Nielsen /Pantene Case study First draft

Gais EL Forgani

GSB-551

Dr.Khone

Nov-8-16

Nielsen /Pantene Case study

 First draft

Introduction:

Pantene is one line product of Procter and gamble in the shampoo categories, for a long time now ;Pantene has been accomplished high rates of customers loyalty and perceived as the number one high quality product in the shampoo industry, Pantene reputation is build based on the known parent brand P&G which is highly recognized in the domestic and global market. Recently pantene market share experianced a small decline taking pantene from 22.5% to 20%, The decline was small percentage with 2.5% decline. In order to better understand the decline factors, P&G decided to higher a marketing research firm to evaluate the marketing mix of pantene in compirson to compitators. Thus, Procter and Gambel chose and contracted with Nielsen Marketing reseach firm which is the leader in the market research ranked in the top five research firms with 16% market share and $31 billion global market research industry in 2010. Nielsen firm is already matured in the marketing research market where their role is to provide solution to their clients for the marketing

problems functional area.

Decision Makers:

The decision makers in this case of the decline in the market shares of Pantene is Proctor & Gamble as the owner of Pantene shampoo and the father brand name of the shampoo, Proctor and Gamble uses the Nielsen Market research as of the most professional and well-known firm of researches about consumers purchasing patterns and Television advertisement and other social media viewership ranking to gain insight that helps the decline issue

Problem Statement: 

The market share of Pantene shampoo products is facing a decline caused of the heavy promotions by

competitors , lack of distribution intensity. 

Analysis of alternatives:

In evaluating the drivers that affected equity from the results of the Nielsen study in the shampoo category I found out:

· Emotive and attractions 

o Pantene is in equality with Garnier ---------------------✖

· For Family 

o Pantene is losing ------------------------------------------✖

- The conformance or packaging 

o Needs work ---------------------------------------------✖

- Promotional activities

o Needs improvements -----------------------------------✖

Evaluation and connecting the evaluation to the marketing mix :

Product -------- in good standing 

Price ----------- is ideal and people are willing to pay premiums to the price 

Place------------ is in Good standing but in needs some improvements to reach the traditional and family market segment. 

Promotions _------------ needs improvements

Action/ Recommendations:

Offer more promotions to consumers to enable the trigger switch of changing competitors clients behavior to switch to Pantene.(Delta moments ) 

The conference or the style of packaging needs to be changed to meet the new style of a broader segment of consumers. 

Creates a new line of Pantene for Family and older clients since the represents a high volume. 

Implementation And Evaluation:

1- By offering more promotions, consumers of competitors product might switch.

2-Changing the shape and colors of the product will interest existing customers and attract younger generations.

3-Creating a new Pantene for family first will reach the higher segment of older clients since they have respect and loyalty to the brand and inform the young generation of the quality of Pantene.(Creating future loyal clients ) 

Generalization: 

Promotion and positioning are the core marketing concepts of successes.