MARKETING PORTFOLIO

Marketing Portfolio

Table of Contents

Executive Summary2

Introduction3

The Chosen Segment3

Overview of the Adverts6

Segmentation, Targeting and Positioning9

Consumer Behaviour10

Consumer Motivation11

Promotion12

Social Media Advertising14

Communication Strategy16

Pricing Strategy17

The Product18

Distribution Strategies19

Recommendations20

Executive Summary

The changing nature of consumer behaviour and the market competition are forcing companies to design their communication in the most effective way possible. The paper compares and examines the advertising and communication strategy of several advertisements including the print, website, and bill board communication. The chosen segment is personal care and the categories analysed are the shampoo brand including Pantene, Head & Shoulders, Garnier Fructus and Clear for men. These brands are segmented according to there main segmentation strategies namely gender, psychographic and benefit sought. For example, Clear for men is the most relevant example of a clear and compact gender segmentation as it categorically states that “1st ever shampoo for men”. Garnier Fructus and Pantene's use of the social media advertising are due to the consumer behaviour of spending much time on web browsing and on interaction with each other. For example, as mentioned in the paper Pantene ran a campaign by the name of mystery shampoo, the purpose of which was to engage the consumers so that the brand and make them feel like part of the campaign. The message was crisp and concise and by the end of this campaign peoples some what had an idea about what the mystery shampoo this is. Keeping in view the promotional mix, the adverts do not mention the price as they target the upper, middle segment of the industry, for these consumers, price is not a significant priority and they go after the value. The personal care industry uses the indirect distribution channel so that the products reach the consumer readily and easily. The push strategy is evident from the adverts in the form of the brand slogan and value like “always smooth from Pantene” and “for the air that shine”. There are differences among the segmentation, targeting and positioning in the chosen ads. The first two ads belong to the competitors Unilever and Proctor Gamble. The print ad of pentene is targeted specifically to the women, showing the success factor of Pantene as the one providing with beautiful, long, and silky hair. This ad targets the women who have dry, frizzy hair as shown by the well presented lay out of the ad. On the other hand, the advert of Clear shampoo targets men by communicating the product as being the first ever shampoo fro men. This has remained an exclusive deal by Unilever that gained much popularity. The next is the web ad whose major target segment is the teenage girls who are extrovert and want an adventurous life. This is the web ad which invites people to visit the website and find out more about the brand and its benefits. Another strategy as adopted by Garnier is the effective use of advertising which targets the same segment with a positioning of being an outgoing fun brand. Out of the chosen adverts the most interesting was ...