PROMOTION
Promotion is an attempt in the organization's marketing mix that serves to inform, persuade and remind the market of a product and/or of the organization selling it in the hope of influencing the recipient's feelings, opinions and beliefs or behavior.
The elements of promotion are:
v Personal Selling
v Sales promotion
v Advertising
v Publicity
v Public Relation
Promotion of Pantene
For every company promotion plays a very vital role in marketing the product. PANTENE is the product of a multinational company named Procter & Gamble. Procter & Gamble have never overlooked this aspect of marketing and have been rather keen on investment in promotion. Procter & Gamble spends a lot of money on the promotional activities of its products. They have tried to keep their product different from that of their competitors in different ways.
Advertising Media of Procter & Gamble
Advertising consists of all the activities in presenting to an audience a non-personal, sponsor-identified, paid-for message about a product or organization. The significance of advertising is indicated by the amount of money spent on it.
Advertising is the most important factor in promotion of services or a product. As Procter & Gamble also wants their products to be well known in the market, they have resorted to a great deal of advertising.
They have done advertising through the following media: Newspapers, Magazines, Posters, Bill Boards, Internet, and TV etc.
Potential Target Market
There are three types of target market strategies, which a company may follow depending upon the product they are producing. These strategies are as follows:
v Aggregation Strategy.
v Single-Segment Strategy.
v Multiple- Segment Strategy.
In case of PANTENE, P &G follows "multiple segment strategy". In this type of marketing strategy two or more different groups of potential customers are identified as a target market such segment has its own price and promotional activities and P&G follows this market target strategy for PANTENE. P&G targets all the classes of income, because of their different packages.
Positioning
Position is an image created in mind of the customer.
Positioning Of Pantene
PANTENE has positioned in the market by quoting "hair so healthy, it shines". It means that it is a quality product which can give better performance than any other shampoo.
Competitor Analysis
A Company's competitive environment obviously is a major influence on its marketing programs. A firm generally faces three types of competition:
v Brand competition
v Substitute competition
v General competition
There are many competitors of PANTENE Shampoo, which are as follows:
v Head & Shoulder
v Pert Plus
v Sunsilk
v Ascends
v Lifebuoy
v Bioamla
v Medicam
As we know that Head & shoulder, Pert Plus and Ascend are the products of the company P & G, they are the brand competitors of PANT ENE.
In the above-mentioned brands, some are challengers and some are followers.
Pantene Legal and Political Environment
It is discussed earlier that PANTENE is the product of P&G and it is a multinational company. They obey all the rules and regulations of the Govt. therefore legal forces do not affect PANTENE. It is clear that P&G is the major source of revenue generation in the form of tax. Some social forces influence the P&G product PANTENE, i.e. In Pakistan the religious people say that it is a product of P&G and they belong to Jews. They preach the Muslims not to use the products because they consider that Jews use the maximum portion of profit against Muslims.
Promotion is an attempt in the organization's marketing mix that serves to inform, persuade and remind the market of a product and/or of the organization selling it in the hope of influencing the recipient's feelings, opinions and beliefs or behavior.
The elements of promotion are:
v Personal Selling
v Sales promotion
v Advertising
v Publicity
v Public Relation
Promotion of Pantene
For every company promotion plays a very vital role in marketing the product. PANTENE is the product of a multinational company named Procter & Gamble. Procter & Gamble have never overlooked this aspect of marketing and have been rather keen on investment in promotion. Procter & Gamble spends a lot of money on the promotional activities of its products. They have tried to keep their product different from that of their competitors in different ways.
Advertising Media of Procter & Gamble
Advertising consists of all the activities in presenting to an audience a non-personal, sponsor-identified, paid-for message about a product or organization. The significance of advertising is indicated by the amount of money spent on it.
Advertising is the most important factor in promotion of services or a product. As Procter & Gamble also wants their products to be well known in the market, they have resorted to a great deal of advertising.
They have done advertising through the following media: Newspapers, Magazines, Posters, Bill Boards, Internet, and TV etc.
Potential Target Market
There are three types of target market strategies, which a company may follow depending upon the product they are producing. These strategies are as follows:
v Aggregation Strategy.
v Single-Segment Strategy.
v Multiple- Segment Strategy.
In case of PANTENE, P &G follows "multiple segment strategy". In this type of marketing strategy two or more different groups of potential customers are identified as a target market such segment has its own price and promotional activities and P&G follows this market target strategy for PANTENE. P&G targets all the classes of income, because of their different packages.
Positioning
Position is an image created in mind of the customer.
Positioning Of Pantene
PANTENE has positioned in the market by quoting "hair so healthy, it shines". It means that it is a quality product which can give better performance than any other shampoo.
Competitor Analysis
A Company's competitive environment obviously is a major influence on its marketing programs. A firm generally faces three types of competition:
v Brand competition
v Substitute competition
v General competition
There are many competitors of PANTENE Shampoo, which are as follows:
v Head & Shoulder
v Pert Plus
v Sunsilk
v Ascends
v Lifebuoy
v Bioamla
v Medicam
As we know that Head & shoulder, Pert Plus and Ascend are the products of the company P & G, they are the brand competitors of PANT ENE.
In the above-mentioned brands, some are challengers and some are followers.
Pantene Legal and Political Environment
It is discussed earlier that PANTENE is the product of P&G and it is a multinational company. They obey all the rules and regulations of the Govt. therefore legal forces do not affect PANTENE. It is clear that P&G is the major source of revenue generation in the form of tax. Some social forces influence the P&G product PANTENE, i.e. In Pakistan the religious people say that it is a product of P&G and they belong to Jews. They preach the Muslims not to use the products because they consider that Jews use the maximum portion of profit against Muslims.
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