Overview: The client is Proctor & Gamble a company that has been around since 1837.
They have products ranging from health and beauty products to laundry detergent.
They promote sustainability and strive to create products that are healthy for their
users and the environment. The P&G name is one that has been trusted for many years
and continues to be a staple brand in many homes.
The product is Pantene, which has been around for more than 60 years. It was
previously only available in Europe, but P&G acquired the company in 1985 and made
Pantene available in the United States and it is now a global brand. Pantene is an
affordable brand that offers customized hair care products to its customers.
Target Audience: Women aged 15-35. Consumers in our target market are looking for
salon results at a cheaper price. The consumer saves time and money by purchasing
Pantene products instead of going to a salon. Pantene promises shiny, sexy, healthy
hair (like Eva Mendes) in minutes.
Product Benefits: Pantene products give you salon results at an affordable price.
Current Brand Image: The current brand image is positive. Proctor & Gamble has
become a trusted brand and household name. The target market perceives Pantene to
be an affordable and reliable product. The current spokesperson for Pantene is Eva
Mendes. Mendes is known for being sexy and comfortable in her own skin. In the
current campaign, she urges women to recognize their damaged hair, like she did and
use Pantene shampoo and conditioner for shinier and healthier hair. Using celebrities
like Mendes with huge sex appeal would be a good continued strategy for Pantene.
They have been focusing on how to mend broken hair and getting stronger, healthier
and fuller hair which Mendes portrays perfectly.
Desired Brand Image: Pantene could be seen as even more luxurious by becoming a
brand that is used by salon professionals, instead of just being an at-home brand. This
runs the risk of increasing the price. The current brand image is right on target with the
desired brand image because it allows the target market to see the desired results
while still keeping the price very affordable.
Competition: The top competitors are Johnson & Johnson, Kimberly-Clark and
Unilever. These companies have increased market share in the past few years. Proctor &
Gamble leads in 2012 annual sales, but is just behind Johnson & Johnson in net profit
margin. This shows that while P&G products are most popular they are not making as
much money as Johnson & Johnson. Unilever carries the most hair care products of the
competition making it Pantene’s direct competitor. Nexxus, TIGI and Tresseme all
promise the same “salon results” that Pantene does and TIGI and Tresseme are
commonly used in hair salons, something Pantene lacks. Also, Dove is seen a very fresh
and clean hair care line because of Dove’s simple and natural reputation. Pantene could
market at hair salons like Tresseme and TIGI do.
Indirect Competition: Indirect competitors would be salons. They offer consumers the
ability to have their hair done without doing the work. Salon’s brand image is often that
they are too expensive and consumers don’t have the time or money to get their hair
done every other day. Pantene has an advantage over salons because they offer their
target market a cheaper price. These competitors are often mentioned in advertising.