PAGE NO.

Date

Nome Shas hwah asutkar

RN o 2112 133
llete Pusmal Caua ision :. maxkebns
Plannina Contrst
)
il/ete's ensomal caue ovisin President
B:u Ran
was eleeh'n9 n te
SuccesS
heolkut L Ate ra
3hampoo- ComolH'nen Te wasalso
Comsideuig he divisiens lanning
comtrd 34 sem's maxket nitaKves
e
The olivisiam mkehng cdepantment
tosked t h otheing at
eelevelepina brane makehng Etrakegy-
Onh ofhe hand comro
CmrO

grap a d 7o gaher olay Jala repo

annaa Consumer

lete Compony t e Tensonal Caxa vision

ilettecas iusaled ba Kng: Gulleke
i 9o an dnven t
2.4 bili en in 113S The S
for 2 s Giuee'saeenue 4
apexain Prsht in (38S
The aafe Razar livi's o lbla des _E
az, he Papeu m ate livusi n ¥
e ezsan alcaue_dieisi or (Fakr1'eo a
Cesmebics)
 PAGENO.
Date

-raduet manae
PCD 5_ mankehng
organ'z
depahrnent

Plannin2
Cah Apr'l e sale ptannine ponbmert
brand manageNA. r g a n i e aelo
Zoles maxkebing manaer nLAD
go oliscuss pstenb alohangen i n
markeh'g p lans fer next geo
more han Ss a Pcp Vate me
sol o eoniuh' on wih_ aprom&b om
fr boh maxkekng
dire ctor
sale,he
d Bales plaoning= ore
a epat d mukng 7he xtrafkaq
inchueded the brancd's oyeall trafea
orechm- O wel oA_Apec. no
mankeh e
Dlans hue 4ean eelc29
a heliabte faecas t_ ar he brands
annua 3 aleo walne as
dunina he 2markelina Shaay
Contra

The brand's eget

agils meks
werl2 nit_bpnsBae
aln cdu ded in a ret cro
each makebna
 PAGE NO.
Date
The Vaily_sales Repart aA 7Ac sepgf
Vmot 2anageys Uoned teh he
7restcST intenet E G1ge
Y sleb Epenses Prepisy Sku2
Dr mo) N y cle hanaqeu& also
e ceived7e e/senTwe a e k ash
epor eveuy m m t h a i Ch ncudes sele
data remgro Cur meline siar
The epa ese m olodar make
shaye prrides no y 6renod aelizron

inormnal meas uxeS-

Managens tudie dSales 3hipmentS 7

ShareB aswell o4 ormal measure C1
brandst rengfs Carde JhosD
Deaderant/APloaked at by intenEf
hethC ustom eHg aPpene.úaled He

adv sing ampo9 JDqrinneU s

Beusona/sprealsheo
ste Raio kept a
Com taning. romthe mn my
Canotee Loot e cI
Kale s pojehiom
shar eo
Pat lahexy look e d MprgfE
JD grinnelllerted most_clsey
s p me7

1933: Backarrund

Kigt Yuand u od epulan_deadopontJAP in US

 PAGE NO
Date
had a make _shaz
Right Guand lost its qenenal markes
Leaclen sLip, n mid 1Is 2Rigk Guaro
pummeies k pobn
with_35 make Akare Riat
Cquardkad SY o olivsi onaales
opaAna

Plan
The stakus o Rigkt quand Las bcen
Langed o Costruchm E uo ungLA
Che mi co Compasihions e h Sme
we 8ubjeched Jo Cos upmer estHnq
ONwgnaucA we etpted teeueus
6randpackg-
hanmamisi e
modeuniging_
aelo /o maxi us
imme.dioate tordhE, aelueuhsing_Cuas Grite
slehcst o1982 e budaef for iB}
acdvexHSMeN a s }k 7 u l n
Cith &loqan yaeru uwo hers qaL
4uaqd
need kg

Results
git Guand w'ssed it wnt_ SLare faget
ComcucliNa_he yex yith a 76":_
Slane han e dakgefecd ? -Y o jhe
/o Year in assa tsS S a d
I
Ctom es ast bran ol pur chas 2A"
 PAGE NO.
Date
deuease Laly Speeel stick as buge
Success o mennen with a22V maket
ShaneiG4 i d - 193

Pesent
Belween 9sa 986 PCDSfall espments
9maeke SLare ConSumenSales_ slrwed
naficeaby Because 7he r hao nat introduce
any new_itemsio gVeL Yeayg G u a r e l s
arget mauketu2as seecuscdon nales
aged i2-24Te programme Sparked he
fentiti on lo bothsalesfome 7tracle
ra ole
In 19s7 9 38 Riakt Guand intreoluced
seies g focaoluct enhaCemen

The d98S uLu'te ain Launch Bakgrou

he aunh d ute_ Rain3hampoa

concl'honen ew as descubed e4 B : Rya
an app úhunishic ipuh (nto ew buin eos

CwLte Rain. hae 5Lampeoa l a e as

a
970's n 19 21 he ghamP oDLCas
i alyinre oluees K Cost bran d
buutZhe brandl e oth ee Aan

nevez wwdely osribute acas3

p&agedoul
 PAGE NO.
Date I
he est_ maket

he uite Raiobrand qr p as
hfrusedwithdevelopina inplemeating a
Dan devcring Skampos in_mio E4
4E
co mayL984
rstmauketedina Southern US
As Helen e Cuwrh's Suaue
Shampeo oaA Compehhon So ite
SaioLaunched a 8 ncebottteor_
Same oci ce as Suave's 16 oun batte
he 6Lampoo gutpeulemcd_èxpefatms
tems SLpping Consumen Sales
genorahn 2makr slore inthaf reson

Jhe Roll oubE

n May 985
PCD'sisales. de am 6egan
ean-
stbuine WLite Raio 8Lampaa
cmclitime a u o S S cOLnry ewie ai
badleaned a Veus Fioga m
he
st marketincludlina Fie necol
advuti sing Anahonwi de deplaremenL
allaved jn mid-198S Andfhen
move Jo Kaunch a ole alhat
jnlu dled_all lue eools Te
2elail_re e a h iem was fo.19
The Bales afSlampoo Conodong-
an Srpaied expecAabns
 PAGE NO.
Date

Thepresent
WLite Raio wasqranted mae e s o w C eD 7s
to o wih in_/986, it8tayd in Ae.
Construuhn staqe anhl 1987. " 14_ust"has
aa
3Lane d entire make" r i n n e l l
Aemanked atlemphp9 7s Put Succe sSin
Comteyt

Commens mSYstems

he plannin9 Cemtrad sysem a

wel e coVed
Gillete a 9eoezallu
e e EiR-
managenA albe tE
as a 3ignipie
tab'ons
benu hat he Stratet en ageol
Compronise
Rot m v
a_Let tamv eu sah'on
souuhoms e passionaely held pasin9
SulfeciO
pespekve have accadi Onally _ae
Rack_of enthusiamj
mpod o f a l
parhee Cencenneol The inluence 6
Sqstem_ m AesouuICE allocahon cua mosE

dsputee income6U Ra0 aditel

System a s tai Ao S ways.