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Ariel-4p's and stp

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four 4p's(place-product-price-promotion) and segmentation, targeting and positioning

four 4p's(place-product-price-promotion) and segmentation, targeting and positioning

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  • 1. Procter & Gamble Ariel Marketing Strategies By: Anand Vijay Kumar Ganpaa PGDM-RM(0911-003)
  • 2.                                                                      Size Procter & Gamble Co. Type Public ( NYSE :  PG ) Founded 1837 Headquarters One Procter & Gamble Plaza, Cincinnati, Ohio , USA 45202 Key people A. G. Lafley , Chairman and CEO Industry Consumer goods Revenue ▲ US$ 83.503 billion (2008) Net income ▲ US$ 12.075 billion (2008) Employees 138,000
  • 3.
    • Procter & Gamble Co. is a Fortune 500 , American global corporation based in Cincinnati, Ohio .
    • That manufactures a wide range of consumer goods .
    • As of 2008, P&G is the 23rd largest US company by revenue and 14th largest by profit.
    • It is 10th in Fortune's Most Admired Companies list (as of 2007).
    • P&G is credited with many business innovations including brand management , the soap opera , and " Connect & Develop " innovation.
    • According to the Nielsen Company , in 2007 P&G spent more on U.S. advertising than any other company.
    Procter & Gamble
  • 4.
    • Family of Products :
    • Personal & Beauty
    • - Cosmetics, Oral Care, Hair Care
    • House & Home
    • - Laundry care, Dish Soap, Snacks & Coffee
    • Health & Wellness
    • - Prescription drugs, Health Care
    • Baby & Family
    • - Pet Care & Nutrition
    Procter & Gamble
  • 5. Procter & Gamble
  • 6.
    • Introduction
    • Ariel is a marketing line of laundry detergents made by Procter & Gamble .
    • It is the flagship brand in Procter & Gamble's.
    • Launched in 1991 in India
    • Compact detergent
    • Enzyme technology
    • Smart eyes
    • Superior cleaning in a choice of fragrances
    • Product Depth:
    • Ariel Biological, biological with bleach for whites.
    • Ariel Color and Style, a biological bleach free product
    • to protect colors.
    • Ariel Sensitive (formerly known as Ariel Non Bio,
    • without enzymes supposedly protecting sensitive skin).
    • Ariel Biological with Febreze.
    • Ariel Front-O-Mat
    • Ariel Fresh Clean
    • Ariel Spring Clean
    Procter & Gamble
  • 7. Procter & Gamble
    • Marketing Strategies:
  • 8.
    • Product Strategy :
    • Products Classification- Service Consumer good.
    • Product Differentiation- Form, Features, Performance, Reliability
    • Superior Technology
    • CSR Initiatives
    • Attractive Packaging
    • Catchy Tag-lines
    • Established as a brand itself.
    • Pricing Strategy :
    • Optional-Feature Pricing.
    • Product- Line Pricing.
    • Cost-plus pricing
    • Competitive pricing
    • Distribution pricing
    Procter & Gamble
  • 9. Procter & Gamble
    • Place:
    • In-store placement strategy
    • Already existing strong links in urban areas
    • Rural penetration
    • Develop marketing channels as strong and penetrated so that it would gain access to remote areas
    • Strategic location of warehouses
    • Increase wholesale dealer in small towns who can cover the nearby villages
    • National coverage would be dealt with by increasing the company's warehouses and creating C&F agents in the smaller cities
    • Promotion:
    • Media
    • Radio
    • Hoardings
    • Consumer promotion
    • Fragrance oriented and eco friendly
    • Newspaper
    • Various promotional offers
  • 10. Procter & Gamble
    • Segmentation, Targeting and Positioning
  • 11.
    • Target Customer :
    • General Consumers
    • Color Sensitiveness of Clothes
    • Washing Machine Users
    • Newly married couples
    • Women
    • Segmentation :
    • Demographic- Family Size
    • Benefits- Quality, Service, Income.
    • Niche Marketing
    • Urban & Semi-Urban area
    • User Status- Regular User, Potential User & Non-users.
    Procter & Gamble
  • 12. Procter & Gamble
    • Positioning :
    • Premium brand against its competitors
    • Superior technology
    • Fragrance oriented detergent
    • Importance to quality
    • Low temperature wash detergent
    • Environmental friendly
    • Contains double action system which gets fully dissolved
    • Removes tough stains
    • Gives shine to your white clothes
    • Gives brightness to your colored clothes
    • Cold is the new hot
  • 13.
    • Thank You