You are on page 1of 13

RISING TIDE

CHAPTER 12
By: Group 2
INTRODUCTION

Product
launch in
an
unknown
territory
INTRODUCTION

P&G’s
mistake
Product
in
launch in acquisitio
an n of
unknown vegetable
territory oil mill
INTRODUCTION
Mistake in identifying the
market and the customers
well

P&G’s
mistake
Product
in
launch in acquisitio
an n of
unknown vegetable
territory oil mill

Unique operations
of the vegetable oil
market
INTRODUCTION
Mistake in identifying the
market and the customers
well

P&G’s
mistake
in Company’s exit
Product
launch in acquisitio from the vegetable
an n of oil market
unknown vegetable
territory oil mill

Unique operations
of the vegetable oil
market
INTRODUCTION
Mistake in identifying the
market and the customers
well

P&G’s
mistake
in Company’s exit
Product
acquisitio from the vegetable
launch in
an n of oil market
unknown vegetable
territory oil mill
Similar mistake
(underestimating
Unique operations purchase power of
of the vegetable oil the consumer)
market
INTRODUCTION
Mistake in identifying the
market and the customers
well

P&G’s
mistake
in Company’s exit
Product
launch in acquisitio from the vegetable
an n of oil market
unknown vegetable
territory oil mill
Similar mistake
(underestimating
Unique operations purchase power of
of the vegetable oil the consumer)
market

Tide
KNOW YOUR AUDIENCE

Consumer

Need
fulfilment
Needs
by the
product

Consumptio
n
WTP
Environmen
t
KNOW YOUR AUDIENCE

Consumer Colgate’s entry into the


scene and succeeding in
the Mexican Market
Need
fulfilment
Needs
by the
product

Their product was


more suited to the
Consumptio conditions of
n
WTP Mexico than P&G’s
Environmen
t products.
KNOW YOUR NEIGHBOR

Radio majorly occupied by Mexico leaving minimal


opportunities for P&G

P&G wanted to advertise its own products

Ended up leveraging on increasing its distribution


network to compete in the market
ECONOMIC COLLAPSE

Fall of
Rise of Mexican
Mexico’s Peso
External
Loss of
National
market
Debt
share
RECOVERY

Protecting brand’s claim- quality & value-


use of local substitutes

Marketing focused towards directing


budgets towards media front

Market research for better


understanding of Mexican consumers

Repositioning product- Zest as a soap to a


skin cleanser
THANK YOU