Ch. 1 - Overview of Marketing (Brief History and Mission Statement)

Pantene Pro-V's marketing facets stress customer satisfaction and customer value. Pantene Pro-V is a production and marketing oriented firm, which focuses on customer wants and needs, distinguishing their products from their competitors, making them stand out against the rest of their competition. However, after Pantene's transitional years, becoming a billion dollar brand in 1995 shows the company’s efforts to orient the firm in multiple ways to tackle the market on multiple levels of production, sales, and marketing, as they have always shaped their firm’s orientation for the sake of their clients. In the 1960's, the demand from European travelers in the United States raised the demand for retailers to import the 15 year old product from Switzerland to the United States. Pantene Pro-V depends on a customer's decision to purchase their product, as they have been doing since 1945, establishing the company as a premium hair care line across Europe, complete with excellent bottling and distinct scents. In 1985, with Proctor and Gamble's acquisition of Pantene, they began distributing on a massive scale, making Pantene's quality product readily available to women all around the world. Distributing around the world also meant meeting the needs of a wider range of consumers. In 1975-1976, Pantene changes the design of their product, adding a gold cap, to add a touch of elegance and extravagance. In the early 1990's, Pantene instates a stronger focus on hair health, offering a wider range in products in hair care and hair styling.

Pantene's successful marketing strategy is totally dependent on customer-oriented personnel, employees with authority to make decisions and solve problems, and teamwork. Pantene's customer-oriented personnel provide goods and services of superior quality and value that improves the lives of the world's consumers, now and for generations to come. Since 1945, Pantene has maintained a strong line of premium hair care products. Though this may not appeal to customers, over the years they eventually start addressing all customer needs, producing results that clients desire. By 1983, Pantene's expansion of its product line was not without the expansion of the research and development going into their product, making their tagline: "The Care and Feeling of Beautiful Hair." With Proctor & Gamble's acquisition of the company, this product was made readily available to all women across the world. However, this never stops the company from making a better quality product, as between 2000 and 2006, Pantene revolutionizes the way they work for their clients by offering clients products that cater for the look the customer wants. In 2010, Pantene Pro-V revolutionizes this standard again through the means of teamwork, as their production's intensive research and development labs pay off, helping the company offer customized solutions, based on hair structure, to all of their possible clients. It’s like an app, “There’s a Pantene for that!”

Pantene goods and services are distributed with a wide variety of solutions for consumers to select from, addressing customer needs through the effective collaboration of teamwork, stemming from consistent research and development that produces results. Pantene is a bit more realistic than other companies, offering effective solutions through the empowerment of employees. Pantene products address all possibilities their clients may present them to create hair that shines, while other products make promises that are hard to keep. For example, a weight loss product may promise weight loss to clients when in reality a single product may prove ineffective to a consumer. These companies may continue to offer a product that remains to be the same to every client, but that product may actually produce different results for each client. Clients may find weight loss products produce ambiguous results, like no weight loss at all, the gaining of weight, or an effective product that helps actually helps clients lose weight. Pantene Pro-V aims to satisfy all consumer needs, through solving all possibilities for potential clients.

Between the research and development team, and all the computer technicians working behind the scenes with this company's management teams, there is definitely a high-level of teamwork coming into play. Not only do technicians have to work with company sales representatives to help figure out most of the online advertising, it helps to produce their ultimate goal as a company like superior customer value and satisfaction. The Pantene Pro-V website (http://www.Pantene.com) provides clients with everything they need to know, combining all of the strengths of the Pantene Pro-V team into one collaborative effort. It is the result of good teamwork that drives this company to its many successes, as the company's firm orientation seems to switch back and forth, from good production to competitive marketing. One thing is for certain, as a team, Pantene Pro-V is a customer-oriented firm with collaborative efforts that accomplish the common objective of addressing client concerns and empowering the Pantene team's ability to feel like they are experts in hair care and style matters. Also, not many companies offer money-back guarantee incentives attached to hair care products. On top of that, not many companies can afford to offer refunds to unsatisfied customers the way that the Pantene Pro-V brand does.

Pantene's current motto:

"When you look good, you feel good…and Pantene will help you get there. In fact, if you don’t absolutely love this product, we’ll send you your money back, guaranteed. Now that’s a beautiful promise."