Pantene Pro-V products have always completed the company objective, giving consumers beautiful hair that shines; however, the role of promotion is for them to maintain their competitive advantage through promotional planning. The main feature promoted by the Pantene Pro-V company is their high quality products. To get these products moving off the shelves in the market, the company uses mass communication strategies, which make it difficult for the company to track the effectiveness of their promotions, since their promotional strategies include magazine and television ads. However, through the use of social media, as their website provides consumers with a money-back guarantee, they can track claims of unsatisfied consumers. This secondary form of mass communication helps them gain a sustainable competitive advantage because it allows them to know which products are being responded to negatively. This promotional message helps carry on competitive and perceived advantages against competitors, as the company utilizes persuasion to stimulate sales.
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