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Marketing Management

Primary research has shown that the most preferred brand in the category of consumer product is Pantene. They prefer Pantene than any other brands because it caters to all types of hair requirements. Pantene is the most famous brand in hair care; they are brand loyal towards the product. Brand loyalty is an attitude toward a brand (Pride & Ferrell, 2008, p.330). The primary research shows that they are satisfied with the brand and thus consistently purchase the same brand. Pantene a product of Procter & Gamble has very well positioned itself in the minds of the customers. The survey has shown that the most recalled brand was Pantene. Positioning is nothing but the battle of the mind. In order to stay ahead from the competitors, the first thing is to position the brand in the consumers mind so that he or she tends to go for that particular brand (Sengupta, 2005, p.2). And this is exactly what the hair product has done. It is the number one hair care brand. Brand loyalty plays an important factor when deciding upon a brand. When asked about how loyal they were with their brand, it was found that Pantene follows the third degree of brand loyalty, brand insistence. They would not go for any other substitute, they strongly prefer Pantene. This is referred to as brand insistence. ...
When asked about the first five brands that come to their mind, the first name was Pantene. Thus the brand had achieved the success because it takes a lot of effort to remain on top of the mind thus it has positioned very well in the minds of the consumers. As discussed earlier, they would not go for any other brands even if they do not find the desired product; this indicates the loyalty towards the brand. The purchase decision criteria for most respondents depend upon the brand name. The very reason why as to Pantene is preferred was because of its focus mainly on the health of the hair. Pantene is the brand which caters to all hair segments be it long straight short curly etc. it has a wide range of products which deals with the different types of hair of the consumers. Hair care is one of the important factors that mainly concern the consumers. Many of the Pantene users believe that it provides their hair with a healthier looking with more shine and more confidence among themselves. One of the respondent stated that hair has a personality and it is taken well care of by Pantene. Thus Pantene has proved to be the number one brand and captures the market share. It is a product that has emotionally affected the consumers. They feel that it is only Pantene that suits their hair types and especially because it is available for all hair types. Secondary research Market segments and targets Pantene is a product of Procter & Gamble, a fortune 500 company. It deals in consumer goods. Market segmentation is an important part in marketing. It is necessary to decide the segment in which the product is to be introduced. It has segmented its product in three categories that is Fine, med-thick, curly and color. Since it has segmented its ...Show more


 Marketing Management Table of Contents  Marketing Management 1 Table of Contents 2 Part 1 3 Primary Research 3 Secondary research 5 Market segments and targets 5 Brand equity over time 5 Positioning 6 Part 2 7 New consumer product 7 Target market 7 Song and an Endorser 7 Competition 8 Reference 8 Part 1 Primary Research Brand building is an essential part of marketing…
Author : danieljarrett
Marketing Management essay example
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