Pantene Pro-V

Table of Contents

Introduction of the Brand        3

Target Markets for Pantene        4

Marketing Communication Tools        4

Message Strategy        5

Media Strategy        5

IMC at Pantene        6

Recommendations        6

References        7

Introduction of the Brand

Pantene Pro-V is considered as one of the most popular hair products across the world. In 1940, Pantene was developed by Swiss drug company Hoffman-La Roche and in 1985, Procter and Gamble took over the Pantene and named as Pantene Pro-V. Pantene Pro-V is currently shampoo market leader in premium and in 2015 Pantene Pro-V won the “Most Admired Brand” award (Amrita Beri, 2012, p.4). In recent years, they increased their market share by 5-6%. Currently, Pantene Pro-V is being sold in 180 countries and in more than 50 countries Pantene has its own ambassadors and they are selling Pantene under the country name such as Nolwenn Leroy for France (Wikipedia, 2015). Some of the famous products under Pantene Pro-V are Repairing Hair Mask, Curl Defining Pudding, Hydrating Co-Wash and so on.  When we check the market scenario, Pantene takes 14% of market share while its competitors Clinic and SunSilk take 28% and 30% respectively. This statistic belongs to Asian countries but when we look from global perspective, this percentage goes to 25% and undoubtedly Pantene becomes one of the most predominant beauty products all over the world. It is also important to point out that most crucial competitor for Pantene Pro-V is Tresemme (Economictimes,2016). According to Economictimes.com, Tresemme has overtaken rival Pantene owned by Procter & Gamble in terms of market share in modern trade (2016). In Turkey, Pantene has its own marketing strategies including communication tools, components and message strategies. In this paper, I will be focusing mostly on Pantene’s marketing communication in Turkey. This report will analyze the marketing communication strategies of Pantene Pro-V along the with emphasizes on digital marketing and traditional marketing channel. This paper will also recommend what can be done in order to make Pantene’s IMC more effective.

Target Markets for Pantene Pro-V

Pantene Pro-V beauty products have different target groups therefore people belonging different ethnicity, age, socioeconomic position and so on are their target audiences. Since Pantene is sold in more than 180 countries they have huge target markets and the marketing strategies they use, differ in every country. In this paper, I will be focusing on Pantene Pro-V in Turkey and will talk about their marketing strategies in Turkey. To start with, women aged 15-35 are their main target audiences, additionally males and children take part as consumers in their target market. Moreover, demographic factors are not end with age and gender, “…the women are individuals who are concerned about getting quality hair shampoo, but are unwilling to pay the exorbitant charges associated with women-only hair shampoo, choose Pantene Pro-V products as well. Male consumers who are concerned about price and convenient hair products use Pantene but still women consumers take hugest part of market” (UKEssays.uk, 2015, p.14)

When we look at psychographic segmentation, it is clear that product is mostly for women and it is produced for women who have active lifestyles, such as surfer, rock climber, actors, working women and women married and still dating. Behavioral segmentation is also crucial for Pantene, those who want to have stylish and shiny hair use Pantene products and the main reason behind that is viewers watch ads think that Pantene is the only way to be looking fashionable.  According to McCormak, the consumer saves time and money by purchasing Pantene products instead of going to a salon. Pantene promises shiny, sexy, healthy hair (like Eva Mendes) in minutes (2013).

When socioeconomic positioning is taking into consideration, individual who has at least 20.000 TL yearly income can afford to buy Pantene Products. There is no shadow of doubt that socioeconomic positioning is not that decisive factor. Moreover, people from all educational background are considered to be potential consumers of Pantene products.

Marketing Communication Tools

Before we start talking about Pantene’s IMC tools it is important to give brief definition of it. According to MSG, “Integrated Marketing Communication tools refer to integrating various marketing tools such as advertising, online marketing, public relation activities, direct marketing, sales campaigns to promote brands so that similar message reaches a wider audience. Products and services are promoted by effectively integrating various brand communication tools” (2012). There are several types of marketing communication tools such as advertising, sales promotions, direct marketing, personal selling and public relation activities.

Now, I would like to talk about marketing communication tools that are currently using by Pantene in Turkey.

To begin with, advertising takes hugest place in Pantene’s marketing communication. Pantene, relies heavily on advertising through T.V as it enables it to capture the mass audience effectively. In Turkey, women aged between 15-40 watch different TV series and they have own lovely character in TV series. Pantene catches significant point here and right after the TV series or in ads time during the TV series they show their advertisement videos by using most loved characters in their ads. Moreover, they have their own slogan which says “Daha Güçlü, Daha Parlak, Daha Sağlıklı görünen saçlar” (https://www.youtube.com/watch?v=bqghhreQqiE). Pantene also emphasizes its therapy side in its some advertisements. This advertisement (https://www.youtube.com/watch?v=xAaBEEGH1Yc) demonstrates Pantene’s vitamins and rationally explains why your hairs will shine and be strong after using Pantene hair products.