Introduction

I have taken into consideration P&G company and its product pantene. In September 20, 2006 P&G arranged a event Pantene shine award function for globally Relaunch of Pantene. The main objectives of this event were to Create excitement around the launch of New Pantene and its New Shine philosophy and brand Drive the brands beauty high equity via high-profile & consumer relevant associations. This event has given importance to outer shine to bring out her inner shine.

Company profile
The Procter & Gamble Company was founded in 1837 and is based in Cincinnati, Ohio.Procter & Gamble Co. (P&G) is an American company manufactures a wide range of consumer goods. In India Proctor & Gamble has two subsidiaries: P&G Hygiene and Health Care Ltd. and P&G Home Products Ltd. P&G Hygiene and Health Care Limited is one of India's fastest growing Fast Moving Consumer Goods Companies with a turnover of more than Rs. 500 crores. It has in its portfolio famous brands like Vicks & Whisper. P&G Home Products Limited deals in Fabric Care segment and Hair Care segment. It has in its kitty global brands such as Ariel and Tide in the Fabric Care segment, and Head & Shoulders, Pantene, and Rejoice in the Hair Care segment. The Procter & Gamble Company provides consumer packaged goods in the United States and internationally. The company offers beauty products, skin care products, grooming products, male personal care products. Beyond that it also provides health care products, oral care products fabric care and home care products, baby care and family care products all over the world. The company sells its products in approximately 180 countries through retail operations, including mass merchandisers, grocery stores, membership club stores, drug stores, department stores, salons, and high-frequency stores.

Promotion of the company

The FMCG manufacturer says that cross product promotion encourages consumer trial of new products and brands, and helps consumers save money.Procter and Gamble is launching a multi-brand promotion designed to boost trial of its brands.The promotion will be supported with television, press, direct mail and online advertising and the 5 piggy bank logo will appear on participating brands packaging.The brands included in the promotion are: Ariel Stain Remover, Pantene, Nice n Easy, Pampers, Fairy, Tampax, Always, Febreze and Herbal Essences. P&G increased its marketing spend to 195m last year making it the biggest-spending advertiser in 2010.For the promotion, the company

has launched P&G readies beauty magazine on 6 Apr 2011, it has pushed corporate brand for first time with mums campaign on 28 Mar 2011, has added Febreze to $1bn brand portfolio on 16 Mar 2011, has restructured global business units on 4 Feb 2011 and Gillette ramps up pre-launch activity for ProGlide on 3 Dec 2010. Another important promotion by P&G is made through sponsoring various events by using various brand names.

Event management
Event management is the application of project management to the creation and development of festivals, events and conferences. Event management involves studying the intricacies of the brand, identifying the target audience, devising the event concept, planning the logistics and coordinating the technical aspects before actually executing the modalities of the proposed event. Event management is considered one of the strategic marketing and communication tools by companies of all sizes. From product launches to press conferences, companies create promotional events to help them communicate with clients and potential clients. They might target their audience by using the news media, hoping to generate media coverage which will reach thousands or millions of people. They can also invite their audience to their events and reach them at the actual event.

Pantene Shine Awards for Beauty Experts who have Helped Women Shine On the Global Re-launch of Pantene
Mumbai, January , 2012
Every woman has the unique ability to shine. Pantene - the worlds largest selling beauty shampoo, understands the importance of a womans outer shine to bring out her inner shine, and on the occasion of its global re-launch, announced the Pantene Shine Awards to honour Indian beauty experts who have shown in their personal journey, and helped other women shine. The global re-launch of Pantene is reflected in its New Logo the Shirra, New premium white & gold packaging, New association with Indias biggest icon of beauty and self-belief Katrina Kaif as Brand Ambassador, and the New Brand philosophy of Shine. I Believe I Can. To celebrate this spirit, Pantene honoured six of Indias Top Beauty Experts Dilshad Pastakia (hair stylist to Shah Rukh, Preity & Rani), Deepika Mehta (yoga and fitness expert to Ash, Bips & Yana), Queenie Dhody (grooming expert), Dr. Kalpana Sarangi (dermato-cosmetologist), Dr. Anjali Mukherjee (nutritionist), and Anita Dongre (fashion designer), each of whom like

Pantene, have helped women shine and be the best they can be. Pantene with ProVitamins provides radiance and shine, in addition to strength and conditioning benefits, so as it nourishes and protects each strand, giving 10 times stronger hair. Its new identity presents itself with a New logo - the Shirra, named after a North African wind, symbolizing transformation, energy and confidence of womankind. At the Pantene Shine Awards Event, Sushmita and the beauty experts pinned the Shirra on every woman present, inspiring them to bring their personal shine stories to life. Commenting on how her own shine journey has led her to endorsing Pantene, beauty icon and n Bollywood superstar Katrina Kaif said, I have been using Pantene long before I even thought of endorsing it. Pantene encourages the spirit of Shine. I Believe I Can. and thats exactly what Ive lived every moment of my life with. So when two beliefs come together, then automatically there is an instant sync and magic. With Pantene, I know my hair is looking great, and with that taken care of, I get the confidence I need to go out and Shine in whatever I do. Mr. Sumeet Vohra, Marketing Director, P&G India added, A Pantene Shine Research study led by global scientists from the Oxford Hair Foundation, Yale University, and P&G Beauty using the latest eye-tracking technology revealed that eyes are drawn to visible shine. This outer shine of great looking hair is directly transformed into confidence of ones inner shine, which is what led Pantene to its new Shine brand philosophy of Shine. I Believe I Can. Launched globally in 1947 and in India in 1991, Pantenes shine journey continues to help millions of women achieve lustrous, healthy and mesmerizing hair, thus enhancing their beauty and inner shine. Pantenes Shine secret has helped create iconic hair styles of international stars like Cindy Crawford, Meg Ryan, Naomi Campbell as well as its past brand ambassadors in India like Lara Dutta, Bipasha Basu, Sushmita Sen and Shilpa Shetty among others. Pantene was voted as the shampoo preferred by 80% of Indias most beautiful women in a 2005 study conducted by A.C.Nielsen (the worlds No.1 market research firm) in association with Cosmopolitan magazine and has received accolades the world over, including the prestigious Readers Digest Superbrand Award.

Pantene Shine Global Re-launch & Shine Awards Objectives

Create excitement around the launch of New Pantene and its New Shine philosophy brand Drive the brands s beauty beauty high equity via high-profile & consumer relevant associations

Target Audience
15 Women 15-35 yrs, SEC ABC Public Relation Strategy The company Leveraged Beauty Influencers associations to drive the Pantene Shine philosophy It also Leveraged personal shine stories of Pantene Shine Awardees, to bring Pantenes Philosophy Shine. I Believe I Can to life It Announced Sushmita Sen as Pantenes New Brand Ambassador Step 1: Announcement of Sushmita Sen as the New Pantene Brand Ambassador Key Message Pantene signs on Sushmita Sen as its New Brand Ambassador Public Relation Maximization TV Maximization via Electronic News Release (ENR) to target media in Mumbai Contents of ENR: Making of the new Sushmita - Pantene Shine Ad Film Questions & Answers with Sushmita on her association with Pantene P&G Spokesperson Soundbytes on Pantene and its New Ambassador, Sushmta. Semi-Exclusives with target print media on Sushmita, Pantenes new Brand Ambassador Step 2: Global Re-Launch of Pantene & Shine Awards Key Messages Pantene is being re-launched globally with New Logo the golden Shirra New Brand Ambassador Sushmita Sen New Brand philosophy Shine. I Believe I Can New premium white & gold Packaging Pantene celebrates its New Brand philosophy of Shine. I Believe I Can by honoring Indias top Beauty Experts with Pantene Shine Awards for their personal shine journey and for helping other women shine.

Revelation of New Pantene

Pantene History Showcased the brands s glorious history of 60 years & how it has helped women around the world to shine to their true potential Pantene Revealed Pantenes s New Shine Persona New Visual Identity - Shirra Logo New Brand Ambassador Sushmita Sen New Philosophy Shine. I Believe I Can. New Premium White & Gold Packaging Pantene Shine Ambassador, Sushmita Sen they Captured the essence of Sushmita Sen - Indias s biggest self icon of beauty and self-belief Her shine journey from an unknown model to Miss Universe to a successful international model to a leading Bollywood Actor to the Perfect Mother Her Lifes Most Shining Moment The shining Revelation of New Pantene (Photo-opp) Pantenes New Ambassador Sushmita Sen revealed the all-new shining Pantene. Sushmita Sen and Sumeet vohra, Marketing director, P&G launched New Pantene & its shine philosophy.

Pantene Shine Awards 1

To celebrate the Shine spirit, Pantene honored six of Indias Top Beauty Experts, each of whom like Pantene, have helped women shine and be the best they can be. Dilshad Pastakia (hair stylist to Indias top actors Shah Rukh, Preity & Rani) Deepika Mehta (yoga expert to beauty icons Aishwarya, Bipasha& Yana) Queenie Dhody (grooming expert) Dr. Kalpana Sarangi (dermatologist) Dr. Anjali Mukherjee (nutritionist) Anita Dongre (fashion designer) Individual Shine history of each Pantene Shine Awardee Their incredible shine journey were captured This includes their struggles, selfconfidence, the will to perform better & celebrated the I Believe I Can spirit within her Her Lifes Most Shining Moment