国际市场营销产品生命周期.doc

Pantene is a brand of hair care products owned by Procter & Gamble. The product line was first introduced in Europe in 1947 by Hoffman-LaRoche of Switzerland, which branded the name based on panthenol as a shampoo ingredient. It was purchased by Procter & Gamble (P&G) in 1985 in order for P&G to compete in the beauty product market rather than only functional products.1The brands best-known product became the conditioning shampoo Pantene Pro-V (Pantene Pro-Vitamin). The product became most noted due to an advertising campaign in the late 1980s in which fashion models said, Dont hate me because Im beautiful.23 Kelly LeBrock gained notoriety as the first television spokeswoman to speak the line.4 The line was criticized by feminists and became a pop-culture catchphrase for annoying narcissistic behavior.56Pantene Beautiful Lengths is a charity campaign that allows individuals to donate hair for women who have lost their own due to cancer treatment. It was created in July 2006, by Pantene in partnership with the Entertainment Industry Foundation (EIF).For durable and realistic wigs, donated hair must meet these requirements: Donated hair must be a minimum of 8 inches long (hair is measured from just above the elastic band of the ponytail to the ends). Donors may straighten hair to measure wavy/curly hair. Hair is washed and completely dry, without any styling products. Hair may be colored with vegetable dyes, rinses and semi-permanent dyes. It cannot be bleached, permanently colored or chemically treated. Hair may not be more than 5% gray. This is because it takes six ponytails to make each wig, and the ponytails for a single wig will be dyed a uniform color. Gray hair (along with permanently colored, bleached, or chemically treated hair) doesnt absorb color at the same rates as other types of hair, making a uniform color unachievable.Pantene Shampoo is one of the popular shampoo brands in the world. In India endorsements by Bollywood Stars have made Pantene quite popular in the market. The brand has been endorsed by numerous Bollywood actresses. Sushmita Sen is one of the newest brand ambassadors of Pantene India. In a market study it has been found that Pantene Shampoo is preferred by 80 per cent of Indias most beautiful women. Sushmita Sen as a new brand ambassador in the naming ceremony presented the Pantene awards for individual excellence to numerous women entrepreneurs like Deepika Mehta, Queenie Dhody and Anita Dongre. Sushmita Sen is not only a Bollywood star but is also a former Miss Universe which she won in 1994. She has won numerous movie awards like Best Supporting Actress in 2000 and 2003 for Filmfare Awards. She has won Best Supporting Actress in 2001 by Star Screen Awards. She has also won Best Supporting Actress by Zee Cine Awards in 2000, 2003 and 2005. In 2006 she won the Rajiv Gandhi Award for her achievement in Bollywood. Recently Pantene India has introduced its Pantene Pro-V range of shampoos. Another new Pantene Shampoo product is Pantene Shampoo Goodness of Coconut Oil. The brand ambassador for this product is Lara Dutta a former Miss Universe and Bollywood actress. The graceful Lara Dutta embodies Pantenes character and its promise to consumers. She features an inner strength which reflects the value of the product. Lara Dutta is an UNFPA Goodwill Ambassador and is also the winner of 2000 Miss Universe. She has acted in various Bollywood movies and won awards like Star Screen Award for Most Promising Newcomer and Filmfare Best Female Debut Award in 2004. Other famous celebrities endorsing Pantene Shampoo are Katrina Kaif, Shilpa Shetty, Bipasha Basu, Sonali Bendre and Simone Singh. Through Lara Dutta, Pantene wants to convey consumers of the benefit of Pantene with the Goodness of Coconut Oil. The latest Pantene Shampoo range features five variants like Pantene Long Black, Pantene Lively Clean, Pantene Hair Fall Control, Pantene Smooth & Silky and Pantene Anti-dandruff. Another recent Bollywood star who has become the brand ambassador is Katrina Kaif. She started off her career in modeling and went to Bollywood movies. She is part of the advertising of Pantene Shampoo which affirms 80 per cent of Indias most beautiful women prefer Pantene. For her role in movies she has won Sabsay Favourite Heroine Award in 2008 and Stardust Breakthrough Performance Award (Female) in 2006. The shampoo is a well known world brand popular with women and is endorsed by some of the famous celebrities. Hair donations are made into free, real-hair wigs by campaign partner, HairUWear and are distributed through the national network of American Cancer Society wigs banks. Monetary donations to the EIFs 产品导入期是新产品正式投放市场销售缓慢增长的时期,其特征表现为,新开发出来的产品,性能质量不够稳定,需逐步