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  • P&G Brand Categories: Factors IVORY Liquid Dawn JOY

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    Risheek Sai
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    This document discusses P&G's brand categories of Ivory liquid, Dawn, and Joy soap and their respective market shares. It then presents three options for the company: launching a new product, improving an existing product, or increasing marketing expenditures. Reasons cited for P&G's past success include innovative products with benefits at competitive prices and investments in research and development.

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    This document discusses P&G's brand categories of Ivory liquid, Dawn, and Joy soap and their respective market shares. It then presents three options for the company: launching a new product, improving an existing product, or increasing marketing expenditures. Reasons cited for P&G's past success include innovative products with benefits at competitive prices and investments in research and development.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    10 views5 pages

    P&G Brand Categories: Factors IVORY Liquid Dawn JOY

    Uploaded by

    Risheek Sai
    This document discusses P&G's brand categories of Ivory liquid, Dawn, and Joy soap and their respective market shares. It then presents three options for the company: launching a new product, improving an existing product, or increasing marketing expenditures. Reasons cited for P&G's past success include innovative products with benefits at competitive prices and investments in research and development.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 5

    P&G BRAND CATEGORIES

    Factors IVORY Liquid DAWN JOY

    Segment Mildness Performance Performance

    Market Share 12.1% 15.5% 14.1%

    Attributes Best for Mildness


    Makes the longest
    lasting suds
    OPPORTUNITIES
    EVALUATION OF OPTIONS

     Option1 : New Product Offering


     Option2 : Product Improvement
     Option3 : Increase marketing Expenditure
    ARGUMENTS FOR NEW
    PRODUCT LAUNCH
    Underlying Case Facts
    REASONS FOR P&G’s SUCCESS
     (4) Innovative product offerings with superior benefits at competitive prices.
     In 1981,President : John Smale quoted importance in R&D
     Brand Managers were evaluated on their ability to build brand business

    UNDERLYING NUMBERS
    • PS&D Division spent $30 million on R&D in 1981
    • PS&D Division spent $20 million on Consumer and Market Research

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