MKT 600 Chapter Notes -Hair Care, Procter & Gamble, Pantene
Document Summary
Global introduction of the new pantene shampoo: success in taiwan. Developed by hoffman-laroche and first introduced in europe. Launched in the us in early 1960s. Premium price even when sold in department stores. Richardson-vicks inc. bought out the brand and moved the link from a high price, selective distribution one to a lower priced mass market one. Procter and gamble bought out the company and phased the product into all major drug chains, mass merchandisers, and selected food store. Drug chains were successful, while mass merchandisers and food outlets were not as successful. Joint venture with local company access to established sales and distribution network, factories, market knowledge, and local contacts. Dissolved in early 1990, and p&g taiwan was born. 96% used shampoo to wash hair, 47% used conditioner. 43% of consumers bought shampoo in supermarkets and 23% in discount stores. Retail margins were 18-19%, wholesale margins 9% Only 4 brands had more than 5% market share, very fragmented.
