国际市场营销产品生命周期

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1、PanteneisabrandofhaircareproductsownedbyProcter&Gamble.TheproductlinewasfirstintroducedinEuropein1947byHoffman-LaRocheofSwitzerland,whichbrandedthenamebasedonpanthenolasashampooingredient.ItwaspurchasedbyProcter&Gamble(P&G)in1985inorderforP&Gtocompeteinthe"beautyproduct"marketr

2、atherthanonlyfunctionalproducts.[1]Thebrand'sbest-knownproductbecametheconditioningshampooPantenePro-V(PantenePro-Vitamin).Theproductbecamemostnotedduetoanadvertisingcampaigninthelate1980sinwhichfashionmodelssaid,"Don'thatemebecauseI'mbeautiful."[2][3]KellyLeBrockgainednotoriet

3、yasthefirsttelevisionspokeswomantospeaktheline.[4]Thelinewascriticizedbyfeministsandbecameapop-culturecatchphrasefor"annoying"narcissisticbehavior.[5][6]PanteneBeautifulLengthsisacharitycampaignthatallowsindividualstodonatehairforwomenwhohavelosttheirownduetocancertreatment.Itw

4、ascreatedinJuly2006,byPanteneinpartnershipwiththeEntertainmentIndustryFoundation(EIF).Fordurableandrealisticwigs,donatedhairmustmeettheserequirements:·Donatedhairmustbeaminimumof8incheslong(hairismeasuredfromjustabovetheelasticbandoftheponytailtotheends).·Donorsmaystraightenhai

5、rtomeasurewavy/curlyhair.·Hairiswashedandcompletelydry,withoutanystylingproducts.·Hairmaybecoloredwithvegetabledyes,rinsesandsemi-permanentdyes.Itcannotbebleached,permanentlycoloredorchemicallytreated.·Hairmaynotbemorethan5%gray.Thisisbecauseittakessixponytailstomakeeachwig,and

6、theponytailsforasinglewigwillbedyedauniformcolor.Grayhair(alongwithpermanentlycolored,bleached,orchemicallytreatedhair)doesn'tabsorbcoloratthesameratesasothertypesofhair,makingauniformcolorunachievable.PanteneShampooisoneofthepopularshampoobrandsintheworld.InIndiaendorsementsby

7、BollywoodStarshavemadePantenequitepopularinthemarket.ThebrandhasbeenendorsedbynumerousBollywoodactresses.SushmitaSenisoneofthenewestbrandambassadorsofPanteneIndia.InamarketstudyithasbeenfoundthatPanteneShampooispreferredby80percentofIndia'smostbeautifulwomen.SushmitaSenasanewbr

8、andambassadorinthenamingceremonypresentedthePanteneawa