Pantene Advertsing campaign

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Table of content: I. 1) Brief history 2) SWOT analysis 3) Competitors a) Features II. 1) Market analysis a) Market size b) Market information 2) Advertising spending in Lebanese market 3) Top rated brands on Lebanese TV 4) Advertising spending (2006-2007) 5) Top advertising by spending 6) Category spending 7) Product placement 8) Strategy: Target segmentation, targeting and positioning 9) Promotional analysis III. 1) Advertising campaign 2) Method of advertising used 3) Media used by Pentene a) Television advertising b) Direct Response TV (DRTV) c) Direct mail and internet advertising I. The Brand: Pantene Pro-v Brand Owner: Procter and Gamble: Cincinnati, Ohio 1) Brief History: Procter and Gamble began as a small, family operated soap and candle company in Cincinnati, Ohio. Both William Procter and James Gamble married sisters whose father convinced them to become business partners. Thus began the Procter and Gamble Company. Some of their leading brands include Tide, Always , Gillette , Oral-B, Folgers, Bounty and our product Pantene Pro-V. A Swiss drug company Hoffman-La Roche in Europe founded Pantene in 1947. The name “Pantene” refers to the product’s origins, “Panthenol”. This was another name for pro-vitamin B-5. Until 1983, Pantene was sold only in department stores and salons by Richardson-Vicks. Pantene finally came to the United States when Procter and Gamble bought it in 1985 and renamed it Pantene Pro-V. By 1995, it was the best selling hair care line in the world. According to Proctor & Gambles 2005 Annual Report, Pantene is the world’s largest hair care brand, growing “sales in the double digits over the last two-year period behind a series of product and marketing

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