Tbe Company

1he PlsLory of rocLor Camble Wllllam rocLor and !ames Camble founded a buslness parLnershlp on
CcLober 31 1837 ln ClnclnnaLl Chlo WlLh a background ln Lhe soap and candle lndusLrles respecLlvely
Lhe parLners embarked on a Lhenunforeseeable groundbreaklng role ln Lhe household producL lndusLry
1wo cenLurles laLer rocLor Camble (C) ls Lhe worlds number one maker of household producLs
boasLlng over LwenLy brands Lhe largesL percenLage share of Lhe markeL and a mulLlbllllon dollar
porLfollo
1he hlsLory of C ls segmenLed across dlfferenL eras of growLh 1he early days (18901943) broughL
lnnovaLlon LhaL lncluded lndepLh undersLandlng of consumer needs and a ploneerlng approach Lo
markeL lrom 19431980 Lhe company saw even more expanslon by lnfllLraLlng new producL caLegorles
ln new lands as an lnLernaLlonal focus developed 1he laLLer parL of Lhe LwenLleLh cenLury was one of
Lhe mosL crlLlcal phases C embarked on and saw Lhe globallzaLlon of lLs company 1he company was
ready Lo compeLe wlLh Lhe modern markeLplace and qulckly became one of Amerlcas largesL
mulLlnaLlonal corporaLlons
uurlng Lhls era C would emerge as an lmporLanL new player ln healLh care as well as ln cosmeLlcs
and fragrances MosL lmporLanLly Lhey would esLabllsh a worldwlde research and developmenL neLwork
and seek Lo bulld a solld foundaLlon of global brands 1he C bllllondollar brands culLlvaLed under Lhe
ldea of Louchlng llves lmprovlng llfe" lnclude ACLonel 8ounLy Charmln CresL uowny lolgers lams
Clay11 ampers rlngles 1lde and anLene rov Some of Lhe companys largesL acqulslLlons lnclude
Clalrol ln 2001 and Lhelr blggesL company purchase Lo daLe CllleLLe ln 2003

Awards
Pantene Pro-V Shampoo wins Global Packaging Design Award
February 01, 02
Procter and Gamble's New Pantene Pro-V Shampoo has won the Global Packaging Design
Award at the London International Advertising Festival.
According to Mr. Anthony Rose, Senior Manager, Public AIIairs, Procter & Gamble, the new
design visually captures the superior perIormance which Pantene oIIers to its consumers through
the sophisticated new colours Ior each `end-look', colour rings on the closure, the Pro-V
embossing on the lid and an icon speciIic to each `end-look' at the base oI the bottle.
The New Pantene Pro-V has Iive variants which claim to give Iive distinct `end-looks' -
Smooth&Silky, Volume and Fullness, Balanced Clean, Lively Clean and Anti-DandruII.
These variants were reportedly launched aIter an international research study by Pantene,
indicated that consumers were dissatisIied with the shampoo they had because they
misdiagnosed the hair type and subsequently chose the wrong shampoo variant Ior use.

arket Sbare and Industry Leaders
1he shampoo lndusLry houses many compeLlLors LhaL are seeklng Lo lncrease markeL share durlng a
perlod of sLagnanL growLh rocLor Camble leads Lhe lndusLry more Lhan Lwofold pulllng ln $3127
mllllon from Lhe $1249 mllllon lndusLry ln 2003 accounLlng for a share of 411 of Lhe markeL (See
llgure 2) Accordlng Lo MlnLels reporL on Lhe shampoo lndusLry ln 2003 Cs numbers assume a safe
poslLlon wlLhln Lhe markeL buL LCreal sales lncreased 37 beLween 20032003 and AlberLCulvers
18LSemme and nexxus brands have falred successful ln galnlng leverage wlLhln Lhe lndusLry ln
addlLlon !ohn lrleda alLhough noL a Lop compeLlLor as of 2003 doubled shampoo sales wlLhln 2 years
from 20032003 showlng promlse for fuLure markeL share clalm


Accordlng Lo Lhe reporLs flndlngs Lhls presenLs a cause for concern for leadlng C because whlle
anLene and Pead Shoulders had sLrong sales growLh ually uefense and 8enewal 3x were
dlsconLlnued and Perbal Lssences and erL faced decllnes 1hus Lhe dlsconLlnuaLlon of brands coupled
wlLh sales decllnes from Lwo perLlnenL brands puLs C ln an unsLeady poslLlon as Lhe compeLlLlon ls
maklng aLLacks Lhelr successful brands

orecasting tbe uture arket
Whlle Lhe halr care markeL ls expecLed Lo experlence a 28 compound annual growLh raLe over Lhe nexL
flve years (uaLamonlLor) Lhe ouLlook for Lhe shampoo secLor ls less opLlmlsLlc MlnLel predlcLs luM
sales of shampoo and condlLloner Lo grow from $206 bllllon ln 2003 Lo $21 bllllon by 2010 Whlle Lhls
represenLs a 2 lncrease ln currenL Lerms lL equaLes Lo a decllne of 13 ln consLanL Lerms