STUDY REPORT ON PROCTER AND GAMBLE NAME – NITESH SUMAN ROLL – 10 SUB – MARKETING MANAGEMENT DATE – 25/10/10 SUBMITTED TO – PROF

. J. P. SINGH SUBMITTED BY – NITESH SUMAN

ACKNOWLEDGEMENT
I take this as an opportunity to thank with bottom of my heart. Working on my project on Procter And Gamble was a constant learning of marketing book, magazines, etc. I am very thankful to Prof. J P Singh sir for giving me their valuable advice and guidance towards fulfillment of the project For any project to be a success, it is very important to get the right guidance and support which I got from my Faculty. I express my gratitude to my faculty guide for inspiring me throughout the project. Finally I would like to convey my heartiest thanks to all my well wishers for their blessing and co-operation throughout my study. They boosted me up every day to work with a new and high spirit.

CONTENT: SN TOPIC NAME

1. About P&G 2. Mission and vision statement ,Objective ,and values 3. Major brand 4. Situational analysis or SWOT analysis 5. Segmentation , positioning , targeting in P&G 6. Story of change 7. Operational 8. Sustainability report 9. Some of major strategy of P&G in recent year 10.Media spends

11.Major competitor TOPIC 1 :ABOUT p and g HEADQUATER OF P AND G The Procter & Gamble Company Type Public (NYSE: PG) Dow Jones Industrial Average Component Industry Consumer goods Founded 1837 .

000 (2010) Website pg. As of 2008. •History William Procter.099 billion (2009)[ Operating income Net income Total assets Total equity Employees 127.S. a candle maker. Ohio. a soap maker .Headquarters Cincinnati.83 billion (2009[1] ▲ $63.74 billion (2010) ▲ $134. U. P&G is the 6th largest Company by Market Cap.formed the company . 14thlargest by profit.03 billion (2009)] ▲ $16. and James Gamble. Area served Worldwide Key people Bob McDonald (President) & (CEO) Products See List of Procter & Gamble brands Revenue ▲ US$79.. and 10th in Fortune's Most Admired Companies list. Company Overview Procter & Gamble is an American global corporation based on manufacturing a wide range of consumer goods.com I.13 billion (2009)] ▼ $12.

Known for people centric company. Procter & Gamble's relationship with India started in 1951 when Vicks Product Inc. Vicks Cough Drops and Vicks Inhaler. Ohio that manufactures a wide range of consumer goods. It has in its portfolio famous brands like Vicks & Whisper. a public limited company. In India Proctor & Gamble has two subsidiaries: P&G Hygiene and Health Care Ltd. and P&G Home Products Ltd. Pantene. P&G Home Products Limited deals in Fabric Care segment and Hair Care segment.HISTORY IN INDIA. India. RHL launches Vicks . Richardson Hindustan Limited (RHL) was formed which obtained an Industrial License to undertake manufacture of Menthol and de mentholised peppermint oil and VICKS range of products such as Vicks VapoRub.known as Procter & Gamble in 1837. (P&G) is an American company based in Cincinnati. 500 crores. the company moved into other countries. RHL introduced Clearsil. Procter & Gamble Co. It has in its kitty global brands such as Ariel and Tide in the Fabric Care segment.Throughout the twentieth century. In May 1967. First profit sharing Plans (25%share is in the hand of employee II.becoming an international corporation. 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. both in terms of manufacturing and product sales . USA entered Indian market. and Rejoice in the Hair Care segment. In 1979. then America's number one pimple cream in Indian market. and Head & Shoulders. a branch of Vicks Product Inc. In 1964.

In 1992. Proctor & Gamble is the second largest FMCG company in India after Hindustan Lever Limited . Today. In 1991. In 1995. In October 1985.the breakthrough technology sanitary napkin. In 1999 Procter & Gamble India Limited changed the name of the Company to Procter & Gamble Hygiene and Health Care Limited. The Procter & Gamble Company.the largest selling detergent in the world. Procter & Gamble Home Products Limited launched Pampers . Procter & Gamble India launched Whisper .Action 500 and in 1984 it set up an Ayurvedic Research Laboratory to address the common ailments of the people such as cough and cold. Procter & Gamble India divested the Detergents business to Procter & Gamble Home Products and started marketing Old Spice Brand of products. US increased its stake in Procter & Gamble India to 51% and then to 65%. In 1997 Procter & Gamble Home Products launches Head & Shoulders shampoo. In 2003. In the same year Procter & Gamble India divested the Detergents business to Procter & Gamble Home Products. USA in 1993 and it launched launches Ariel Super Soaker. P&G India launched Ariel detergent. Procter & Gamble Home Products entered the Haircare Category with the launch of Pantene Pro-V shampoo. RHL became an affiliate of The Procter & Gamble Company. In 2000. In 1993. In 1989. USA and its name was changed to Procter & Gamble India.world's number one selling diaper brand. Procter & Gamble Home Products introduced Tide Detergent Powder . P&G Home Products Limited was incorporated as 100% subsidiary of The Procter & Gamble Company.

Grow leading brands. As a result.b) Objective: .” 1. profit and value creation.OBJECTIVE 1. consumers will reward us with leadership sales. the best consumer products and services company in the world.Build existing core businesses into stronger global leaders .1.VISION STATEMENT.VALUES.Develop faster-growing.Drive growth in key developing market . our shareholders and the communities in which we live and work to prosper . winning customers .d)Value s . now and for generations to come.c) The Vision “Be.a) .” 1.Regain growth momentum and leadership in Western Europe .TOPIC 2: MISSION STATEMENT. higher-margin with global leadership potential . allowing our people. Mission Statement “We will provide branded products and services of superior quality and value that improve the lives of the world's consumers. and be recognized as. big countries.

Ownership TOPIC 3:MAJOR BRAND: List of Procter & Gamble brands 23 of P&G's brands have more than a billion dollars in net annual sales. Billion dollar brands     Ace is a brand of laundry detergent/liquid available in numerous forms and scents. epilators.Integrity Passion for Winning Leadership . Bounty is a brand of paper towel sold in the United States and Canada. Braun is a small-appliances manufacturer specializing in electric shavers. hair care appliances and blenders. Ariel is a brand of laundry detergent/liquid available in numerous forms and scents. Trust. .and another 18 have sales between $500 million and $1 billion.

Pantene is a brand of hair care products (conditioners/styling aids). Duracell is a brand of batteries and flashlights. Pampers is a brand of disposable diaper and other baby care products. Fusion is a brand of men's wet shave razors and is the quickest P&G brand to have reached $1 billion in annual sales.[12] Downy/Lenor is a brand of fabric softener. Dawn is a brand of dishwashing detergent. and oral care products. Gain is a brand of laundry detergent. Gillette is a brand of safety razor and male grooming products. Olay is a brand of women's skin care products. .              CoverGirl is a brand of women's cosmetics. fabric softeners and liquid dish soap. Oral-B is a brand of toothbrush. Crest is a brand of toothpaste and teeth whitening products. Head & Shoulders is a brand of shampoo and conditioners. Old Spice is a brand of male grooming products.

s working in labs around the world than the combined science . and hair color). styling. This amount easily exceeds their leading competitors. Baby and family and pet care and nutrition. The diverse product mix includes personal and beauty items. They also have more Ph. Wella is a brand name of hair care products (shampoo. Research and development: P&G invests 3 .4 % of Net outside Sales in research and development (R&D). health and wellness. conditioner. household products. among consumer products companies.    Pringles is a brand of potato chips. TOPIC 4:SITUATIONAL ANALYSIS OR SWOT ANALYSIS SWOT Analysis: Strengths: Diversification: Product diversification with about 300 products. Tide is a brand of laundry detergent. Always/Whisper is a brand of pantyliners sold primarily in Asian markets.D.

3 billion. P&G was granted 27. Wide distribution network: P&G markets its products in 160 countries with manufacturing capacities in 40 countries. Brand building: Advertisement expenditure of P&G is twice than the next company on the list of companies which spend highly on advertising. the growth of 10%. Pampers. Downy/Lenor. Folgers.June quarter to $21. shampoo and conditioner in one. Ariel. Strong brands: P&G has 13 Billion-Dollar Sales Brands such as: Always. Pantene. Bounty. Fat profit margins: P&G announced net sales for the April . toothpaste that prevents osteoporosis.000 patents globally. Pringle's and Tide. P&G has produced a number of new products like diapers. Leading market position: P&G is the world's largest . The total sales of these thirteen ‘billion dollar brands’ taken together. Crest. This is the seventh year and 24th consecutive quarter in which P&G delivered topline growth above the company's targets.and engineering faculty at Harvard. Innovation: In fiscal year 2004-05. Its diversified product mix helps in connecting technology across categories and brings innovation to the product. Charmin. Their idea of promoting product during weekday daytime slots when mostly housewives would be available helped in building the brand in a big way. would make a Fortune 100 company in itself. Iams. MIT and Berkeley.

Growing bottled water market: Bottled water is a . Dawn dishwashing bar. Inadequate quality control: With large number of product profile. · Mass appeal products at premium price: Some mass appeal products like Pringles are priced very high as compared to its competitor’s products. Opportunity: Developing markets: The economies of China and India are growing at a very fast pace. The case of Rely tampon also establishes this fact. chromium and neodymium. the quality control of all the products has deteriorated. Always hygiene pads. P&G suspended sales of the cosmetics in China after they were found by the authorities to contain the banned substances. This provides P&G with an opportunity to enhance its market share as well as expand its presence in other categories. The company currently competes in only about 10 of its top 25 categories in most developing countries. Few such products are Crest as toothpaste. Weaknesses: Non-profitable products: Running products which may not be profitable but still had to do it because of keeping up with the market presence strategy.consumer products company. P&G is the global leader in all its 5 broad business segments. In September 2006.

fast-growing segment in the world’s food and beverage market owing to increasing health concerns. a product that allows consumers to choose flavored or unflavored water from their home water filter. These . · Changing consumer preference: With the consumer preferences and choices. the US Food and Drug Administration (FDA) are expected to impose stringent quality norms on cosmetic products. Threats: New regulations: Due to increasing public pressure. P&G is well positioned in the prescription drugs and healthcare segments and can leverage this trend to boost both its revenues and market share. P&G because of its huge R&D base and Connect + Develop program is well placed to come up with new and innovative products that may suit the customer needs. In May 2007. New regulations may delay launch of new products and result in higher product development expenditure. P&G could leverage its position in the bottled water segment to capitalize on the growing demand for packaged and flavored water. The aging US population would lead to increased healthcare spending in the US. Growing healthcare industry in the US: There is a growing opportunity for disinfectant manufacturers in the healthcare industry in the US. . P&G launched PUR Flavor Options.

POSITIONING OF P &G . represent approximately 15% of its total revenue in 2007.regulations may impose new liabilities or increase operating expenses. REFERENCE TAKEN FROM BUSINESS STANDARD TOPIC 5:SEGMENTATION . Customer concentration: A significant portion of the revenues from the sale of products is derived from a few customers. Sales to Wal-Mart Stores. either of which could result in a decline in profitability. Competition from local low cost players: P&G faces competition from local. The company gets more than billions of dollars from seven retail customers. Inc. low-cost manufacturers in developing countries. The loss of any of these customers will lead to a sharp decline in its revenues.TARGETING .

For example. and disposable diapers (Pampers and Luvs). four brands of dishwashing detergent (Dawn. It also sells six brands of hand soap (Ivory. five brands of shampoo (Pantene. Safeguard. Sure. Bounty. Ivory. PROCTER & GAMBLE Procter & Gamble (P&G) sells seven brands of laundry detergent in the United States (Tide. three brands each of tissues and towels (Charmin. Pert. it sells 16 different laundry product brands in Latin America and 19 in Europe. Head & Shoulders. and the typical household regularly buys and uses from one to two dozen P&G brands. targeting. and Vidal Sassoon). Era. P&G has many additional brands in each category for different international markets. and positioning.Procter & Gamble. Gain. and deodorant (Secret. Physique. Zest. and Old Spice). How many P&G products can you name? Why does this superb marketer compete with itself on supermarket shelves by marketing seven different brands of laundry detergent? The P&G story provides a great example of how smart marketers use segmentation. Camay. (See Procter & Gamble's Web site at www. Puffs). and Old Spice). cosmetics (Cover Girl and Max Factor). Some 99 percent of all U. Bold. and Africa.S. one of the world's premier consumer goods companies. the Middle East. Febreze. Moreover.) . Joy. households use at least one of P&G's more than 300 brands.com for a full glimpse of the company's impressive lineup of familiar brands.pg. and Ivory Snow). and two brands each of fabric softener (Downy and Bounce). Cheer. Dreft. skin care potions (Olay and Noxema). Olay. and Cascade).

. The seven brands are positioned for different segments as follows: ? Tide provides "fabric cleaning and care at its best. . and fabric wear. fabric softening. and has developed a different brand designed to meet the special needs of each.These P&G brands compete with one another on the same supermarket shelves." ? Cheer is the "color expert. still others want a mild. bleaching power. along with numerous subsegments. fresh smell. and lots of suds or only a few. strength or mildness." It's the all-purpose family detergent that is "tough on greasy stains." It helps protect against fading. contains no irritating perfume or dye. But why would P&G introduce several brands in one category instead of concentrating its resources on a single leading brand? The answer lies in the fact that different people want different mixes of benefits from the products they buy. Thus. cleaning and bleaching power are most important. there are groups—or segments—of laundry detergent buyers. but we may have different priorities for each benefit. Take laundry detergents as an example." ? Bold is the detergent with built-in fabric softener and pill/fuzz removal. and each segment seeks a special combination of benefits. People use laundry detergents to get their clothes clean. We all want some of every one of these benefits from our detergent. to others. Procter & Gamble has identified at least seven important laundry detergent segments. with or without bleach. To some people. fresh-scented detergent. Cheer Free is "dermatologist tested . color transfer. fabric softening matters most. But they also want other things from their detergents—such as economy. .

. ? Tide Liquid with Bleach Alternative uses active enzymes in pretreating and washing to break down and remove the toughest stains while whitening whites. Era Max has three types of active enzymes to help fight many stains that active families encounter. ? Tide Clean Breeze gives the fresh scent of laundry line-dried in a clean breeze. For example. for a clean you can trust. It "cleans and freshens like sunshine. freshsmelling clothes." Within each segment. . Procter & Gamble has identified even narrower niches." It provides "mild cleansing benefits for a pure and simple clean.? Gain. ? Tide High Efficiency "unlocks the cleaning power of high-efficiency top-loading machines" it prevents oversudsing." It contains advanced enzymes to fight a family's tough stains and help get the whole wash clean. originally P&G's "enzyme" detergent." ? Era is "the power tool for stain removal and pretreating. ." It's "pediatrician recommended and the first choice of mothers. Great cleaning power and a smell that stays clean." Available in regular or "mountain spring" scents." ? Dreft also "helps remove tough baby stains ." It "doesn't remove the flame resistance of children's sleepwear. you can buy regular Tide (in powder or liquid form) or any of several formulations: ? Tide with Bleach helps to "keep your whites white and your colors bright. ? Ivory Snow is "Ninety-nine and forty-four one hundredths percent pure. was repositioned as the detergent that gives you clean.

S. As a result. captures a whopping 38 percent market share. P&G is really cleaning up in the $4 billion U. It's Tide "all concentrated into a little blue and white tablet that fits into your pocket. Tide. by itself." ? Tide Free "provides all the stain removal benefits without any dyes or perfumes.? Tide Mountain Spring lets you "bring the fresh clean scent of the great outdoors inside-the scent of crisp mountain air and fresh wildflowers. Durk Jager In past year we are not able to grow in the fast pace we have to change our strategy and way thinking so that we are able to compete with aggression and passion .in an interview given to leading business magazine. laundry detergent market. Procter & Gamble has an attractive offering for consumers in all important preference groups." By segmenting the market and having several detergent brands. All P&G brands combined take a 57 percent share of the market—three times that of nearest rival Unilever and much more than any single brand could obtain by itself RFRENCE FROM US LEADING MAGZINES TOPIC 6:STORY OF CHANGE AND CHANGE IN OTHER MAJORS According to ceo of p & g . P&G's President and CEO." ? Tide Rapid Action Tablets are portable and powerful.

According to him some of Challenges that they give importance No innovation since 1985 strong. In due course he try to tell some Objective Fasten the decision making to innovate Eliminate burecracy Reduce costs 3.1.Radical revamping of P&G's organizational culture Reduction in hierarchies Retrenchment of employees Use of IT to fasten the decision making Target to double in global revenues till 2005 Informal work environment to promote innovation 4. Implementation.Change in Strategy Preparing people for change Communication of entire plan Motivation. traditional and conservative culture Losing market dominance 2. Use it as fascinator Training of the employee Understanding the demand between urgent and essential 5)Structure Decentralized decision making .

schools Comprehensive selection process Focus on innovation and leadership 7)Shared values They effectively transferred their ideas and services Customers the king P&G as a leader 8)System Fast decision making Reward for efforts and learning REFRENCE TAKEN FROM LEADING NY MAGZINE TOPIC 7: OPERATIONAL AREA OPERATIONAL area that company decided in 2009 As of July 1. 2007.Given more authority and power 6)Staff New management (Representing different countries) Recruitment Good relationship with top B . the company's operations are categorized into three "Global Business Units" with each .

Water . Beauty & Grooming Beauty segment Grooming segment Household Care Baby Care and Family Care segment Fabric Care and Home Care segment Health and Well-Being Health Care segment Snacks and Pet Care segment TOPIC : 8)SUSTANIBILITY REPORT PROCTER & GAMBLE RELEASES 11TH ANNUAL SUSTAINABILITY REPORT “Designed to Matter” Highlights 50 Percent Reductions in CO2 Emissions.Global Business Unit divided into "Business Segments" according to the company's March 2009 earnings release.

• Since 2007. “A fundamental reason why P&G has been in business for 172 years is the clarity and constancy of our company’s Purpose – to touch and improve consumers’ lives with branded products and services.” The report outlines P&G’s progress in improving the environmental profile of products and operations and delivery of several new. P&G operations have reduced (per unit of production) water consumption by 52 percent.1 billion in cumulative sales of products with a significantly reduced environmental impact. sustainable product innovations. One example cited in the report wasP&G’s Household Care plant in Brockville. we must grow responsibly and sustainably and ensure that company employees design strategies and programs that make a meaningful difference – bothin the environmental footprint of our products and our operations. CO2 emissions by 52 percent and waste disposal by 53 percent since 2002. P&G has achieved $13.Consumption and Waste Disposal Since 2002 CINCINNATI.” Highlights of the P&G 2009 Sustainability Report include: • Including 2009 FY results. where teams reduced total site energy use by 20 percent. Canada. Oct. energy usage by 48 percent. 20.” said P&G Chief Executive and Executive Sponsor of Sustainability Bob McDonald. The report is available for viewing at . This includes sales of innovative . “To fulfill this Purpose. 2009 – The Procter & Gamble Company (NYSE:PG) today released its 2009 Sustainability Report titled “Designed to Matter.

finished product logistics and supplier . to help raise public awareness. a highly concentrated.” said P&G Vice President of Global Sustainability Len Sauers. Programs were led by P&G employees. Learn and Thrive. with many advanced by leading P&G brands.* • The Children’s Safe Drinking Water program has delivered 930 million liters of clean drinking water since 2007. such as Pampers’ work with UNICEF to eradicate maternal and neonatal tetanus and the Always and Tampax “Protecting Futures” program which helps keep girls in school in the developing world. The company aims to further improve its operational footprint by extending its focus on manufacturing operations to an end-to-end approach that includes manufacturing. low temperature laundry detergent introduced in Western Europe. Some brands have formed key partnerships to address social issues. while manufacturing requires 40 to 50 percent less water and 30 to 40 percent less energy. aimed at helping children in need around the world. • P&G continued to expand its Corporate Cause program. preventing an estimated 39 million days of disease and saving thousands of lives. “Around the world. packaging and shipping to product formulation. Consumers using Ariel Excel Gel use 20 to 50 percent less energy. developing innovative solutions and delivering meaningful results across the business – from manufacturing. engagement and philanthropic donations.new products like Ariel Excel Gel. Live. P&G employees have made sustainability a core part of their everyday work. the program has reached 135 million children. Since 2007.

In addition. employee relations.environmental and social performance. REFRENCE FROM LEADIN NY MAGZINE US TOPIC 9:SOME OF MAJOR STRATEGY IN RECENT YEAR Don't Shout. The GRI report is the most widely used sustainability reporting framework that includes the principles and indicators global organizations use to measure and report economic. . P&G received numerous recognitions for its sustainability work.engagement. P&G’s sustainability report was prepared using the Global Reporting Initiative’s (GRI) G3 guidelines. . P&G was added to the Global 100 list of the world's most sustainable corporations in 2009. climate change. human rights. almost everything is up for grabs. financial and governance practices. which will impact all parts of the supply chain. P&G also was recognized in Corporate Responsibility Officer Magazine’s 10th Annual 100 Best Corporate Citizens List®. philanthropic. P&G was ranked 14th out of the 100 companies included on the list. And in the age of the Web. branding is almost everything. which ranks companies according to their environmental. For more information on P&G’s commitment to sustainability. Listen BY: FARA WARNERJuly 31. &G has been a member of the FTSE4Good and Dow Jones Sustainability Index (DJSI) since their inception.more In 2009. 2001 At Procter Gamble.

link to "tips and resources" on family. nondescript site where no one other than investors and job seekers had any reason to go. structure. and. A year ago.Here's how P G has turned the Internet into a device for listening to customers -. take part in P&G's efforts to create. persistent advertising that Pantene or Pringles (for example) would reliably deliver what their hair needed or what their stomach craved. you can call up a wealth of information about the history. Traditionally.and for experimenting with its brands. and Tide. just watch as billions of consumers keep coming back to products like Crest. Just take a look at PG.about the people and the practices that go into developing those brands -. About itself -. you see a consumerfriendly portal that proudly announces P&G's responsibility for "more than 300 brands you know and trust. brands are the chief medium through which it communicates with customers. Pay no attention to the corporation in Cincinnati. Folgers. and operations of the $40 billion company. Instead. the company seemed to say." On the site. most intriguingly. But there's a new spirit of openness at P&G -. household. . test. and personal care.it has retained a rather secretive air. with P&G spending billions of dollars a year to tell consumers through bold. and market its brands.and it's most evident on the Internet. that communication has gone more or less in a single direction. For P&G. Procter & Gamble has for most of its history hidden behind its powerful array of consumer brands.com. it was a stodgy. when you log on to it. Like the Wizard of Oz hiding behind his curtain. Today.

com. consumers can purchase new products before they show up in the supermarket or drugstore. referring to a ranking published by Advertising Age magazine. which has become the site's most visited section." The relaunch of PG. Icenhower had put together a skunk-works team that included him and seven other P&G people. P&G conducts virtual test markets where consumers can tell the company which kinds of . 38. "But that's because we were the biggest shouters. only customers who were on a special mailing list or in a test market had been able to enjoy such perks. On the contrary." The PG. we want to be the best listeners." he says. close-to-the-vest world of P&G. some of whom had no relevant Internet experience. In the 21st century.com team successfully pushed to include two features on the site that would have been almost unthinkable in the old.) Previously. an associate director of corporate communications at P&G and the man who took the lead in revamping PG. In Try & Buy. And in Help Us Create. and carry a strong brand. we would start learning lessons immediately. While rebuilding the site.com took place last September. (In May.com. "We've been voted the best marketer of the 20th century. the team undertook none of the intense testing that P&G would normally insist on devoting to such a highprofile project. a Pampers gift pack was on sale through PG. The basic model: Research secretly. Icenhower convinced his bosses that the focus of his team's work should be on experimentation. "I told them that we wouldn't get everything right but that by making mistakes. says Greg Icenhower. it has kept such interaction with customers tightly under wraps. That model is due for revision.While the company has made the use of focus groups and test markets into an art form.

all of this marks a big change. Under A. missing analysts' profit expectations and causing its famously reliable stock to plummet from $103 in January 2000 to $64 in June of this year. But the company still operates more than 70 Web sites.) For a company whose tight control over product development and testing is legendary. Lafley. some of P&G's biggest brands have all but given up on banner ads. (Visitors who came to the site in May could offer feedback on the Olay beauty-care product line. in part by putting such revered brands as Crisco and Jif up for sale. It has even moved to reshuffle its product lineup. More to the point. Unlike many oldeconomy outfits. But P&G has good reason to be in an experimental mode. P&G is no conglomerate-come-lately when it comes to negotiating the Net. P&G announced that it will lay off more than 17. P&G has stepped up its experimentation because it has discovered an ideal laboratory for doing so: the Internet.000 people over the next three years. This year. Recently. the company is regrouping after what its leaders now admit was an overambitious change effort. The company stumbled badly in 2000. And rather than give up on the Net as a whole. or how it might improve existing products. As early as 1995. who became CEO a year ago. it had 10 Web sites up and running. The company said it has started shipment of the product with the increased grammage and the new pack sizes of .new ways to make the shift from shouting to listening.G. and it was also an early player in the banner-advertising game. in a bid to focus on profitability. P&G has turned it into an arena for trying out new approaches to branding -.new products it should make.

it did not specify whether the increase is across all the pack sizes. "In the last three years. It is available at the price points of Rs 10.its variants 'Chandan' and 'Lemon' will be available in the market from tomorrow. it is understood that the company is also increasing the pack size of its mother brand 'Tide' and it will be available from March 12. Tide brand is available in the market in two variants Lemon and Chandan with pack sizes of 100 gm. 500 gm. 1 kg and 2 kg and 20 gm single use sachet. The company was recently in news for the legal tussle with one of the country's largest FMCG players Hindustan Uniliver for a TV commercial claims that its detergent brand Rin is better product than Tide. 200 gm. Rs 20. Meanwhile. 24 2004 Cosmetics major Procter and Gamble (P&G) on Friday said it was targeting a larger share of the Rs 900 crore shampoo market claiming that this was the fastest growing FMCG category in the country. with over 35 per cent year-on-year growth on average where the category growth has only been 20 per cent. Rs 26 and Rs 56 at present. However. the brand has grown by 250 per cent. P&G targets higher share in shampoo mart Our Regional Bureau / Hyderabad January." the company said. .

a new shampoo in three variants in a bid to capture a larger market share.5 ml sachet. 2003 . the country marketing manager of P&G India. which is currently positioned at number two with a 20 per cent market share. He. At present. the Andhra Pradesh market constitutes around Rs 50-70 crore. Business standard Sins of research outlined Our Corporate Bureau / Mumbai November 20. P&G had two shampoo brands in the market. We are eyeing a significant share in the Andhra Pradesh market. refused to divulge the sales target in Andhra Pradesh. Till now. The new brand is available at an affordable Rs 2 for 7. Rs 39 for a 100 ml bottle and Rs 75 for a 200 ml bottle. however. Rahul Malhotra. which is so far cornered by FMCG giant Hindustan Lever. claimed at the launch of the new product here today that Rejoice was the highest selling shampoo brand in Asia and the third largest shampoo brand in the world. P&G imports the product from Thailand.P&G. “Of the Rs 900 crore shampoo market. launched ‘Rejoice’. with the last having been launched way back in 1997. Pantene and Head and Shoulders.” he said.

unsuccessful brand in Vietnam P&G undertook a brand restructuring exercise and tried to sell the “soft on hands tough on stains” proposition. Khosla was speaking at the CII FMCG conclave in Mumbai. So.Market research is a tool to decision making but it is not the decision-maker said Shantanu Khosla. He illustrated his point with examples from the P&G basket like Tide which was a small. explained Khosla. Khosla also listed out what he thought were deadly sins one usually commits when using a market research for decision making. Procter and Gamble while discussing the merits of market research and its role in guiding brand management. Using the market research tools without taking into consideration the market and the product. managing director. Unfortunately this did nothing for the brand and on digging deeper the brand research team realised that Vietnamese people did not think the brand could have . if a wrong decision has been taken based on market research then one must not blame the market research per se but the brand management team which has been unable to utilise the market research well. not keeping the whole picture in mind and concentrating on only the tunnel vision and looking for data to prove your point are unforgivable sins according to Khosla.

as it had the year before. The company is expected to post $8. Ram Madhvani. who was skeptical of the usefulness of market research as a decision making tool. Khosla concluded by saying that the effectiveness of market research depends on how you use it. Equinox Films. P&G spent 10. REFRENCE FROM BUSINESS STANDARD TOPIC:10)MEDIA SPEND According to a report in AdAge's Daily News (August 6. Based on market research they decided to use the ‘made in USA’ tag on the product which did wonders for Tide. listed a few pointers that he thought would help make effective use of market research . the company's chief financial officer.4% of sales on advertising.changed since its early days. director. and plans to do so again in the current fiscal year.7 . Initial market testing saw that the product was well received but when formally launched it failed to make a splash.including training brand managers to analyse research data. said Clayton Daley. on the company's quarterly earnings conference call. 2008) Procter & Gamble will not cut its media budget despite rising commodity costs. Another example would be that of Vicks Vit-C. a vitamin C candy introduced by Vicks. P&G maintained ad spending as a percent of sales for its fiscal year ended June 30.

. In response. the company has shifted its media spend.5 billion increase last year. 18 have sales between $500 MILLION and$1 billion. They are able to achieve their mission by providing product to the world. double the $1. up 9% from $7. and in due course it become as one of the well known brand . P&G's gross and operating margins would still decrease.billion in global ad spending for the concluded fiscal year. it is the said that after HUL its position is next. Daley states that P&G will have to further cut costs in addition to raising prices to offset an expected $3 billion increase in commodity costs in fiscal 2009.9 billion. In addition. opting for products at lower-price points. REFRENCE FROM BUSINESS TODAY TOPIC 11:MAJOR COMPETITORS HUL GODREJ DABUR TOPIC 12: CONCLUSION P&G IS ONE OF THE MAJOR FMCG provider company in the world.and which 23 of them is more then $1 billion in net sale. the company has noted signs of consumer trade down. Even if cost increases were offset with price hikes.It is provider of more then 300 goods .

more than 300. It’s strength beauty product facing problem because of change in law about chemical used into various cosmetic product in different countries. Emerging market like India and china as opportunity.It’s major strength is it’s product mix. Major weakness is that many of its products doesn’t gives more profit. The major threat is its competitor both at international and national level. BUT DESPITE OF VARIOUS HURDLE IT EMERGE AS A MAJOR BRAND . and it’s strength is distribution and presence in 160 countries.

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