INTRODUCTION

 This case study analysis focused on Procter and Gamble Company’s

marketing plans and strategic options on its light-duty liquid brands (LDL).
Procter & Gamble is the world’s largest producer of household and hygiene
products. By 1981 P&G operated in 26 countries and sales totaled $11.4
billion with 90 consumer and industrial products manufactured in the United
States. The case study provided some very detailed data analysis and
reports in terms of the company history and background, organizational
structure, key factors to its success in the marketplace, the relationship
among advertising, sales, product development (PDD), manufacturing, and
finance departments, and its light-duty liquid brands (LDL). Highlight of
Company History, Organization, and Key Success Factors * In 1890, Procter &
Gamble Company was incorporated with a capital stock value of
$4,500,000. The capital allowed the company to build plans, buy new
equipment, and develop new products. * Sales volume doubles every 10
years.
PROCTOR & GAMBLE : THE COMPANY
 Consumer Goods company operating 140+ countries
 Consumer brands leads the market in most categories

STATEMENT OF PURPOSE & STRATEGY

 Provide product of superior quality and value that best fill the needs of
consumers
 Dedicated and talented human resources,
 A reputation for honesty and trust,
 Prudent and conservative management philosophy
 Innovation in superior quality of products at competitive prices,
 Substantial marketing expertise.
SITUATION ANALYSES
 Customer Segmentation
 Market Size/Share
 Competitors
 Major Brands
 Brand Value Preposition