Abstract
Beauty and hair care product business is witnessed as a popular and fast growing business. Lots of people spend on beauty and hair care products like shampoo, hair conditioner, hair treatment and so on. So a hair care product has a great potential market because it has a significant influence on people's life. Nowadays, the shampoo market has an increasingly fierce competition of brands which keep trying to gain more market shares. According to the different customer demands, Pantene Pro-V has a new product available in the market. Pantene Pro-V is a brand of hair care products owned by Procter & Gamble (P&G); it is the brand's best-known product.
We will study the overall shampoo market situation in order to provide information on Pantene's new product. Therefore, this analysis of the new product is based on the information of the market, product distribution, trends and competitive brands.
The paper is divided into three parts. The market review (written by Tongqing Huang) contains an analysis of major trends affecting the market, the performance of the market and the consumers purchasing behavior. The product review (written by Xiaoxiao Ma) addresses the different types of shampoo products currently available, innovations, manufacturing processes and distribution trends. Finally, the analysis of the competition includes an analysis of the other brands' productions, the major competitors' strengths and weaknesses.
Extract
[...] Major trends affecting the market First of all, from technological point of view, the main area of hair care where new product development can drive growth is hair style. According to the statistics, hair style now accounts for 21 per cent of the hair care market. According to the survey, The Pro-V Amino Complex had been accepted by mostly consumers since it launched in the market. It was welcomed by people whose age from 20 to 40. And it is only one of recent new products from P&G research group that has made certain profit in the market. [...]
[...] Table 1 listed a basic shampoo formulation. Each of these categories will be discussed in detail, to explain their functions in shampoos, and how to act on the customer's hair. Ingredient Function 1.Detergents Functions to remove environment dirt,styling products,sebum,and skin scale from the hair and scalp. 2.Foaming agents This agent allows the shampoo to foam,since consumers equate cleansing with foaming even though the two are unrelated. 3.Conditioners Leave the hair soft and smooth after sebum removal by the detergent. 4.Thickeners Thicken the shampoo,since consumers feel that a thick shampoo works better than a thin shampoo. [...]
[...] 12, which depends on the stores that sell it. There are significant price decreases in promotion. Promotion: The brand has a significant budget communication, which called stars of the show-biz and film, it is famous. And at the same time, it has renewal of product advertising campaigns with big budget, media Presence,Discounts at the point of sale. This product almost sales in warehouse. Place: Elvive is present in most distribution channels which contain supermarkets, small shops, chain stores and so on. Strengths: quality of products. [...]
[...] Product: This product, like all those of the Head & Shoulders is the function for the hair anti-dandruff. It's the main goal. Packaging is the same for all types of Head & Shoulders shampoo. The product uses attractive white and blue combination as its base packing. The type of shampoo is distinguished by the addition of a color. Thus, we easily recognize the Head & Shoulders shampoo on the shelves of shops and then we easily recognize the type of shampoo with their specific color. [...]
[...] The function of new product plays an important role in consumer's buying decisions. References Dyer, D., Dalzell, F. & Olegario, R Rising tide, Harvard Business Press. Jagpal, S. & Jagpal, S Fusion for Profit, Oxford University Press US. Draelos, Z.D Hair care, Taylor & Francis. Baran, R. & Maibach, H.I Textbook of cosmetic dermatology, Taylor & Francis. Johnson, D.H Hair and hair care, CRC Press. Case Study: Managing product portfolios in the hair care sector. Available at: http://tutor2u.net/business/marketing/casestudy_%20products_haircare.asp [Accessed October 16, 2009]. [...]
