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    NIELSEN

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    عبدالهادي الحيدان
    This case study document discusses Nielsen conducting market research for Procter & Gamble on the Pantene hair care brand. Nielsen analyzed factors that may have led to Pantene's declining market share such as distribution, promotions, and consumer perception. Nielsen applied its "Winning Brands" solution to recommend an integrated marketing strategy. The solution analyzed the brand's equity, loyalty, personality, and marketing mix. Nielsen found Pantene had the highest brand equity compared to competitors. It also analyzed purchase triggers and drivers of equity to help Pantene improve its marketing strategy and stem the decline in market share.

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    NIELSEN

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    عبدالهادي الحيدان
    158 views14 pages
    This case study document discusses Nielsen conducting market research for Procter & Gamble on the Pantene hair care brand. Nielsen analyzed factors that may have led to Pantene's declining market share such as distribution, promotions, and consumer perception. Nielsen applied its "Winning Brands" solution to recommend an integrated marketing strategy. The solution analyzed the brand's equity, loyalty, personality, and marketing mix. Nielsen found Pantene had the highest brand equity compared to competitors. It also analyzed purchase triggers and drivers of equity to help Pantene improve its marketing strategy and stem the decline in market share.

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    This case study document discusses Nielsen conducting market research for Procter & Gamble on the Pantene hair care brand. Nielsen analyzed factors that may have led to Pantene's declining market share such as distribution, promotions, and consumer perception. Nielsen applied its "Winning Brands" solution to recommend an integrated marketing strategy. The solution analyzed the brand's equity, loyalty, personality, and marketing mix. Nielsen found Pantene had the highest brand equity compared to competitors. It also analyzed purchase triggers and drivers of equity to help Pantene improve its marketing strategy and stem the decline in market share.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    158 views14 pages

    NIELSEN

    Uploaded by

    عبدالهادي الحيدان
    This case study document discusses Nielsen conducting market research for Procter & Gamble on the Pantene hair care brand. Nielsen analyzed factors that may have led to Pantene's declining market share such as distribution, promotions, and consumer perception. Nielsen applied its "Winning Brands" solution to recommend an integrated marketing strategy. The solution analyzed the brand's equity, loyalty, personality, and marketing mix. Nielsen found Pantene had the highest brand equity compared to competitors. It also analyzed purchase triggers and drivers of equity to help Pantene improve its marketing strategy and stem the decline in market share.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 14

    Case Study

    3/9/2020 1
    History

     In 1940s Switzerland scientists from Swiss drug company
    Hoffman-La Roche discovered the wonders of Panthenol.
    Used for treating burnt skin and damaged hair.
     In 1945s Hoffman-La Roche partnered with The Vitamin
    Pope, Dr. Gustav Erlemann created the first Pantene hair
    care formula, laying the foundation for Pro-V Science.
     In 1985 It was Acquired by Procter & Gamble (P&G)

    3/9/2020 2
    Cont.

     In 1986, Pantene launched an advertising campaign that
    had beautiful models saying, "Don't hate me because I'm
    beautiful".
     In the early 1990s, Pantene began a rapid expansion into
    more countries across the world.

    3/9/2020 3
    Introduction

     In 2003 the share of Pantene, the market leader declined
    from 22.5% to 20% which worried Procter & Gamble the
    owner of Pantene brand. P&G hired Nielsen to conduct
    market research to identify the cause of decline and
    suggest a marketing strategy.

     What do you know about Nielsen ?

    3/9/2020 4
    Nielsen

     Nielsen was founded in 1923 by Arthur Charles Nielsen in
    United States for conducting quality tests and offering
    consulting for industrial products and provided solutions to
    clients marketing problems.
     The market leader of the $31 billion global market research
    (MR) industry in 2010.
     Specialized in consumer products and services, included Retail
    Measurement Services(RMS),Media Measurement
    Service(MMS)
     Decided the population, questions to be asked.

    3/9/2020 5
    Cont.

     In 2011, Nielsen went public and was listed on the New
    York Stock Exchange under the name of Nielsen
    Holdings.
     the market leader with 16% market share, followed by
    Kantar (12%), IMS Health (7%), GfK (6%)

    3/9/2020 6
    Pantene Problem

     Steep fall in the market share from 22.5% to 20% in 2003
     wondered what caused the decline:-

    - lack of distribution intensity


    - promotions by competitors
    - unfavorable consumer perception.

    3/9/2020 7
    Nielsen Solutions

    Nielsen apply one of comprehensive solutions “Winning
    Brands” which analyzed the brand from multiple
    perspectives category issues;
    brand challenges: equity, loyalty, personality
    marketing mix: price, promotion, distribution and consumer
    behavior

    3/9/2020 8
    Winning Brand

    combined “Winning
    Brands” with its
    syndicated research to
    recommend integrated
    marketing strategy for
    stemming the decline
    in market share.

    3/9/2020 9
    Brand Equity

    Nielsen then calculated
    equity of different brands
    and found that Pantene
    had the highest equity
    (3.5) followed by Sunsilk
    (1.9) and Garnier (1.4).

    3/9/2020 10
    Category Typology

    Nielsen started off by analyzing
    the shampoo category. The
    category had market
    penetration of 98% and was
    growing at the rate of 2.8%
    annually. Two dimensions
    involvement and
    experimentation It found that
    consumers were highly
    involved with shampoos and
    purchased multiple brands
    experimentally.

    3/9/2020 11
    Drivers of Equity

    Nielsen identified the
    relative importance of
    drivers of equity in the
    shampoo category and
    compared them with its
    normative data base for
    FMCG It found that
    association was the most
    important driver followed
    by awareness
    3/9/2020 12
    Purchase Trigger

    Nielsen then
    looked at the
    triggers that
    activated the
    purchase of
    Pantene

    3/9/2020 13
    Thanks

    3/9/2020 14

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