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    Pantene Should Focus On Heavy Promotions. Figure 16-Impact of Promotional

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    Sunil Kumar
    Pantene should change its opaque bottle packaging to a brighter, more modern and attractive shape to appeal more to younger consumers aged 18-20. It should also decrease its price to compete better with lower-priced brands like Garnier, and increase promotional activities shown to influence buyer decisions, in order to reverse its declining market share.

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    Pantene Should Focus On Heavy Promotions. Figure 16-Impact of Promotional

    Uploaded by

    Sunil Kumar
    45 views1 page
    Pantene should change its opaque bottle packaging to a brighter, more modern and attractive shape to appeal more to younger consumers aged 18-20. It should also decrease its price to compete better with lower-priced brands like Garnier, and increase promotional activities shown to influence buyer decisions, in order to reverse its declining market share.

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    Nielsen case

    Original Title

    Nielsen Case

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    Pantene should change its opaque bottle packaging to a brighter, more modern and attractive shape to appeal more to younger consumers aged 18-20. It should also decrease its price to compete better with lower-priced brands like Garnier, and increase promotional activities shown to influence buyer decisions, in order to reverse its declining market share.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    45 views1 page

    Pantene Should Focus On Heavy Promotions. Figure 16-Impact of Promotional

    Uploaded by

    Sunil Kumar
    Pantene should change its opaque bottle packaging to a brighter, more modern and attractive shape to appeal more to younger consumers aged 18-20. It should also decrease its price to compete better with lower-priced brands like Garnier, and increase promotional activities shown to influence buyer decisions, in order to reverse its declining market share.

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    These are the following changes should be done by Pantene to reverse the decline of

    market share:
    1. Pantene should change the current packaging style. According to Figure 12
    Pantene falls under the region of opaque bottle category and it can stand on its
    lid. Garnier packaging is trendy, have attractive shapes and easy hold and use in
    shower. They should change their packaging style to Bright color on the pack
    label, modern and attractive shapes area of perceptual map packaging. This will
    also target the young age people from 18-20 and Pantene has very less brand
    equity score for this target age group.
    2. Pantene should decrease the price. Figure 15 showing price appropriateness,
    Pantene price is very high as compared to other companies. Figure 8 shows
    Pantene has high brand equity and market share, a decrease in the price will make
    its price competitive to Garnier and other competitors and in return increase the
    market share. This will also attract the age group of 18-20.
    3. Pantene should focus on heavy promotions. Figure 16-Impact of promotional
    activity shows that they invest less on promotions and Switch triggers data of
    table 4 says promotion is the major influence on buyer decision-making.

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