CASE: SOAP COMPANIES DO BATTLE

Quantitative Techniques Assignment-I
Name: Apeksha Dubey
Class: Alpha

QT Assignment-1 Apeksha Alpha Page 1

History of Leadership Position in US Soap Market • Procter & Gamble was leading soap manufacturer of US since it introduced Ivory Soap in the year 1879 till 1991 • Lever Bros (Unilever) had introduced Lifebuoy in 1895 but were trailing.5% of personal soap market.5% • To respond to the new challenge P&G and introduced new soap – oil of Olay and repositioned Safeguard brand to regain the market share. QT Assignment-1 Apeksha Alpha Page 2 . P&G share then was 30. • As a part of changed strategy in 1990 Unilever introduced a new soap Lever 2000 – which was segmented as family soap. • With this Unilever overtook by grabbing 31.

• Top three soap brands are – Dove. QT Assignment-1 Apeksha Alpha Page 3 .Solution 1: Current Position of Market Share • The data here shows that Unilever is now soap market leader with 38. Dial and Lever 2000.47% market share with Dove as leading brand. None of P&G brand is there.

• Irish Spring of Colgate Palmolive has 9.79% share.5 38.27 Pamolive Others 17.47 Dial 15 19 18.27% market share.5 24.98% Company 1983 (Share 1991 (Share Latest (Share %) %) %) P&G 37. • Dial soap brand is at number two with 14.98 Unilever 24 30.1 31.16 Colgate & 6.12 Data Tables According to Case: Soap Companies Do battle • However dial is catching up fast it has 18.4 11 9.16% followed by Colgate Palmolive with 9. QT Assignment-1 Apeksha Alpha Page 4 .5 8 9.27% share which is higher than any brand of P&G.Competitor’s Position • P&G is in second position with market share of 24.

29 Safeguard 48 3.2 Olay 69 5.47 Dove 271 20.27 Others 119 9.77 Lever 2000 138 10.79 Coast 44 3.27 Irish Spring 121 9.13 Dial 237 18.98 Zest 115 8.81 Ivory 94 7.Latest Market Share: Latest Market Share Company Sales Market Shares ($ million) (%) P&G 326 24.16 Dial 193 14.12 Total Personal Soap Market 1305 100 QT Assignment-1 Apeksha Alpha Page 5 .57 Caress 93 7.68 Unilever 502 38.37 C&P 121 9.

Year wise Companies Market Share Chart Pie Charts exhibit the market shares QT Assignment-1 Apeksha Alpha Page 6 .

1991 and latest market share holding by "Dial" . One more thing can be observe that year by year 1983. QT Assignment-1 Apeksha Alpha Page 7 . So Unilever is clearly affecting market of P & G as well as Other Companies. Latest data shows that finally Unilever left out P&G far behind . Market Share in Current Year Unilever Procter & Gamble Dial Colgate-Palmolive Others Year wise Companies Market Share Chart shows that  In year 1983 P& G was ruling the market  In year 1991 Unilever shows tremendous growth and establish them as leading competitor to P & G."Colgate Pamolive" remains almost same .

Company’s year wise progress: Company's progress year wise 45 40 35 30 Market Share in 1983 25 Market Share in 1991 20 Market Share in Current Year 15 10 5 0 Company's Progress year wise chart shows that:  P&G’s market share is continuously declining and Unilever has strengthen every year  Dial Company has maintained its share and is a consistent performance  Colgate Pamolive is also progressing but market share is relatively less QT Assignment-1 Apeksha Alpha Page 8 .

25 million it can easily cop up with the variant sales behavior.35 35 .40 Sales of bar per week Graph is NOT a Normal Curve  maximum frequency lies between 15 ‐ 25  Only for 3 weeks in a year sales have crossed the figure more than 30 million soaps.  If production capacity is between 20 .20 20 -25 25 .30 30 . QT Assignment-1 Apeksha Alpha Page 9 .Solution 2: Average Demand per week: Sales of bar per week 20 18 16 14 12 10 8 6 4 2 0 10 .15 15 .