PANTENE SHAMPOO

BY- MALVIKA TOMAR-09609153

DISHI JAIN-09609194

AKANSHA VERMA-09609166

SUNIL BHARDWAJ-09609

NEELANSH JAIN-09609164

INTRODUCTION

Pantene is a brand of hair care products owned by Procter & Gamble. The product line was first introduced in Europe in 1947 by Hoffman-LaRoche of Switzerland, which branded the name based on panthenol as a shampoo ingredient. It was purchased by Procter & Gamble (P&G) in 1985 in order for P&G to compete in the "beauty product" market rather than only functional products.[1]

The brand's best-known product became the

conditioning shampoo Pantene Pro-V (Pantene Pro-Vitamin). The

product became most noted due to an advertising campaign in the late

1980s in which fashion models said, "Don't hate me because I'm

Beautiful."[

VARIETIES

NOURISHED SHINE DRY HAIR SMOOTH SILKY HAIR FALL

COMPETITORS

SUNSILK LOREAL HEAD & SHOULDERS

GARNIER FRUCTICE DOVE HAIR FALL THERAPY

PANTENE ADVERTISING CAMPAIGNS AROUND THE WORLD

Pantene – Dandruff Salt Shaker

Pantene: Door Handle

Building Advertisement – Anti-Breakage Shampoo(RAPUNZAL CAMPAIGN)

Pantene: Envelope

Pantene: Escalator

Pantene Pro V: Redhead – The haircare collection

Pantene: Kitchen – Pantene Hair fall control

Pantene – Hang up the line

MEDIA BRIEF

CHALLENGES

CHANGE OF CUSTOMER PERCEPTION TOWARDS HAIR FALL SHAMPOOS

CONVEYING OF PANTENE’S UTILATERIAN BENEFITS

ACQUIRE HIGH REACH THROUGH VARIOUS GLOBAL CAMPAIGNS

LAUNCHING OF MANY VARIENTS ACROSS VAROIUS GLOBAL MARKETS OF THE WORLD

ACQUIRING SIGNIFICANT” SHARE OF VOICE” IN VARIOUS MEDIA

FREQUENCY TO BE ATTAINED IN VAROIUS MEDIAS SIMULTANEOUSLY

ACQUIRING SIGNIFICANT MARKET SHARE

INTENSE COMPETITION

INDUCING PURCHASE

INDUCING FREE TRAILS

INCREASING SALES

TARGET AUDIENCE

PANTENE’S TARGET AUDIENCE ARE FEMALES AGED BETWEEN 18-30 YEARS OF AGE, SEC AB, WORKING CLASS /PROFESSIONALS MOSTLY CONCERNED WITH HAIR PROBLEMS & CONSCIOUS TOWARDS HAIR MAINTAINENCE AS THEY HAVE LITTLE OR NO TIME TO TAKE CARE OF THEIR HAIRS.

PANTENE COMES IN MANY VARIENTS NAMED ACCORDING TO THE HAIRS POSSESSED BY THE FEMALES SUCH AS-PANTENE NORMAL HAIR, PANTENE CURLY HAIR,PANTENE DRY HAIR,PANTENE COLOUR TOUCH FOR COLOURED HAIRS, PANTENE SILKY SHINE,PANTENE SMOOTH SHINE,PANTENE HAIR FALL CONTROL BEING THE LATEST HAVING SHILPA SHETTY AS ITS BRAND AMBASSDER.

MEDIA OBJECTIVES

BUILD STRONG WORD OF MOUTH IMAGE & EXCITEMENT AT THE LAUNCH OF NEW HAIR FALL CONTROL SERIES OF PANTENE THROUGH PR CAMPAIGNS ACROSS FOUR METROES & CLASS-1 TOWNS

LAUCH INERACTIVE PR CAMPAIGN COMMUNICATING REMOVAL OF HAIR FALL BY 50% IN JUST 14 WEEKS OF USAGE WITH NEW PANTENE HAIR FALL SERIES

COMMUNICATE “YOU TRY……YOU DECIDE” MESSAGE------- A STRATEGY TO INDUCE TRAILS & CRAETE EXCITEMENT

COMMUNICATE A FRESH & DISTINCTIVE IMAGE OF PANTENE

INDUCE REPETITIVE PURCHASES IN OTHER CATEGORIES OF PANTENE BY BLIND TEST ASKING PEOPLE TO IDENTIFY THE BRAND WITHOUT KNOWING ITS NAME JUST BY USING IT

MAINTAIN A TOP OF MIND AWARENESS AT 70%

INCREASE TRAIL DURING THE YEAR FROM 15% -20%

COMMUNICATE FUNCTIONAL BENEFITS OF NEW & IMPROVED PANTENE RATHER CONNECTING THE TARGET AUDIENCE ON EMOTIONAL GROUNDS

POSITIONING PANTENE NOT AS A SHAMPOO BUT TREATMENT FOR HAIR RELATED ISSUES & POSITING IT IN ALL FEMALE SEGMENTS-FROM TEENS TO COLLEGE MOVERS TO PROFESSIONALS & EVEN TO BEAUTY CONSCIOUS HOUSEWIFES AROUND THE GLOBE

ACQUIRING A SIGNIFICANT MARKET SHARE IN THE MARKET DOMINATED BYHINDUSTAN UNILEVERS’S SUNSILK, GARNIER,DOVE,HEAD & SHOULDERS ETC.ALONG WITH BARRING THE ENTRY OF NEW ENTRANTS GAINING POPULARITY SUCH AS-LOREAL,OLAY,VLCC,& HIMALYAS

GENERATING A SIGNIFICANT SHARE OF VOICE IN VARIOUS MEDIAS

ACQUIRING THE LOST MARKET AGAIN FOR PANTENE’S CONTIONERS

COMMUNICATE PRICE DROP ACROSS ALL RANGES OF PANTENE BY 16%

MEDIA VEHICLES-

CONSUMER DAILIES

WOMEN MAGZINES-FILM FARE,VOGUE

T.V. COMMERCIALS IN DOORDARSHON,ZEE-T.V.,STAR PLUS ETC…..

RADIO-93.5 RED FM, 98.3 RADIO MIRCHI,92.7 BIG FM

INTERNET- FACE BOOK, TWITTER

BILLBOARDS

POINT OF SALE ADVERTISEMENTS

MEDIA STRATEGY

“PANTENE-THE BEAUTY OF HEALTHY HAIR”

“YOU TRY….YOU DECIDE”

“MYSTRY BRAND”

“YOU SHINE”

ALL ABOVE MESSAGES WHERE CAMPAIGN TO ATTRACT AUDIENCE BY CREATING BRAND OF IMPROVING QUALITY & STRENGHING OF HAIRS & BULDING IMAGE OF PANTENE AS A HAIR CARE TREATMENT RATHER THAN SHAMPOO & FOR THIS PANTENE CREATED A PR CAMPAIGN TO FOCUS ON INFLUENCER MARKETING & HIGH REACH WAS PLANNED TO BE REACHED THROUGH T.V. COMMERCIAL OF 2MIN IN INDIA USING BOLLYWOOD ACTRESSES SUCH AS SHILPA SHETTY,KATRINA KAIF,NEHA DHUPIA,& LARA DUTTA EACH ONE FOR SPECIAL VARIENT OF PANTENE SHAMPOO, 4MIN IN HONG KONG SHOWING A DEF GIRL PLAYING PIANO & IN PRINT A HAIR WAS SHOWN FALL ON THE MAGZINE PAPER & BELOW THE PAPER A STRIP, A FIVE CITY ROAD SHOW FOR LAUNCH OF NEW PRODUCT OF PANTENE ALONG WITH IT VARIOUS PROMOTIONAL OFFERS ARE ALSO GIVEN TO CUSTOMERS WITH FREE SAMPLES TO PEOPLE VISITING THEIR WEBSITES OR FOLLOWING PANTENE ON EITHR FACEBOOK OR TWITTER

MEDIA EVENTS IN INDIA AT LAUNCH OF NEW HAIR FALL PANTENE SHAMPOO & CONDITIONERS

ORGANISED FIVE CITY MEDIA EVENTS IN LARGEST MARKETS IN MUMBAI WITH KATRINA KAIF, IN DELHI WITH COUNTRY,S MARKETING MANAGER, IN KOLKATTA WITH LEADING LOCALLY POPULAR STARS, IN CHENNAI WITH AIBHA PRESIDENT(ALL INDIA BEAUTICIANS & HAIR DRESSERS ASSOCIATIONS), & IN HYDERABAD WITH IN STORE LAUNCH T.V. ANCHORS

INVITEES INCLUDED BEAUTY EDITORS,T.V. CHANNELS & CONSUMER DAILIES

IN STORE LAUNCH IN COLLABORATION WITH LOCAL SALES TEAM TO GENERATE ON GROUND WOM AMONG CONSUMERS & SHOPPERS & CREATE WIN WIN WITH CUSTOMERS

LEVERAGED ALL BEAUTY INFLUENCERS IN TANDEM TO CREATE BIGGER IMPACT-CELEBIRITIES, A LEADING HAIR STYLIST & A SCIENTIST COMBINED

A UNIQUE & INTERACTIVE HAIR QUIZ ON BEAUTY & SCIENCE OF HAIRS TO REITERATE PANTENE MESSAGE OF HFC & AT THE SAME TIMR KEEP THE MEDIA ENGAGED IN THE LAUNCH

MICROSCOPIC HAIR CHECKS FOR THE MEDIA AT FIVE CITIES IMPROVED THE IMAGE OF PANTENE AS “ HAIR EXPERT” IN MEDIA

ADVERTISING EXPENDITURE(IN THOUSAND DOLLARS-FIGURE OF 2004 )

MAGZINES-$13912.4

NEWSPAPERS-$7388.1

OUTDOOR-$5478.5

T.V.-$ 18605.1

TOTAL ADVERTISING EXPENDITURE( FIGURE IN 2004)= $1101507

PANTENE IS LEADER IN ADVERTISING EXPENDITURE COMPARED TO OTHERS IN THE SAME HAIR SHAMPOO CATEGORY FOLLOWED BY HINDUSTAN UNILEVERS’S DOVE, GARNIER FRUCTICE, & HEAD & SHOULDERS

PROPOTION OF EXPENDITURE ON ADVERTISEMENT ACROSS VARIOUS MEDIA BY

SCHEDULING OF MEDIA

FREQUENCY & COST PER CLICK OF PANTENE ADVERTISEMENT ON INTERNET

FREQUENCY & COST PER CLICK OF PANTENE ADVERTISEMENT ON INTERNET

VARIETY COST PER CLICK FREQUENCY

PANTENE PRO-V-OILY HAIR RS-0.42 1/19 DAYSPANTENE PRO-V-FRIZZ HAIR RS-0.48 1/19 DAYSPANTENE PRO-V-LIFELESS HAIR RS-0.65 1/19 DAYSPANTENE PRO-V-BAD HAIR RS-0.45 1/19 DAYSPANTENE SPLIT ENDS TREATMENT RS-0.05 1/19 DAYSPANTENE RELAXED HAIR TREATMENT RS-0.23 1/19 DAYSPANTENE DRY HAIR TREATMENT RS-0.55 1/19 DAYS

CREDIBLE EDITORIAL EXPOSURE WORTH 10.4 MILLION

STRONGEST TV EXPOSURE-50 MINUTES OF BRANDED FOOTAGE ON 28 TV CHANNELS INCLUDING INDIA’S TOP 3-DOORDARSHAN,AAJ TAK & ZEE T.V.

CREDENTIALISING IN INDIA,S TOP BEAUTY MAGZINES

WHOPPING 303 PRESS EXPOSURES INCLUDING INDIA’S TOP CONSUMER DAILIES WITH KEY MESSAGE DELIVERY IN 90% OF EXPOSURES

PRESS RELEASE TRANSLATED IN TEN LANGUAGES

KEY MESSAGE LED AUDIO-VISUAL

SAMPLES TO MEDIA ACROSS ALL MARKETS OF NEW PANTENE HAIR FALL CONTROL

EXPOSURE IN TOP REGIONAL CHANNELS FROM EAST TO SOUTH INDIA

REFENCES:

WWW.ECONOMICTIMES.COM

WWW.PANTENE.COM

WWW.PG-INDIA.COM

WWW.IMRB.COM

MEDIA PLANNING & ADVERTISING BY BURNETT