.Philip Kotler defines product as Anything that can beoffered to a market for attention, acquisition, use or consumption that might satisfy a -want or need. It includes physical objects, services, persons,places, organizationsand ideas.
Product planners need to think about the product on three levels. The most basiclevel is the core product, which addresses the question:
What is the buyer really buying? Theodore Levitt has pointed out that buyers 'do not buy quarter-inch drills; they buyquarter-inch holes'. Thus when designing products, marketers must first define thecore of benefits that the product will provide to consumers. The product planner must next build an actual product around the core product.Actual products may have as many as five characteristics: a quality level, features,styling, a brand name and packaging. product is more than a simple set of tangible features. Consumers tend to seeproducts as complex bundles of benefits that satisfy their needs.
52 |
Page
Source: Philip Kotler European EditionWe will now discuss our product Pantene under the following heads:
Form:
It is available in the both premium bottle pack as well as satchets.
FEATURES:
The Pantene has whole range of shampoos with different features. These areVolume Care, Smoothing Care, Color Care, Curl Care and Basic Care, anti –dandruff, anti-hair fall etc.
SIZE OF PACKAGE
Available in 100 ml,200 ml and 400 ml sizes
BRAND:53 |
Page
Pantene Pro-V continues to create a line of products that transforms dull, dry, limphair into healthy, shiny hair. Their slogan: “Hair so healthy, it shines!” Each of thepro-vitamin essentials has been formulated to meet a special hair