Brand Power Essay

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P&G has a new philosophy called global planning which is “the idea to determine which product modifications are necessary from country to country while trying to minimize those modifications.” Pantene Pro-V Shampoo has become such a successful product because marketing managers at Pantene are constantly conducting research on the market environment, noting the major external forces, including culture and competition, to help the success of the brand. Culture in every society is important because it is a group of values that people within the society share. It comes from a variety of social networks which also determines a person’s role and status position. Consumers want to use products that will give them a good feeling and others a good impression of them. Hence, Pantene Pro-V Shampoo’s marketing managers must know what consumers’ need and want. They learned that “women believed the ideal standard for hair is healthy, women considered their own hair damaged, women believed that shine signaled health, pro-vitamin formulation provided real support for claims” and most importantly, “the importance of healthy, beautiful hair, and the impact that it has on a women’s sense of self.” Therefore, Pantene Pro-V Shampoo help “bring out the full potential of one’s hair as well as promoting health, shiny, full hair.” In addition to fulfilling consumers’ needs and wants, language is also an important part of culture, and because Pantene Pro-V Shampoo is sold globally, it is very important that the translations of their “product names, slogans, instructions, and promotional messages are correct and does not express the wrong

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