Table of Contents

Chapter 1: Introduction
1.1. Background of the company
1.2. Products of the company
1.3. Product chosen for study and its description

Chapter 2: Problem Identification

Chapter 3: Solution to the issue defined

3.1. HOW PROBLEM HAS AFFECTED BUSINESS
3.1.1. Idea generation point
3.1.2. Idea generation point
3.2. Blog (to suggest a solution)
3.3. HOW SOLUTION AFFECT BUSINESS OR HOW BUSINESS WILL BE
AFFECTED
3.3.1.Creative Ad
3.3.2. Flyer/ Brochure
3.3.3. Press Release

Appendix (Attach pictures or evidences to support the cotent)

Company: P&G
  Chapter 1
Company Background
Procter & Gamble Co is a Fortune 500, American global corporation based in Cincinnati, Ohio, that
manufactures a wide range of consumer goods. As of 2008, P&G is the 6th largest corporation in the
world by market capitalization and 14th largest US Company by profit. It is 10th in Fortune's Most
Admired Companies list (as of 2007). P&G is credited with many business innovations including brand
management, the soap opera, and "Connect & Develop" innovation. According to the Nielsen Company,
in 2007 P&G spent more on U.S. advertising than any other company; the $2.62 billion it spent is almost
twice as much as General Motors, the next company on the Nielsen list. P&G was named 2008 Advertiser
of the Year by Cannes International Advertising Festival. Three billion times a day, P&G brands touch
the lives of people around the world. Our corporate tradition is rooted in the principles of personal
integrity, respect for the individual and doing what's right for the long-term.
Our Purpose We will provide branded products and services of superior quality and value that improve
the lives of the world's consumers, now and for generations to come. As a result, consumers will reward
us with leadership sales, profit and value creation, allowing our people, our shareholders and the
communities in which we live and work to prosper.
Our Commitment Improving the lives of consumers worldwide is about more than just great products.
It's about taking responsibility for improving our communities around the world through the work we do,
as a Company and as individuals.
Principles We show respect for all individuals. The interests of the company and the individual are
inseparable. We are strategically focused in our work. Innovation is the cornerstone of our success. We
are externally focused. We value personal mastery. We seek to be the best. Mutual interdependency is a
way of life.
History In 1837, Procter and Gamble was founded in Cincinnati by William Procter, a candle maker, and
brother-in-law Gamble, a soap maker. Their joint venture started one of the most influential companies in
all American industry. The company's first product was Ivory soap, introduced in 1879.
For generations, Procter and Gamble has been built by scientists and consumer researchers; the latter
finding out what the public wants and needs, and the former improving upon old products or inventing
new ones to match these needs and desires. Several products were developed during the time period when
William Procter's son, William Alexander Procter, took over the company (1890-1907.) William Cooper
Procter began working in the company in 1883 and served as president of the company from 1907-1930.
During this time, the company's sales rose from $20 million to $200 million. This was a period of growth
in which the company built several plants: five in the United States, one in Canada, and one in England.
William Cooper Procter was a pioneer in many labor relation reforms. Procter and Gamble became the
first American company to give half holidays on Saturdays and set up a profit-sharing plan in the same
year. Company policy was reworked in 1920, so that all employees were guaranteed 48 weeks of work
per year. Other firsts include a disability pension plan, a life insurance plan, and employee representation
on the board of directors. Today, P&G; goods are found in 98 percent of all American households. With
additional products are sold worldwide, from the Arabian Peninsula to Argentina to India, the company
remains committed to marketing superior products.

SWOT analysis of P&G: P&G is a Global Company reaching out to almost 82 countries. A specialized
company with a singular, steadfast focuses on the advancement of skin care and other consumer goods
around the globe. It has a very strong global brand image. Since products of P&G have been used for
more than 150 years, thus the brand loyalty among its buyers does exist. P&G’s goal is simple, improving
 the quality of human life by providing high quality, safe and effective FMCGs, therefore making life
easier for so many people around the globe.
Strengths:
The biggest strength of P&G as a company is having vast range of skin care product line including
creams, lotions, shampoos, liquid cleansers and etc.
It has a very strong brand name.
Due to its strong brand repute, P&G has a huge customer base.
The customers of P&G are extremely brand loyal and have less tendency of switching on to some other
brand.
P&G are always bringing innovations to sustain its customer base.
Weakness:
The major weakness of P&G is being less innovative than its major competitor Unilever.
Some of the P&G products have failed in certain geographic areas, as the research for those products is
not conducted in all the geographic areas where the product has to be sold. For example, Oil of Olay
failed in Pakistan, Camay failed here as well.
Opportunities:
Some opportunities include the unexplored areas in the markets where P&G can sell its product.
One of the opportunities for P&G is to invest in the segment for children.
Another opportunity for P&G is to introduce food and beverages for Pakistani market, keeping in view
the tastes and preferences of the people here.
Threats:
Unilever is the biggest threat for P&G as that is the most aggressive competitor of P&G.
With the advent of new FMCG providers in market with less priced products, people in markets like
Pakistan where due to inflation customers can switch on to other low price products.
As P&G is operating globally therefore the regulations of Government in different geographical areas
may affect the policies of P&G.
As the world economy is going through the unprecedented economy crisis that may prove to be a threat
for all the businesses being operated globally.

Products of the company

 Baby Care. Pampers.
 Fabric Care. Ariel.
 Hair Care. Head & Shoulders,Pantene Pro-V
 Personal Health Care. Vicks. Cough, Cold & Flu Relief.
 Skin and Personal Care. Olay. Face & Skin Care. Safeguard

Product chosen for study and its description

Camay was rich, creamy beauty soap. Camay was available in different fragrances. Camay was
the name of a scented hand and body soap, made by Procter & Gamble. It was first introduced in
1926 and marketed as a "white, pure soap for women," as many soaps of the time were colored
to mask impurities. Camay's slogan for many years was "Camay: the soap for beautiful women."
It was later replaced with "For your most beautiful complexion at every age." Camay is still
produced although many stores in the United States and Pakistan do not sell it anymore, as it has
fallen out of popularity in recent years. Since it is still quite popular abroad, in the U.S. it is often
found at immigrant-oriented ethnic stores. For many years, Camay was a major sponsor of the
soap opera Search for Tomorrow. Camay Soap was introduced in the USA in 1926 and in the
UK in 1958. It was one of the first “beauty” soaps to be marketed in post-war Britain. The brand
was seen as a luxurious and exclusive soap, which provided the ultimate in feminine glamour. In
those early days, Camay became renowned for its use of exclusive French perfume, its pink
colour and its rich lather. The name Camay was derived from the bar's own cameo stamp.
"Camay" was coined from the French word, "camee," which means cameo, the jewel.

 Chapter 2
Problem Identification
Camay was introduced in Pakistan. Extensive advertisement was done for the products. The soap
was introduced with different scents to ensure variety. But Camay became unsuccessful in
coping up the expectations of the customers. Therefore it was failed. One of the complaints of
the customers was that Camay is highly soluble soap, due to which it is consumed highly and is
not a cost efficient product. Camay failed to compete with Lux, Capri, Dove, Imperial leather
etc. Even the different scents of the product could not contribute to its success. Customers did
not accept such soap and ultimately P&G had to face a decline in the growth stage of Camay.

Competitors Analysis of Pakistani Market:

Leading Soap Brand Market Share
Lifebuoy 35%
Lux 25%
Safeguard 15%
Other 25%