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Year 1989, P&G stepped out for head-on with J&J in the sanitarynapkin market. With great technology, it revolutionized the Indianfeminine hygiene market with the brand Whisper against the Stayfreeof J&J. It was then that the Silky Dry variant was launched tocompete with the superior technology of the Whisper brand. But theSilky Dry variant was not able to compete on value-for-money withWhisper as consumers were unwilling to pay a premium for theproduct. The target market was mid-segment. The next entry was inthe detergent market with the brand Ariel. The lucrative growth inIndia represented a mouth-watering proposition to P&G Internationalthat has increased its stake in Procter & Gamble India to 51% andthen to 65%.In 1993, Procter & Gamble India divested the Detergents business toProcter & Gamble Home Products. In the same year P&G India startedmarketing Old Spice Brand of products.To perfectly fit in its corporate strategy, Procter & Gamble IndiaLimited changed the name of the Company to Procter & GambleHygiene and Health Care Limited. In the same year Mediker Shampoobusiness was divested to Marico Industries. This step of P&G revealedthe mind set of the company to follow the niche strategy. The focuswas on three brands; Ariel, Vicks, and Whisper.In 1999, on one side, P&G’s Vicks Action 500 (OTC) was covered withColdarin umbrella of J&J (with two brand extensions; Coldarin Plus andColdarin Cough & Cold with total market share of nearly 3.2 %).Another side was D’Cold from Paras. Reckitt Piramal, the marketing JVof Reckitt & Colman with Nicholas Piramal, was gearing up to launchDisprin Cough and Flu tablets. Its not that competition was restrictedto OTC brands, Glaxo’s brand Actifed was eating up the share butthrough the prescription route.In 2000, Procter & Gamble Hygiene and Health Care Limitedintroduced Whisper Ultra - a revolutionary and unique product in thehistory of menstrual products in India for premium segment. J&J, thethen market leader, with out losing time counter-attacked withStayfree Sure and other ultrathin sub brands**. The mid segmentmarket was threatened by low-priced sanitary napkins (from ambitiouscontenders such as Johnson and Johnson and Kimberly Clark Lever).