Review of Herbal Essences of Procter & Gamble

The Procter and Gamble group was founded in 1837 and aims to provide consumers worldwide with high quality products and excellent value for money, that improve their daily lives. It achieves a turnover of 56.74 billion dollars with a net profit of 7.26 billion dollars. Around 1.94 billion dollars were invested in research with a workforce of 110,000 people. Its business is divided into many sectors. Sales followed by Business figures (in billions of dollars): Linen care and home: 15.26; Baby Care and Family: 11.89; Beauty: 19.48; Snacks and beverages: 3.14; Health: 7.78. The shampoo brands marketed by the group are: Pantene Pro-V, Head & Shoulders, Herbal Essences and Wella.

Pantene Pro V reveals the true potential with a unique formula combining the cocktail of Amino Pro V so that the consumer feels confident about using the brand. The range consists of seven shampoos and treatments: smooth and silky, anti-break, buckle and spring, volume, color and brightness, and the classical restoration and protection.

The Head & Shoulders range has been designed to eliminate dandruff while protecting the scalp. It is a dermatological product. There are several types of shampoos and treatments in this range: classic, classic 2in1, man, cool menthol, citrus fresh, calm, volume, and silky smooth moisturizer, ocean and sensory experience. Wella is reserved for professionals of hairdressing and is sold exclusively in salons.

The range of Herbal Essence will be discussed in this document. The target group for the marketing of Herbal Essence is women. This range of products has been affecting people's lives ever since its creation. It is designed for women who are sensitive to the well being and pleasure and its advertising campaign is based on an advertising concept created in 1994 in New York called ""Yes, yes, yes!” They have an increasingly segmented target and are dependent on the nature of the hair with eight specific products.

Herbal Essence was first created in the United States of America in 1971 under the name Original Herbal Essences. The now called Herbal Essence has all its products registered online bearing the same name and comes in two ranges, one fruit range and the other flower range.

Herbal Essences have a positioning strategy of differentiation of competition and innovation. The competitor does not necessarily satisfy the consumer about the quality of being and using natural products. Herbal uses natural ingredients as marketing hype this niche.

The brand is for all kinds of women, the young, old, professional, homemaker those who are sensitive, the bold and carefree and also for the timid woman, because all women are entitled to a true moment of daily pleasure.

The new line of shampoos and conditioners Herbal Essences offers unparalleled experience, the ecstasy in its purest form. The secret of the experiment Herbal Essences lies in the subtle blend of natural ingredients, herbs and flowers, a unique fragrance and products to the sensual textures that awaken the senses.

Herbal Essence was voted the Product of The Year and was awarded The Grand Prix Marketing Innovation award for the most innovative product since 1988.

Tags: Proctor and Gamble, Herbal Essence, marketing strategy