Presented by Hasan Ali

Market Research for Pantene Case

Market Research Problem

• Reason for fall of market share of Pantene from 22.5% to 20% in the year 2003 when Garnier was launched & it quickly picked up 5.1% market share in a span of one year.

• Perceived reasons for steep fall – lack of distribution intensity or heavy promotions by competitors or unfavorable consumer perception .

A brief on Nielsen Group

• Nielsen is a market leader of the $31 billion global market research industry.

• They have been known in the market for offering tailor made customized market research solutions & syndicated research solutions for certain common needs.

• Neilsen specialized in consumer products & services

Solution for Pantene from Nielsen

• Nielsen decided to apply its comprehensive solution “Winning Brands”

• Analyzing the brand from perspectives of Brand Equity, Market Share, Behavioral & Emotive Loyalty, Brand Personality, Price & Promotion Index and Shopping Style

Situation Analysis

• Consumers were highly involved and experimental

• Drivers of consumer brand equity include: awareness, purchase consideration, and associations

• Customers faced choice overload, once rules formed, they turned to habitual auto-pilot shopping mode

• Customers had “Delta Moments” and were forced to re-evaluate rules occasionally

Competition

• In terms of the general brand equity index, Sunsilk, Garnier, Wella, and VO5 were the main competitors

• Brand equity by rate of adoption: [Trend Setters] Sunsilk and Garnier; [Mainstream] Sunsilk and Garnier; [Stragglers] Sunsilk, Well, and VO5

Alternatives

• Offer more promotions to consumers in order to trigger “Delta Moments” with consumers that tend to purchase competitive brands

• Change their product packaging to be more opaque and have the ability to stand better on its lid as well as change their promotions strategy to move them closest to “elegant”, which would make it the most strongly associated with “elegant”, “confident”, and professional”.

Thank You