Pantene Pro V
Pantene Pro V
Parent Company
Procter and Gamble
Category
Personal Care brands- Hair care
Sector
FMCG
Tagline/ Slogan
For hair so healthy it shines
USP
1/5
Pantene Pro V
One of the premium and popular variant of pantene shampoo
STP
Segment
Variants of the products for people with different hair texture and needs
Target Group
Women who are concerned about the beauty and health of hair and are ready to spend for it
Positioning
Takes care of different types of hair and is satisfies basic needs of hair care
SWOT Analysis
Strengths
2/5
Pantene Pro V
1. Billion-dollar leading brand for P&G
2. Strong advertising campaigns & innovative promotion strategies
3. Largest share of voice in industry
4. Recognizable brand image and strong brand equity
5. Extensive product line that meets consumer needs
and answers trend
6. Strongly preferred among the competition
Weaknesses
1. Lack of brand loyalty
2. Mid-priced brand presents vulnerability
3. Stagnant sales
4. Majority of products in saturated markets
5. Lack of a variety of distribution channel
Opportunities
1. Product extensions focusing on segmentation of
consumer needs
3/5
Pantene Pro V
2. Consistency in product use for daily cleanliness
3. Untapped target markets that have loyalty traits
and growing populations
4. Advertising money allotted by P&G continues to
increase
5.Innovative marketing techniques
Threats
1. Newcomer salon brands creating products for
retail stores
2. Low switching cost
3.Salon-purchased products take away from minority
market share
4/5
Pantene Pro V
4. Flooding of market with new products
5. Competitor innovation and technology
6. Market inundated with advertisement campaigns
from competition
7.Lack of product differentiation between competitors
Competition
Competitors
1.Sunsilk
2.Clinic Plus
3.Dove Soap
5/5