Procter & Gamble Ariel Marketing Strategies By: Anand Vijay Kumar Ganpaa PGDM-RM(0911-003)

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

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

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.

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

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

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

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 Marketing Strategies:

Marketing Strategies:

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

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 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

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

Procter & Gamble Segmentation, Targeting and Positioning

Segmentation, Targeting and Positioning

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

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 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

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

Thank You

Thank You