Finalreportbrandmanagemnet Pantenesunsilkdove 140501001107 Phpapp02

Fall
08
Table of Contents
Chapter 1. Introduction
1.1 Background 1
1.2 Research Objectives
1.3 Research Questions 1
1.4 Type of Research
1
1.5 Research Scope
2
1.6
Data
2
1.6.1
Collection Method
Survey Technique
1.7
Brand
Competitor Selection
Chapter 2. Brand Overview

2.1 Company Profile
2.1.1 P&G
2.1.2 Unilever
2.2 Brand Profile
2.2.1 Pantene
2.2.2
Sunsilk
2.2.3 Dove 5
4
4
Chapter
3.
Literature
Review
3.1 Market Performance
and Its Components 6
3.2 Brand Equity and Its
Components
7
3.3 Milward Brown Brand
Dynamic
9
3.4
Integrated
Marketing
Communication
Components
9
Chapter 4. Brand Analysis
4.1.1 Market Share
11
4.1.2 Price Premium
11
4.1.3 Price Elasticity
13
4.1.4 Expansion Success
and
Its
13
2
4.2 Brand Equity

4.2.1 Perceived Quality 16
4.2.2 Brand Awareness 24
4.2.2.1 Brand Recall
24
4.2.2.2 Brand Recognition
25
4.2.3 Brand Loyalty
26
4.2.3.1 Behavioral Loyalty
27
4.2.3.2 Attitudinal Loyalty
28
4.2.4 Brand Association 30
4.2.5 Milward Brown Brand Dynamics
32
4.2.6 Interrelation of Each Component of Brand Equity
34
4.3 Integrated Marketing Communication

4.3.1 Marketing Communication Channel 36
4.3.2 Timeline Marketing Communication
4.3.2.1 Timeline Marketing Communication of Pantene
4.3.2.2 Timeline Marketing Communication of Sunsilk 39
4.3.2.3 Timeline Marketing Communication of Dove 40
4.3.3 Evaluating Integrated Marketing Communication
41
4.4 Marketing Performance Effect on Brand Equity
49
4.5 Integrated Marketing Communication Effect on Brand Equity 54
Chapter 4. Conclusion
4.1 Conclusion
4.1.1 Brief Performance 57
4.1.2 Problem Statement
4.1.3 Opportunity
58
References
60
Appendices
61
37
57
Chapter 1
Introduction
1.1 Background
Shampoo has been the regular consumption for human nowadays. The urge
for sanitary and appearance purpose drives people to add several items on their
shopping cart. As the time goes by, the purpose of shampoo has been evolved,
from the basic need of cleaning ones hair from dirt into moisturizing dry hair,
cleaning up dandruff, into something more sophisticated as to show the prestige
in choice of grooming products.
One of the biggest market of Shampoo in Indonesia belong to certain
demographic segmentation, which is Female. Apparently, there are more than 10
brands of female oriented shampoo in Indonesia, ranging from low price with
sachet size to complete package of highly priced, comprehensive treatment
shampoo. Among numerous brand of shampoo, there are three of the top notch
shampoo brands for female, which will be the main object for our research and
study. The three brands are Pantene, Dove, and Sunsilk, and those three are under
the big company that are widely known, P&G and Unilever. Each brand has their
own positioning and target market segments, though it covers several similar
target in common.
4
Seeing the similarity of each product, there are several questions that need
to be answered regarding each brands effectiveness on infiltrating the products
in public. How strong their position in customers mind? Which value of theirs that
is channeled effectively to the audience? and how to enhance their chance in
being the most used and recognized brand of shampoo?
1.2 Research Objective
In this research, the objectives are to looking for the problems and opportunities
of each shampoo brand; Pantene, Dove, and Sunsilk. These can be get from
market performance, brand equity and integrated marketing communication from
each brand and the relation of each other.
1.3 Research Question
1.
How does each brand performs compared to the other? (Pantene, Dove,
and Sunsilk competitive performance)?
2. What is the problem and opportunity in each brands performance?
1.4 Type of research
The group uses descriptive research method which the aspects covered data,
analysis, and interpretation of the meaning of the data obtained. The study was
prepared by inductive research, which means research-based searching and
collecting data in the field in order to determine the relationship of each of the
factors that cause a particular effect.
1.5 Research Scope
The focus of our research belongs to the whole performance of each of the
three brand, which mainly are market performance, brand equity, and integrated
marketing communication aspects, as well as their opportunity and problem in
enhancing the overall aspects of marketing plan that would lead to improvement
in market performance. The scope of this research is confined in Bandung.
1.6 Data Collection Method
In this research, we use different data collection for different part of analysis,
according to each segments most proper method of analyzing. Both quantitative
and qualitative method are used equally. Some of the techniques used in this
research are :
5
1.6.1 Survey Technique

Given that the data collection process plays an important role for the
success of this study, then we use several techniques to support our
analysis. Some of the techniques we use are:
Focus Discussion Group:
We use this method to determine some of the analysis that does not
require quantitative data, for example, that in determining the hypothesis.
Focus group discussion was conducted by our own group, along with asking
for some of our friends.
Questionnaire:
Questionnaire is one of our methods for gathering information from
respondent. Types of questionnaire that we use are closed and open
questionnaire. Where the enclosed questionnaire consisted of multiple
choice and likert scale, where respondents have been given the option to
choose the answer that the respondent directly. For example, we use it
when asked about the integrated marketing communication.
But, we also use an open questionnaire where there are several
questions that lead respondents to answer freely according to their own
opinions. For example, we use it when asked about customer perceptions
towards the brand.
The reason for using a questionnaire with combined type is so that
makes it easy for respondents to answer. In addition, in order to help
researchers to find out more in depth about their opinions on each
underlying respondents. Thus, the data obtained more complete and varied.
The questionnaire distributed to the people of Bandung, both users
shampoo Sunsilk, Pantene, Dove, or not all three.
1.7 Brand Competitor Selection
The object brands of the study are Pantene, Sunsilk, and Dove do to several
similarity regarding certain marketing aspects. Firstly, the similarity of category of
each shampoo which is mainly woman shampoo. Then, we look at the price from
that shampoo which approximately from IDR 25,000 until IDR 35,000. Then, they
has the same size which is 340 ml. After we look at the segments, it could be
6
clearly seen as woman with middle income. So, we decide to choose the three
brand of woman shampoo such as Pantene, Sunsilk and Dove to be researched.
Chapter 2
Brand Profile
2.1
Company Profile
2.1.1 P&G
Procter
&
Gamble
Co.
(P&G) is
in
Fortune
500,
American multinational corporation based in Cincinnati, Ohio, that
manufactures
a
wide
range
of consumer
goods.
It is a
brand behemoth.
The world's
number one maker
of household
products courts market share and billion-dollar brands. As of 2008,
P&G is the 6th largest corporation in the world by market capitalization
and 14th largest US company by profit. It is 10 th in Fortune's Most
Admired Companies list (as of 2007).
P&G is credited with many business innovations including brand
management, the soap opera, and "Connect & Develop" innovation.
According to the Nielsen Company, in 2007 P&G spent more on U.S.
advertising than any other company; the $2.62 billion it spent is
almost twice as much as General Motors, the next company on the
Nielsen list. P&G was named 2008, Advertiser of the Year by Cannes
International Advertising Festival. est company in the world in Fast
Moving Consumer Goods (FMCG) industry. It manufactures nearly 300
brands (such as:Ariel, Blend-a-Med, Bonux, Head & Shoulders, Pampers,
Always, Fairy, Gillette, Wella) to nearly five billion customers, competing
in 160 marketplaces. More than 130 000 employees in more than 80
countries worldwide work everyday to provide products of superior
quality and value to the world's consumers.
2.1.2 Unilever
8
Unilever is a multi-national corporation, formed of Anglo-Dutch

parentage that owns many of the world's consumer product brands. In
foods, beverages, cleaning agents and personal care products.
Unilever employs nearly 180,000 people and had a world wide
revenue of almost 40 billion in 2005. Unilever is a dual-listed
company consisting of Unilever NV in Rotterdam, Netherlands and
Unilever PLC in London, England. This arrangement is similar to that
of Reed Elsevier , and that of Royal Dutch Shell prior to their unified
structure.
2.2
Brand Profile
2.2.1Pantene
Pantene was first established

in 1945 by Swiss drug company
namely Hoffman-LaRoche as
one of premium hair care
throughout Europe, with glass
bottle and exclusive fragrant. In
1960 Pantene went abroad to
USA in order to reach wider
target market in the centre of
economic,
thus
gaining
remarkable positioning with its
exclusive sales in certain highend retail store, such as Saks at
Fifth
Avenue.
After
the
successful introduction in USA, Pantene did another remarkable change in
appearance that creates a physical differences and identifier, which was
using golden bottle cap in every products of them. Seeing the warm
welcome in the market, Pantene started to get serious in the term of
chemical substances and a much more scientific purpose, by elevating the
scientific expertise and health-and-beauty hair orientation.
By 1986, Acquisition by P&G set Pantenes step in worldwide
market, by distributing Pantene and made it well-known around the world in
1990 after a remarkable campaign that break through the history of hair
and beauty products advertising with its Dont Hate Me Because Im
beautiful. The revolution of Pantenes products has followed subsequently
with the newly-developed types of products that now has reach 100 in
types. Pantene as well as penetrating through high-end fashion with
endorsements from Allure, Vogue, Milan Fashion Week, and Cosmopolitan,
successfully shaping its market and positioning to a specified criteria.
In Indonesia, Pantene has successfully created its own market
segmentation and target, making it one of the top-notch brands of Shampoo
in Indonesia from the perspective of market share and awareness. Engaging
several infamous celebrities as their ambassadors has successfully bringing
the name onto the surface. In Indonesia itself, there are 4 types of haircare
product ranging from shampoo, conditioner, until leave on treatment, with 7
variations of function.
2.2.2 Sunsilk
10
Sunsilk was first found in 1954

as one of the hair care brand of Unilever,
aiming women as their target market.
Sunsilk was one of the first liquid
shampoo, and one who create different
varieties for each hair needs. By the time
Sunsilk expand its coverage globally, the
brand has become one of the best brand
for shampoo in the world. Nowadays,
Sunsilk improve the scientific approach
and endorsing world class hair expert to
enhance the image and create marketing
approach to gain awareness and spot themselves in certain class with the
professionals.
Sunsilk in Indonesia is targeting a wide market of woman from every
aspect possible, and this could be seen from the competitive price of
Sunsilk compared to the other brand of shampoo.
Sunsilk has been active in experimenting the variations of the
shampoo regarding the need of Indonesians, ranging from the usage of
urang-aring for black hair, which is quite an importance in Indonesia
which most of the population have black hair, to the usage of herbs for
protection of the hair of women who are wearing veil. Currently, Sunsilk
progressively approaching market with the Color Creation alongside the
Hair Expert.
2.2.3 Dove
11
Dove is Unilevers brand of hair

and beauty care products that
includes shampoo, soap both
liquid and bars, deodorant,
etc.), and it was introduced to
public in 1955. Since the
beginning until now, Dove has
expanded its market territory
to more than 80 countries
worldwide. Doves brand logo
is remarkably known as the
silhouette of the same bird as its name.
In Indonesia, Doves types of product ranged from hair care, bar/body wash,
lotions, deodorant, and face wash. The haircare alone cover 9 hair problems, with
4 type of hair care product, which are shampoo, conditioner, treatment, and oil. In
Indonesia, Dove has its own class, and its campaign for real beauty really make a
breakthrough in Indonesia market. Its ambassador took a place in high market, as
well as its competitor in female shampoo industry, Pantene.
Chapter 3
Literature Review
Brand Value Chain
12
3.1 Market Performance and Its Components

The customer mindset and marketplace multipliers affect how customers
react or respond in the marketplace to the brand in a variety of ways. There are
six key aspects or dimensions of that response. The first two (related) dimensions
are price premiums and price elasticity. How much extra are customers willing to
pay for a comparable product because of its brand? And how much does their
demand for the brand increase or decrease when the price rises or falls? A third
dimension, market share, measures the success of the marketing program in
driving brand unit sales. Taken together, the first three dimensions determine the
direct revenue stream attributable to the brand over time. Brand value is created
with higher market shares and greater price premiums, which result partly from
more elastic responses to price decreases and inelastic responses to price
increases.
13
The fourth dimension is the success of the brand in supporting line and
category extensions and new product launches into related categories. This
dimension captures brand expansion potential and the ability to add
enhancements to the revenue stream. The fifth dimension is cost structure or,
more specifically, the ability to reduce marketing program expenditures for the
brand because of the prevailing customer mindset. In other words, because
customers already have favorable opinions and knowledge about a brand, any
aspect of the marketing program is likely to be more effective for the same
expenditure level. Alternatively, the same level of effectiveness can be achieved
at a lower cost because ads are more memorable and sales calls are more
productive. When combined, these five factors lead to brand profitability, the sixth
dimension. In short, brand value is manifested at this stage by profitable sales
volumes. (How Do Brands Create Value: Value Emerges Through a Unique Chain
of Events - by Kevin Lane Keller and Donald R. Lehmann (Page: 29-30)
3.2 Brand Equity and Its Components
Aaker Brand Equity Model

Brand is an asset which is developed and managed cautiously. Brand equity
is the different set of assets which differentiate the market offering and knowing
the effects on customers attitude and behavior (Philip Kotler in principles of
Marketing p:203). Brand equity is built and measure by brand awareness, brand
association, brand loyalty and brand perceived quality.. (Aker: 1991). The very
14
first three components are responsible to give knowledge to the customers about
the brand and impinge on the brand loyalty which is the core part of brand equity.
For the perspective of creating brand awareness and brand association
noteworthy role is advertising and word of mouth. (Jing Bill Xu and Andrew Chan:
2009). In retail industry the electronic media and internet are the best channels to
build up the brand equity (Jaehee Jung and Eunyoung Sung: 2006). Brand
association and brand loyalty is the essence of brand equity. The focusing element
is loyalty to develop the brand equity. (Xiao Tong and Jana M. Hawley: 2009). If the
high behavioral loyalty by the customers the more brand equity will consider.
There is no relation between behavioral loyalty and belief, but behavioral loyalty
and belief simultaneously add in the loyalty regarding attitude. (Steven A. Taylor
and Kevin Celuch: 2004). Satisfaction and loyalty of attitude are the main deriving
forces and enable the customers to make the purchasing among the availability of
different brands. To enhance the brand loyalty companies must focus on
additional services in the most expensive brand where the switching cost of brand
is very high (Ahmed H. Tolba and Salah S. Hassan: 2009). Social responsibility for
the welfare of the society leverage the perceived quality, reputation of company
and loyalty with company and all three components leads to develop the brand
equity. (Urszula Swierczynska- Kaczor1, Pawe Kossecki: 2007).
Brand equity provides value to the firm in at least six ways. (Aaker 1992,
3132) First, brand equity can enhance the efficiency and effectiveness of
marketing programs. A promotion, for example, that provides an incentive to try a
new flavour or new use will be more effective if the brand is familiar and if the
promotion does not have to influence a consumer sceptical of brand quality. An
advertisement announcing a new feature or model will be more likely to be
remembered and stimulate action, if the potential consumer has a high-quality
perception of the brand.
Second, brand awareness, perceived quality, and brand associations can
strengthen brand loyalty by increasing customer satisfaction and providing
reasons to buy the product. Even when these assets are not visibly pivotal to
brand choice, they can reassure the customer, reducing the incentive to try other
brands. Enhanced brand loyalty is especially important in buying time to respond
to competitor innovations.
Third, brand equity will usually provide higher margins for products by
permitting premium pricing and reducing reliance on promotions. In many
contexts, the elements of brand equity serve to support premium pricing or to
resist price erosion. In addition, a brand with a disadvantage in brand equity will
often have to invest more in promotional activity just to maintain its position in
the distribution channel.
15
Fourth, brand equity can provide a platform for growth by brand extensions.
Fifth, brand equity can provide leverage in the distribution channel as well.
Like customers, channel members have less uncertainty dealing with a proven
brand name that has already achieved recognition and has established strong
associations. Further, by having a strong brand, companies have the potential to
gain efficiencies and synergies by the use of the products visual impact on the
store shelf and in promotion.
Finally, brand equity assets provide a firm with a significant advantage: a
barrier that may prevent customers from switching to a competitor.
3.3 Milwards Brown Brand Dynamic
Brand Dynamics Pyramid gives a graphic representation of the strength of

relationship consumers have with your brand. Brand Dynamics tell 1) where your
16
brand is now, what affects the performance of your brand, and what you need to
say and do 2)whether you are getting your message across 3) whether you are
moving towards where you want to be relative to competition and investment 4)
whether your marketing efforts succeeded or failed, where you want go now, and
what you need to communicate.
Bonded consumers those at the top level of the Pyramid not only have a
stronger relationship with a brand, but empirical evidence shows they spend more
of their category expenditure on the brand than those at lower levels of the
Pyramid. So, by looking at the shape of your brands Pyramid vs the competition,
you can quickly see how many loyal bonded people your brand has, and who they
are.
3.4 Integrated Marketing Communications and Its Components
Marketing is the process by which companies generate values for the
customers according to their need and build long term relations with customers in
order to gain the value from the customers in return (Philip Kotler: principle of
th
marketing 13
addition.p:5: 2003). To enhance the value of market offering
marketers use the combination more than a few methods, all have aim to raise
the benefits and minimize the cost. In starting the marketers apply selling
techniques and bring the highly standardize products in the markets with the help
of mass marketing strategies for mass customers and later on the integrated
marketing communication came to existence in 1990 (Kotler, 2003). Promotional
tools are the combination of advertising, price promotion, personal selling, public
relations and direct marketing (Blythe, 2000). The IMC is basically related create
awareness initially and capture the interest of target market (Olof Holm: 2006). A
potent linkage exists between the allocation of advertising budget and customers
perception toward the market offering whereas the negative linkage between the
advertising and capturing the market share. (George S. Low: 2000). The creation
of brand personality includes the corporate communication and the adjustment of
brand life cycle. In this way a company can use the advertising strategy to
influence the customers in the process of creating effective brand personality with
aspect of his sincerity, emotional attachment and popularity (Rajagopal: 2006).
Sponsorship advertising is the very good tool to build the brand equity. In todays
life which has become highly competitive environment for capturing the interest
of customers. It is impossible that firms confine their communication by a single
tool of communication. It should investigate that how a company may
communicate with other tools like personal selling and public relatios. (Francois A.
Carrillat and Alain dAstous: 2009).
17
In the level of introduction the price promotion is a helping tool to uplift the
unit sale but in long term it creates the negative impact on the health of brand.
(Chu-Mei-Liu: 2002). Price promotion is hurdle to create the association of brand
with aspect of quality. Reduction in price has a more negative impression on the
perceived quality among the all parts of brand equity. (Michael Clayton and Jun
Heo: 2011). Price premium especially in grocery sector stress on the brand equity
regarding the four dimension of brand equity, packaging, attributes a quality. On
grocery stores are more quality transparence in the perception of customers and
high prices show the uniqueness and brand content. (Johan Anselmsson: 2007).
Personal selling has a valuable impact on the brand loyalty. Companies use
the personal selling strategies to build up the customer trust which strengthen the
brand loyalty of customers and contribute the brand equity. The impact of PR is
moderating on brand, when a company has a unfavorable brand image, it should
use the personal strategies to capture the customer trust (An-Tien Hsieh and
Chung-Kai Li: 2007).
In marketing communication the direct or online marketing environment
provide the sufficient challenge and opportunities which is very important to
enhance the brand image and develop the brand strategies in the era of online
branding (Jennifer Rowley: 2004). Text messaging is using as a tool of marketing
to remind the customers rather than a comprehensive marketing campaign with
the improving of marketing strategies as well as service quality. The management
should make sure the least possible irritating while developing the message
marketing strategies. Interactive ad is mostly used in text marketing campaign in
today world (Phumisak Smutkupt, Donyaprueth Krairit and Do Ba Khang : 2012).
Direct marketing create the perception among the customers that company has a
variety of products, values for money and allow them to compare the prices and
this tool is mostly using by the brand managers to concentrate on brand
equity(Rosa E. Rios and Hernan E. Riquelme: 2008)
Management of public relation and the training of sale persons may help to
establish the brand strength for a company which differentiates the firm in
competitive environment. (Patrick Poon, Gerald Albaum and Peter Shiu-Fai Chan:
2012).
18
Chapter 4
Brand Analysis
4.1.1 Market Share
Market Share is the percentage of product sales in market, seeing the
brands of the same line.
In this case we have asked 103 correspondents on the shampoo brand that
they are using.
24% out of 103 use Pantene, which is significantly high compared to the
total of 10 major brands (the rest are considered as others because of minor
amount of respondents).The result of this comparably high market shares.
4.1.2 Price Premium
Price Premium or could be referred as price relative is a percentage of how
much a selling price is exceeding (or falling) behind a benchmark price. It is one of
19
the tools to monitor whether our pricing strategies are competitive or not. Change
in price premium could also tell the conditions of supply and demand whether
there is a shortage, excess inventory, etc. There are generally many ways to set
the benchmark price. The four most common are competitor(s) price, unit sales
weighted average price, the simple unweighted average price, and the display
weighted average price. The equitation is quite simple
Price premium (%) = [Brand A price ($) - Benchmark price ($)] /
Benchmark price ($)
In deciding the benchmark price we use the unweighted average price
because of its simplicity. We only need to know the price of product in the
category to calculate the benchmark.
In calculating the price premium were categorizing the entire sample
variant based on the volume size because it has been standardized. Then after
categorizing all of the shampoos we choose one category which is the shampoo
who has 340 ml net content. After that we conduct an observation to a Local
supermarket (in this case is at Yogya department store that is located on Riau
Junction Mall) to look for the price on all the three brands (Pantene, Sunsilk, and
Dove). We done the observation on October 31 st 2013. The Result of our
observation are as followed:
Brand Sample:
Pantene, Dove, Sunsilk, Head & Shoulder, Clear, Rejoice, and Lifebuoy
which has around 340 ml size
1. Sunsilk
: Rp 26.500,- all variant
2. Pantene variant
variant
: Between Rp 29.950,- and Rp 33.350,- depends on the
3. Dove
4. Head & Shoulder : Rp 32.950,- all variant

5. Clear
6. Rejoice
7. Lifebuoy
20
Based on that, we calculate the market average price for the shampoo that has
340 ml on content as a benchmark value. For Pantene we will use the most
expensive variant.
Benchmark value
=
(26.500+30.500+33.350+32.950+34.250+23.100+22.500) / 7
(Average Price)
= (203.150) / 7 = Rp 29.021,42
After calculating the average market price then we could calculate the price
premium
Price Premium for Sunsilk = (26.500 29.021,42)/ 29.021,42
= 8,69%
Price Premium for Pantene

5,09%
= (30.500 - 29.021,42)/ 29.021,42
Price Premium for Dove

14,92%
= (33.350 - 29.021,42)/ 29.021,42
We could compare then see that Pantene does not take big price premium
compared to its tighter competitor. This, if compared to our previous survey on
brand equity, could be caused by consumers perceived quality on Pantene,
Compared to Dove.
While Dove has 64% of its customers believe that Dove has given the
composition that satisfying, Pantene got 46% of the vote. The Price-Quality
relation shows that while Pantene only has 46% of the vote as satisfying, Dove got
more than half, which is 55%.
4.1.2 Price Elasticity
Price elasticity is a measurement on the demand occurrence related to
certain changes in price. it gives the percentage change in quantity demanded in
response to a one percent change in price. If the price elasticity is high, the more
the sensitivity of demand is to price change, and vice versa.
Price Elasticity are almost always negative, although we tend to ignore the sign.
the indicator is as followed
Value
Descriptive Terms
21
Perfectly inelastic demand

Inelastic or relatively inelastic demand
Unit elastic, unit elasticity, unitary elasticity, or
unitarily elastic demand
Elastic or relatively elastic demand
Perfectly elastic demand
The Equitation to calculate price elasticity as followed

(total consumer/ changed after price increase) / (2000/price of shampoo)
Based on our calculation we get that Pantene has price elasticity of -2.78
Sunsilk with -9.37 and Dove with -3.00. This Figures show the following
conclusion: 1) Sunsilk is the most elastic brand among the three, which could be
concluded that the brand is the most sensitive brand to price change. 2) Dove is
the second most elastic brand among the three but the elasticity is not as
extreme as Sunsilk, the value is closer to Pantenes. 3) Pantene have the lowest
price elasticity among the three although when we look at the value it still count
as relatively elastic.
4.1.4 Expansion Success
Based on the survey conducted previously, we have asked the
correspondents regarding what they acknowledged about the other product that
belongs to the brand, as we refer in this report, Pantene, Sunsilk, and Dove. In this
part we separate the brand expansion success based on how many answers that
is right, and how many right answers each correspondent could answer.
PANTENE
Cureently, Pantene expanse the brand and its products widely in Indonesia, within
the range of Shampoo, Conditioner, Leave-in Treatment products, and Rinse off
products.
Shampoo:
Total Damage Care
Anti-Dandruff
Lively Clean
Anti-Hair fall Control
22
Long Black
Silky Smooth Care
Nature Fusion Fullness and Life
Nature Fusion Smoothness and Life
Conditioner:
Total Damage Care
Hair Fall Control
Silky Smooth Care
Nature Fusion Fullness and Life
Nature Fusion Smoothness and Life
Rinse off Treatment:
Total Damage Care Intensive Hair Mask
Hair Fall Control Daily Rinse off Treatment
Nature Fusion Fullness and Life Intensive Hair Mask
Nature Smoothness and Life Intensive Hair Mask
Leave-In Treatment:
Silky Smooth Care : All Day Smooth Miracle Water
RESULTS:
25.7% out of 103 correspondents could not answer the questions right at all, while
at maximum, 31.4% could answer up to 2 answers right, and 28.5% could answer
only 1 questions right.
Regarding the products of Pantene that they answer rightly, mostly or 38% of the
answers is Pantene Anti Hair Fall Control products. The second most known
product of Pantene is Pantene Anti Dandruff product in 29%, and Silky Smooth
Care in the 3rd place with only 9%.
SUNSILK
Shampoo:
o Damaged Hair Treatment
o Soft & Smooth
o Black Shine
o Hair Fall Solution
o Frizz & Weather Defense
o Clean & Fresh
o Anti-Dandruff Solution
23
Conditioner:
o Damaged Hair Treatment
o Soft & Smooth
o Black Shine
o Hair Fall Solution
o Frizz & Weather Defense
o Clean & Fresh
o Anti-Dandruff Solution
RESULTS:
50.00% out of 103 correspondents could answer the questions right at all, while at
maximum, 2.94% could answer up to 4 answers right, 8.82% could answer up to 3
answers right, 11.76% could answer up to 2 answers right and 26.47% could
answer only 1 questions right.
Regarding the products of Sunsilk that they answer rightly, mostly 57.69% of the
answer is Sunsilk Black Shine products. The second most known product of Sunsilk
is Sunsilk Hair Fall Solution product in 11.74%, and Sunsilk Anti-Dandruff Solution
in the 3rd place with 11.74%.
DOVE
Hair Care:
o Shampoos:
Dove Dandruff Care Shampoo
Dove Intense Care Shampoo
Dove Daily Shine Shampoo
Dove Nourishing Oil Care Shampoo
Dove Hair Fall Treatment Shampoo
o Conditioners:
Dove Nourishing Oil Care Conditioner
Dove Daily Shine Conditioner
Dove Hair Fall Treatment Conditioner
Dove Intense Care Conditioner
o Treatment Conditioners:
Dove Intense Care Daily Treatment Conditioner
Dove Intense Care Treatment Mask
Dove Intense Care Overnight Treatment
Dove Nourishing Oil Care Daily Treatment Conditioner
Dove Nourishing Oil Care Treatment Mask
Dove Hair Fall Daily Treatment Conditioner
Dove Hair Fall Treatment Mask
Dove Intensive Roots Treatment
24
o Styling aids:
Dove Nutritive Therapy Nourishing Oil Serum
Dove Hair Fall Treatment Serum
Bar/Body Wash:
o Bar
Dove White Beauty Bar
o Body Wash
Dove Body Wash Fresh Touch
Dove Body Wash Deeply Nourishing
Dove Body Wash Revive
Deodorant:
o Spray:
Dove Whitening Silk Dry Spray
Dove Whitening Original Spray
o Roll-Ons:
Dove Whitening Silk Dry Roll On
Dove Whitening Original Roll On
Body Lotions:
o Dove Body Lotion Essential Nourishment
o Dove Body Lotion Silky Nourishment
o Dove Body Lotion Go Fresh Nourishment
o Dove Body Lotion Indulgent Nourishment
RESULTS:
64.71% out of 103 correspondents could answer the questions right at all, while at
maximum, 2.94% could answer up to 4 answers right, 5.88% could answer up to 3
answers right, 29.41% could answer up to 2 answers right and 23.53% could
answer only 1 questions right.
Regarding the products of Dove that they answer rightly, mostly 35.00% of the
answer is Dove Dandruff Care Shampoo products. The second most known
product of Dove is Dove Hair Fall Treatment Shampoo product in 30.00%, and
Dove Daily Shine Shampoo in the 3rd place with 7.50%.
4.2 Brand Equity
4.2.1 Perceived Quality
Perceived quality: the extent to which a brand is considered to provide good
quality products can be measured on the basis of the following five criteria:
- The quality offered by the product/ brand is a reason to buy it
- Level of differentiation/ position in relation to competing brands
25
- Price (as the product becomes more complex to assess, and status
is at play, consumers tend to take price as a quality indicator)
- Availability in different sales channels (consumers have a higher
quality perception of brands that are widely available)
- The number of line/ brand extensions (this can tell the consumer the
brand stands for a certain quality guarantee that is applicable on a wide scale)
(Aaker, D.A. (1991), Managing Brand Equity; Capitalizing on The Value of a
Brand Name)
In the questionnaire, there are several questions that are representing how
well the perceived quality of the brands are (from question number six through
ten, the answer method is by using likert scale). These questions are:
1. Berapakah tingkat kepuasan Anda tentang packaging?(scale 1 5)
2. Berapakah tingkat kepuasan akan komposisi bahan?(scale 1 5)
3. Berapakah tingkat kepuasan Anda akan nilai lebih yang ditawarkan?(scale
1 5)
4. Berapakah tingkat kepuasan akan kesesuaian harga dan kualitas
shampoo?(scale 1 5)
5. Secara keseluruhan, berapakah tingkat kepuasan Anda akan brand
shampoo yang Anda gunakan? (scale 1 10)
In this questionnaire, we determine each scale point with different
meanings, they are:
a. for scale 1- 5
1 : Strongly Disagree
2 : Disagree
3 : Neutral
4 : Agree
5 : Strongly Agree
b. for scale 1 10
1 and 2
: Strongly Disagree
3,4 and 5
: Disagree
6,7and 8
: Agree
9 and 10
: Strongly Agree
26
From those questions, we have recapped all the answers and calculated the
percentage of each answer :
From the data above we can see from 24 respondents that using Pantene,
67% or approximately 16 people give 4 point out of 5 for packaging quality of
Pantene, 25% or approximately 6 people give 5 point and only 8% or 2 people
that give 3 point. So, the user of Pantene are mostly AGREE with the percentage
of 67% that the packaging quality is good.
From the data above we can see from 11 respondents, 45% or

approximately 5 people give 4 point out-of-5 regarding the Dove packaging
quality, 27% or 3 people give 5 point, 18% or 2 people give 3 point and 9% or 1
27
person give 2 point for the packaging quality. So, the user of Dove are mostly
AGREE with the percentage of 45% that Doves packaging quality is good.
From the data above we can see that from 10 respondents, 50% or 5 people
give 4 point out- of-5 for Sunsilks packaging quality, 30% or 3 people give 3 point
and 20% or 2 people give 5 point. So, the user of Sunsilk are mostly AGREE with
50% percentage that Sunsilks packaging quality is good.
From the data above, we can see from 24 respondents that 46% or 11
people give 4 point out- of-five for the composition satisfaction of Pantene, 38% or
9 people give 5 point, 13% or 3 people give 3 point and 4% or 1 person gives 2
point. So, the user of Pantene are mostly AGREE with 46% percentage that
Pantenes composition can satisfy them.
28
From the data above, we can see from 11 respondents that 64% or 7 people
give 4 point out-of- five to the satisfaction of Doves composition, 27% or 3 people
give 5 point and 9% or 1 person gives 3 point. So, the user of Dove are mostly
AGREE with 64% percentage that Doves composition can satisfy them.
From the data above, we can see from 10 respondents that 70% or 7 people
give 4 point out-of- five for compositions satisfaction, 20% or 2 people give 5
point and 10% or 1 person gives 3 point. So, the user of Sunsilk are mostly
AGREE with 70% percentage that Sunsilks composition can satisfy them.
29
From the data above, we can see that from 24 respondents, 63% or 15
people give 4 point out- of-five for satisfaction about the shampoos value, 21% or
5 people give 5 point and 17% or 4 people give 3 point. So, the user of Pantene
are mostly AGREE with 63% percentage that Pantenes value can satisfy them.
people give 4 point out- of-five for values satisfaction, 36% or 4 people give 5
point and 18% or 2 people give 3 point. So, the user of Dove are mostly AGREE
with 45% percentage that Doves value can satisfy them.
30
people give 4 point out- of-five for values satisfaction, 20% or 2 people give 3
point and 10% or 1 people give 2 point. So, the user of Sunsilk are mostly AGREE
with 70% percentage that Sunsilks value can satisfy them.
Price-Quality Relation
Results of the proper connection between the price value and shampoos quality
From the data above as we can see from 24 respondents, 46% or 11 people
give 4 point out-of- five for the proper connection between the price and
shampoos quality, 42% or 10 people give 5 point and 13% or 3 people give 3
point. So, the user of Pantene are mostly AGREE with 46% percentage that by
the price tag, Pantene can deliver such quality to the consumer.
31
From the data above we can see from 11 respondents that 55% or 6 people
give 4 point out-of- five, 27% or 3 people give 5 point and 18% or 2 people give 3
point. So, the user of Dove are mostly AGREE with 55% percentage that by the
price tag, Dove can deliver such quality to the consumer.
From the data above we can see that based on 10 respondents answer,
90% or 9 people giving 3, 4, and 5 point out of five respectively (3 people for each
point) an the remaining 10% or 1 person gives 2 point. So, we have Mixed
Answers ranging from NEUTRAL through STRONGLY AGREE with the
same percentage of 30% each that by the price tag, Sunsilk can deliver such
quality to the consumer.
Overall Quality
Results from a whole package of satisfaction that served for the respondents
including packaging, composition, product value, proper connection between price
and quality and other related things.
32
From the data above we can see that based on 24 respondents, 42% or 10
people give 9 point out of ten for overall quality, 33% or 8 people give 8 point,
17% or 4 people give 7 point and 8% or 2 people give 10 point. So, the user of
Pantene are mostly STRONGLY AGREE with 42% percentage that the overall
quality of Pantene is good.
Based on weighted average method, the final score of Pantenes Overall Quality
is:
(7 x 4)+(8 x 8)+(9 x 10)+(10 x 2) / (4 + 8 + 10 + 2) = 202 / 24 = 8.42
33
people give 8 point out of ten, 36% or 4 people give 9 point, 9% or 1 person gives
7 point and the last portion give 10 point. So, the user of Dove are mostly
AGREE with 45% percentage that the overall quality of Dove is good.
Based on weighted average method, the final score of Doves Overall Quality is:
(7 x 1)+(8 x 5)+(9 x 4)+(10 x 1) / (1 + 5 + 4 + 1) = 93 / 11 = 8.45
people give 8 point out of ten, 30% or 3 people give 9 point, 10% or 1 person
gives 4 point, 10% gives 7 point and 10% gives 10 point. So, the user of Sunsilk
are mostly AGREE with 40% percentage that the overall quality of Sunsilk is
good.
Based on weighted average method, the final score of Sunsilks Overall Quality is:
(4 x 1)+(7 x 1)+(8 x 4)+(9 x 3)+(10 x 1) / (1 + 1 + 4 + 3 + 1) = 8
4.2.2 Brand Awareness
Brand awareness: the extent to which a brand is known among the public,
which can be measured using the following parameters:
- Anchor to which associations can be attached (depending on the
strength of the brand name, more or fewer associations can be attached to it,
which will, in turn, eventually influence brand awareness)
34
- Familiarity and liking (consumers with a positive attitude towards a

brand, will talk about it more and spread brand awareness)
- Signal of substance/ commitment to a brand.
- Brand to be considered during the purchasing process (to what
extent does the brand form part of the evoked set of brands in a consumers
mind)
(Aaker, D.A. (1991), Managing Brand Equity; Capitalizing on The Value of a Brand
Name)
1
4.2.2.1 Brand Recall
A qualitative measure of how well a brand name is connected
with a product type or class of products by consumers. The data was
extracted from the Top of Mind of the respondents that was asked.
35
Brand Recall is being determined by asking the respondents to

name 3 shampoo brands, concluding that the first brand that they
made as answer is their top of mind, thus we could find that Pantene
advanced in the 1st position with 32 out of 103 respondents as the
brand they could recall the most, and followed with Sunsilk with half
of their percentage (16 out of 103), and Dove (15 out of 103), and the
other 8 brands on the list of top of mind brands.
4.2.2.2 Brand Recognition
is the extent to which the general public, or target market, is
able to identify a brand by its attributes. The success determinator
36
would be seen when people could state a brand without being

explicitly exposed to the companys name. In the questionnaire, we
gave several pictures of brand logo, and brand ambassadors of the
main products that we compared, which are Pantene, Sunsilk, and
Dove.
To
determine
Brand
the
Recognition of the main 3 products that we assess, we asked the

respondents their knowledge of Pantene, Sunsilk, and Dove without
explicitly showing the full name of the brands, and instead, showing
pictures of brand logo and ambassadors. 26% of the respondents
could answer the question about Sunsilk, being the least accurate
compared to Dove with 38%, and Pantene with 36%.
4.2.3 Brand Loyalty

Brand loyalty: the extent to which people are loyal to a brand is expressed
in the following factors:
37
- Reduced marketing costs (hanging on to loyal customers is cheaper

than charming potential new customers)
- Trade leverage (loyal customers represent a stable source of
revenue for the distributive trade)
- Attracting new customers (current customers can help boost name
awareness and hence bring in new customers)
- Time to respond to competitive threats (loyal customers that are not
quick to switch brands give a company more time to respond to competitive
threats)
Brand Name)
4.2.3.1 Behavioral Loyalty

is a form of loyalty which is based on the behavior of the
consumers, and this would be shown in the repetitive purchase and
their loyalty out of availability. We categorize their behavioral loyalty
based on the purchase frequency. Less than 3 months would be Low
Loyalty, 3-6 is Moderate, and More than 6 months is High Loyalty.
79% of the consumers (19 out of 24) has been purchasing

Pantene for more than 6 months, while 13% (3 out of 24) used the
product for 3-6 months, and 8% (2 out of 24) has only been using the
product for less than 3 months.
38
6 out of 10 consumers of Sunsilk could be considered as

Behaviorally Loyal due to the fact that they have been using this
brand for more than 6 months, while 2 of them has been moderately
loyal, and 2 others are low in behavioral loyalty.
8 out of 11 consumers of Dove are Highly Loyal, 2 of 11

are moderately loyal, and 1 of them is considered low.
Based on Behavioral Loyalty, Pantene has the most loyal
consumers, then followed by Dove, and Sunsilk.
4.2.3.2 Attitudinal Loyalty

is a form of loyalty shown by the customers attitude toward the
brand, where they found no substitute of the brand they used. In the
39
questionnaires used in this report, we asked the respondents of the

possible factors that might make them change the products they are
currently using, and categorize the factors into 2 issues, which is
External and Internal. Internal factors are the issues that come from
the brand within its company (eg : Dangerous chemical substance,
price inclination),
while External is
the contrary (eg :
Better
brand,
Lower
price
brands).
This
could
determine
the
depth
of
loyalty of each
brands
consumers.
100%, which means 24 out of 24 consumers of Pantene would leave

the product if only the external issue has occurred, which is from outside of
the company and brands.
40
90% of 10 consumers of Sunsilk consumers would leave the

product if there is any external issue, such as the rumors of
Dangerous chemical substance contained in the shampoo, or the
discount of competitors products, and 10% would leave the product if
there is internal factor occurred.
82% out of 11 Dove consumers would leave the product if there

is any external factor occurred, while 18% is on the contrary, they
would leave the product on internal factor.
Pantene has the least loyal consumers when it comes to
External issue, but in the contrary when it comes to Internal issue.
4.3.3 BRAND ASSOCIATION

Brand associations: associations triggered by a brand can be assessed on
the basis of the five following indicators:
- The extent to which a brand name is able to retrieve associations
from the consumers brain (such information from TV advertising)
- The extent to which association contribute to brand differentiation in
relation to the competition (these can be abstract associations, such as vital41
ity, or associations with concrete product benefits, such will leave your washing
cleaner)
- The extent to which brand associations play a role in the buying
process (the greater this extent, the higher the total brand equity)
- The extent to which brand associations create positive attitude/
feelings (the greater this extent, the higher the total brand equity)
- The number of brand extensions in the market (the greater this
number, the greater the opportunity to add brand associations)
Brand Name)
From 103 respondents, each person gave 3 words about Pantene, Sunsilk, and
Dove, we can conclude that what they are thinking about Pantene, Sunsilk, and
Dove are:
BRAND
AMBASSADOR
PANTENE
Anggun
Rossa
Raline Shah
SUNSILK
Raisa
Jamal Hamadi
Thomas Taw
DOVE
Maya Ahmad
Total
Favorability
Uniqueness
Strength
42
10
6
38.71%
9.77%
11.73%
35.48%
12.90%
14.23%
12.90%
6.67%
5.45%
6
6
3
9.52%
7.13%
5.23%
7.13%
16.56%
13.1%
5.34%
6.43%
2.44%
7.12%
6.65%
3.78%
VARIANT
PANTENE
Anti Ketombe
Anti Rontok
SUNSILK
Hitam
Kuning
Total
Favorability
Uniqueness
Strength
15
7
13%
11.23%
9.67%
7.56%
29.03%
13.45%
37
5
29.03%
18.9%
16.12%
14.65%
25.80%
17.45%
KUALITAS
PANTENE
Total
Favorability
Uniqueness
Strength
42
Lembut
Bagus
Hitam
Harum
Panjang
Berkilau
Halus
SUNSILK
Hitam
Panjang
Murah
Berkilau
Variatif
Harum
Lembut
Lurus
DOVE
Lembut
Putih
Harum
Halus
Wanita
Mahal
20
10
6
14
10
7
5
16.13%
12.90%
6.42%
9.77%
19.35%
9.87%
8.76%
3.22%
12.90%
7.67%
29.03%
41.93%
6.11%
4.34%
9.67%
22.58%
6.89%
19.35%
25.80%
4.56%
2.22%
37
14
17
15
12
11
10
8
29.03%
32.26%
12.90%
22.58%
35.48%
16.13%
19.35%
7.67%
16.12%
25.80%
19.35%
16.12%
48.38%
6.67%
16.12%
9.67%
25.80%
16.12%
25.80%
29.03%
25.80%
19.35%
19.35%
5.45%
41
20
16
10
8
7
51.61%
45.16%
35.48%
12%
13.76%
6.23%
58.06%
61.29%
32.35%
14.56%
9.14%
3.12%
48.38%
29.03%
29.03%
6.33%
5.45%
2.13%
From the Table above we know that Anggun, Lembut, and Anti Ketombe
are the top three Brand Association of Pantene with percentage of Anggun
(22%), Lembut (10%), and Anti Ketombe (8%). The top three Brand
Association of Sunsilk are Hitam 20%, Murah 9%, and Berkilau 8%. Lembut,
Putih, and Harum are the top three Brand Association of Dove with percentage
of 25%, 12%, and 10%.
The strength of Pantene is the idea of the product as / related to Shampoo,
Anti Ketombe, and Rambut Panjang. The strength of Sunsilk is the idea of
the product as / related to Shampoo, Berkilau, Hitam, Variatif and
Murah. The strength of Dove is the idea of the product as / related to
Shampoo and Lembut.
The uniqueness of Pantene is its relation to Anggun C. Sasmi because

one of the higher percentage among the other variables. We dont include
Shampoo and Rambut Panjang because those variables are not exclusively
unique to Pantene. The uniqueness of Sunsilk is its relation to Variatif because
43
it has the highest percentage among the other variables. We dont include
Shampoo and Wanita because those variables are not exclusively unique to
Pantene.
The uniqueness of Dove is its relation to Burung and Putih. We
dont include Lembut and Halus because those variables are not exclusively
unique to Pantene.The most favorable idea related to Dove is Lembut
(51.61%) followed by Putih (45.16%).
The most favorable idea related to Pantene is Anggun C. Sasmi
(38.71%). The most favorable idea related to Sunsilk are Variatif (35.48%)
followed by Rambut Panjang (32.26%).
Comparison
Pantene, Dove and Sunsilk has Shampoo in their strength, but the
strongest of the three regarding their relation to Shampoo is Dove (48.38%).
The strength of Pantene and Sunsilk is equal in their relation to the word
Shampoo (35.48%).
Each products have different uniqueness although Dove has the highest
percentage in its own uniqueness Burung (64.51%) and Putih (61.29%).
The second in term of uniqueness belongs to Sunsilks Variatif (48.38%),
while the least uniques is Pantenes Anggun C. Sasmi (35.48%).
Dove has the most favorable identifier which is Lembut and Putih
while Anggun C. Sasmi of Pantene following. The least of the favorable
identifiers is Sunsilks Variatif and Rambut Panjang.
4.2.5 Milward Brown Brand Dynamic
Millward Browns Brand Dynamics pyramid shows how many consumers
have a relationship with the brand at five key stages. From simple awareness
(Presence) through personal Relevance and good enough Performance, to the
proportion recognising a clear competitive Advantage and finally those who are
closely Bonded with the brand.
Pantene
44
Sunsilk
Dove
45
Pantene has the highest market share, followed by Dove and Sunsilk,
which is 54%, based on the
103-respondents
questionnaire.
Dove has the absolute
highest Relevance level
with its customers, which is
100% , followed by Sunsilk
on 90%, while Pantene is
the lowest of all three in
88%. This shows that the
customers of Dove definitely
believe that it could solve
their hair problem, while Pantenes customers moderately think so.
Pantene has the lowest Performance of 88%, while Sunsilk has the
best Performance overall on 100%, stating that the rate for consumers for
Pantene performance is not the best comparing to the other first-hand
experienced Dove and Sunsilk customers.
In the Advantage category, Dove has the highest score of 91%, which
determine Doves customers trust that the product they use is the best compared
to the other brands. Pantene is on the second rank with 88%, which shows
moderate beliefs of its customers.
In the Bonding category, Dove has the highest score of 91%, and
Pantene get the second highest score of 84%. This is stating that the consumers
of Dove more likely to be even more loyal to the brand, while the consumers of
Pantene would be likely moderately loyal on the brand, regarding the more
profitable offering from other products.
46
4.2.6 Interrelation of Each Component of Brand Equity

It should be noted that there exist similar interrelationships
among the other brand equity dimensions. For example, perceived
quality could be influenced by awareness (a visible name is likely to be well
made), by associations (a visible spokesperson would only endorse a quality
product), and by loyalty (a loyal customer would not like a poor product). In
some circumstances it might be useful to explicitly include other brand
equity dimensions as outputs of brand equity as well as inputs, even though
they do not appear in Figure 1-3.
(Aaker, Managing Brand Equity,
1991)
Realise or not there is some pattern that is happening when we do
observations on our research. There is some correlation like David asker
said for example;
1. Perceived quality has a close knit correlation with brand awareness as a
good quality product tend to be known by the masses. Pantene score the
best out of three in the brand awareness section (top of mind and good
brand recognition with 36%) and so is the perceived quality (42% in total
quality)
2. The opposite also true for that. A bad brand awareness will lead to a bad
perceived quality for example Sunsilk is not doing very good in brand
awareness (only 26% could recognize sunsilk) so in perceived quality it is
also not doing very well among the three (only 40% people agree that
sunsilk is a good product)
3. Another example that good brand awareness will lead to good brand
performance is like this: Dove performance in perceived quality is very
good (45%) contributing to a good brand awareness
4. High brand loyalty could influence the brand awareness as a loyal
consumer will always tell the people around him/her about their choice of
product. for example is pantene which have 79% of loyalty in behavioural
also have a great brand awareness (it is a top of mind based on our
survey),
47
5. Dove loyalty also have a high mark (73%) because dove is perceived to
be a good product (45% respondent Strongly agree this is a good
product).
4.3 Integrated Marketing Communications
4.3.1 Marketing Communication Channel
1. Social Media
Social media is playing an increasingly important brand
communication role due its massive growth. Social media comes in
many forms, such as You Tube, Facebook, Twitter, and Blogs. Panten,
Sunsilk and Dove have used several official accounts at social media,
such as Twitter, Facebook, and YouTube. These social media are as the
media to connect the brand with their customers. Social media can
build brand equity and integrated marketing communications of a
brand.
2. Web Sites
Web Sites is one of the best-established forms of online
marketing communication for brands. It allows any type of consumer to
choose the brand information relevant to his or her needs or desires.
Although different segment may have different levels of knowledge and
interest about the brand, well-designed Web Sites can effectively
communicate to consumers regardless of their personal brand or
communication history.
3. Brand Ambassador
Brand ambassador is a marketing term for a person employed
by an organization or company to promote its products or services. The
brand ambassador is meant to embody the brand identity and
uniqueness into one real form. The brand ambassadors must be able to
use promotional strategies that will strengthen the customerproduct/service relationship and influence a large audience to buy and
consume more of the brand.
4. Event and Promotion
Event
48
Company sponsored activities and programs designed to create daily

or special brand-related interactions. Event indirectly affect the sales of the
product of a brand but this methode of marketing communication will be
create brand awareness of brand from people that don't know the brand
before.
Promotion
A variety of short term incentives to encourage trial or purchase of a
product or service. Sales promotion is needed to attract new customers, to
hold present customers, to counteract competition, and to take advantage of
opportunities that are revealed by market research. It is made up of
activities, both outside and inside activities, to enhance company sales.
Outside sales promotion activities include advertising, publicity, public
relations activities, and special sales events. Inside sales promotion activities
includes window displays, product and promotional material display and
promotional programs such as premium awards and contests.
5. Advertising
Advertising is a form of marketing communication use to tell,
encourage, persuade or manipulate its viewer to take or continue to
take some action. although this is a very traditional channel, started
being used around 200 years ago, it continued to be used today by
almost all kinds of companies, either large or small. a good
advertisement could increase almost all aspect of brand equity.
TV Commercial
is a span of Television programe produced and paid by an
organization to conveys a message, typically to market a product or
service. The vast majority of television advertisements today consist of
brief advertising spots, ranging in length from a few seconds to several
minutes Advertisements of this sort have been used to promote a wide
variety of goods, services and ideas since the dawn of television.
Billboard
A form of advertisement, billboard focuses on mass, one sided
advertisement. It target is primary to increase the consumer brand
awareness about particular brand.
Billboards present large advertisements to passing pedestrians
and drivers. Typically showing large, ostensibly witty slogans, and
49
distinctive visuals, billboards are highly visible in the top designated

market areas.
Flash Advertisement in Youtube
A new form of advertisement involving youtube as its partner.
the video ad was played before youtube surfer plays their video
choosen so the consumer are forced to see the video, indirectly
increasing brand awareness.
6. Partnership
is a cash and/or in-kind fee paid to a property (typically in
sports, arts, entertainment or causes) in return for access to the
exploitable commercial potential associated with that property,
according to IEG.
While the sponsor (property being sponsored) may be
nonprofit, unlike philanthropy, sponsorship is done with the expectation
of a commercial return. Sponsorship can deliver increased awareness,
brand building and propensity to purchase, it is different to advertising.
Unlike advertising, sponsorship can not communicate specific product
attributes. Nor can it stand alone. Sponsorship requires support
elements. And, while advertising messages are controlled by the
advertiser, sponsors do not control the message that is communicated.
Consumers decide what a sponsorship means.
4.3.2 Timeline Marketing Communication
4.3.2.1 Timeline Marketing Communication of Pantene
*Q1 = January, February, March, April
*Q2 = May, June, July, August
*Q3 = September, October, November, December
Channel of
Pantene
2009
Q
1
Q
2
2010
Q
3
Q
1
Q
2
2011
Q
3
Q
1
Q
2
2012
Q
3
Q
1
Q
2
2013
Q
3
Q
1
Q
2
Q
3
50
SOCIAL MEDIA
Twitter
Facebook
Youtube
Website
BRAND
AMBASSADOR
Nirina Zubir
Dominique Diyose
Gita Gutawa
Anggun C. Sasmi
Rosa
Raline Shah
EVENT
PROMOTIONS
&
P&G
Fair
Indomaret
in
Pantene Package
Pantene Hair Week
Kilau
Anggun
Concert Pantene
Pantene
Contest
Hair
Shot
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Indonesian
Family
Care about Smart
baby
51
Gift Campaign for

Education from P&G
and Hypermart
Pantene Hair Mask
Writing Competition
Anggun Cari Bintang
Pantene
Merchandise for the
lucky 400,000 likers
in facebook fanpage
Batik Photo Contest
with Pantene
Pantene Swissshers
Photo Contest
Valentine
Contest
Pantene
Photo
with
Promotion Package
Tour Hongkong and
South Korea X-Factor
in Indomaret
Kemilau
Hadiah
Pantene
Program
(with Indomaret)
Free Shopping with
P&G and Pantene in
Carrefour
#LiburanBarengPant
ene
Ramadhan with P&G
in Carrefour
Pantene
Moment
Shine
ADVERTISING
52
TVC
Billboard
Flash Advertising in
Youtube
Pantene Bus
PARTNERSHIP
SUPER SHOW 4
X-Factor
Indomaret
Carrefour
Hypermart
4.3.2.2 Timeline Marketing Communication Sunsilk

53
Channel
Sunsilk
of
2009
Q
1
Q
2
2010
Q
3
Q
1
Q
2
2011
Q
3
Q
1
Q
2
2012
Q
3
Q
1
Q
2
2013
Q
3
Q
1
Q
2
Q
3
Social Media
Twitter
Facebook
Youtube
Website
Brand
Ambassador
Titi Kamal
Raisa
Julie Estelle
EVENT &
PROMOTIONS
Sunsilk
CoCreation
Sunsilk
Hair
Studio
Sponsorship
At
Jakarta
Islamic
Fashion Week
Sunsilk Up Style
Bazaar 24 Jam
Sunsilk Click The
Car
Partnership
Indonesian
Idol
2014
4.3.2.3 Timeline Marketing Communication Dove
54
Channel of Dove
2009
Q Q Q
1 2 3
2010
Q Q Q
1 2 3
2011
Q Q Q
1 2 3
2012
Q Q Q
1 2 3
2013
Q Q Q
1 2 3
Social media
Twitter
Facebook
Youtube
Website
Brand
Ambassador
Maia Estianty
Ersa Mayori
Sarah Sechan
Titi Sjuman
EVENT &
PROMOTIONS
Dove Campaign
For Real Beauty
Dove Sisterhood
Booth at Kota
Casablanca Mall
Booth at Century
Citraland
DOVE
White
Beauty Bar Office
to Office
Partnership
Farmers Market
Foodhall
Carrefour
4.3.3 Evaluating Integrated Marketing Communication
55
PANTENE
SUNSILK
CHARACTERISTIC
USERS
NON-USERS
47%; Female:
Gender
Male: 30%; Female: Male: 39%;
Gender
70%
53%
61%
8%
Age
13-18: 10%
13-18: 9%
82%
13-18: 88%
17%
19-25: 79%
19-25:
Age
4%
19-25: 3%
83%
26-30: 3%
26-30:
6%
31-45: 8%
1-2M:
43%
1-2M: 52%
Total Expense per Month
45%
55%
2-5M: 47%
2-5M:
43%
43%
42%
>5M: 10%
>5M:
4%
12%
3%
0-50k:
51%
0-50k:
48%
Expense for Hair Treatment per
52%
46%
51-100k:
34%
51-100k:
35%
Month
33%
36%
Month
>100k: 16%
>100k:
17%
12%
18%
70%
70%
Expense for Shampoo per Month
0-50k: 69%
0-50k: 73%
19%
17%
51-100k: 21%
51-100k: 15%
13%
>100k: 10%
>100k: 12%
Table 1: Respondents Demography for Pantene
DOVE
CHARACTERISTIC
USERS
Male: 27%; Female:
Gender
73%
13-18: 11%
19-25: 79%
Age
26-30: 4%
31-45: 6%
1-2M: 48%
2-5M: 42%
>5M: 10%
0-50k: 51%
51-100k: 31%
Month
>100k: 18%
0-50k: 69%
51-100k: 18%
>100k: 13%
Table 2: Respondents Demography for Sunsilk
NON-USERS
Male: 48%; Female:
52%
13-18: 7%
19-25: 90%
31-45: 3%
1-2M: 48%
2-5M: 45%
>5M: 7%
0-50k: 48%
51-100k: 42%
>100k: 10%
0-50k: 72%
51-100k: 21%
>100k: 7%
Table 3: Respondents Demography for Dove

56
N
O
PRICE
CHANNEL
U
SE
R
0,
1
Twitter
06
0,
2
FaceBook
06
0,
3
YouTube
07
0,
4
Website
17
Brand
0,
5
Ambassador
03
0,
6
Event
04
0,
7
TVC
11
0,
8
Billboard
09
0,
9
Print Ad
11
Flash
Youtube 0,
10
Ad
03
0,
11 Pantene Bus
03
0,
12 Sponshorship
03
0,
13 Partnership
23
Average
3,
(excluding
the
0
non
6
recommended)
NONUSER
0,54
0,29
0,64
0,07
0,48
0,28
0,83
0,35
1,25
0,15
0,29
0,10
0,82
3,24
PANTENE
RECOMMENDATION
INGREDIE
VARIANT
NTS
U
U
NONNONSE
SE
USER
USER
R
R
0,
0,
0,27
0,19
05
03
0,
0,
0,23
0,92
15
08
0,
0,
0,20
0,28
08
07
0,
0,
0,30
0,16
86
10
0,
0,
1,30
0,23
29
05
0,
0,
0,25
0,13
12
05
2,
0,
4,24
0,56
26
15
0,
0,
1,29
0,16
34
03
0,
0,
0,96
0,29
86
07
0,
0,
0,67
0,23
08
04
0,
0,
0,47
0,17
07
02
0,
0,
0,12
0,12
08
02
0,
0,
0,99
0,18
15
04
SCORE
PROMO
(discount)
U
NONSE
USER
R
0,
4,22
08
0,
0,26
10
0,
0,13
04
0,
0,10
07
0,
0,20
04
0,
0,16
10
0,
0,52
10
0,
0,88
09
0,
0,56
16
0,
0,21
05
0,
0,33
03
0,
0,37
05
0,
0,94
21
STORE
LOCATION
U
NONSE
USER
R
0,
0,29
04
0,
0,47
03
0,
0,44
02
0,
0,14
03
0,
0,39
02
0,
0,21
04
0,
0,33
03
0,
0,12
02
0,
0,16
05
0,
0,35
03
0,
0,08
03
0,
0,42
02
0,
0,61
12
3,
5
3
3,
2
0
2,
7
0
3,42
2,
9
6
3,01
3,20
3,20
57
Table 4: Survey-based Recommendation Score for Pantene

Note: The red columns show values greater than 1 (> 1).
Note: The green columns show values greater than average.
58
SUNSILK
RECOMMENDATION SCORE
NO
CHANNEL
PRICE
VARIANT
USE NONUSE NONR

USER
R
USER
1
Twitter
0,01 0,06
0,05 0,12
2
FaceBook
0,02 0,06
0,06 0,16
3
YouTube
0,02 0,07
0,06 0,20
4
Website
0,04 0,12
0,12 0,22
5
Brand Ambassador
0,02 0,13
0,13 0,56
6
Online Consultation
0,02 0,08
0,07 0,21
7
TVC
0,08 0,17
1,77 0,56
8
Billboard
0,06 0,10
0,16 0,93
9
Flash Youtube Ad
0,02 0,14
0,07 0,39
10
Sponshorship
0,03 0,17
0,08 0,38
11
Print Ad
0,07 0,35
0,17 1,32
Average
(excluding
the 2,6
3,2
2,90
3,37
non recommended)
2
6
Table 5: Survey-based Recommendation Score for Sunsilk
DOVE
INGREDIENTS
USE
R
0,02
0,03
0,04
0,07
0,06
0,06
0,11
0,06
0,04
0,05
0,09
2,8
1
NONUSER
0,04
0,04
0,06
0,20
0,11
0,22
0,51
0,18
0,10
0,07
0,21
2,95
PROMO
(discount)
USE NONR
USER
0,03 0,06
0,04 0,09
0,04 0,06
0,05 0,21
0,07 0,06
0,02 0,10
0,09 0,36
0,09 0,13
0,04 0,08
0,04 0,05
0,06 0,21
2,8
2,91
7
STORE
LOCATION
USE NONR
USER
0,01 0,02
0,02 0,01
0,01 0,01
0,03 0,05
0,01 0,04
0,03 0,07
0,05 0,04
0,02 0,06
0,02 0,03
0,02 0,03
0,06 0,14
2,4
2,52
5
RECOMMENDATION SCORE
NO
CHANNEL
USE
R
1
Twitter
0,02
2
FaceBook
0,02
3
YouTube
0,03
4
Website
0,07
5
Brand Ambassador
0,03
6
Online Consultation
0,04
7
TVC
0,07
8
Billboard
0,05
9
Flash Youtube Ad
0,02
10
Booth
0,08
11
Program
0,03
12
Community
0,04
13
Print Ad
0,17
Average (excluding the 2,8
non recommended)
4
PRICE
NONUSER
0,44
0,21
0,07
0,22
0,15
0,28
0,29
0,12
0,12
0,62
0,09
0,19
0,38
3,22
VARIANT
USE
R
0,07
0,11
0,14
0,10
0,20
0,08
0,68
0,25
0,07
0,18
0,12
0,08
0,29
3,3
8
NONUSER
0,26
0,31
0,22
0,45
0,60
0,49
2,13
0,98
0,73
0,36
1,33
0,30
0,77
3,68
INGREDIENTS
USE
R
0,04
0,05
0,07
0,10
0,07
0,05
0,18
0,08
0,04
0,11
0,07
0,04
0,11
3,0
5
NONUSER
0,04
0,05
0,08
0,23
0,10
0,19
0,35
0,13
0,20
0,34
0,40
0,26
2,00
3,13
PROMO
(discount)
USE NONR
USER
0,06 0,35
0,06 0,26
0,06 0,26
0,07 0,29
0,05 0,11
0,03 0,12
0,09 0,20
0,12 0,21
0,06 0,06
0,08 0,76
0,06 0,60
0,05 0,30
0,20 1,31
3,0
3,31
7
STORE
LOCATION
USE NONR
USER
0,01 0,08
0,02 0,18
0,01 0,15
0,03 0,22
0,02 0,05
0,03 0,17
0,02 0,05
0,03 0,02
0,01 0,05
0,06 0,24
0,03 0,11
0,04 0,34
0,11 0,54
2,6
2,95
2
Table 6: Survey-based Recommendation Score for Dove

PANTENE
NO
CHANNEL
USER
RESPONDENT PROFILE
NON USER
Twitter
Not Recommended
Male, Age 19-25; Female, Age 13-18, Age 19

25
Facebook
Not Recommended
Not Recommended
3
4
5
6
YouTube
Website
Brand Ambassador
Event
Not
Not
Not
Not
Recommended
Recommended
Recommended
Recommended
TVC
Not Recommended
Male, Age 19-25; Female, Age 13-18, Age 19

25
8
9
10
11
12
13
Billboard
Print Ad
Flash YouTube Ad
Pantene Bus
Sponsorship
Partnership
Not
Not
Not
Not
Not
Not
Not
Not
Not
Not
Not
Not
Recommended
Recommended
Recommended
Recommended
Recommended
Recommended
Not
Not
Not
Not
Recommended
Recommended
Recommended
Recommended
Recommended
Recommended
Recommended
Recommended
Recommended
Recommended
Table 7: Profile of Respondents who give Positive Assessment to the Marketing Channel of Pantene
SUNSILK
NO
1
2
3
4
5
6
7
8
9
10
11
RESPONDENT PROFILE
CHANNEL
Twitter
Facebook
YouTube
Website
Brand Ambassador
Online Consultation
TVC
Billboard
Flash YouTube Ad
Sponsorship
Print Ad
Not
Not
Not
Not
Not
Not
Not
Not
Not
Not
Not
USER
Recommended
Recommended
Recommended
Recommended
Recommended
Recommended
Recommended
Recommended
Recommended
Recommended
Recommended
Not
Not
Not
Not
Not
Not
Not
Not
Not
Not
Not
NON USER
Recommended
Recommended
Recommended
Recommended
Recommended
Recommended
Recommended
Recommended
Recommended
Recommended
Recommended
Table 8: Profile of Respondents who give Positive Assessment to the Marketing Channel of Sunsilk
DOVE
NO
1
2
3
4
5
6
7
8
9
10
11
12
13
RESPONDENT PROFILE
CHANNEL
Twitter
Facebook
YouTube
Website
Brand Ambassador
Online Consultation
TVC
Billboard
Flash YouTube Ad
Booth
Program
Community
Print Ad
Not
Not
Not
Not
Not
Not
Not
Not
Not
Not
Not
Not
Not
USER
Recommended
Recommended
Recommended
Recommended
Recommended
Recommended
Recommended
Recommended
Recommended
Recommended
Recommended
Recommended
Recommended
Not
Not
Not
Not
Not
Not
Not
Not
Not
Not
Not
Not
Not
NON USER
Recommended
Recommended
Recommended
Recommended
Recommended
Recommended
Recommended
Recommended
Recommended
Recommended
Recommended
Recommended
Recommended
Table 9: Profile of Respondents who give Positive Assessment to the Marketing Channel of Dove
PANTENE
Recommend Recommend
Male
Recommend
ed
ed
Segments
ed Channels Information Informational
al Channels
Channels
User, 13-18 None
None
None
Non
User,
Promo
None
None
Variant
13-18
User, 19-25 None
None
None
Non
User, Twitter
Promo
Promo
Recommen
ded
Channels
None
Twitter
TVC
None
Twitter
Female
Segments
User, 13-18
Non User, 13-18
User, 19-25
Non User, 19-25
19-25
TVC
Variant
Variant
TVC
User, 26-30 None
None
None
None
User, 26-30
Non
User,
None
None
None
None
Non User, 26-30
26-30
User, 31-45 None
None
None
None
User, 31-45
Non
User,
None
None
None
None
Non User, 31-45
31-45
Table 10: Recapitulation of Channels Coverage and Recommended Informational Roles for Pantene
PANTENE
CHANNEL
S
Twitter
TVC
COVERAGE
Non
User
(Male, Age
19-25;
Female,
Age 13-18,
Age 19 25)
Non
User
(Male, Age
19-25;
Female,
Age 13-18,
Age 19 25)
ROLES
(CONTRIBUTION &
VERSATILITY)
COMMONALITY
COMPLEMENTARITIE
S
Promo
None
None
Variant
None
None
Here, we are not analyzing the recapitulation of Sunsilk and Dove, because there is no recommended channel for Sunsilk
and Dove.
Table 11: Analysis of Channels Overall Coverage, Contribution, Versatility, Commonality and Complementarities of
Pantene
Here, we can say that, beside Twitter and TVC, they cant cover any segment of target market. For Twitter and TVC,
each of them can cover three segments of target market, and its work effectively.
CONCLUSION:
Based on our analysis of the data that had been previously, the majority of the figures shows that the marketing
channel used is very less effective . There are only a few effective , namely :
o Pantene :
Print Ad , Non- User , to convey information about Price
Brand Ambassador , Non- User , to convey information about Variant
TVC , User and Non- User , to convey information about Variant
Billboard , Non- User , to convey information about Variant
Twitter , Non- User , to convey information about Promo
o Sunsilk
TVC , User , to convey information about Variant
Sponsorship , Non- User , to convey information about Variant
o DOVE
TVC , Non- User , to convey information about Variant
Program , Non- User , to convey information about Variant
Print Ad , Non- User , to convey information about Ingredients and Promo
However, only the Pantene brand that has a marketing channel with the recommended value ( in this case , the value
exceeds the value of the average outside recomendation score), namely :
o TVC , Non- User , to convey information about Variant
o Twitter , Non- User , to convey information about Promo
Thus , it can be concluded that for brand Pantene , Sunsilk and Dove should be able to adjust its marketing channels .
Because only a few channels that are able to effectively convey the message to the customer . If it can not be
regulated , it is better to be eliminated , rather than increasing marketing costs.
4.4 Marketing Performance Effect on Brand Equity
Market
Performanc
e
Market
Share
Brand Equity
Dimension
Affecting
Analysis
Brand Loyalty
Trade Leverage
Attracting New Customers
Brand Awareness
Recall for Buying decision
Perceived Quality
Reason to Buy
Channel memberr interest
Brand Association Retrieve Information

Price
Premium
All Dimensions
emphasized in
Perceived quality
All dimensions analysis except

perceived quality
Price
Elasticity
Brand Loyalty
Liking of the brand
Perceived Quality
Expansion
Success
Perceived Quality
Option to charge higher price

Quality perception makes trust in
any expansion of the brand
Association provides basis for an

extension by creating a sense of fit
Brand Association between the brand name and a
new product, or by providing a
reason to buy the extension
Aakers Managing Brand Equity, 1991
Hypothesis
Brand Awareness
a. If Brand Awareness is higher, the Market Share of the Brand will be bigger
b. If Brand Awareness is higher, Brand can charge the Price Premium more
Brand Loyalty
a. If Brand Loyalty is higher, the Market Share of the Brand will be bigger
b. If Brand Loyalty is higher, Brand can charge the Price Premium more
c. If Brand Loyalty is higher, the Price Elasticity will go towards more Inelastic
Perceived Quality
a. If Perceived
b. If Perceived
c. If Perceived
d. If Perceived
Quality
Quality
Quality
Quality
is
is
is
is
better,
better,
better,
better,
the Market Share of the Brand will be bigger

Brand can charge the Price Premium more
the Price Elasticity will go towards more Inelastic
The Expansion Brand will be known and trusted
Brand Association
a. If Brand Association is more Favorable, the Market Share will be bigger
b. If Brand Association is more Favorable, Brand can charge the Price Premium more
c. If Brand Association is more Favorable, the Expansion Brand will be known and trusted
Hypothesis Testing
Brand Awareness
If Brand Awareness is higher, the Market Share of the Brand will be bigger
Aakers Managing Brand Equity said that the Analysis Point from Brand Awareness to Market Share is based on
its recall for buying decision. Based on our questionnaires result in Brand Recall, Pantene holds the Top of Mind title for
shampoo category by 31% of respondents, followed by Sunsilk (16%) and Dove (15%).
Based on our questionnaires result in Market Share, Pantene gets the biggest market share by 23% of respondents,
followed by Dove (10%) and Sunsilk (8%). So this hypothesis for Pantene is right. Unexpectedly, Sunsilks and Doves
are wrong because altough Sunsilks Brand Recall result is higher that Doves, the Market Share of Dove is higher than
Sunsilks.
If Brand Awareness is higher, Brand can charge the Price Premium more
Aakers Managing Brand Equity said that the Analysis Point from Brand Awareness to Price Premium is merely
contributed if compared with Perceived Quality. Based on our questionnaires result in Brand Recognition (one of Brand
Awareness attribute), Dove gets the most accurate results in recognizing its logo for 38% (97 respondents out of 103
are guessing right), followed by Pantene for 36% (91 respondents out of 103 are guessing right) and Sunsilk for 26%
(66 respondents out of 103).
Based on our questionnaires result in Price Premium, Dove uses the highest price premium strategy by 14.84%
(Rp4.328,58) followed by Pantene by 5.02% (Rp1.478,58). Among the three, only Sunsilk that doesnt use the price
premium strategy because its price is lower than the average price of shampoo with similar net content by -8.75% (Rp2.521,42). So the hypothesis for all of three brands are right.
Brand Loyalty
If Brand Loyalty is higher, the Market Share of the Brand will be bigger
Aakers Managing Brand Equity said that the Analysis Point from Brand Loyalty to Market Share is based on its
attractiveness for new customers and trade leverage. Behavioral Method is one of the Brand Loyalty attributes. Based
on results, 79% of Pantene users have high loyalty (repeat purchase for more than 6 months), followed by Dove for
73% of its respondents and Sunsilk for 60% of its respondents are having high loyalty. Based on our questionnaires
result in Market Share, Pantene gets the biggest market share by 23% of respondents, followed by Dove (10%) and
Sunsilk (8%). So, the hypothesis for all of three brands are right.
If Brand Loyalty is higher, Brand can charge the Price Premium more
Aakers Managing Brand Equity said that the Analysis Point from Brand Loyalty to Price Premium is merely
contributed if compared with Perceived Quality. Based on results, 79% of Pantene users have high loyalty (repeat
purchase for more than 6 months), followed by Dove for 73% of its respondents and Sunsilk for 60% of its respondents
are having high loyalty. Based on our questionnaires result in Price Premium, Dove uses the highest price premium
strategy by 14.84% (Rp4.328,58) followed by Pantene by 5.02% (Rp1.478,58). Among the three, only Sunsilk that
doesnt use the price premium strategy because its price is lower than the average price of shampoo with similar net
content by -8.75% (- Rp2.521,42). So, the hypothesis for both Pantene and Dove are wrong because although the
percentage of Pantenes consumer loyalty is higher, the Price Premium for Dove is higher than Pantene. This
hypothesis for Sunsilks case is right because it has the lowest loyalty and the only brand among the three that
doesnt use price premium strategy.
If Brand Loyalty is higher, the Price Elasticity will go towards more Inelastic
Aakers Managing Brand Equity said that the Analysis Point from Brand Loyalty to Price Premium is merely
contributed if compared with Perceived Quality. Based on results, 79% of Pantene users have high loyalty (repeat
purchase for more than 6 months), followed by Dove for 73% of its respondents and Sunsilk for 60% of its respondents
are having high loyalty. Based on questionnaires result in Price Elasticity, we get that Pantene has price elasticity of
-2.78, Sunsilk with -9.37 and Dove with -3.00. From the result, this hypothesis for all the brands are right because
based on the value, Sunsilk is the most elastic brand, followed by Dove and Pantene, although all brands value are
categorized as elastic.
Perceived Quality
If Perceived Quality is better, the Market Share of the Brand will be bigger
Aakers Managing Brand Equity said that the Analysis Point from Perceived Quality to Market Share is reason to
buy and channel member interest. Based on results, Doves Overall Quality is 8.45, followed by Pantene (8.42) and
Sunsilk (8.00). Based on our questionnaires result in Brand Recall, Pantene holds the Top of Mind title for shampoo
category by 31% of respondents, followed by Sunsilk (16%) and Dove (15%). From the result, this hypothesis for Dove
and Pantene are proven wrong because although Doves Overall Quality is better than Pantene, the Market Share of
Pantene is still bigger than Doves. For Sunsik, this hypothesis is proven right because it has the lowest overall quality
score and respectively, gains the smallest Market Share among the three.
If Perceived Quality is better, Brand can charge the Price Premium more
Aakers Managing Brand Equity said that the Analysis Point from Perceived Quality to Price Premium is the option
to charge the Premium Price. Based on results, Doves Overall Quality is 8.45, followed by Pantene (8.42) and Sunsilk
(8.00). Based on our questionnaires result in Price Premium, Dove uses the highest price premium strategy by 14.84%
(Rp4.328,58) followed by Pantene by 5.02% (Rp1.478,58). Among the three, only Sunsilk that doesnt use the price
premium strategy because its price is lower than the average price of shampoo with similar net content by -8.75% (Rp2.521,42). This hypothesis is proven right for all the there brands because Doves Overall Quality is the highest and
it uses the highest Price Premium strategy among the three, followed by Pantene and Sunsilk for the last entry.
If Perceived Quality is better, the Price Elasticity will go towards more Inelastic
Aakers Managing Brand Equity said that the Analysis Point from Perceived Quality to Price Elasticity is the option
to charge higher price. Based on results, Doves Overall Quality is 8.45, followed by Pantene (8.42) and Sunsilk (8.00).
Based on questionnaires result in Price Elasticity, we get that Pantene has price elasticity of -2.78, Sunsilk with -9.37
and Dove with -3.00. This hypothesis is proven wrong for both Pantene and Dove (although the values are adjacent)
because although Doves Overall Quality is higher than Pantenes, the price elasticity is lower. this hypothesis is
proven right for Sunsilk because the least score in Overall Quality indeed makes more elastic condition.
If Perceived Quality is better, The Expansion Brand will be known and trusted
Aakers Managing Brand Equity said that the Analysis Point from Perceived Quality to Expansion Success is that
the quality perception makes trust in any expansion of the brand. Based on results, Doves Overall Quality is 8.45,
followed by Pantene (8.42) and Sunsilk (8.00). Based on Expansion Brands questionnaires result, 74.3% out of 103
correspondents could answer the questions right for Pantenes Expansion Product with the most known is Pantene Anti
Hair Fall Control products by 38%. 64.71% out of 103 correspondents could answer the questions right at all for Doves
Expansion Product with the most known is Dove Dandruff Care Shampoo products by 35%. 50.00% out of 103
correspondents could answer the questions right at all for Sunsilks Expansion Product with the most known is Sunsilk
Black Shine products by 57.69%. From these results, the hypothesis is proven wrong for both Pantene and Dove
because although Doves overall quality value is higher than Pantenes, the expansion products of Pantene are more
well known than Doves. For Sunsilk, this hypothesis is proven right because the lowest overall quality brand is
deserved for the least known expansion products.
Brand Association
If Brand Association is Favorable enough, the Market Share will be bigger
Aakers Managing Brand Equity said that the Analysis Point from Brand Association to Market Share is the reason
to buy and retrieve information. Based on questionnaires result in Kualitas category, the most favorable idea related
to Dove is Lembut (51.61%), the most favorable idea related to Sunsilk are Variatif (35.48%) and the most
favorable idea related to Pantene is Panjang (19.35%). The analysis use the same category in Brand Association
(Kualitas) so the comparison method will be eligible because of the similarity. Based on our questionnaires result in
Market Share, Pantene gets the biggest market share by 23% of respondents, followed by Dove (10%) and Sunsilk
(8%). Based on the result, this hypothesis is proven wrong for all the three brands because although Pantenes Brand
Association is the lowest, its Market Share is the highest one. Doves Brand Association score although achieves the
highest among the three, only gets the second position in Market Share, followed by Sunsilk.
If Brand Association is Favorable enough, Brand can charge the Price Premium more
Aakers Managing Brand Equity said that the Analysis Point from Brand Association to Price Premium is merely
contributed if compared with Perceived Quality. Based on questionnaires result in Kualitas category, the most
favorable idea related to Dove is Lembut (51.61%), the most favorable idea related to Sunsilk are Variatif (35.48%)
and the most favorable idea related to Pantene is Panjang (19.35%). The analysis use the same category in Brand
Association (Kualitas) so the comparison method will be eligible because of the similarity. Based on our
questionnaires result in Price Premium, Dove uses the highest price premium strategy by 14.84% (Rp4.328,58)
followed by Pantene by 5.02% (Rp1.478,58). Among the three, only Sunsilk that doesnt use the price premium
strategy because its price is lower than the average price of shampoo with similar net content by -8.75% (Rp2.521,42). Based on the results, this hypothesis is proven right for Dove and wrong for both Pantene and Sunsilk.
Although Pantene gets the lowest score in Brand Association, its still uses the Price Premium Strategy in the second
position, changing position with Sunsilk that gets the second position in Brand Association but finally fall back to the
last entry because it does not use Price Premium Strategy.
If Brand Association is Favorable enough, the Expansion Brand will be known and trusted
Aakers Managing Brand Equity said that the Analysis Point from Brand Association to Expansion Success is
association provides basis for an extension by creating a sense of fit between the brand name and a new product, or
by providing a reason to buy extension. Based on questionnaires result in Kualitas category, the most favorable idea
related to Dove is Lembut (51.61%), the most favorable idea related to Sunsilk are Variatif (35.48%) and the most
favorable idea related to Pantene is Panjang (19.35%). The analysis use the same category in Brand Association
(Kualitas) so the comparison method will be eligible because of the similarity. Based on Expansion Brands
questionnaires result, 74.3% out of 103 correspondents could answer the questions right for Pantenes Expansion
Product with the most known is Pantene Anti Hair Fall Control products by 38%. 64.71% out of 103 correspondents
could answer the questions right at all for Doves Expansion Product with the most known is Dove Dandruff Care
Shampoo products by 35%. 50.00% out of 103 correspondents could answer the questions right at all for Sunsilks
Expansion Product with the most known is Sunsilk Black Shine products by 57.69%. Based on the results, this
hypothesis is proven wrong for all there brands because although Pantenes Brand Association is the lowest, its
Expansion Success is the highest one. Doves Brand Association score although achieves the highest among the three,
only gets the second position in known Expansion products, followed by Sunsilk.
4.5 Integrated Marketing Communication Effect on Brand Equity
Dimension of Brand
Equity
Variables that have effect
Perceived Quality
Role of channel telling the

quality of brands product and
services
Brand Awareness
Repeated Exposure of familiarity

about the brand; Frequencies of
marketing communication
Awareness role of the marketing
communication channel
contribution effectiveness
Behavioral Loyalty
Sales Promotion
Attitudinal Loyalty
Marketing Program that fully

satisfyy customer needs
Brand Association
The commonality of information

among the marketing
communications
Strength Association
Consistency of the information

presented over time
Favorability of
Association
Personal relevance
Uniqueness of
Association
Role of channel giving direct or

indirect comparisons of
association with competitors
Kevin Lane Kellers: Strategic Brand Management
Perceived quality
Variables of integrated marketing communication program that affect perceived quality which has effect on it
which is Role of channel telling the quality of brands products and services
Pantene Has a done a good job in creating and delivery a message as a good quality brand because in our
survey, 42% of the respondent STRONGLY AGREE that the overall quality of pantene is good.
Sunsilk also done a good job in telling its consumer that it has a good quality (40% agree that sunsilk has a good
quality) although the number is not as high as pantene
Dove is the one who did the best among the three. 45% of the consumer Agree to say that dove overall quality is
good
Brand Awareness
Variables of integrated marketing communication program that affect brand awareness which has effect on it
which is repeated exposure of familiarity and frequencies of marketing communication program and Role of the
marketing communication channel contribution effectiveness.
Pantene have the highest brand recall (32 out of 103 respondents) among the three brands because it has
higher frequencies of marketing communication program compared to others brand in observation with 14
channel as opposed to Sunsilk and dove with just 11) and higher effectiveness in awareness role of the marketing
communication channel contribution effectiveness was better than the other two.
Behavioral Loyalty
Variables of integrated marketing communication program that affect behavioral loyalty that has effect on it is sales
promotion
Pantene has a few sales promotion (like bundling or discount at some retail chainstore) dove also have a few bundling
package on some retail supermarket (farmers market, carefour) while sunsilk have no sales promotion programe as far
as we know.
Attitudinal Loyalty
Variables of integrated marketing communication program that affect attitudinal loyalty that has effect on it is
marketing programe that fully satisfied the customer needs.
Only Pantene in our survey that has a good parketing programme which fully satisfied the customer need and theres
only two channel which is TVC and Twitter.
Brand Association
Variables of integrated marketing communication program that affect brand association which has effect on it which is
the commonality of information among marketing communication.
Based on our survey on some respondent, we conclude that there is no commonality on every communication attempt
made by all the brands we observed
Strength of association
Variables of integrated marketing communication program that affect Strength of association that affected from how
much consistency of information presented and personal relevance
In pantene we had the shampoo (35.48%), anti ketombe (29% ), rambut panjang (25.8%), and bagus (22.58%) that
was correlated with the strength of association according to our survey. Sunsilk aslo had the word Shampoo (35.48%),
berkilau (29,03%), hitam, murah and variatif (all of them 25.8%) as the strenght of association. Dove has the
shampoo, lembut (both of them 48.38%), putih & harum (both of them 29.03%) as the word that is associated with
strength of the brand.
Favorability of association
Variables of integrated marketing communication program that affect Favorability of association, which has effect on it,
is the role of channel convincing the brand possessing relevant attitude and benefits satisfying what the market wants
and needs.
In pantene we have the word anggun (38.71%), rambut panjang (19.35%), lembut ( 16.13%), and anti ketombe (13%)
as four word that are most associated with fafourability. In sunsilk we have variatif ( 35,48%), rambut panjang
(32,26%) , hitam and wanita (both of them 29.03%) as four word most associated with favourability. Lastly dove has
the word lembut (51%), putih (45.16%) shampoo and halus (both of them 41.94%) as the word that associated with
favourability with dove
Uniqueness of association
Variables of integrated marketing communication program that affect Uniqueness of association which has effect on it
is Role of channel giving direct or indirect comparison of association with competitors
In pantene we have shampoo (45.16%), rambut panjang (41,93%), anggun (brand ambassador) (35.48%),and harum (
29.03%)as the four most dominant in uniqueness category. While in sunsilk we have variatif (48.38%), wanita
(41.93%), shampoo (32.25%), and rambut panjang (25.8%)as four word most unique only to sunsilk, dove also have
Burung (64%), Putih (61.29%), lembut (58.06%), and halus (45.16%) as four most dominant in uniqueness to dove.
Chapter 4
Conclusion
4.1 Conclusion
4.1.1 Brief performance
Based on the analysis of the research that has been done to measure the
level of our performances from the three brands that we choose , that
Pantene , Sunsilk and Dove . We can draw some conclusions viewed from
various aspects , namely :
1 . Market Performance
Pantene has a market share greater than the Sunsilk and Dove. This
achievement is followed by the expansion of the high score of expansion
success of Pantene, compared by Sunsilk and Dove. Although Pantene does
not focus on the premium price strategy, where Dove has the highest
percentage of the price premium compared with Pantene and Sunsilk . But,
Pantene still able to retain the loyalty of buyers, indicated by the lowest score
of Pantene in price elasticity . It means that the customer of Pantene more
inelastic to price increases than customers Sunsilk and Dove .
2 . Brand Equity
Pantene high market share does not just happen . Many things that
influence it . If seen from the Top of Mind theory , then Pantene has the highest
brand recall followed by Sunsilk and Dove. Obviously this will have a big
impact on Market Share. However, Dove lead the score in the category of
Brand Associations, it is seen from the aspect of Strength, Uniqueness , and
favorability . Dove which has the highest score in every aspect compared to
Pantene and Sunsilk . In addition, Dove has Perceived Quality score better than
the Pantene and Sunsilk . It can be influenced by good Brand Associations of
customers toward Dove. Those three aspects will influence on Brand Loyalty.
Brand Loyalty of Pantene is higher compared with Sunsilk and Dove. High
Brand Loyalty made Pantene as the highest Market Share and th least Price
Elasticity.
3 . Integrated Marketing Communication
Based on the method which we have used for measuring the
effectiveness of marketing channel of each brand , we can state that there are
many people , especially the target market of Pantene, Sunsilk and Dove are
still untouched by the marketing communications have been done. The results
of evaluating Integrated Marketing Communication shows that from three
brands that we analyze , only Pantene who meets the criteria in
recommendation score analysis. While Dove and Sunsilk not. This means that
most of the marketing channel of Pantene able to convey information to the

target market effectively. Then it would affects the high brand awareness of
them.
4.1.2 Problem Statement

In general, the problems that occurred on Pantene, Sunsilk and Dove
started the marketing program. Why? Because the results showed that all
three brands tend to have poor performance. Although Pantene has several
channels that function effectively. Still, the results are far from expectation to
expect. From bad IMC, then it will adversely affect the elements of brand
equity. Then it would also adversely affect the Market Performance. Here is a
comparison of the three problems:
Category
IMC
Brand
Awarenes
s
Brand
Equity
Market
Performan
ce
Recall
Recogniti
on
Strength
Brand
Uniquene
Associatio
ss
Favorabili
ns
ty
Perceived Quality
Behavior
Brand
al
Attitudina
Loyalty
l
Market Share
Price Premium
Price Elasticity
Expansions Success
4.1.3 Opportunity
Pantene
Only have
two
recommend
ed
marketing
channel
1st
BRAND
Sunsilk
Dove
No
recommend
ed
marketing
channel
No
recommend
ed
marketing
channel
2nd
3rd
2nd
3rd
1st
Middle
Middle
Strongest
Least
Middle
Most
Middle
Least
Most
Middle
Low
High
Most Loyal
Least Loyal
Middle
Least Loyal
Middle
Most Loyal
High
Low
Least
elastic
Most
successful
Low
Middle
Middle
High
Most elastic
Middle
Least
successful
Middle
1. Pantene has opportunity to have bigger bonding than Dove toward

the consumer because Pantene has the highest market share toward
Dove and Sunsilk.
2. Pantene can increase the price elasticity of the shampoo product with
increase the marketing communication channel that have been
effective for Pantene: TVC and Twitter.
3. Pantene can approach the marketing communication channel toward
user of Pantene Shampoo to increase attitudinal loyalty for the
customer.
4. Sunsilk has the most elastic of price elasticity toward the customer, it
shows that the customer has good behavioral loyal but in fact is not,
so Sunsilk must increase the effective channel of marketing
communication for user which is TVC.
5. Dove has the highet brand recognition, the most strength brand
association, and the most attitudinal loyalty and the highest price
premium but still in the middle of market share. Maybe, Dove can
increase its effective marketing communication channel.
References
Aaker, D.A. (1991), Managing brand equity; capitalizing on the value of a

brand name. The Free Press, New York, N.Y
Tuominen. Pekka (1991) Managing Brand Equity. Journal Marketing (Page

65-100)
Keller, Kevin. How Do Brands Create Value: Value Emerges Through a

Unique Chain of Events (Page: 29-30)
Keller, Kevin. Strategic Brand Management: Building, Measuring, and
Managing Brand Equity. Fourth Edition.
Facebook. Pantene Indonesia Fanpage. Retrieved October 30th 2013,
from https://www.facebook.com/panteneindonesia/notes
Pantene
Indonesia.
Retrieved
October
30th
2013,
from
http://www.panteneindonesia.co.id/hair-care-products/Shampoo.aspx
Dove
Indonesia.
Retrieved
http://www.dove.co.id/id/
Sunsilk
Indonesia.
Retrieved
http://www.sunsilk.co.id/
October
30th
2013,
from
2013,
from
Youtube. Pantene Indonesia. Retrieved October 30th 2013,

http://www.youtube.com/user/PanteneID
from
Youtube. Dove Indonesia. Retrieved October

http://www.youtube.com/user/DOVEIndonesia
October
30th
20th
2013,
from
Youtube. Sunsilk Indonesia.

Retrieved October 31th 2013,
http://www.youtube.com/user/SunsilkIndonesia
Wikipedia. Price Elasticity of Demand. Retrieved October 30th 2013, from

http://en.wikipedia.org/wiki/Price_elasticity_of_demand
Wikipedia.
Dove.
Retrieved
October
http://en.wikipedia.org/wiki/Dove_(toiletries)
Wikipedia.
Sunsilk.
Retrieved
http://en.wikipedia.org/wiki/Sunsilk
October
Wikipedia.
Pantene.
Retrieved
http://en.wikipedia.org/wiki/Pantene
October
Investopedia. Weighted Average. Retrieved December 9 th 2013 from

http://www.investopedia.com/terms/w/weightedaverage.asSlideshare.
(2012, March 8th) Marketing Communication. Retrieved December, 9th
2013
from http://www.slideshare.net/orangeside/marketingcommunications-mix
30th
2013,
from
29th
2013,
from
28th
2013,
from
Wikipedia. Sales
Promotion.
Retrieved
December,
from http://en.wikipedia.org/wiki/Sales_promotion
Appendices
Kuisioner Brand Equity
from
9th
2013
Kuisioner Market Performance
KUISIONER INTEGRATED
MARKETING COMMUNICATON
PANTENE, DOVE, DAN SUNSILK
DATA RESPONDEN
Kami mahasiswa/i Sekolah Bisnis
dan Manajemen Institut Teknologi
Bandung
(SBM-ITB)
sedang
melakukan market survey mengenai
Keefektifitasan setiap channel dari
marketing communication dari tiga
brand sampo (Pantene, Sunsilk,
Dove). Ketersediaan anda dalam
mengisi kusioner ini akan sangat
membantu
dalam
riset
Brand
Analysis kami. Jika anda bersedia,
kami mohon untuk mengisi sejujur-
jujurnya demi validitas survey kami.

Terima Kasih.
PROFIL RESPONDEN
JENIS KELAMIN
LAKI-LAKI
PEREMPUAN
UMUR
13-18
19-25
25-30
31-45
TAHUN
TAHUN
TAHUN
TAHUN
APAKAH
ANDA
SEDANG
ATAU
PERNAH MENGGUNAKAN SAMPO
PANTENE
YA
TIDAK
APAKAH ANDA SEDANG ATAU
PERNAH
MENGGUNAKAN
SAMPO SUNSILK
YA
TIDAK
APAKAH ANDA SEDANG ATAU
PERNAH
MENGGUNAKAN
SAMPO DOVE
YA
TIDAK
BERAPAKAH PENGELUARAN PER
BULAN ANDA
1,000,000 2,000,000
2,000,000 5,000,000
di atas 5,000,000
BERAPAKAH
PENGELUARAN
ANDA
UNTUK
PRODUK
PERAWATAN
RAMBUT
PER
BULAN
0 - 50,000
51,000 100,000
di atas 100,000
BERAPAKAH
PENGELUARAN
ANDA UNTUK SAMPO PER
BULAN
0 - 50,000
51,000 100,000
di atas 100,000
Marketing Communication Analaysis

Isilah dengan mencontreng () pada kotak yang telah disediakan.
1 = Sangat Tidak Setuju
2 = Tidak Setuju
3 = Ragu Ragu
4 = Setuju
5 = Sangat Setuju
PANTENE
MEDIA
Twitter
Facebook
YouTube
Website
Brand Ambassador (Raline Shah,
Anggun, Rosa, dll)
ACARA
(Anggun
cari
bintang
Pantene,
Kemilau
Hadiah
Pantene,dll)
TV Commercial
Billboard
Media cetak (Majalah, Koran, dll)
Flash YouTube Ad
Pantene Bus
Sponsorship (X-Factor, Super Show
4)
Partnership (Indomaret, Carrefour,
Hypermart)
Efektivitas informasi tentang:

KANDUNGA
HARGA
VARIANT
N
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
PROMO (DISKON,
PRODUK BUNDLING)
1
2
3
4
5
LOKASI
PEMBELIAN
1 2 3 4 5
SUNSILK
MEDIA

KANDUNGA
PROMO (DISKON, PRODUK
HARGA
VARIANT
N
BUNDLING)
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
1
2
3
4
5
LOKASI
PEMBELIAN
1 2 3 4 5
Twitter
Facebook
YouTube
Website
Brand Ambassador (Raisa, Titi
Kamal, dll)
Konsultasi Online
TV Commercial
Billboard
Flash YouTube Ad
Sponsorship (Indonesian Idol
2014)
Media Cetak (Koran, majalah)
DOVE
MEDIA
HARGA

VARIANT
KANDUNGA
PROMO (DISKON, PRODUK
N
BUNDLING)
LOKASI
PEMBELIAN
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1
Twitter
Facebook
YouTube
Website
Brand
Ambassador
(Maya
Estianti, dll)
Konsultasi Online
TV Commercial
Billboard
Flash YouTube Ad
Booth
Program (Dove Campaign for
Real Beauty)
Komunitas (Sisterhood)
Media Cetak (Koran, majalah)

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Fall

Chapter 2. Brand Overview

4.2 Brand Equity

4.3 Integrated Marketing Communication

1.6.1 Survey Technique

Unilever is a multi-national corporation, formed of Anglo-Dutch

Pantene was first established

Sunsilk was first found in 1954

Dove is Unilevers brand of hair

3.1 Market Performance and Its Components

Aaker Brand Equity Model

3.3 Milwards Brown Brand Dynamic

Brand Dynamics Pyramid gives a graphic representation of the strength of

: Rp 26.500,- all variant

: Between Rp 29.950,- and Rp 33.350,- depends on the

: Rp 33.350,- all variant

4. Head & Shoulder : Rp 32.950,- all variant

: Rp 34.250,- all variant

: Rp 23.100,- all variant

: Rp 22.500,- all variant

Price Premium for Pantene

= (30.500 - 29.021,42)/ 29.021,42

Price Premium for Dove

= (33.350 - 29.021,42)/ 29.021,42

Perfectly inelastic demand

The Equitation to calculate price elasticity as followed

From the data above we can see from 11 respondents, 45% or

- Familiarity and liking (consumers with a positive attitude towards a

Brand Recall is being determined by asking the respondents to

would be seen when people could state a brand without being

Recognition of the main 3 products that we assess, we asked the

4.2.3 Brand Loyalty

- Reduced marketing costs (hanging on to loyal customers is cheaper

4.2.3.1 Behavioral Loyalty

79% of the consumers (19 out of 24) has been purchasing

6 out of 10 consumers of Sunsilk could be considered as

8 out of 11 consumers of Dove are Highly Loyal, 2 of 11

4.2.3.2 Attitudinal Loyalty

questionnaires used in this report, we asked the respondents of the

100%, which means 24 out of 24 consumers of Pantene would leave

90% of 10 consumers of Sunsilk consumers would leave the

82% out of 11 Dove consumers would leave the product if there

4.3.3 BRAND ASSOCIATION

The uniqueness of Pantene is its relation to Anggun C. Sasmi because

4.2.6 Interrelation of Each Component of Brand Equity

Company sponsored activities and programs designed to create daily

distinctive visuals, billboards are highly visible in the top designated

Give your signature

Gift Campaign for

4.3.2.2 Timeline Marketing Communication Sunsilk

4.3.3 Evaluating Integrated Marketing Communication

Table 3: Respondents Demography for Dove

Table 4: Survey-based Recommendation Score for Pantene

USE NONUSE NONR

Table 6: Survey-based Recommendation Score for Dove

Male, Age 19-25; Female, Age 13-18, Age 19

Male, Age 19-25; Female, Age 13-18, Age 19

Recall for Buying decision

Brand Association Retrieve Information

All dimensions analysis except

Liking of the brand

Option to charge higher price

Association provides basis for an

the Market Share of the Brand will be bigger