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 1994: Launched Pantene Pro-V onto the Thailand market

Market Share
Kid Shampoo 2%

Anti Dandruff Shampoo 31%

Beauty Shampoo 67%

Market Share 2009 (By Segment) Beauty Shampoo 67% Anti Dandruff Shampoo 31% Kid Shampoo 2%
Total market value of 9,200 million Baht

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

Market Share
Clairol Herbal Essence 2% Head and Shoulder 8% Dove 8.6% Rejoice 9% Clear 18.3% Pantene 14% Other 14.1% Sunsilk 26%

Market Share 2009 (By Brand) Sunsilk 26% Clear 18.3% Pantene 14% Rejoice 9% Dove 8.6% Head & Shoulder 8% Clairol Herbal Essence 2% Other 14.1%
Total market value of 9,200 million Baht

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

4 Ps Analysis

Product
Brand

Amount of Product
7

Product Hair Fall Control, Total Care, Extra Moisturizing, Smooth and Silky, Nourished Shine, Anti-Dandruff, 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

ne

Pantene Sunsilk Dove

Product
Product Damage Hair Hair Fall Straight Hair Hair Shine Smooth Hair Black Hair Silky Hair Anti Dandruff 7 Hair Problems

, Total Care 7

Price
Brand
7 ml. 70 ml. 80 ml. 175 ml. 180 ml. 200 ml. 375 ml. 400 ml. 500 ml. 700 ml. 1000 ml.

20

74

121

159

199

233

2
-

20
25

69

35
-

59
-

119
145

149
159

175
189

199
-

Pantene Sunsilk Sunsilk Dove Sunsilk Pantene

Place
Brand
Superstore Supermarket Convenience Store Traditional Trade

ne

Superstore Supermarket Convenience Store Traditional Trade 70 ml.

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

Co-Promotion

Event

Hair Health Investment & The City

Surivipha Join Us Beyond Therapy by Dove

Roadshow

Sunsilk Pop-Up Salon

Target Group

Target Group
Promotion
Female 18-34 years old Live in Bangkok and big city in province Capacity to high purchase Female above 20 years old Live in Bangkok and big city in province Capacity to intermediate purchase Believe the recommendations of hairdresser for confidence Avoid the risk of false hair, or incompatible with its own personality Female above 25 years old Workers and middle-income level or above Live in Bangkok and big city in province

Physical

Psychology

Seeking hair healthy Interested in beauty and fashion

Unconvinced in their hair

Consumer Behavior
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

Media Usage
Media Dove

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

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

Communication Analysis
Year
2007

Key Message
Relieve the 7 reasons breakage hair and reduce hair fall Relieve hair loss due to breakage hair Deeply nourishes breakage hair and hair fall Deeply nourishes hair root to hair tip and relieve hair fall

Benefit
Pro-V Total Care formula Water Activate Pro-V formula

Mood & Tone

Ready every situation

2008

Care and devote

2009

Double Pro-V formula

Hair care, lively

Now

Pro-V Hair Fall Control formula

Hair care, give the something worthwhile to hair

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 Experience beautiful hair with 7 hair experts globally

Benefit
Add Double Yogurt Essence

Mood & Tone

Challenge ,enjoy, confidence

2008

Creaming Yogurt Energizer Olive Serum NutriComplex and Milky Micro Moisturizer Guided hair problems and trend of hair style by hair experts in various fields

Challenge ,lively, confidence Challenge , lively, confidence

2009

Now

Professional, confidence

Communication Analysis
Year
2007

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

2008

2009
Repairing Serum

Simple , Lively

Now

Deeply nourishes breakage hair by expert

Advance Repairing Serum

Presenter
Brand 2008 2009 NOW

Noon Voranuch

Aum Patcharapha Aom Piyada Paula Taylor

Aum Patcharapha Via Sukolavat

Aum Patcharapha

Women who have hair problems

SWOT Analysis

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

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% Consumers remember about point of sale of Pantene Pro-Vitamin B5 well Consumers can memorize the Pantenes presenter is the Noon Woranutch

Growth in the hair care market increase to 5-6% Is well known in the provinces Consumers can memorize the packaging very well

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

Threat

High shampoo market competitive Consumers are not loyalty ,influence of switching brands easily Sunsilk has consistently marketed The consumer changes the hair color and hair style all the time

High shampoo market competitive Consumers are not loyalty ,influence of switching brands easily Consumer thinks the product is too mass and cheaper

High shampoo market competitive Consumers are not loyalty ,influence of switching brands easily

Problem Next Step

and

Problem
Do not focus on the hair color groups or the problem of the hair color 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 Using online media to be more one of communication channels to consumers Emphasize communication to the development of products to more

Members

1. Chaiyanun 2. Warachaya 3. Nalinee 4. Anupong 5. Jadsuda 6. Kamonnan

Sriracha Urupongsa Pukpoon Jongsiriratananukul Masuk Mungkornkrit

50120166 50120739 50120371 50421393 50120142 50420013

Reference
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#ixzz0szgQX Kv1 http://www.positioningmag.com/Magazine/Details.aspx?id=84046 http://www.positioningmag.com/Magazine/Details.aspx?id=46756