1. PRINCIPLES OF MARKETING (PMK 1013)
GROUP ASSIGNMENT
PREPARED BY:
NO.ID
NOOR HASLINDA BINTI ASBULLAH (PTM
120713556)
ERRA AZREEN BINTI ENDRI (PTM 120713590)
NURUL AFIQAH BINTI MOHD EDDY SHAH (PTM
120713541)
NURUL IZZAH BINTI ZAINUDIN (PTM120713104)
NURUL ZAHIRA BINTI ALI AZHAR
(PTM120713572)
SECTION : 11 (AA101)
PREPARED FOR :
MADAM SITI NUR AWANIS BINTI AHMAD TAMERIN
DATE : 19 APRIL 2013

2. INDEX
INTRODUCTION…………………………………………………………… 1-3
CONSUMER DECISION MAKING
-FACTORS INFLUENCING CONSUMER BUYING DECISION
:SOCIAL……………………………………………………… 4
- TYPE OR BUYING DECISION BEHAVIOR………………....... 5
TARGET AFTER
- TARGET MARKET ………………………………………………. 6-8
- POSITIONING …………………………………………………….. 9
PRODUCT
- TYPE OF CONSUMER PRODUCT…………………………….. 10
- BRANDING STRATEGIES………………………………………. 11
- PACKAGING AND LABELING…………………………………. 12-13
PRICE AND PRICE……………………………………………………….. 14
PROMOTION
- ADVERTISING…………………………………………………… 15-16
- SALES PROMOTION…………………………………………… 17
- PUBLIC RELATION……………………………………………… 17
CONCLUSION………………………………………………………………… 18

3. INTRODUCTION
BACKGROUND AND PROFILE COMPANY

4. 1945 :PANTENE IS BORNInspired by the ingredient panthenol, Pantene, owned by Swiss drug
company Hoffman-LaRoche, makes its debut as a premium hair care line across Europe,
replete with glass bottles and prestige scents.
1960S :THE LEAP TO AMERICADemand from European travelers in the United States drives
American retailers to import Pantene from Switzerland. The shopping in New York City gets
even better when Pantene launches exclusively in upscale establishments like the Waldorf
Astoria and Saks Fifth Avenue.
1975-1976 :THE GOLD CAP Pantene changed to new packaging with its iconic gold cap. 35
years later, women still remember gold-capped Pantene.
1983 :LET’S GET SERIOUSIn the early „80s, Pantene expands its product lineup while
elevating Pantene‟s scientific expertise and health as the foundation for beautiful hair with the
new Pantene tagline “The Care and Feeling of Beautiful Hair.”
1986 :POP CULTURE PHENOMENON Pantene‟s “Don‟t hate me because I‟m beautiful”
campaign becomes one of the most famous and memorable campaigns and taglines in hair
care advertising history. And with its acquisition of Pantene in 1985, Procter and Gamble
expands Pantene‟s distribution on a massive scale, making the hair care technology of Pantene
accessible to women everywhere.
EARLY 1990S : AROUND THE WORLD Pantene makes its way across the globe, launching in
Australia, New Zealand, Central and Eastern Europe, the Middle East, North Africa, Latin
America, Korea and Japan. A staggering array of hair care and hairstyling product offerings and
a stronger focus on hair health make the Pantene Pro-V tagline “Hair so healthy it shines”
recognizable all over the world.
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5. 1995 :A BILLION REASONS TO BELIEVE
Pantene becomes a Billion Dollar Brand.
1997 TO 1998 :THE HEIGHT OF FASHIONPantene continues its run as a premium hair care
brand and media darling with endorsements from the Golden Door Salon, Ford Models, Club
Evian, Milan Fashion Week, Vogue, Allure and Cosmopolitan.
2000 TO 2006
GET THE LOO :Pantene revolutionizes its approach to hair care by making products that cater
to the look you want. With over 100 hair care and hairstyling products in the United States
alone, Pantene delivers on all your hair care needs and possibilities!
2010
THE STRUCTURE REVOLUTION :After years of extensive research and development,
Pantene launches its most comprehensive and groundbreaking offering yet—customized
solutions all based on hair structure. If you know the hair you have, Pantene will give you the
hair you want.
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Selection Of The Product
In this project I have selected a new type of shampoo which I developed in the

6. mind. I have named the product as “Pantene”. As you will see in
the following sections the product is a shampoo which is produced for every
customer uniquely with myShampoo Builder. This smart device can be found in
shopping markets and hotels. After a research done by myShampoo Builder with
a hair piece; the smart device finds what your hair really needs and produces it
just in time. You can reproduce your pantene pro-v with a unique number given to
you at any where in world.
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7. CONSUMER DECISION
MAKING..

8. A.Factors influencing consumer buying
decision.
SOCIAL FACTORS..
-Manufacturers of products and brands subjected to strong group influence must figure
out how to reach opinion leaders-people within a reference group who, because of
special skills, knowledger, personality, or other characteristics, exert influence on other.
Many marketers use buzz marketing by enlisting or even creating opinion leaders to
spread the word about their brands. When they talks, consumer will listen. Serve as
brand ambassador eg: figure 1 and 2
Figure 1: Secret Garden (IzaraAishah)
Figure 2: Sunsilk (Heliza)
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9. B.Type or buying decision behavior.
HABITUAL BUYING BEHAVIOR.
- Consumers who buy frequently purchased low cost items require very little search
and decision effort.
- Consumers behavior does not pass through the usual belief-attitude-behavior
sequence.
- Example: toothpaste, salt, sugar and cooking oil.
VARIETY-SEEKING BUYING BEHAVIOR.
- Low consumer involvement in the product but consumers see a large difference
among brands.
- Consumer chang their preference for certain brands of body soap for variations
although satisfied with the current brand.
- Example: chocolate and cookies.
COMPLEX BUYING BEHAVIOR.
- Consumer seek, extensive decision because they unfamiliar f product or purchase
the product infrequently.
- Product are typically expensive and have psychological or economic risks.
- Consumer spend some time to look for information about the products andbrand
choices.
DISSONANCE-REDUCING BUYER BEHAVIOR.
- Consumers are highly involved in purchase but area not able to see key difference
among brand choices.
- Consumers would see little brand difference among products like leather sofa and
kitchen cabinet. Instead they categorize the difference in accordance to price range.
>PANTENE use Habitual Buying Behavior in decision behavior.
Because buyers are not highly committed to any brands, marketers of low
involvement products with few brand differences often use price and sales
promotions to stimulate product trial.
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10. Target after..
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Series 2
Series 3
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2
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Series 2
Series 3

11. A.TARGET MARKET
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.
- In Malaysia the brand is currently positioning its four products. Each one is facilitating
their consumers with a unique solution of a genuine problem like for who are
suffering through weak & rough hairs can go for Pantene Pro-V Smooth &
Strong Shampoo. The brand said in itsmarketing campaign, “Think your hair is too
rough and tough to tame? Put Pantene Smooth and Strong to the test and your hair
will have found its match. It gently detangles your unruly hair making it smooth and
strong so you can be the boss again! Pantene's nourishing Pro-Vshampoo formula
with Amino-S, when used with Pantene Pro-Vconditioner helps evenly
restructure hair from root to tip detangling your unruly hair making it strong, silky and
noticeably smoother in 10 days or less! Pantene is the first step to irresistibly smooth
hair”.
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12. Figure 3: syampoo
For who which are facing hair fall can go for Pentene Pro-V Anti-Hair FallShampoo. The brand
in this product advertising promise its consumers, “Think your hair is here today and gone
tomorrow? Think again. Pantene Anti-Hair Fall strengthens each strand from the root to the
tip reducing breakage up to 95% in just 2 washes. Pantene Pro-Vitamin Hair
Fallshampoo formulas when used with a Pantene Pro-V conditioner leave hair healthy and
strong in 10 days or less. Your hair will live on!” and for those who are experiencing split ends
and totally damaged hair can go for Pantene Pro-V Milky Extra Treatment Shampoo. The
product is stated itself as, “Do you believe in miracles? Watch the magic of Pantene Milky
Extra Treatment. The special formula of vitamins and milky lotion penetrates into your dry and
brittle hair and transforms each strand, making it stronger, healthier and full of life. It provides a
complete cleaning that gives a moisturized, healthy feel to your hair with a lustrous shine from
top to bottom. Keep the moisture in and damage out”.
Figure 4: hair
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13. Lastly for those who are bearing dullness in their hairs can go for Pantene Pro-V Deep
BlackShampoo. The product claims that “Bad hair days will soon become a distant
memory.Pantene Deep Black with Pro-V formula contains Amino-S which nourishes dry and dull
hair, darkening each strand through intense moisturization from root to tip. Pantene Pro-
Vshampoo formula when used Pantene Pro-V withconditioner leaves hair naturally black, shiny
and healthy looking in 10 days or less giving it a glow and shine you have always wished for”.
Themarketing is further supporting its brand with “10-Day Challenge” in which a famous
celebrity stylist “ShahzadRaza” provides support to thechallenger and help him/her in gaining
the healthy and fit hair what a brand claims in all marketing campaigns.
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14. B.POSITIONING.
Differential between Pantene and Sunsilk
Pantene Pro-V Sunsilk Co-creations
Trademark Hair so healthy it shines S Sunsilk
Made in Switzerland United Kingdom
Design of bottle shinier, more colorful, and
differently shaped than their
predecessors.
elegance and femininity,
youthful cool and somewhat
sexy,and beautiful, sensual
and proud.
Brand logo
Positioning that company used for the particular product brand
Hair so healthy it shines
Repositioning exist for product
Change in packaging
 Become the first hair care company to produce its new shampoo and conditioner
bottle primarily from plant-based plastic.
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16. PRODUCT..

17. A.TYPE OF CONSUMER PRODUCT
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Marketing
considerations convenience shopping specialty Unsought
Customer
buying
behavior
Flirequent
purchase, little
planning, little
comparison or
shopping effort
low customer
involvement.
Less frequent
purchase much
planning and
shopping effort,
comparison of
brands on
price.quality,
style.
Strong brand
preference and
loyalty, special
purchase effort,
little comparison
on brands, low
price sensitivity.
Little product
awareness,
knowledge
price low Higher High Varies
distribution Widespread
distribution,
convenient
location.
Selective
distribution in
fewer outlets.
Exclusive
distribution in
only one or few
outlets per
market area.
Varies
promotion Mass promotion
by the producer
Advertising and
personal selling
by both producer
and reseller
More carefully
targeted
promotion by
both producer
and resellers
Aggressive
advertising and
personal selling
by producer and
resellers
examples Toothpaste,
magazines,
laundry
detergent.
Major appliances
televisions,
furniture, clothing
Luxury goods,
such as Rolex
watches or fine
crystal
Life insurance,
red cross blood
donations

18. B.BRANDING STRATEGIES
Branding
Brand is shampoo that is not produced by a certified producer. Pantene has made
its branding strategy in the market so it will be easy to get a new market share
with this personalized product. Pantene pro-vbrand gives the sound of
just in time production for only you, so this will attract the consumers also, it is a
branding strategy for us. Our loyal customers will use the new product and also
we will gain new customers from other competitors with this new brand.
very important in this market because it is about human health. Nobody
uses a
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19. PACKAGING AND LABELING
Packaging
Our great feature is packaging. The process goes like this; you go to a shopping
market you come accross with the Pantene pro-v smart device. You can
easily follow the instruction on the lcd panel of the device. It is like an ATM in the
size. You give a sample from your hair, the machine analysis that, searches the
catalogue for the best solution for you. For this purpose machine connects to the
internet and takes information from some web services to find the right solution.
Then it displays the status of your hair visually. It gives you a special designed
shampoo formula, but asks if you want to customize its content. If you press yes,you can select
the features like time, percentage of ingredients in detail. And
packaging occurs at that time, the machine mixes the exact percentages and
produces a pro-v for you. I also puts a label on the box, that has a unique
number, so with that number you can order the same shampoo at any time at
any place. The machine as being a smart device sends all the information to the
central server. So you can also re-produce it any where in the world. You don‟t
have to carry your shampoo any more.

20. 12
Pricing Strategy
As we reconsider our marketing objectives; first of all we have to create a market
share as a leader in that market. We can do this with segmentation but pricing is
very important for us because when we think of the weaknesses of the product
marketing, it may be the first usage hardness. We can promote people to use for
the first time and create their pro-v easily. So we use promotional
pricing at the beginning. It will be %50 of the original price. Customers will
create a prototype of what they need and we will have their data after this time
with this pricing strategy.
As we have been decided to produce worldwide same machines, the product
price must also be international. So we have to use international pricing; due to
the economic conditions, country based competitive situations, laws and
regulations and the development of the retailing and wholesaling system as well
as costs.
But after the first promotional pricing, the product will be charged at its own price.
We will set the price level of this with the same products in the shampoo market
today. Our costs are the same so a good-value strategy is usefull for us.

21. 13
PLACE AND PRICE..
$$$$$$

22. Retail selling
Pantene pro-v
retailer Giant Tesco guardian
price Rm 15.90 Rm 14.50 Rm 14.90
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23. PROMOTION..
SALE

24. TYPE OF PROMOTION USED FOR PRODUCT
A.ADVERTISING
In modern marketing to make a good product and pricing it is not sufficient, the
main point is to make it available to target customers. After having determined
the target market, companies must also communicate in controlled direction with
their customers. So we have also an advertising strategy for the product.
Advertising Objectives
As this is a new product in the market we decide to use informative advertising
to build primary demand. We have to inform customers about what the Pantene
is, how can they reach the product, what will be the benefits of
using Pantene. So all of these must be in the informative way to take the attraction.
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25. Advertising Strategy
We have a message strategy first of all. This new product must be understand
by the customers easily and the usage must be easy too. So message is very
important here, as we decide “We know what your hair need, do you want to
know too?” Our message is clean, and can attract the customer. And after the
message we will briefly give information about the product differentiation. The 9
message must be believable. The advertisements must be a slice of life, we
have to show what is produced for changing their shampoo behaviors and show how to use.
As we have to reach lot people but right people we have to use different medias.
We have decided to use TV Ads, Advertorials, Radio, Magazine, Outdoor,
Internet Ads also.
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26. B.SALES PROMOTION
As we mention earlier we have a promotion for initial usage. We give 50%
discount when a customer uses it first. We take the demographic information
about our customer in this way. Entice consumers to try a new product. As sales
promotion consist of short and medium term incentives to encourage purchase of
a product or service and sales promotions are designed to attract new triers,
reward brand loyal customers, reduce time between purchases, and even turn
light and medium users into heavy users we have given a 50% of discount at first
buy.
C.PUBLIC RELATION
Public relations is very important for us because the product is very new, and we
have decided to construct a web site for detailed information and feedback.
People visit our web site can send suggestions or problems or themselves. And
there will also be special events to reach public, in that events there will be
speeches about the product and facilities are being told.
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27. CONCLUSION..



28. The product claims that “Bad hair days will soon become a distant memory.Pantene Deep
Black with Pro-V formula contains Amino-S which nourishes dry and dull hair, darkening each
strand through intense moisturization from root to tip. Pantene Pro-Vshampoo formula when
used Pantene Pro-V withconditioner leaves hair naturally black, shiny and healthy looking in 10
days or less giving it a glow and shine you have always wished for”. Themarketing is further
supporting its brand with “10-Day Challenge” in which a famous celebrity stylist “ShahzadRaza”
provides support to thechallenger and help him/her in gaining the healthy and fit hair what a
brand claims in all marketing campaigns.
From this assignment, we learn about consumer decision making. The factors of influencing
consumer buying dicisions have four factors. It is social, individual, psychological, and also
cultural. We choose the social because that have many relevant to make this assignment.
Social factors have a group, family members, and roles , status. We also learned about type or
buying decision behavior. It‟s refer to final consumer individual and and households who buy
goods and services for personal consumptions. Then, we learned about target market. The
target market is evaluating each market segment‟s attractiveness and selecting one or more of
the market segments to enter. Thus, we learned about positioning. Positioning is the way the
product is defined by consumer on important attributes implanting the brand‟s unique benefits
and differentiation in customer‟s mind. The product is also anything that can be offered to a
market for attention, acquisition, use or consumption and that might satisfy a need or want. We
have learned about place and price. From this topic, we can know where and how the customer
to sell the product. Lastly, we also learned about promotion. Promotion consists of short term
incentive to encourage purchase or sales of a product or service.
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