Pantene is a Pro at Market Segmentation

Recently, Pantene has revitalized their product line by segmenting their shampoos, conditioners and styling products into three categories: Fine, Med-Thick, Curly and Colour. This allows consumers the opportunity to tailor their selection according to need while still paying a “drug-store price’.

By introducing four strains of their product, Pantene is able to expand their market share by targeting different sections of the market with individually tailored products. In an effort to capture consumers, Pantene has been generous in handing out free samples (ex: at the UBC Bookstore) and offering coupons in multiple magazines. By giving out samples and coupons, Pantene is able to maximize its trialability and hopefully create brand loyalty. Personally, I had so many small bottles of Pantene from the bookstore on campus that by the time I needed to purchase a new full-sized one it was a no-brainer that I would choose Pantene. Furthermore, each of the trial bottles was for a different hair type, which allows consumers to test out all of the products before choosing the one that is most suitable for them. I was grateful for their new line and the great effect it had on my curly hair. Thanks Pantene for showing me the ropes!