Pantene Shampoo Marketing Strategy
Table of Contents
EXECUTIVE SUMMARY 1
SEGMENTATION: 3
TARGETING: 4
ADVERTISEMENT AND RATIONALE 6
Brand Image 6
General Overview – TVC 7
CLASSICAL CONDITIONING: 8
Differential Threshold and the Brand Launch 8
Adaptation & Scheduling 8
MARKETING TACTICS 9
CONCLUSION 11
EXECUTIVE SUMMARY
This project aims to come up with an IMC plan to promote a new version of Pantene Shampoo, which is an established and celebrated brand of FMCG giant P&G. It takes forth concepts of marketing communication and embeds them into an approach that would not redefine the target of Pantene’s marketing efforts but make sure it shines bright enough to be seen by them.
The IMC Plan will identify the market segments Pantene aims to target. It will also specify the
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So we have to come up with an exciting and creative marketing campaign for this all new Pantene –S to increase its sales, brand equity while ensuring that it doesn’t cannibalize the market share of Pantene Pro-V. Through the new campaign the brand image will be developed over time via advertising with a consistent theme. It will be authenticated through the consumers' direct experience with the brand.
Pantene has always placed high emphasis on quality of the product and delivering the promised value and that’s why have gained huge popularity over time. It is made from FDA approved chemicals which do not pose any threat to health of its customers and also the product is not animal tested. Furthermore the packaging would be made easily recyclable, which goes with the green effect promoted by the brand P&G. The main benefits of consuming Pantene-S are that:
• Product is of high quality
• Delivers the promised value
• Protects, Shines and Nourishes Hair to look more
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Beautiful hair and attractive people will be shown which inspires everybody and create a hope in the mind of others who want to look beautiful and more gorgeous. It is in human nature to look appealing and charming and to get positive complements from fellow beings, which boosts one’s confidence and gives a push to achieve more. So this makes Pantene-S unique and different from other brands available in the market place and the tagline “Pantene-S; Smooth as Silk” reinforces the concept to attract the potential
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