Case Analysis: Nielsen: Market Research For Pantene

Nielsen: Market Research for Pantene

Case Analysis

Submitted by:

Abhijeet Singh Rawat

PGP15061

Problems and challenges

1. Market Share decline by 2.5% while its competitor’s Garnier increased by 5.1%.

2. Pantene is still the market leader with 20% but wants to increase it by 5%.

3. Keeping up the marketing strategy with the competition by making use of ‘delta moments’ to shift customers to their brands.

4. Less brand equity to 18-20 age group compared to above 21-30 group.

Market Analysis

1. Customers

• They are experimental with what brand to buy.

• According to Nielsen study the consumers buy according to brand equity in which associations play the most important role followed by awareness and consideration.

• When buying shampoos they

• When customers wanted to change they had moments called ‘delta moments’. o Pantene was lowest in delta seen in table 5. o Delta consumers had colored, frizzy and thick hair.

• They would pay higher price for Garnier, Head & Shoulder and Pantene.

2. Competition

• Sunsilk, Garnier, V05 and Palmolive are the main competitors according to table 3.

• High risk from Dove and Garnier due to high affinity.

• Garnier has high equity in 18-20 segment which can be due to the fact that it makes them look attractive.

• High in store purchase triggers of other brands (table 6).

3. Company

• Pantene has strong equity i.e. top 15%.

• Almost full awareness with high regulars as compared to others.

• Brand is observed as elegant, confident, attractive and professional (figure 10).

• Price Appropriateness is highest.

• Pantene has highest advertising activating index so most people recall their brand.

4.

Attractive packaging is an option as we can see that it has 0 trigger for Pantene. If it can be made more attractive without changing the lid we could see a shift as it is an area where Garnier is ahead in case of purchase triggers. There may be a problem as most of the consumers are buying in the autopilot mode if we change the packaging we may see a reaction as they would be startled and may push them in delta mode which may hurt us.

New varieties could be introduced as we can see most of the delta people are in the colored frizzy and thick hair, we can satisfy their needs. We can also introduce varieties for mediocre and poor condition hair.

We can also introduce a new brand especially for the 18-20 segment under the different name to compete with Garnier but we have to analyze if it will cannibalize our product as we also have high absolute brand