Case: Pantene unveils 'Shine Morning to Night' campaign
Pantene, the world's largest selling shampoo from Procter & Gamble conducted a consumer research on identifying the top hair needs which revealed that Indian women rated 'Shine' as the No.1 hair attribute.
August 26, 2002, Mumbai...
brand positioning
branded
case study
communication objective
consumer insights
context of pollution
high awareness
key insights
low trials
market penetration
market rule
me-too
panteenindustriepanteen market
panteen shampoo
role of advertising
spur volumes
value-added
