Beauty and hair care product business is witnessed as a popular and fast growing business. Lots of people spend on beauty and hair care products like shampoo, hair conditioner, hair treatment and so on. So a hair care product has a great potential market because it has a significant influence on people's life. Nowadays, the shampoo market has an increasingly fierce competition of brands which keep trying to gain more market shares. According to the different customer demands, Pantene Pro-V has a new product available in the market. Pantene Pro-V is a brand of hair care products owned by Procter & Gamble (P&G); it is the brand's best-known product.
We will study the overall shampoo market situation in order to provide information on Pantene's new product. Therefore, this analysis of the new product is based on the information of the market, product distribution, trends and competitive brands.
The paper is divided into three parts. The market review (written by Tongqing Huang) contains an analysis of major trends affecting the market, the performance of the market and the consumers purchasing behavior. The product review (written by Xiaoxiao Ma) addresses the different types of shampoo products currently available, innovations, manufacturing processes and distribution trends. Finally, the analysis of the competition includes an analysis of the other brands' productions, the major competitors' strengths and weaknesses.
[...] Pantene Pro-V share % in the hair care market Advertising also has a significant effect on market sales; it can be considered as one of social factors. In the beginning, P&G has recognized Pantene in international market potential. It is sold in virtually every country, in tens of thousands of superstores. Breakthrough advertising was created under the banner of "hair so healthy it shines," and an innovative brand identity and package design was created. Millions are likely to see a Pantene advertisement on TV, in magazines, on billboards, and in other places. [...]
[...] 8.Preservatives Prevent microbial and fungal contamination of the shampoo before and after opening. 9.Specialty Treatment ingredients or marketing aids added to additives impart other benefits to the shampoo besides hair and scalp cleansing. Table 1. Basic shampoo ingredient formulation and function Source: Hair care: an illustrated dermatologic handbook by Zoe Diana Draelos Pantene products are effective at addressing various hair issues, owing to their different ingredients. Over time, our hair loses its health, strength and vitality, becoming dryer and weaker and slowly loses its shine. [...]
[...] With this new mode of communication, Garnier goes directly to the youth” proclaimed the "Fructis Style" website This site allows users to diagnose their hair to find the shampoo that suits them best. Distribution: Fructis is present in most distribution channels such as supermarkets, small shops, chain stores and so on. Strengths: Its packaging and its name attract the customer. It is part of L'Oreal, which has a huge communication budget. The promotion of this product has found much appeal among young people. [...]
[...] Major factors of shampoo innovations Now the market has dozens of shampoo brands, each brand has many different flavors, functional shampoo, which increases the customer choice. Therefore, each company must act according to its own unique advantage, and research more innovative products to meet customer needs. Each product should have its own unique advantage; in order to come to the fore in a number of similar products. There are two factors that stimulate shampoo product innovations: fierce market competition, and customer needs. [...]
[...] Analysis of the competition In this part, we use the method of 4Ps (Marketing Mix), which means Product, Price, Promotions and Place, to analyze the competition. We decided to study the 3 main competitors of Pantene, which includes the Elvive Shampoo of L'Oreal Paris, the Fructis shampoo of Garnier and Head & Shoulders shampoo of Procter & Gamble. Note that the two examples such as Elvive and Fructis are direct competitors that offer exactly the same function as the Pantene Pro-V product, but Head & Shoulders shampoo specializes in anti-dandruff and it is still a competitor for Pantene, which is an indirect competitor. [...]
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