Procter Gamble
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This paper discusses and analyzes Procter & Gamble's shampoo product category and examines the marketing strategies applied by Procter& Gamble. There are a large number of products available from Procter & Gamble but we selected the shampoo product line because it demonstrates a clear example of some of the marketing strategies covered in class and in our textbook.
Brands included in our analysis include, Pantene, Head & Shoulders, Olay, Clairol Nice'n Easy, Herbal Essences, Wella, Koleston, Sabastian, Graham Webb and High Hair. Professional hair care lines include, Wellaflex, Shock Waves, Ultra Sheen and Vivality.
Procter & Gamble did not limit themselves to a single segment analysis variable, but selected to apply a multi-marketing strategy. We identified multiple segmentation bases in relation to the shampoo product line. We speculate that this was done in order to respond to the different needs and desires of the different consumer segments. An examination of the different brands offered demonstrates how Procter & Gamble accomplished this. For example, an obvious single target base would be consumers experiencing problems or concerns of dandruff. In response to this consumer need Procter & Gamble markets their Head & Shoulders shampoo brand...