Proctor & Gamble in

India:
Gap in the product portfolio?

Group 5

Abhishek Kushwaha
Ankit Babu Kumar
Anmol
Shubham Raj
Ujjwal Mandal
Vinay Kumar
Company Customers Competition Collaborators Context
P&G – Classified into 3 • Hindustan • Godrej • Mid-priced
• started in 1985 segments- Unilever Limited segment, termed
• world’s largest • IFB home as ‘Aspirers’ is
consumer products • Affluent Indians • Ghadi industries appliances growing by 10%
company
• Launched • Urban Indian • Nirma • Celebrity endorsers • Rich Indians are
subsidiaries in India growing by 14
after 1991 • Rural market • Henkel India percent
• Started the 2-3-4
project in India to • Private labels • Striver segment
double the number reduces by 3
of Indian users percent

• Fragrance
determines the
choice of
detergent
Decision Problem

How to increase the per capita consumption of the P&G

products among the Indian users across all the 3 segments
(economy, medium, premium)

Alternatives
1) Reposition one of the variants of the Tide in the economy segment to target them as well
2) Launch a new brand in the economy segment
Evaluation of Alternatives

Evaluation of
Alternatives
Recommendations

• Repositioning of Tide Naturals to target Wheel, Nirma, Ghadi in the economy

segment
• Modification in communication to move to emotional appeal from functional
appeal
• Focusing on other categories like oral care, skin care and introduce their
global brands in India
• Increasing market share will automatically increase the per capita
consumption
Thanks