bus1303 markting final assessment to (csa)...
TRANSCRIPT
Afra Shames H00214566 BB2
RAK WOMEN'S COLLEGE
COLLEGES OF TECHNOLOGY
BUS1303
MARKTING
Final Assessment to (CSA)-Marketing Project
Pantene Company
Afra Shames
H00214566
BB2
Ibrahim Moustafa
Afra Shames H00214566 BB2
Table of Contents
1. Organization introduction............................................................................................ 2
2. Marketing environment................................................................................................ 2
2.1 Microenvironment............................................................................................. 2, 3, 4
2.2 Microenvironment..................................................................................................... 4
3. Segmentation ................................................................................................................. 5
4. Current product description ....................................................................................... 5
5. Current target market .................................................................................................. 5
6. Description of marketing opportunity ........................................................................ 6
7. Marketing analysis ........................................................................................................ 6
8. Proposed product and /or service ................................................................................ 7
9. Proposed pricing ............................................................................................................7
10. Proposed distribution process ................................................................................... 7
11. Proposed promotion mix .................................................................................... 7, 8, 9
Bibliography .................................................................................................................... 10
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1. Organization introduction
Pantene Company is one of organization that takes care about the beauty from produces
different kinds of shampoo. It started in 1947 and the current state of this company is
Switzerland. Also, it possessed by “Swiss Drug Company Hoffman-LA Roche”1 . After
35 years, it makes a new change in here packaging to be more acceptable for consumer.
Moreover, Company Pantene displays two different campaigns between 1980 and 1985
which include hair care from increases Pantene’s health expertise and scientific ,and they
do that to encourage purchases there products. In addition, it uses easier ways to be their
products more accessible to women in everywhere and all these expanded by Procter and
Gamble. (The History Of Pantene. (2012))
2. Marketing environment
Every company must have micro and macro environment that affects to build successful
relationships with customers from know their needs and wants and Pantene Company is
one of them. (Baalbaki, P. p. (2011).
2.1 Microenvironment:
Is the side that effect on the marketing in the Pantene Company in different actors are
they, the company, suppliers, marketing intermediaries, competitors, publics and
customers. (Baalbaki, P. p. (2011).
The company
The Pantene Company’s Microenvironment has a strong relationship with company to
save their elements such as top management, research and development For example,
“After years of extensive research and development, Pantene launches its most
comprehensive and groundbreaking offering yet-customized solutions all based
on hair structure. If you know the hair you have, Pantene will give you the hair
you want”2, operations “Pantene continues its run as a premium hair care brand”3,
1 http://www.pantene.com/en-US/pages/about-pantene.aspx
2 http://www.pantene.com/en-US/pages/about-pantene.aspx
3 http://www.pantene.com/en-US/pages/about-pantene.aspx
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finance and accounting “Pantene becomes a Billion Dollar Brand”4 and it has a
GAAP that mean everyone inside and outside the company can see the financial
statements. (The History Of Pantene. (2012).
Competitors:
Pantene Company has different global, regional and local competitors like, Head &
Shoulders and Clear and each one must has strategic advantage by positioning their
offerings such as (services, language...) to build competitive between them.(COMPETITIVE-
ANALYSIS-OF-PANTENE. (2012)
Suppliers and customers:
“Pantene revolutionizes its approach to hair care by making products that cater
to the look you want. With over 100 hair care and hairstyling products in the
United States alone, Pantene delivers on all your hair care needs and
possibilities!”5
Pantene Company provides the resources to product goods and service. There goals to
provide of superior quality and value to improve the lives of the world’s consumers. (The
History Of Pantene. (2012).
Marketing intermediaries:
“Pantene continues its run as a premium hair care brand and media darling with
endorsements from the Golden Door Salon, Ford Models, Club Evian, Milan
Fashion Week, Vogue, Allure and Cosmopolitan”.6 سل
According to above, to work with other company to promote, sell and distribute its
products from use marketing services agencies. Moreover, it distribute in different place
in the word. For example, “Pantene makes its way across the globe, launching in
Australia, New Zealand, Central and Eastern Europe, the Middle East, North
4 http://www.pantene.com/en-US/pages/about-pantene.aspx
5 http://www.pantene.com/en-US/pages/about-pantene.aspx
6 http://www.pantene.com/en-US/pages/about-pantene.aspx
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Africa, Latin America, Korea and Japan.”7 (The History Of Pantene. (2012).Since its
inception, Pantene has offered quality, st
Public: f-
“Serving the customer with superior attention is what the employees are trained
to provide. art products and is now synonymous with making serious hair care
accessible to all”.
According to above, Pantene Company works to help and training the people who work
inside the company (internal public) and it does that to achieve its goals through impact
on an organization’s ability. (The History Of Pantene. (2012).
2.2 Microenvironment
Is the side which cannot control the company and it involve different factors are they
demographic, economic, natural, technological, political and cultural. Pantene Company
uses these two factors. (Baalbaki, P. p. (2011).
Technological:
Pantene Company uses technology to creates new products with health expertise and
scientific to be more safety. (The History Of Pantene. (2012))
Demography:
Pantene Company makes their products for female, male and children. But, I think the
women who buy the shampoo and all members in the same house use it in daily life.
Also, it used in different age between “Ages 3 and 55”8 years. In addition, they have an
individual income of at “least $30,000”9 (Hair care product from pantene. (2012)
7 http://www.pantene.com/en-US/pages/about-pantene.aspx
8 http://www.ukessays.com/essays/marketing/hair-care-product-from-pantene.php
9 http://www.ukessays.com/essays/marketing/hair-care-product-from-pantene.php
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3. Segmentation
My company has one category which is shampoo for people who between 3 and 55 age,
so I want to produce new shampoo without tears for children (girls and boys) who under
3 years.
4. Current product description
We have two kinds of shampoo for girls and boys it is very suitable and safety for them
because it without tears. Also, it helps to lengthen and intensify hair with nice smell. It
makes from different perfume smell like, Dhin el Oudh, 9ndal, Misk. Moreover, each one
will sell individual.
5. Current target market
Pantene for children we will target it for women who have babies because they always
like to buy the beauty product. Also, they buy the best thing for their child that has a
strong brand and the most known companies and that applies to my company. In addition,
that easy encourages the parents to buy our products through put an advertisement in the
magazine which is specific for women or between the breaks of any drama series.
(Baalbaki, P. p. (2011)
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6. Description of marketing opportunity
When we made a survey to know their needs and wants about 85% of consumer vote to
produce the new product and that encourage to supply it. From this, many people will
buy it because they have a background of the new product. (Baalbaki, P. p. (2011).
Moreover, we have a strong competitor with Jensen and Jonson, but if we do price cut
from low the price of shampoo in period of time that will help to sell it and make a profit
in that time. Also, from the advertising we can sell more than Jensen and Jonson.
(Baalbaki, P. p. (2011).
In addition, the brand of our company is strong and that encourage consumer to buy any
new product because they trust our products and use it usually. (Baalbaki, P. p. (2011).
Also, the price of the shampoo is suitable for everyone because we put the price based to
the survey.(Baalbaki, P. p. (2011).
7. Marketing analysis
We must do a marketing research before supply the product
because that will help us to know what the consumer need
and want to can make exchange in the product to be more
acceptable for them. Then, that we will support to build
strong relationships with the customer. (Baalbaki, P. p. (2011).
From this marketing research, we make a survey for women
who have children to know we can offer this new products
or no and the result most of them choose they like it and that
help us to offer the new product without any problems.
In addition, the result from this survey most of them use the shampoo for children who
under 3 years. The supermarket is the most places they like to buy the product. 75% of
them prefer the catalogs than send a message. Also, 65% of them like to be the product
individual. Moreover, about 90% of them prefer 15Dh is the best price for shampoo.
Perfume small (Dhin el Oudh, 9ndal, Misk) is the most liked.
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8. Proposed product and /or service
Shampoo will be offer for all children for lengthen and intensify hair without tears.
Shampoo is designed as per the different smell but the perfume smell will be first offer.
In addition, it is available in all supermarket and anyone can buy it because it price is
suitable for them.
9. Proposed pricing
Our company pricing system will be based on a competitive pricing model with other
similar product providers like Jensen and Jonson through it we will put the suitable price
for our product to be acceptable for consumer and that will help us to make profit. In
addition, based to the survey the result is around 90% of the people prefers 15Dh for each
shampoo. (Baalbaki, P. p. (2011).
10. Proposed distribution process
According to survey, the new Pantene for children will be available in the supermarket
and grocery.
11. Proposed promotion mix
Our goals are promotion our products to encourage the consumer to buy it and expand it
through the advertising such as, (Baalbaki, P. p. (2011).
Print:
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Outdoor:
In addition, we use another kind of promotion which is direct marketing for people who
prefer read the new product in the catalog through send it in their house to encourage
them to buy it. (Baalbaki, P. p. (2011).
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Also, we will have an offer to sell our product and that will be in short-time which we
will sell 3 kinds of shampoo in one box with discount to be 39Dh. (Baalbaki, P. p. (2011).
From all these promotion, we will persuasively communicate customer value and build
strong relationship (Baalbaki, P. p. (2011).
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Bibliography COMPETITIVE-ANALYSIS-OF-PANTENE. (2012). Retrieved May 4, 2012, from www.scribd.com:
http://www.scribd.com/doc/50147965/4/COMPETITIVE-ANALYSIS-OF-PANTENE
Hair care product from pantene. (2012). Retrieved may 5, 2012, from www.ukessays.com:
http://www.ukessays.com/essays/marketing/hair-care-product-from-pantene.php
The History Of Pantene. (2012). Retrieved Apr 30, 2012, from www.pantene.com:
http://www.pantene.com/en-US/pages/about-pantene.aspx
Baalbaki, P. p. (2011). Principles of Marketing Arab World Edition . In G. A. Philip Kotler,
communicating customer (p. 2).