4 March 2015
“FABing” - Features-Advantages-and Benefits
The product that I use on a daily baisis is shampoo and conditionar. The brand that I use is Pantene. According to Wikipedia Pantene is owned by Procter and Gamble in 1985. The hair care product line was first introduced in Europe in 1945. In order for P&G to compepte in the “beauty product” market rather than only functional products, they purchased Pantene.
The target audience of the Pantene brand is of women aged 18 to 44. I believe that the company’s marketing strategy reflects this product. The research indicated that: Women believed the ideal standard for hair is "healthy". Women considered their own hair damaged. Women believed that shine signaled health. Pro-vitamin formulation provided real support for claims. Advertising was developed around a health positioning and customized at the local level with the tag line, "Hair So Healthy It Shines."
The Product Life Cycle (PLC) that Panteen is currently in is the maturity stage. Sales have increased rapidly as consumers gain awareness of the product. –However, the rate of increase has slowed. The Panteen product is not in the life-cycle. The reason being the product is to remain in the maturity stage for a long time, there is no ruch to develop a replacement product. Be sure to also discuss the four P's -product, price, promotion, and place (distribution) in your analysis!
1. Next I would like you to identify the features and benefits of the product you have selected to discuss.
Hint: Before you actually respond to this part of the assignment - do your critical thinking in this manner...divide a sheet of paper into two columns – In one column, list the features of the product. In the other column, list the benefits each feature yields to the buyer. This will give you a good idea of both the features and benefits of the product.
