HIGHER COLLEGES OF TECHNOLOGY Ras Al Khaimah Womens College

Promotional mix in UAE

Students name: Aamna Afaf Ahmed Najat Class: BT4 Teachers name: Giovanna 2010 2011

Table of content: INTRODUCTION . ATL . BTL . Promotional mix . History of Pantene ATL FOR PANTENE SHAMPOO BTL FOR PANTENE SHAMPOO............... WEAKNESSES OF PANTENE SHAMPOO STRENGTH OF PANTENE SHAMPOO .. BETTER PROMOTIONAL MIX CONCLUSION ..

Introduction Nowadays, most women take care of their beauty especially the beauty of their hair. They want their hair looks beautiful, soft and strong. There are variety types of shampoos which women can be confused to choose. Pantene shampoo is one of the famous shampoos which most people use it. It is a famous brand which was known many years ago. We choose Pantene shampoo as an example of products promoted in UAE. In this report we talk about the definition of ATL, BTL and promotional mix. We choose Pantene shampoo as an example of product promoted in the UAE. We talk about ATL and BTL for this product; we focus especially on sale promotion for Pantene shampoo. Finally, we find some weaknesses and strengths for this product and we suggest better promotional mix for this product.

Above the line (ATL), Below the line (BTL) and promotional mix these are both advertising techniques in marketing industry. We use them to promote any product. The promotional activities passed through different types of media for instance television, radio, newspaper, etc. http://hi.baidu.com/ronnyye/blog/item/9ac82b09f99f17c93ac763fb.html/cmtid/e6cd17 b57a7568c237d3cac7 http://www.ehow.com/about_6546109_below-line-advertising-definition.html

Above the line (ATL): Is a method used in advertising marketing activities and many different brands, so they can aware the consumers about the good or service, by using different media like TV, radio, press, posters, news papers, magazines and the internet.

Below the line (BTL): Its a kind of advertising and promotions have become essential key for both start-ups and large organizations

Promotional mix: Promotional mix is a communication between companies and their customers. It used by the companies to tell the customers about the benefits of their products and services. There are five tools of the promotional mix as following; advertising, personal selling, sale promotion, direct marketing and public relations:

Advertising:

It is any paid of non personal communication of ideas or products in the prime media such as television, newspaper, magazines, posters and radio. The two basic sides of advertising are the message which means what you want your communication to say and the medium which means how you get your message. Advertising used to provide target audience with information and create awareness. Also it persuades customer to buy the products and helps building customer trust. On other hand, it cost too much money and sometimes it reaches many people who are not probably buyers.
http://tutor2u.net/business/marketing/promotion_mix.asp

Personal selling:

It is face to face selling. Personal selling focuses on developing a relationship between seller and buyer. This method allows understanding customers needs and feedback. Sale people has a large influential and persuasive on customers, while sales person is costly.
http://tutor2u.net/business/marketing/promotion_mix.asp

Sale promotion:

It is providing incentives to customers to increase the sales of a product or service for a limited time. However, sale promotion is good way of attracting new customers by given discount on products and services. It leads to a quick increase in sales and it is good for short term tactical tools. Conversely, too much promotion may damage the brand image. http://www.cmsbroadband.net/disk/downloads/Promotional_mix.pdf

Sale promotion includes several methods such as; 1- Price promotion It also called price discount. This is probably the most common method used. It encourages consumers to buy and helps them save money on purchase. However, it must be used with care because it leads to loss in profit. For example; a discount on the normal selling price of the product or to buy more than one product at the normal price. 2- Price pack deals It called also value pack. There are two forms; bonus pack and banded pack. Bonus pack is to offer an additional quantity of the same product free. For examples; some companies offer 20 % extra free on the products. The banded pack is when the product containing more quantity with low price. It means large size. For example; when 2 or more units of products are sold at low price compared to the regular price. This method will increase customers to buy more. 3- Coupons It is one of the oldest methods of sale promotion. It is used to attract new customers to increase sales with a discount price. On the other hand, coupons encourage customers to buy what they would have bought. For example, when customers receive coupons or cut it from newspapers, it allows them to buy the product next time with a discount price. 4- Gift with purchase It is called also a premium promotion. It is to get a free product when buy the additional product. 5- Loyalty cards It is to earn points by customers when they buy goods at certain retailers which can be exchanged later for money, goods or other offers. It becomes now an important form of sale promotion. http://www.marketingteacher.com/lesson-store/lesson-sales-promotion.html

Public relations:

It is to place the information about the product or brand in the media. It is a cheap way of reaching many customers if it is through the right media. Otherwise, marketers cant control what other people write or say about their product.
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http://tutor2u.net/business/marketing/promotion_mix.asp

Direct marketing:

It is a way to target specific group of customers exactly and it is a flexible and quickly way to deliver the message. Also, direct marketing build a relationships with customers, but sometimes low customer response.
http://tutor2u.net/business/marketing/promotion_mix.asp

History of Pantene Pantene is a brand of hair care products owned by Procter & Gamble. The product was first introduced by Hoffman-LaRoche in Europe in 1947, which branded the name based on panthenol as a shampoo ingredient which have pro-vitamin B5 that help hair to look beautiful and healthy and it contend in the "beauty product" market. Over the years Pantene become as the conditioning shampoo after advertisement. After that the product distributed and expanded well. In 2010 shampoo reformulated and made for different types of hair such as fine hair, curly hair, and medium to thick hair, color hair and classic care. Also, Pantene shampoos have different advices and instructions to use different shampoo for vary types of hairs. Read more: Pantene Shampoo Information | eHow.com http://www.ehow.com/facts_7259914_pantene-shampooinformation.html#ixzz1McxEYIAD

ATL: We have chosen Pantene as the product that we will be researching about. It is targeted to women. The advertisement that I saw was about a woman, who likes to have different hair style and her hair suffer from it, so she uses Pantene which made her hair healthy, strong and have no split ends. And As a prove that the message of the ad is true there are many women who use Pantene and think it was effective and that it is a good shampoo to take care of their hair. And the message says that now you can have fun changing your hair style not caring about any damage, because Pantene will protect and repair it for you. The USP is the benefit of the product or the service that makes it different and better than its competing brands and provides the buyer a good reason to choose their product and Pantenes USP is that it keeps the hair strong and healthy. Pantene was advertised in TV. TV was the most appropriate media, because many women watch TV. It also displayed in different media such as fashion magazine and websites like YouTube and face book. I saw this ad on Wednesday 27/4/2011 at 7:00 pm in mbc channel. http://www.businessdictionary.com/definition/unique-selling-proposition-USP.html

BTL Pantene Company tries to do a lot of different types of promotions to encourage customers to buy their products. Also they try to increase the demand on their products and increase their profit. One type of sale promotion that the company has make is banded back for Pantene shampoo. They put two of Pantene shampoos together and banded it with a low price. It is only for 20 AED, so this means that customers will spend less money when they buy this product because one shampoo costs 13 AED. Therefore, if we buy two shampoos without this offer it will cost more, it will be about 26 AED, so this type of sale promotion encourages customers to buy because they will spend less money. This offer is targeted especially to women, not for children. This offer is not unique because there are more other brands offer same this type of sale promotion. Not only Pantene offer low price, we can buy another type of shampoo with same promotion. We can see that most of companies do the same way off sale promotion. They banded two of shampoo together with low price. Although this offer is not unique, it is meaningful to consumers. It attracts customers to buy this type of shampoo with this offer because customers aim to save their spending money and they dont want to spend more money when they are shopping. Moreover, this offer is worth considering because it is the best way for spending less money. With this offer we buy more products with low price.

I saw this offer 3 weeks ago in Fatima supermarket in Al Dhait. This offer is not too much appealing, but at the same time it attracts customers to buy because it is the way of spending money. It is not appealing too much because the offer is on old shampoo design. Also because there are more other shampoos have the same offer. This product has a special display in the supermarket. They dont put these products which have discount on the same place where they usual display it. All these products which are on discount and have special offers are put together at the beginning of the market which all customers can easily see them. This offer doesnt advertise in the store or through the media.

Weakness of Pantene shampoo: We all know that Pentene shampoo is a good product and trusted by many consumers over the years. It was so useful and helpful especially for womens to build healthy and shiny looking hair. But unfortunately so many customers are claiming about Pantene Pro-V shampoo which is consider as its weakness, some said that PANTENE is not a good hair product because it contains only Pathenol which is Vitamin B5 and that is all. The result was it makes their hair felt, dry and damaged after using it for a long time which is they no longer trust it. Another weakness is that the Pantene Company made every time same offer which is about buy one and get one free for the same type of shampoo which doesnt attract much people. Therefore, more offers may damage the brand image and customers may feel unsatisfied with these products. Another possible weakness is that the product have been tested on animals before sell it on markets which is bad and this already make lots of customers avoid to use Pantene or in general Proctor and Gamble products which can be a problem for the company by losing many consumers and their trust. Read more at http://www.healthboards.com/boards/archive/index.php/t146815.html?ktrack=kcplink

Strength of Pantene shampoo: While discussing the ATL and BTL of Pantene, we found that it has some strength. Some of the strengths noticed are first, Pantene has its own site and by this it will be easier for their customer to find more about the product. Also, customers can write their opinion about the products, so it will be easier for the company to know about their customers feedback and they can improve their products. Second, Pantene has been promoted in different media like TV, magazines and websites. Therefore, many people will know about Pantene shampoo. Third, Pantene as a product is displayed in different places like markets, groceries and pharmacies, so their customer can easily buy it.

Better promotional mix for Pantene shampoo: We suggest some types of promotional mix which we think that will be better to promote Pantene shampoo. For example, instead of using banding pack to promote Pantene shampoo, the company can use extra size for the product. Thats mean that they sell the shampoo with a normal price, but the size of the shampoo is little bigger than the normal one. For example, they can offer 10% more quantity, so they will attract customers to buy without reducing their profit because the price will be the same and the quantity will be little more.

Conclusion: In conclusion, in this report we talk about the strategy of marketing to promote the products. We define the ATL and the BTL. Pantene shampoo is our example of product promoted in UAE. We discuss how it promoted in our market.

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