Company Background 1940: Developed by Swiss drug company 1947: Debut as a premium hair care line 1985: Take

over by Procter and Gamble 1991: Changed name to Pantene Pro-V 1994: Launched Pantene Pro-V onto the Thailand market Hoffman-LaRoche across Europe (P&G)

Market Share

4 Ps Analysis Product Brand Amount of Product 7 Product

Hair Fall Control, Total Care, Extra Moisturizing, Smooth and Silky, Nourished Shine, Anti-Dandruff, Lively Clean Damage Hair Reconstruction, Dream Soft and Smooth, Silky Smooth and Manageable, Hair Fall Solution, Strong and Sleek, Stunning Black Shine , Straight Perfection Intense Damage Therapy, Hair Fall Therapy, Straight and Silky Therapy, Dry Therapy

Product

Dama ge Hair

Ha ir Fal l

Strai ght Hair

Hai r Shi ne

Smoo th Hair

Bla ck Hai r

Sil ky Hai r

Anti Dandr uff

7 Hair Proble ms

Price 7 ml . 70 ml . 80 ml . 17 5 ml . 18 0 ml . 20 0 ml . 37 5 ml . 40 0 ml . 12 1 50 0 ml . 15 9 70 0 ml . 19 9 100 0 ml.

Brand

20

74

233

20

35

59

11 9

14 9

17 5

199

25

69

14 5

15 9

18 9

Place Superst ore Superma rket Convenie nce Store Traditio nal Trade

Brand

Promotion

Promotion

Co-Promotion

Co-Promotion with Watson Hair Health Investment & The City

Co-Promotion with Watson Sunsilk Co-Creation Runway Sunsilk Co-Creation Salon Sunsilk Pop-Up Salon

Co-Promotion with Watson Surivipha Join Us Beyond Therapy by Dove

Event

Roadshow Target Group

Promotion

Female

Female above 20 years old

Female above 25 years old

18-34 years old Live in Bangkok and big city in province

Physical

Live in Bangkok and big city in province Capacity to intermediate purchase Believe the recommendat ions of hairdresser for confidence Avoid the risk of false hair,

Workers and middleincome level or above Live in Bangkok and big city in province

Capacity to high purchase Seeking hair healthy Interested in beauty and fashion

Psychology

Unconvinced in their hair

or incompatible with its own personality

Consumer Behavior With their purchase decision Buy shampoo at Superstore and Supermarket Buy a new bottle of shampoo when old out Number of purchase is 1-2 bottle/time 70-80% of Thais behavior likes to do hair color and the average value of a hair color is every 2-3 months

SWOT Analysis Strength

Shampoo market leader in premium Selling point is the hair nourishes vitamin Most Admired Brand award has won a top of Thailand Focused on worthiness resulting from the use of the product rather than price

There are several formulas and sizes The market leader in Thailand's shampoo Products are constantly developing such as changing packaging to modern and modify the formula etc.

Focused on moisturizing milk product A product mild to the scalp Focused on the frizzy and dry hair caused by hair color or curling hair dryer

Focused on telling about the long straight hair and shiny black Anti Dandruff formula

The lowest prices compared to competitors Shampoo with Thai people for over 40 years Sale a small pack

Pantene Total Care

The most expensive compared to competitors

Separate too many SKU redundantly

Formula is minimal Launched on the market later than competitor

Weakness

Opportunity

Growth in the hair care market increase to 5-6% Consumers remember about point of sale of Pantene Pro-Vitamin B5 well Consumers can memorize the Pantenes presenter is the Noon Woranutch

Growth in the hair care market increase to 5-6% Is well known in the provinces Consumers can memorize the packaging very well Growth in the hair care market increase to 5-6%

Threat

High shampoo market competitive Consumers are not loyalty ,influence of switching brands easily Sunsilk has consistently

High shampoo market competitive Consumers are not loyalty ,influence of switching brands easily

High shampoo market competitive Consumers are not loyalty ,influence of switching brands easily

marketed The consumer changes the hair color and hair style all the time Consumer thinks the product is too mass and cheaper

Problem and Next Step Problem Do not focus on the hair color groups or the problem of the hair color Always present in the Pro-V has been seems not development of the product Consumers have many choices to purchase and no brand loyalty No access to consumers via online media

Next Step Communicate to the hair color groups or the problem of the hair color Using online media to be more one of communication channels to consumers Emphasize communication to the development of products to more

Members 1. Chaiyanun Sriracha 2. Warachaya 3. Nalinee 4. Anupong 5. Jadsuda 6. Kamonnan Urupongsa Pukpoon 50120166 50120739 50120371 50421393 50120142 50420013

Jongsiriratananukul Masuk Mungkornkrit

Reference http://www.gotomanager.com/news/printnews.aspx?id=40570 http://www.bangkaew.com/wai/article.php?story=20080620114633747 http://www.brandage.com/Modules/DesktopModules/Article/ArticleDetai l.aspx?tabID=7&ArticleID=3399&ModuleID=701&GroupID=1028 http://www.ryt9.com/s/bmnd/720230 http://women.sanook.com/whatson/whatson_06534.php http://www.positioningmag.com/BrandDetails.aspx? id=20131#ixzz0szcEj6jt http://www.marketeer.co.th/inside_detail.php?inside_id=3029 http://www.brandage.com/Modules/DesktopModules/Article/ArticleDetai l.aspx?tabID=7&ArticleID=4054&ModuleID=701&GroupID=1126 http://www.positioningmag.com/Magazine/Details.aspx? id=84046#ixzz0szgQXKv1 http://www.positioningmag.com/Magazine/Details.aspx?id=84046 http://www.positioningmag.com/Magazine/Details.aspx?id=46756