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

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