Herbal Essences Vs Pantene (Strategic Marketing)

We will introduce these two products. Herbal extract: A part of the Clair Roll brand launched new products in the Lebanon market in 1995 and announced a new concept of shampoo for men and women. Pantene: a product that entered the Lebanon market in 1984, he brought a revolution in the shampoo industry, their new pro-v formula activates their hair, their main symbol is "beautiful hair "Critical care for" is "sparkling and flexible." Situation analysis: The situation analysis usually includes external environmental factors and internal marketing resources. To date, Dub has six major and major competitors in the shampoo and conditioner market. They are Pantene, Herb Essences, Head & Shoulders, Aussie, Elviv, and John Frida. For similar products, price competition has become the main way of competition among these brands. For example, in the Coles supermarket, the 300 ml product of dub shampoo and conditioner is $ 6.53, the same price as Herbal essence of the same supermarket. For Unilever, competitors are strengthening resources - recent mergers and acquisitions are increasing recently. A good example can confirm this. Procter & Gamble acquired Clairol, a competing brand of shampoo and conditioner. As a result, Clairol with a strong P & G brand image has become a new and powerful candidate for Dove shampoo and conditioner products. Procter & Gamble officially announced the release of herbal essence shampoo and conditioner on Wednesday in Israel. Its purpose is to become the third largest brand in the hair care market. The 1st and 2nd place were held by P & G's two established Israeli brands, Pantene and Head & Shoulders, with a market share of 38%. Procter & Gamble wants Herbal Essence to achieve 10% market share without compromising the other two brands. This means that you want to erode competitors such as Dove and Pinuk (Unilever), Hawaii (Henkel). Successful P & G will dominate almost 50% of Israel's shampoo and conditioner market. Procter & Gamble plans to invest 2.5 million dollars in the Herbal Essence market. This campaign created by Geller Nessis is based on an attractive international advertising campaign comparing shampoo and herbal extract, adventure with "slime of the hair" of the slogan. The subjects are young women who associate not only hair care products but also herbal extracts with "lifestyle brands". This will make it different from Pantene