Ch. 10 - Product Concepts

Pantene Pro-V is a favorable, tangible good that a person can acquire today through a means of exchange in today’s market. The product has several different features, as it can come in various different sizes, styles, and options. Pantene Pro-V products are business and consumer products, as salons and other businesses use them to operate their business, while they are also purchased to satisfy an individual’s personal wants. Pantene Pro-V products are also convenience products that need very little shopping effort to find. Pantene’s product mix is made of five product lines, which is made up of shampoos, conditioners, 2-in-1’s (shampoo/conditioner), hair styling products, and hair treatments.

Pantene Pro-V’s product line depth varies for each of their products. For instance, the shampoo product line depth consists of 30 different shampoos. The conditioner product line includes 31 different conditioners. The 2-in-1-product line depth has 16 different shampoo and conditioner blends to choose from. There are also 11 hair styling products, like gel, balm, hairspray, and mousse, which are sometimes in combination. Finally, there are 16 hair treatments, in the hair treatment product line. Since Pantene Pro-V produces so many products within each product line, they are able to further reduce manufacturing costs by utilizing it across vast product line depths.