SWOT Analysis Of Shampoo

SWOT Analysis

Strength

Our product Pantene is Procter & Gamble’s leading hair care brand and the world’s hair care label and it is one of the company’s billion dollar brands which delivers over $1.7 billion a year to its parent company that has the largest share of voice in industry. Over the 50 years, Pantene is one of the best selling shampoo in the market which can be found in 72 countries that had built a good reputation of truly global products. Pantene had spent for more than double in advertising than its closest shampoo competitor which enable to receive heightened awareness and exposure in the media. This results in more trial usage and repeat purchases giving the brand a greater position to generate revenue. For instance in United

Their nearest competitors such as Sunsilk and Dove which belongs to Unilever brands had started replicating their messaging and creative direction while simultaneously being fiercely aggressive on pricing and this made a difficulty to differentiate Pantene in the region. Therefore, Pantene had organized a campaign named “Pantene’s 14 Days Transformation” which elevated itself in a believable way by persuading women they would see specific transformation in their hair after 14 days by starting with a trial challenge for a new “Mystery Shampoo” that revealed to be the all-new Pantene and also with the authentic testimonials from celebrities and bloggers about their personal experience with Pantene product. Another example is in 2009, Pantene had also applied a public relation campaign successfully named “Pantene Looking for Stars” with Siti Nurhaliza, a Malaysian Top Singer as the icon. As Indonesian girls love Siti Nurhaliza and expect themselves to become as pretty as her by using the shampoo, the girls are inviting to join the contest for the campaign. During the period behind the campaigns, Pantene’s market share growth across the region easily eclipsed targets and the strategic countries, Indonesia, Thailand and India had recorded the highest share

Unilever has a strong distribution network to market its hair care products which are sold in channels such as supermarkets, hypermarkets and chemists or pharmacies as well as convenience stores. From the view of the strategic on how to manage their product, the company was better than Pantene which they always ensured that the new launched and improvements for hair care products continuously made to the existing ranges to sustain the competition within the highly fragmented hair category in Malaysia; for example the launch of Sunsilk Soft and Smooth and the newly improved Smooth and Manageable range during