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Pantene’s Strategic Growth Plan for Multicultural Shoppers

Explore how Pantene aims to target Multicultural Shoppers while focusing on Everyday Essentials to enhance market share and sales in the US hair care industry.

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Pantene’s Strategic Growth Plan for Multicultural Shoppers

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  1. Chaerin Kim, Hanzhao Yang Xinyu Xu, Yiran Zhang

  2. Content 1. Trend & Current Status 2. Challenge 3. Strategies 4. Financials

  3. Trend & Current Status Findings No.2 Everyday Essentials segment No.10 in Multicultural Segment No.8 in Nature Inspired Segment 2% drop in “Everyday Essencials” Shoppers 5% growth in “Multicultural” Shoppers 14% growthin “Nature Inspired” Shoppers 10% growth in “Curly & Ethnic Hair” Multicultural consumers are becoming a majority (91% of the population growth is from multicultural)

  4. Item 2 Item 3 No.2 No.3 Lack of Identification among different products Negative Image of being old-fashioned and mediocre No.1 Challenge • Not capturing Millennials & Gen Z consumers; • Sales have been declining for 10+ years Health concerns: chemical ingredients

  5. Targeting “Multicultural” Maintaining “Everyday Essentials” Recommendation: Considering the brand equity that Pantene already possess in the hair care product industry, we recommend P&G Pantene targeting Multicultural Shoppers while maintaining Everyday Essentials to grow US sales and market share.

  6. Strategies “Quality, Affordable, Multicultural” Improvements Original Keep Low Price Brand History & Recognition Target Specific Consumer Groups Affordable Price Largest Media spending Focus on E-commerce

  7. Keep Low Price Even though consumers are brand loyal they don’t mind shifting to other brands if they get better quality at a better price. Pantene products are priced similar or lower to its competitors. They provide reasonably priced, convenient hair shampoo.

  8. Target Specific Consumer Groups New & Distinguishable Design Build New Commercial Image Launch New Series Everyday Essential (attract younger generation) Multicultural (base on different hair types) -- Use Multicultural Model -- Launch scenerized commercials For multicultural hair types other than African American’s (Sapphire, Ruby…)

  9. Changes in Packaging VS

  10. Make scenarized commercials • Build direct connections between certain products with specific scenarios • Associate potential customers with these certain products → this will remind consumers of certain products when they are shopping for certain use

  11. Focus on E-Commerce Improve Online Shopping Experience Social Media Campaign Thorough Product Descriptions for Different Hair Type on the Website

  12. Campaign1: Your Pantene Story Initiate an online campaign “Your Pantene Story” all over the world. Encourage people to share their photos with @Pantene Instagram, Facebook, and Twitter account. Pantene official platform then reposts those photos and initiates a lottery. sending products, gift card, or promotion code to winners.

  13. Campaign2: Promotions on self-media platforms New media channels are effiective ways to propangate the brand to younger generations. Contact famous makeup youtubers with millions of subscribers to share and recommend Pantene’s latest products. Followers Buyers

  14. “Quality, Affordable, Multicultural” Financials Pantene can firmly establish the brand equity and build profitability by maintaining its strength in “Everyday Essentials” market and embracing the “Multicultural” consumers for the long-term and sustainable advantage. By 2021, Pantene could earn over $55,400,000 in incremental revenue.

  15. Q&A

  16. Reference https://www.marketing91.com/marketing-strategy-of-pantene/ https://www.statista.com/study/53666/hair-care-market-in-the-us/ https://www.alamy.com/beautiful-tanned-lady-middle-age-attractive-with-curly-blonde-hair-lay-down-at-the-beach-for-a-summer-sun-bath-during-vacation-image222884883.html

  17. Thanks!

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