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Company Background
1940: Developed by Swiss drug company Hoffman-LaRoche 1947: Debut as a premium hair care line across Europe 1985: Take over by Procter and Gamble (P&G) 1991: Changed name to Pantene Pro-V

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1994: Launched Pantene Pro-V onto the Thailand market

Market Share

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Market Share 2009 (By Segment) Beauty Shampoo 67%

Anti Dandruff Shampoo 31% Kid Shampoo 2%

Total market value of 9,200 million B aht

Reference : Nielson, 2552 and Baan Muang Newspaper (6 October 2009)

Market Share
Sunsilk Clear Pantene Rejoice Dove Head & Shoulder Clairol Herbal Essence Other

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Market Share 2009 (By Brand) 26% 18.3% 14% 9% 8.6% 8% 2%

14.1%

Total market value of 9,200 million Reference : Nielson, 2552 and Baan Muang Newspaper (6 October 2009) B aht

4 Ps Analysis

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Product
Amount of Brand Product ne 7 7 4 Product

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Hair Fall Control, Total Care, Extra Moisturizing, Smooth and Silky, Nourished Shine, AntiDandruff, 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 Pantene Sunsilk Dove

Product
Product Da mage H air Hair Fall Stra ight H air H air Shine Smooth H air Bla ck Ha ir

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Silky H air

Anti Da ndruff

7 Ha ir Problems

, Total Care 7

Price
Brand
7 ml. 70 ml.

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80 ml. 175 ml. 180 ml. 200 ml. 375 ml. 400 ml. 500 ml. 700 ml. 1000 ml.

2 -

20 -

20 25

69

35 -

74 59 -

119 145

121 -

159 149 159

199 175 189

233 199 -

Pantene Sunsilk Sunsilk

Place
Brand ne
Superstore Supermarket Convenience Store

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Traditional Trade

Superstore Supermarket Convenience Store Traditional Trade 70 ml.

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

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Co-Promotion with Watson

Event

Hair Health Investment & The City

Surivipha Join Us Beyond Therapy by Dove

Roadshow

Sunsilk Pop-Up Salon

Target Group

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Target Group
Promotion
Female 18-34 years old Live in Bangkok and big city in province Capacity to high purchase

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Physical

Female Female above 20 years old above 25 years old Live in Bangkok and Workers and middlebig city in province income level or above Capacity to Live in Bangkok and intermediate purchase big city in province

Psychology

Seeking hair healthy Interested in beauty and fashion

Believe the recommendations of Unconvinced in their hairdresser for confidence hair Avoid the risk of false hair, or incompatible with its own personality

Consumer Behavior

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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

Kantaya ngilluminated.(2006 The exposure of marketing communications and shampoo purchasing behavior of consumer in Bangkok . Graduate School of Srinakharinwirot University

Communication Analysis

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Media Usage
Media TV Commercial Radio Internet Magazine Newspaper Out of Home P.O.P.

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Dove

4/28/12 Communication Analysis

Brand

Key Message
Focused on telling about the hair problem and properties of product

Mood & Tone

Simple and elegant

Focused on properties of product and the image of fun

Colorful and modern

Story from the experience with hair

Comfortable atmosphere, Highlighted that with the color comfort or color to match the product of Dove

4/28/12 Communication Analysis

Year 2007 2008 2009 Now

Key Message
Relieve the 7 reasons breakage hair and reduce hair fall

Benefit
Pro-V Total Care formula

Mood & Tone

Ready every situation

Relieve hair loss due to Water Activate Pro-V breakage hair formula Deeply nourishes breakage hair and hair Double Pro-V formula fall Deeply nourishes hair Pro-V Hair Fall Control root to hair tip and formula relieve hair fall

Care and devote

Hair care, lively

Hair care, give the something worthwhile to hair

4/28/12 Communication Analysis

Year 2007

Key Message
Enjoy stories indeterminable , resolve the frizzy and dry hair to be hair volume Double hair smooth and easy to style hair Deeply nourishes breakage hair and moisturize hair back

Benefit
Add Double Yogurt Essence

Mood & Tone

Challenge ,enjoy, confidence

2008 2009 Now

Creaming Yogurt Energizer Olive Serum NutriComplex and Milky Micro Moisturizer

Challenge ,lively, confidence Challenge , lively, confidence

Guided hair problems Experience beautiful and trend of hair style hair with 7 hair experts by hair experts in globally various fields

Professional, confidence

4/28/12 Communication Analysis

Year 2007 2008 2009 Now

Key Message
Hair smoother and reduce hair fall Resolve the frizzy and dry hair to be hair smooth effectively Resolve the hair fall

Benefit
Repairing Serum, Moisturizing Serum, Moisturizing Milk Moisturizing Milk Essence

Mood & Tone

Simple , Lively Repairing Serum

Deeply nourishes breakage hair by expert

Advance Repairing Serum

Presenter
Brand 2008 2009
Noon Voranuch

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NOW

Aum Patcharapha Aom Piyada Paula Taylor

Aum Patcharapha Via Sukolavat

Aum Patcharapha

Women who have hair problems

SWOT Analysis

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Strength
Shampoo market leader in There are several premium formulas and sizes Selling point is the hair The market leader in nourishes vitamin Thailand's shampoo Most Admired Brand Products are constantly award has won a top of developing such as Thailand changing packaging to Focused on worthiness modern and modify the resulting from the use of formula etc. The lowest prices the product rather than price compared to competitors Focused on telling about Shampoo with Thai the long straight hair and people for over 40 years Sale a small pack shiny black Anti Dandruff formula Pantene Total Care

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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

Weakness
The most expensive compared to competitors

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Separate too many SKU redundantly

Formula is minimal Launched on the market later than competitor

Opportunity
Growth in the hair care market increase to 5-6% Growth in the hair care market increase to 5-6%

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Growth in the hair care market increase to 5-6%

Consumers remember Is well known in the about point of sale of provinces Pantene Pro-Vitamin B5 well Consumers can memorize Consumers can memorize the packaging very well the Pantenes presenter is the Noon Woranutch

Threat
High shampoo market competitive High shampoo market competitive

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High shampoo market competitive

Consumers are not loyalty Consumers are not loyalty Consumers are not loyalty ,influence of switching ,influence of switching ,influence of switching brands easily brands easily brands easily Sunsilk has consistently 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

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Problem
Do not focus on the hair color groups or the problem of the hair color

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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

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Using online media to be more one of communication channels to consumers

Emphasize communication to the development of products to more

Members

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4.

6.

Chaiyanun Sriracha 50120166 2. Warachaya Urupongsa 50120739 3. Nalinee Pukpoon 50120371 Anupong Jongsiriratananukul 50421393 5. Jadsuda Masuk 50120142 Kamonnan Mungkornkrit 50420013
1.

Reference

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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/ArticleDetail.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/ArticleDetail.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