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P＆G美容业务是在全球销售超过100亿美元的大业务，这也使其成为世界上最大的化妆品公司之一。 P＆G美容产品业务销售超过50个不同的品牌，包括潘婷，玉兰油，SK-II，Max Factor的封面女郎，喜悦，Hugo Boss等。

P&G’s Beauty Business is over US$ 10 Billion in Global Sales, making it one of the world’s largest beauty companies. The P&G beauty business sells more than 50 different brands including Pantene, Olay, SK-II, Max Factor, Cover Girl, Joy, Hugo Boss, Herbal Essences and Clairol Nice ’n’ Easy. In China, P&G’s hair care business mainly concentrate on Pantene, the world’s best selling shampoo, Head & Shoulders, the world’s best Anti-dandruff shampoo and Rejoice , the Asia best selling Shampoo. Beside the three main brand, the VS, the styling-function shampoo, and Clairol, the plant-based shampoo are also introduced in several big cities in China.

According to Z.Zhou(2011), the Marketing director assistant of P&G China company, the P&G in China mainly involved into the shampoo business in the hair care industry, along with a limited conditioner products under the brand name of Pantene. All five brands have their special culture and functions, each brand would contain several mixture function in variants, to meet the requirement for each targeted marketing segment. 

PANTENE PRO 

核心营销目标

Core Marketing Target 
The core marketing target of Pantene are female customer , between 18-34 years old, who need to take care of their hair quality.

Key Features & Benefits https://www.51lunwen.org/marketingresearchproposal/

•氨基酸临-V复合物可以使头发的发质明显强于其他客户。
•日常使用的柔和产品，染过色的头发也很适合使用。

• Amino Pro-V Complex could makes hair much stronger than other customers.
• Gentle enough for daily use, color-treated hair are also suitable.

衍生品
Variants
• Smooth & Silky for Straighter hair. This variant is a high conditioner level product, suit for straight hair and make it healthy and shiny looking.
• Volume & Fullness for Thicker hair. This variant is high conditioner level, which would give the user a feeling of healthier, fuller and bouncier of the hair.
• Lively Clean for Livelier hair. This is a low conditioner level product, which focused on clean the oil on hair, and keep it fresh.
• Long Black for the Long & Black hair look. This variant is high conditioner level. Particularly for black and long hair, it would darken each part of hair from root to tip make is looks healthier, and keep the hair long.
• Hair Fall Control for reducing hair fall by 50%. This is a high conditioner level products, which specifically for the anti-alopecia purpose.
HEAD & SHOULDERS


 

核心营销目标
Core MarketingTarget 
The core marketing target are the Male/Female customer, between 18-34 years old, and focus on the anti-dandruff efficiency of the shampoo.
Key Features and Benefits:
• Super Anti-Dandruff shampoo 
• Removes flakes, itchiness, irritation, dry Scalp & Oiliness- the five signs of Dandruff.
• Smooth & Silky for Straighter hair: this variant is high conditioner level. For straight hair, in the purpose of relieving hair dryness, and will make the hair smooth like silk.
• Silky Black: this is a high conditioner level product. Derived essence from black sesame to nourish hair to maintain the black colour to mak本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。