2. Pantene’s Target Market
Women 15-55 years old
Celebrity brand ambassador Selena Gomez
TrackMaven Marketing Analytics: Pantene’s
average social media follower is female
3. Who can Pantene help?
Dry-hair therapy
Damaged hair reconstruction
Anti-dandruff products
Frizz control
Pro-V campaign emphasizes science-based hair care technology
-Pantene Hair Research Institute
4. Audience Persona
Examples
Melissa
Stay-at-home mother of 2
43 years old
Female
Household Income: $52,000 per
year
Married
Goals:
Send children to college debt-
free
Begin working again once
children are in college
Challenges:
Tight budget
Little leisure time
Damaged hair due to aging
5. #StrongIsBeautiful
Cancer donation campaign
Strengthening of hair and women
Recommendation: Promote campaign across all social media platforms
-Place on homepage of website
6. E-mail Marketing
Current e-mail program available for sign-up on homepage
Coupons, product information, lifestyle articles and newsletters
Recommendation: Improve frequency of e-mails sent
8. Pinterest
Large audience for online beauty and
grooming culture
Business Insider: Pinterest is 81% female
Recommendation: Make link to
Pinterest account available on
homepage along with other social
media links
9. Online Sales
Consumers currently cannot buy products online
Directs users to other online retailers
Recommendation: Introduce online sales
Competitor: