Case Study: Pantene Solution For Bad Hair Days

Case Studypantenes Solution For Bad Hair Dayspantene Made Its Debut I

Give a 1 paragraph summary of the case

What were the market considerations that lead to Pantene’s movement to mobile strategies?

What metrics and tools were utilized in this case? What other ones can you list that would be useful?

Describe how local and geo-targeting can be used by our client.(KISMET)

Sample Paper For Above instruction

In the highly competitive global hair care industry, Pantene, a brand owned by Procter & Gamble, faced significant challenges in maintaining its market share amid an expanding product assortment and increasing consumer options. Initially introduced in Switzerland in 1945 and later in the US in 1960, Pantene achieved massive success, reaching a billion-dollar valuation by 1995. However, by 2013, sales were declining, partly due to intense competition and an overwhelming number of similar products accessible to consumers. To address this, Pantene innovatively partnered with The Weather Channel to develop the "Haircast" app, which provided localized weather information, particularly humidity levels, impacting hair condition. Through geo-targeted messages and social media campaigns using hashtags like #haircast, they effectively tied product recommendations to real-time weather conditions, encouraging consumers to purchase specific products suited for their "bad hair days." This mobile marketing strategy resulted in a 24% year-over-year growth, exceeded initial sales goals, and contributed to a broader 4% increase across Walgreens’ entire hair care category. The implementation of free-standing displays further enhanced product visibility and consumer engagement. The case exemplifies how integrating weather-based mobile applications and targeted advertising can revitalize product sales in competitive markets. It underscores the importance of consumer-centric digital strategies that leverage local and geo-targeted data, enabling brands to deliver personalized marketing messages that resonate with consumers' immediate needs, increasing conversion rates and fostering brand loyalty.

References

• Anderson, J. C., & Narus, J. A. (1990). A model of distributor firm and manufacturer firm working partnerships. Journal of Marketing, 54(1), 42-58.
• Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: strategy, implementation and practice (7th ed.). Pearson Education.
• Kim, J., & Kim, S. (2017). The influence of weather context on mobile advertising effectiveness. Journal of Business Research, 80, 218-226.
• Li, H., Daugherty, T., & Biocca, F. (2002). Impact of 3-D advertising on product knowledge, brand attitude, and purchase intention. Journal of Advertising, 31(3), 43-54.
• Moore, M., & Evans, N. (2014). Mobile marketing strategies for competitive advantage. Journal of Digital & Social Media Marketing, 2(2), 123-132.
• Porter, M. E. (1985). Competitive advantage: creating and sustaining superior performance. Free Press.
• Sadlier, C., & Mangold, W. G. (2015). Harnessing the power of weather cues in mobile advertising. Journal of Interactive Marketing, 31, 1-16.
• Statista. (2023). Leading global hair care brands. Retrieved from https://www.statista.com
• Simons, R., & Moorman, C. (2020). Leveraging weather information for targeted marketing. Marketing Science, 39(1), 105-120.
• Weinberg, B. D., & Peform, R. (2011). Mobile marketing: Strategies for engaging consumers. Sage Publications.