For this project, we repositioned a product by Pantene to introduce it to the men’s grooming market. The chosen product was a hairspray, and the reason for this was that during our primary research, we found out that many men (particularly in the hispanic market) were already using this product (the women’s hairspray). They liked its performance, but also, when they tried to look for a men’s hairspray, they only found gels or pomades. We thought this would be a good opportunity for Pantene to be the first to offer a hairspray that targets men’s concerns.

 

The packaging would have to change to seem more “manly”, but also, we would add specific benefits that men care about.

 

Basing our project in primary and secondary research, we created the product and the marketing strategy; the product’s attributes were determined by Mintel’s research on men’s grooming, which provided several, important insights. But also by observations and interviews to our target market. The marketing strategy was also based on the facts that men prefer to buy online if they want to make more research about the product, or in-store if they aren’t going to take long. But also, they let women take care of those purchases for them. (These are only a few insights done in the research).

“Finally, a hair spray formulated with a man in mind: an all in one hairstyling product. A heat protectant hair spray with hair care benefits built to prevent hair loss and fortify the hair.”

Direct Marketing Campaign:

Facebook

 

 

QVC

 

E-mail.

 

The launch of the product would also be supported by promotions in the classes of trade (our target market values price and quality), product placement in specific music videos (targeting the hispanic market), information in the Pantene Men website and in-store staff. The overall strategy had to be cohesive and relevant to our target market.