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Procter & Gamble Situational Analysis

Autor:   •  April 7, 2011  •  Case Study  •  2,219 Words (9 Pages)  •  2,643 Views

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Procter & Gamble's history is one of constant change and adaptation, as it developed new products, discovered new markets, and responded to competitive threats and opportunities. As a case of brand building, Pantene has stretched the company in new and unfamiliar ways. By incorporating both innovative research and creative application though a series of brand decisions, Pantene remains a prestige brand to this day.


Pantene Pro-V has become one of P&G's most recognized billion-dollar brands. The success of this shampoo brand is attributed to P&G's diversification of products to meet the needs of an expanding consumer base. This can be accredited to the five-step module used by senior management while introducing a new product into the global market:

1. Focus on the development of products that have global potential

2. Incorporate marketing strategies that are adaptable to all countries

3. Avoid the "not invented here syndrome" when introducing a successful product in one country into another country

4. Take sufficient steps to shorten the time period in which a successful product gets introduced across local operations.

5. Develop a communication network that enables global-entry marketers to adapt to marketing innovations in other countries.

By developing a brand image based on strategic research and aggressive marketing, P&G is able to position Pantene accordingly and effectively in the Taiwanese market. Market research indicated that Oriental hair is coarser than Caucasian hair and needs more conditioning effect; therefore, Pantene uses "shine through health" positioning, combined with a two-in-one shampoo/conditioner formula containing Provitamin B-5, to fortify and penetrate the Oriental hair structure.

Cultivated in P&G's billion-dollar brand portfolio, Pantene has the financial capability and experienced management of its parent company to succeed in the Taiwanese market. Continued efforts of innovative research and new technology, the company is able to develop product specialties and extensions that meet changing consumer needs and reach more target markets. An example of this would be the Concept & Usage test for the "X2Y" fragrance that scored 45 percent acceptability by local consumers in Taiwan. In addition, Pantene offered four versions of the brand: normal, oily, dry, and permed.


With limited information provided in the case, it is difficult to assess the weaknesses of the product launch. Therefore, the weaknesses stated will come from assumptions gathered while analyzing


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