pantene
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Company Background
1940: Developed by Swiss drug company Hoffman-LaRoche
1947: Debut as a premium hair care line across Europe
1985: Take over by Procter and Gamble (P&G)
1991: Changed name to Pantene Pro-V
1994: Launched Pantene Pro-V onto the Thailand market
Market Share
Market Share 2009 (By Segment)
Beauty Shampoo 67%Anti Dandruff Shampoo 31%Kid Shampoo 2%
Total market value of 9,200 million Baht
Reference : Nielson, 2552 and Baan Muang Newspaper (6 October 2009)
Beauty Shampoo
67%
Anti Dandruff Shampoo
31%
Kid Shampoo2%
Market ShareMarket Share 2009 (By Brand)
Sunsilk 26%
Clear 18.3%
Pantene14%
Rejoice 9%Dove
8.6%Head & Shoulder 8%Clairol Herbal Essence 2%Other
14.1%
Total market value of 9,200 million Baht
Sunsilk26%
Clear18.3%
Pantene14%
Rejoice9%
Dove8.6%
Head and Shoulder
8%
Clairol Herbal
Essence2%
Other14.1%
Reference : Nielson, 2552 and Baan Muang Newspaper (6 October 2009)
4 P’s Analysis
Product
BrandAmount
of Product
Product
ne 7
Hair Fall Control, Total Care, Extra Moisturizing, Smooth and Silky,
Nourished Shine, Anti-Dandruff, Lively Clean
7
Damage Hair Reconstruction, Dream Soft and Smooth, Silky Smooth and
Manageable, Hair Fall Solution, Strong and Sleek, Stunning Black Shine ,
Straight Perfection
4Intense Damage Therapy, Hair Fall
Therapy, Straight and Silky Therapy, Dry Therapy ขวดของ Pantene จะเป็�นสี�ขาว
สี�วน Sunsilk และ Dove จะแบ่�งแยกสี�ตามแต�ละสี�ตรชั�ดเจน
Product
ProductDamage
HairHair Fall
Straight Hair
Hair Shine
Smooth Hair
Black Hair
Silky Hair
Anti Dandruf
f
7 Hair Problem
s
แพนที�นม�สี�ตรขจ�ดร�งแค, และ Total Care ที��สีามารถแก!ป็"ญหาผมเสี�ยที�&ง 7 ป็ระการภายในขวดเด�ยว
Price
Brand
7 ml.70 ml.
80 ml.
175 ml.
180 ml.
200 ml.
375 ml.
400 ml.
500 ml.
700 ml.
1000 ml.
- 20 - - - 74 - 121 159 199 233
2 - 20 - 35 59 119 - 149 175 199
- - 25 69 - - 145 - 159 189 -
Pantene ราคาสี�งที��สี)ด ม�หลากหลายขนาดให!เล*อกน!อยกว�า SunsilkSunsilk จะม�ราคาถ�กที��สี)ด ม�หลากหลายขนาดและราคาให!เล*อกมากที��สี)ด
Dove ม�ราคาสี�งกว�า Sunsilk แต�ถ�กกว�า Pantene ม�ขนาดและราคาให!เล*อกน!อยที��สี)ด
Place
Brand Superstore SupermarketConvenience
StoreTraditional
Trade
ne
Superstore และ Supermarket จะม�ขายที)กขนาดConvenience Store และ Traditional Trade ม�ขายเพ�ยงขนาดเล+ก เชั�น ขนาด 70
ml.
Promotion
Promotion
Co-PromotionCo-Promotion with
WatsonCo-Promotion with
Watson Co-Promotion with
Watson
EventHair Health
Investment & The City
Sunsilk Co-Creation Runway
Sunsilk Co-Creation Salon
Surivipha Join Us “Beyond Therapy
by Dove”
Roadshow Sunsilk Pop-Up Salon
Target Group
Target Group
Promotion
Physical
Female 18-34 years old Live in Bangkok and big city in province Capacity to high purchase
Female above 20 years old Live in Bangkok and big city in province Capacity to intermediate purchase
Female above 25 years old Workers and middle-income level or above Live in Bangkok and big city in province
Psychology
Seeking hair healthy Interested in beauty and fashion
Believe the recommendations of hairdresser for confidence Avoid the risk of false hair, or incompatible with its own personality
Unconvinced in their hair
Consumer Behavior
• With their purchase decision• Buy shampoo at Superstore and
Supermarket• Buy a new bottle of shampoo when
old out• Number of purchase is 1-2 bottle/time• 70-80% of Thai’s behavior likes to do
hair color and the average value of a hair color is every 2-3 months
Kantaya ngilluminated.(2006 The exposure of marketing communications and shampoo purchasing behavior of consumer in Bangkok . Graduate School of Srinakharinwirot University
Communication Analysis
Media Usage
Media Dove
TV Commercial
Radio
Internet
Magazine
Newspaper
Out of Home
P.O.P.
Communication Analysis
Brand Key Message Mood & Tone
Focused on telling about the hair problem and properties of product
Simple and elegant
Focused on properties of product and the image of
funColorful and modern
Story from the experience with hair
Comfortable atmosphere,Highlighted that with the color comfort or color to match the
product of Dove
Communication Analysis
Year Key Message Benefit Mood & Tone
2007
Relieve the 7 reasons breakage
hair and reduce hair fall
Pro-V Total Care formula Ready every situation
2008Relieve hair loss due to breakage
hair
Water Activate Pro-V formula Care and devote
2009Deeply nourishes breakage hair and
hair fall
Double Pro-V formula Hair care, lively
NowDeeply nourishes hair root to hair tip and relieve hair fall
Pro-V Hair Fall Control formula
Hair care,give the something worthwhile to hair
Communication Analysis
Year Key Message Benefit Mood & Tone
2007 Enjoy stories indeterminable ,resolve the frizzy and dry hair to be
hair volume
Add Double Yogurt Essence
Challenge ,enjoy, confidence
2008 Double hair smooth and easy
to style hair
Creaming Yogurt Energizer
Challenge ,lively, confidence
2009 Deeply nourishes breakage hair and
moisturize hair back
Olive Serum Nutri-Complex and Milky Micro Moisturizer
Challenge , lively, confidence
Now Experience beautiful hair with
7 hair experts globally
Guided hair problems and
trend of hair style by hair experts in
various fields
Professional, confidence
Communication Analysis
Year Key Message Benefit Mood & Tone
2007Hair smoother and
reduce hair fall
Repairing Serum, Moisturizing
Serum, Moisturizing Milk
Simple , Lively
2008 Resolve the frizzy and dry hair to be
hair smooth effectively
Moisturizing Milk Essence
2009Resolve the hair
fall Repairing Serum
NowDeeply nourishes breakage hair by
expert
Advance Repairing Serum
Presenter
Brand 2008 2009 NOW
Noon Voranuch
Aum PatcharaphaAom PiyadaPaula Taylor
Aum PatcharaphaVia Sukolavat Aum Patcharapha
Women who have hair problems
SWOT Analysis
Strength
Shampoo market leader in premium Selling point is the hair nourishes vitamin Most Admired Brand award has won a top of Thailand Focused on worthiness resulting from the use of the product rather than price Focused on telling about the long straight hair and shiny black Anti Dandruff formula Pantene Total Care
There are several formulas and sizes The market leader in Thailand's shampoo Products are constantly developing such as changing packaging to modern and modify the formula etc. The lowest prices compared to competitors Shampoo with Thai people for over 40 years Sale a small pack
Focused on moisturizing milk product A product mild to the scalp Focused on the frizzy and dry hair caused by hair color or curling hair dryer
Weakness
The most expensive compared to competitors
Separate too many SKU redundantly
Formula is minimal
Launched on the market later than competitor
Opportunity
Growth in the hair care market increase to 5-6%
Consumers remember about point of sale of Pantene Pro-Vitamin B5 well
Consumers can memorize the Pantene’s presenter is the Noon Woranutch
Growth in the hair care market increase to 5-6%
Is well known in the provinces
Consumers can memorize the packaging very well
Growth in the hair care market increase to 5-6%
Threat
High shampoo market competitive
Consumers are not loyalty ,influence of switching brands easily
Sunsilk has consistently marketed
The consumer changes the hair color and hair style all the time
High shampoo market competitive
Consumers are not loyalty ,influence of switching brands easily
Consumer thinks the product is too mass and cheaper
High shampoo market competitive
Consumers are not loyalty ,influence of switching brands easily
Problemand
Next Step
Problem
• Do not focus on the hair color groups or the problem of the hair color
• Always present in the Pro-V has been seems not development of the product
• Consumers have many choices to purchase and no brand loyalty
• No access to consumers via online media
Next Step
• Communicate to the hair color groups or the problem of the hair color
• Using online media to be more one of communication channels to consumers
• Emphasize communication to the development of products to more
Members
1. Chaiyanun Sriracha 501201662. Warachaya Urupongsa
501207393. Nalinee Pukpoon
501203714. Anupong Jongsiriratananukul
504213935. Jadsuda Masuk
501201426. Kamonnan Mungkornkrit
50420013
Reference
http://www.gotomanager.com/news/printnews.aspx?id=40570http://www.bangkaew.com/wai/article.php?story=20080620114633747http://www.brandage.com/Modules/DesktopModules/Article/ArticleDetail.aspx?tabID=7&ArticleID=3399&ModuleID=701&GroupID=1028http://www.ryt9.com/s/bmnd/720230http://women.sanook.com/whatson/whatson_06534.phphttp://www.positioningmag.com/BrandDetails.aspx?id=20131#ixzz0szcEj6jthttp://www.marketeer.co.th/inside_detail.php?inside_id=3029http://www.brandage.com/Modules/DesktopModules/Article/ArticleDetail.aspx?tabID=7&ArticleID=4054&ModuleID=701&GroupID=1126http://www.positioningmag.com/Magazine/Details.aspx?id=84046#ixzz0szgQXKv1http://www.positioningmag.com/Magazine/Details.aspx?id=84046http://www.positioningmag.com/Magazine/Details.aspx?id=46756
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