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

MAGZINES 25%
NEWSPAPER
20%
OUTDOOR

NETWORK 15%
SPOT TV
10%
SYNDICATED
TV
CABLE TV 5%
NATIONAL
RADIO 0%
1st Qtr

SCHEDULING OF MEDIA
FREQUENCY & COST PER CLICK OF PANTENE ADVERTISEMENT
ON INTERNET
 FREQUENCY & COST PER CLICK OF PANTENE ADVERTISEMENT ON INTERNE

VARIETY COST PER CLICK FREQUENCY

PANTENE PRO-V-OILY HAIR RS-0.42 1/19 DAYS

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