procter and gamble
Procter & Gamble is a US based FMCG company.
Offering diverse portfolio of products, company recorded US $77 billion in revenue.
Highly known for building successful brands, innovation, introducing new products and maintaining popularity.
Six levels of hierarchy
Need family – The basic need that defines the existence of a product. Very fundamental benefit for which the customer buys the product. E.g. – Cleaning and hygiene.
Product family – All product classes that can satisfy the core need. Similarly, products that are considered as cleaning agent will come under this category. For e.g. – Personal Cleaning
Product class – Group of products within product family having similar functionalities. E.g. –Soaps, Shampoos and Detergents is one of the product class having similar characteristics.
Product Line – Products/Brands within a product class which are closely related because they perform similar functions and mostly are sold to same customer group. E.g. – Shampoo
Product types – Group of items within a product line that share at least one possible forms of product – E.g. – Anti Hair fall shampoo.
Item (SKU/product variant) – Distinct unit within a product line Distinguished by size, price or appearance. E.g. – Head and Shoulders – Anti hair fall shampoo.
Points of Parity and Points of Differentiation
POPs – PODs -
Soft and smooth Relieve Dry Scalp
Black Shine Formulated with Fresh Scent Technology
Hair- fall solution Leaves with 10x Stronger Hair
Thick and long
2. Introduction
Procter & Gamble is a US based FMCG company.
Offering diverse portfolio of products, company recorded US $77 billion in revenue.
Highly known for building successful brands, innovation, introducing new products and
maintaining popularity.
2
4. Beauty and Grooming Health and Well being Household care
Olay Vicks Tide
Venus Oral-b Duracell
Pantene Pringles Ariel
Wella Tampax Mr. Clean
SK-2 Whisper Ace
Head and Shoulder Pamper Downy
Rejoice Lams Charmin
Hugo Boss Prilosec otc Dawn
Gillette Crest Always
ProductLineLength Product Mix Width
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5. Contributions of BUs in company's growth
29
39
32
35
38
27
0
5
10
15
20
25
30
35
40
45
Beauty and Grooming Health and Well-being Home care
Revenues (%) Sales(%)
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7. Six levels of hierarchy
Need family – The basic need that defines the existence of a product. Very fundamental benefit
for which the customer buys the product. E.g. – Cleaning and hygiene.
Product family – All product classes that can satisfy the core need. Similarly, products that are
considered as cleaning agent will come under this category. For e.g. – Personal Cleaning
Product class – Group of products within product family having similar functionalities. E.g. –
Soaps, Shampoos and Detergents is one of the product class having similar characteristics.
Product Line – Products/Brands within a product class which are closely related because they
perform similar functions and mostly are sold to same customer group. E.g. – Shampoo
Product types – Group of items within a product line that share at least one possible forms of
product – E.g. – Anti Hair fall shampoo.
Item (SKU/product variant) – Distinct unit within a product line Distinguished by size, price or
appearance. E.g. – Head and Shoulders – Anti hair fall shampoo.
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8. 8
Item – Head &
Shoulders Anti
Hair fall shampoo
Product type – Anti
Hair fall shampoo
Product line – Shampoo
Product class – Soaps shampoos and
detergents
Product family – Personal cleaning
Need family – Cleaning and Hygiene
10. Points of Parity and Points of Differentiation
POPs – PODs -
Soft and smooth Relieve Dry Scalp
Black Shine Formulated with Fresh Scent Technology
Hair- fall solution Leaves with 10x Stronger Hair
Thick and long
10
11. Head & Shoulders - Pricing
DEPTH OF LINE - SHAMPOO 80 ML 180 ML 345 ML 675 ML
Anti-Hair fall shampoo ₹60 ₹135 ₹250 ₹475
Silky Black shampoo ₹60 ₹135 ₹250 ₹475
Smooth and Silky shampoo ₹60 ₹135 ₹250 ₹475
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DEPTH OF LINE - CONDITIONER 80 ML 170 ML
Smooth and Silky ₹75 ₹150
Anti – Hair fall ₹75 ₹150
