P&g Marketing Mix

Marketing Strategy:

Marketing Mix (4Ps of Marketing):

Product: 

The uniqueness of P&G’s products is what differentiates them from their competitors and is also one of the reasons why they continue to dominate the market. The Pantene also comes in several different forms that come with different features like Pantene Anti-dandruff, anti-hair fall, smoothing care and curl care etc. All these variants are available in 100 ml, 200 ml and 400 ml bottles.

Price:

P&G practices value based pricing for Pantene. Value based pricing is the type of pricing in which the price of a product is set according to the customer’s perceived value of that product. The research department at P&G basically sets this price by conducting a thorough research to study the needs of the consumer to provide value with their product. The researchers divide the consumers into different segments and then price their product according to what the consumers consider valuable. The main reason why companies opt for value based pricing is that the demand of the product tends to be very high when the product is priced accordingly to the customer’s perceived value of that product. However, the company needs to ensure that the price set doesn’t result in losses for the company. Hence, at P&G, the price of a product is set against its customer perceived value and then measures are taken to reduce the overall cost.

Place:

Placement of the product is basically about how the product is distributed or delivered to the customer. Products are usually distributed to the final consumer through a proper channel of distribution that determines which country or region or which age group or market segment should the product be distributed. P&G has a very technically advanced and superior distribution channel that makes sure that all their products are very widely available. In 2005, P&G restructured their entire distribution channel and made massive changes to its organizational culture and structure by encouraging innovation and risk taking and this led to an increase in their overall productivity and also made their distribution process much speedier than before.

Promotion:

Promotion of the product basically includes spreading brand awareness among the consumers and creating a superior brand image in the eyes of the customer. P&G has made use of different mediums for Pantene’s promotional strategy. They have used digital media advertising to promote their advertisements in between TV shows and have also used print media to promote Pantene through attractive ads in the daily newspaper. Apart from the typical promotional strategies, Pantene has also sponsored music videos that help them connect to their youth customers in a better and more effective way.