NIELSEN: MARKET

RESEARCH FOR
PANTENE
P RESENTED BY:
SATISH KUM AR
DIVYA
VISHAK A
ASH OK
PRASANNA
WHAT HAPPENED…….?

Garnier was launched in the United States in 2003 and within a year it gained 5.1% market
share.

During the same period, the share of Pantene, the market leader declined from 22.5% to 20%
WHAT P&G DID…..?

P&G hired Nielsen to conduct market research to identify the cause of decline and

suggest a marketing strategy.

WHAT IS NIELSEN…..?
It is a marketing research company headquartered in the United States and Diemen, the
Netherlands was the market leader of the $31 billion global market research (MR) industry in
2010.
Nielsen provided solutions to clients marketing problems with its
single-minded focus on consumers.
NEILSEN SOLUTIONS
Nielsen specialized in consumer products and services.
Retail and Media Measurement Services were two of its core businesses.
From RMS, they get data on sales, distribution, promotions, market share, etc.
Nielsen captured electronically which channels, programs, and commercials were being
watched and by whom and when.
Nielsen could research both what consumers buy and as well as watch
MARKET RESEARCH INDUSTRY
The top five companies accounted for 49% of the global market research industry in 2010.
Nielsen was the market leader with 16% market share, followed by Kantar (12%), IMS Health
(7%), GfK (6%) and Ipsos (5%)
The top five markets 􀂱 the United States, the United Kingdom, Germany, France, and Japan
accounted for two-thirds of the total market turnover. India ranks 9th.
Major industries for market research were FMCG, Health care, Financial services, Automotive,
and Durables
TYPES OF RESEARCH
SYNDICATED RESEARCH
It is Nielsen who decide the population, questions to be asked, and intervals between studies
For multiple clients
For common research needs
CUSTOMIZED RESEARCH
For a single client
For some specified research
HOW THEY DO IT……?
PROJECT

client servicing team

data collection team

data
processing team
Client Servicing Team
Designs the research
Prepares the Questionnaire
Converts the analysis to insights for the client
Data Collection Team
Collect data required
Data Processing Team
Data analysis is done
Customized Research for Pantene
WINNING BRANDS
Started by analysing the shapoo category
Market penetration – 98%
growth – 2.8% annually.

Highly involved and purchased brands experimentally

BRAND EQUITY MODEL
Core of “Winning Brands”
Drivers of Brand Equity
Awareness – prefer
Purchase consideration – recommend
Associations – pay “price premium”

BE = 0 , then it’s a commodity

BE = 10, charge any price premium
Associations(41%) as drivers of equity in shampoo category
BRAND-WISE BRAND
ASSOCIATIONS
PANTENE GARNIER
SOFT/SILKY/FRAGRANCE 13 7
HAS ATTRACTIVE PACKAGING 2 21
MAKES YOU FEEL ATTRACTIVE 6 10
BRAND EQUITY 3.5 1.4
◦ For family use Palmolive is rated very high when compared to Pantene & Garnier
◦ Pantene is rated high for quality
◦ Pantene was among top 15% brands with “strong” equity.
Brand equity of Pantene is comparatively low in younger age groups and high in higher age
groups
Emotive loyalty for Pantene brand is high.
According to cross brand affinity, the consumers who rated high for Pantene also rated high for
Garnier and Dove.
Brand switching in shampoo is largely triggered by browsing through several packs, promotion,
new brand variants and advertising.
Brand Personality
Packaging
Perceptual map of Packaging
Shopping modality – hair condition
PURCHASE TRIGGERS FOR BRANDS

PANTENE GARNIER
PROMOTION 14 16
CHECKED PRICES 21 31
ATTRACTIVE PACKAGING 0 11
NEW BRAND/VARIANT 5 14
ADVERTISING 5 18
EXTERNAL REGULATOR-FAMILY 12 11
PRICE APPROPRIATIONS
PROMOTIONAL ACTIVITY
 ACTIVATION

PANTENE GARNIER
ADVERTISING ACTIVATION INDEX 167 143
AD RECALL 37 15
BRAND RECALL 22 11
BRAND CARDIO(% OF NEW SKU’S) 0 16
Marketing Strategy for Pantene
Factors
Brand-wise Brand Association
Attractive package
Natural Ingredients
Family Use
Brand Equity by Age
Concentration Needed on younger age groups
Hair Condition
Mediocre Condition
Pricing
Down stretching should be done
Brand Cardio
Percentage of new stock keeping units
Targets
Family
Young Age Groups
Price Sensitive Customers
THANK YOU