case study presentation mkt101 mc1715

Company background and the main product/ service offerings, 4Psthe "beauty products" market.- After many years of constant change and development, Pantene is still one of the most popula

CASE STUDY PRESENTATION MKT101 – MC1715

GROUP 3: Nguyễn Quỳnh Chi HS173012

Lê Nhật Linh HS171514

Tạ Trung Hiếu HS160558 Hoàng Minh Hiếu HE171075

Hà Văn Nam HE173312

TABLE OF CONTENTS

1 The background of the case study (25%)

1.1 Company background and the main product/ service offerings, 4Ps

1.2 Description of the context and particular product/service offerings in this case What is the problem and/or goal in this case? 1.3 Profile of target customer and target market/ target audience

2 In this case study, what is the kind of relationship between the company and the consumer? (5%)

3 What are the insights and marketing strategy in this case? (25%) 3.1 The insights in this case

3.2 Marketing strategy in this case

4 Report the result of the case (20%) > ok/ko

5 Analyze the Consumer behavior and identify the characteristics that might Affect Consumer Behavior From this case, analyze the buying decision behavior if relevant? (15%)

6 Recommendations and/or Conclusion (10%) > ok, ko, alternatives, future…

1 The background of the case study (25%)

1.1 Company background and the main product/ service

offerings, 4Ps

Company background:

- Pantene is a hair care brand belonging to the multinational corporation P&G

- The range was first introduced in Europe in 1945 by Hoffmann-La Roche, the brand named after panthenol as a shampoo ingredient

- Pantene was purchased by Procter & Gamble in 1985 to compete in the "beauty products" market

- After many years of constant change and development, Pantene is still one of the most popular and trusted hair care brands today The main product:

- Pantene shampoo to prevent hair loss: with the pro-V formula combined with the amount of Keratin, your hair will be nourished and restored quickly

- Pantene Damage Repair Shampoo helps hair quickly restore strength from root to tip

- Smooth and shiny Pantene shampoo: with a formula that integrates many nutrients, your hair will always be smooth and strong as desired

- Pantene Anti-Dandruff Shampoo: With a special formula added with zinc pyrithione, Pantene Anti-Dandruff Shampoo gently removes dirt and impurities

4Ps:

- Product:

+ Great ingredient recipe

Pantene is a brand of hair care products including shampoo, conditioner, hair cream, For a long time, Pantene has been considered a product line used to solve the problem of dry, frizzy hair, strengthen and smooth hair from inside The main ingredients are Pro - Vitamin B5 which is well researched with main uses such as:

➢ Clean hair and scalp, gently remove sweat, dirt and oil from the hair

to help nutrients easily penetrate deep into the scalp

➢ Repair damaged hair while moisturizing to help reduce hair loss, hair loss due to dehydration

➢ Using new Keratin layer damage prevention technology to help reduce hair loss

➢ Provides nutrients deep into the hair roots, nourishes strong hair from root to tip

Today, also with two important Pro-Vitamin ingredients, Panthenol and Panthenyl Ethyl Ether, combined together, they have undergone upgrades and applications between ingredients that not only do not reduce the effectiveness of the product, but are increasingly being used More improved to help the nutrients in the shampoo penetrate deep into each layer of each hair Pantene products are committed to reducing hair loss

by up to 98%, so Vietnamese consumers trust and use a lot

+ Convenient packaging design

Pantene shampoo products all have the same packaging design, in order

to create convenience for users when using In particular, the bottle uses hard plastic material, on top of large bottles with a capacity of 170g, there

is a pump nozzle that is easy to take out and use For small bottles with a capacity of 250ml, there is a solid lid that will not spill when dropped + Mild, long-lasting scent

Pantene shampoo has a very pleasant, gentle scent, which is a big plus of the Pantene shampoo lines In particular, when you finish washing your hair, the fragrance will still linger on your hair for a very long time + Multi-use

Pantene with the main ingredient Pro-V will work to create a protective film on the hair from the harmful effects of the external environment such

as sunlight, dust, ultraviolet rays, etc At the same time, the nutrients The ingredients in Pantene shampoo have the feature of penetrating deep into the hair, increasing the ability to add hair nourishing essence, helping the hair to recover and no longer tangle

+ Suitable for all skin types

Pantene shampoo is suitable for many scalp types, you can use Pantene shampoo for normal scalps without worrying about side effects, especially without fungus or producing a lot of dandruff

- Price:

There are many types, so the price range is also different:

- Promotion:

+ To attract consumers, Pantene generously offers coupons in many magazines and free samples to maximize the possibility of trial in hopes of building brand loyalty

+ Pantene also publishes promotional posters at supermarkets and retailers to increase brand awareness In addition, the brand also negotiates to get a convenient place to place the product for users + In addition, Pantene also focuses on advertising and marketing through the Internet Pantene increased its advertising on TV and YouTube by inviting famous stars like Priyanka Chopra, and Lilly Singh to promote its products

+ Pantene also uses social media with constantly updated advertising campaigns such as the #HairDare challenge, where users can have the opportunity to reach celebrities and the opportunity to use Use Pantene products for free

- Place

+ 70,000 partners

+ Present in more than 90 countries and has an excellent global

distribution network

1.2 Description of the context and particular product/service

offerings in this case What is the problem and/or goal in this

case?

Description of the context in this case

In 2018, Pantene's global business situation is considered to be quite good as the brand value has increased steadily over the years However, especially in Japan - one of Pantene's key markets, business results showed signs of slowing down

- Digging into why the brand realized the emotional connection between Pantene and Japanese consumers was fading The lack of impressive media campaigns has contributed to the lack of Pantene among the numerous shampoo brands in the mainstream segment Target consumers rate Pantene as a brand "Just one of those mass shampoos that is NOT worth talking about"

Particular product in this case

Shampoo products are aimed at 2 groups of women and parents of Millennials & Gen Z (from 18-34 years old)

The goal in this case: Pantene set two big goals:

- Become a part of your target audience's daily conversation and generate engagement like never before in brand history in Japan without using paid media To achieve this goal, the brand sets out 3 KPIs:

+ Earned Media: 100 units

+ Total impressions: 300 million VND

+ Total social engagement: 10 million

- Changing the perception of Pantene:

+ The target audience's positive response not only to the campaign but also to the Pantene brand

+ Brand Preference scored 105 points (vs campaign non-awarer) 1.3 Profile of target customer and target market/ target audience

Target customer

- Pantene's ads are typically targeted at 18-54 year olds However, in order to best engage and create discussion on cultural topics, this campaign is aimed at 2 audiences, women and parents of

Millennials & Gen Z (ages 18-34)

- For the first group of TAs, they were tired of the cliché "one color" shampoo ads from big brands: A famous actress or model in her

twenties showing off her figure in TVC with her hair smooth black long

- The second group of TAs is related to culture.53% of Japanese students aged 10-20 expressed that: “I always feel insecure when I

am different from others”

Target market

2 In this case study, what is the kind of relationship between

the company and the consumer? (5%)

The brand realizes that the emotional connection between Pantene and Japanese consumers is fading

Pantene understands that in Japan, hair symbolizes unity and integration, so having different hair will make customers, regardless

of age, feel insecure

So, they don't just offer a cliché hair care product like many other products, they want to help customers think more positively, and gain more understanding with the message: “It's okay to be different” thereby raising the value of women

This relationship will not only stop at supply and demand but also an emotional relationship, connecting with the Japanese in all aspects

of life

3 What are the insights and marketing strategy in this case?

(25%)

3.1 The insights in this case

- The campaign "#HairWeGo - My Great Hair Move Me Forward" is divided into two parts:

- Pantene launches the campaign with the video content "Hairy Tale," starring Baby Chanco The brand capitalizes on Baby Chanco's

"fever" hair to capture the attention of the audience

Simultaneously, the brand sparks debate by featuring a mother's

reflection on Japan's formal society and appreciation for her child's natural hair

- Phase 2: Pantene turns video information into picture books, which are then sent to several kindergartens and schools This practice seeks to "teach" young children and parent TA groups on respecting differences

3.2 Marketing strategy in this case

Influencers

- Baby Chanco was born and has hair that is too thick compared to other babies Chanco quickly rose to prominence when her mother posted four-month-old photos on Instagram The natural bushy hair sometimes overwhelms the baby's tiny face, causing many people

to compare it with… a lion's mane Many followers also expressed concern about her natural hair But despite conflicting opinions, my mother was determined to respect her natural beauty

- This is consistent with the message “It’s okay to be different” that the campaign wants to convey Baby Chanco's hair symbolizes the ability to possess inner strength and not let the conventional culture hold back one's steps Using Baby Chanco as one of the campaign representatives is the right way for Pantene to reach out to parents

- Broadcaster Sato Kondo She is famous for daring to break the model beauty of a broadcaster and keep her hair "salt and pepper" when hosting programs on TV She has inspired many women in Japan to love their own beauty It can be said that this choice of Pantene makes it easier for the campaign to reach the hearts of female TA groups of Millennials and Gen Z

Content Videos

Pantene kicked off the campaign with a 2 minute video called “The Hairy Tale” – the story of Baby Chanco herself and her mother The mother loved, cherished her daughter's hair and fought against the pressure that forced her and Chanco to be like everyone else

Print

Pantene turns the content in the video content into photo booklets and brings them to many kindergartens and high schools to convey the message to the students there The photo book is designed in a minimalist style with the main color being white The simplicity is suitable for students, making them easily receptive to the message that the campaign wants to convey

Social

Pantene uses Baby Chanco's personal Instagram page with nearly 350,000 followers as the main social media channel of the campaign The campaign's message comes with a cute image of baby Chanco to help the brand's message go into people's hearts more easily

PR

- At the beginning of the new year on January 7, 2019, Pantene

"played big" when putting a campaign image with the appearance

of baby Chanco and Mrs Sato Kondo with the message #HairWeGo

2019 on the cover of Asashi Shimbun - a daily newspaper Japan's second largest This distinct choice helps Pantene's message spread

to a wider audience than most brands choose to send New Year wishes on social networks

- With the relationship, the war has had a great impact on the commerce market through all social channels, any path will not be missed Thereby we see how big Pantene's market is The

campaigns are extremely diverse, without omitting a single detail, deepening the vision and awareness of consumers, promoting the product to a wide range of commercial markets when launching baby products hit on the common psychology of parents with the desire that the product will help keep the baby clean and safe in the Japanese and world markets

4 Report the result of the case (20%)

Compared to 2017, Pantene market share growth in Japan increased

by 12 points

- Communication results:

- Although not using any form of paid media, the hair story has become a cultural phenomenon at the time of the campaign

- Within 1 week, the campaign recorded more than 1.5 billion impressions in the country and 4.4 billion impressions in the international market #HairWeGo appears on 208 Japanese news sites, and 569 international news sites such as ABC, CBS, NBC, CNN, Washington Post, New York Post, People, Vogue

- Accordingly, after the campaign ended, Pantene noted:

- Brand Preference increased by 36 points compared to KPI

- The indicator of purchase intention exceeds KPI by 87 points

- According to a survey of the brand, the campaign helped change the perception of Japanese consumers (comparative figures between those who have and have not watched video content) + “I would rather respect other people's differences”: 58.5%

(compared to 54.7%)

+ “I want to appreciate what I want to do more than what others want

me to do”: 39.6% (versus 30.2%)

+ “I hope Japan will become a country that values differences rather than homogeneity”: 47.2% (versus 41.5%)

Thereby, we see that the campaign has been successful on the basis of changing consumers towards our products because the hardest step in business is the prestige and quality in consumer perception

5 Analyze Consumer behavior and identify the characteristics

that might Affect Consumer Behavior From this case, analyze the

buying decision behavior if relevant (15%)

Pantene has carefully analyzed the target customer.The careful analysis of customer behavior has helped pantene achieve great success after the campaign because it found the bases for effective market segmentation

Amid consumers are tired of stereotyped, oppressive shampoo ads Pantene decided to create a discussion around Japanese culture and society: Pressure to conform to a social standard As a hair care brand, Pantene empathizes with TA's feelings and wishes to soothe with the message:

“It’s okay to be different”

The Pantene brand was born and operates on a belief in the power

of beautiful, healthy hair Beautiful healthy hair encourages women

to expand their possibilities, pushes women forward to pursue their own path and become the person they want to be

Based on that perspective, Pantene launched the campaign

“#HairWeGo – My Great Hair Move Me Forward” to inspire the TA team to dare to be true to themselves If it can energize TA with this idea, the brand could make Pantene the center of discussion about formal culture in Japan Thereby creating momentum for cognitive change and emotional reconnection with TA groups

So hair care products are very popular in Japan, but pantene's products meet all the requirements for hair care After many product promotion campaigns with many forms, the Japanese have gradually trusted and used pantene's hair care products Since then, pantene has succeeded in the hair care industry and built a cohesive brand image with the Japanese in all aspects of life

6 Recommendations and/or Conclusion (10%) > ok, ko,

alternatives, future…

The campaign “#HairWeGo - My Great Hair Move Me Forward" got outstanding achievements as a result of:

Obtaining the insights:

- Consumers are bored with “one color” shampoo ads: an actress

or celebrity showing off their figure on TV with silky hair

- Culture of social standards in Japan: "Hair symbolizes identity." Selecting appropriate influencers - Baby Chanco and Sato Kondo