Procter and Gamble

Résumé du document

Procter & Gamble was founded in the United States in 1837. The company prospered during the 19th century and is now the world's biggest manufacturer of packaged consumer goods and a global leader in six main categories: laundry and cleaning (detergents), paper goods (toilet paper), beauty care (cosmetics, shampoos), food and beverages (coffee, snacks), feminine care (sanitary towels) and health care (toothpaste, medicine). On an average, P&G brands touch the lives, skins or hairs of people around the world about two billion times a day. In fact, the company has one of the largest and strongest portfolios of trusted, quality brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Bounty®, Pringles®, Folgers®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Actonel®, Olay® and Clairol Nice 'n Easy®. The P&G community consists of nearly 98,000 employees working in almost 80 countries worldwide. There is great potential in this market due to economic growth and increased living standards. This paper will mostly focus on the scope for P&G to launch the 2-in-1 shampoo "Pert Plus" on the Pan-European market. The Pan-European market is the European market. Thus this relates to all the nations of Europe.

Extraits

[...] Moreover, the name should be easily pronounceable in each culture. The company is able to use the brand name of "Vidal Sassoon Wash&Go", which is an already well-known brand name in the United Kingdom, West Germany and Scandinavia. It is in the upper market segment and has the established image of a high quality product; it would give quality to the new Pert Plus product. P&G is able to start selling its product right away if it uses the U.S. [...]

[...] Sources Abstract Procter & Gamble was founded in the United States in 1837. The company prospered during the 19th century. And nowadays, it is the world's biggest manufacturer of packaged consumer goods and a global leader in six main categories: laundry and cleaning (detergents), paper goods (toilet paper), beauty care (cosmetics, shampoos), food and beverages (coffee, snacks), feminine care (sanitary towels) and health care (toothpaste, medicine). Two billion times a day, P&G brands touch the lives, skins or hairs of people around the world. [...]

[...] But there are also some disadvantages. Indeed, Procter&Gamble have to be really well prepared to penetrate this market, because there is no place for random. The brand has to be very reactive, as you can read in the article “Pert Plus' new rivals” by Sloan & Freeman, even in the US market, P&G has to face a lot of new comers which provide others 2-in-1 shampoo, imitating the media strategy of but developing their own brand image. The other disadvantage is that P&G doesn't really know the reaction of the market for its product. [...]

[...] The name BC-18 may be a little bit too aggressive to the consumer. It's only a chemical name, so it's like to buy a medicine. It's not very glamour for having attractive hair in a convenient way. If we have a look at the European consumer test, we can notice that the most efficient and pleasant name is the Vidal Sassoon Wash&Go at 4.99 DM for 200ml. We can consider this brand as Pan- European even if it's not present in the 5 regions but only in West Germany, Great Britain and Scandinavia which are the leading countries. [...]

[...] Thanks to the consumer test in Europe, we can establish an average price of 4.99 DM for 200ml, which is higher than other competitor's products (Timotei, Nivea, Schauma, Palmolive, and Elsève) and which is between Pantene and Head & Shoulders. This average price must be adapted if the size of the bottle change, and must be in adequacy with all the costs (i.e. costs of production), to make the higher profit as possible Promotion In its promotion mix, P&G uses only advertising and sales promotion. They don't use public relations. [...]