3. PROBLEM STATEMENT
Procter & Gamble is one of the leading consumer products companies
globally.
It has an approximately 300 brands and currently present in over 140
countries.
There was a discussion regarding future strategy with the company’s
senior management team in Moscow particularly after the realization
that decisions on product portfolio, price levels, and brand positioning
needs to be taken into consideration to successfully develop the Russian
market further.
P&G’s flagship brand “Always” had grown rapidly since it was first
introduced into the Russian market in 1995, and the latest audit figures
showed it achieving market leadership in early 1998.
4. OBJECTIVES
* The main objective is to provide the best
marketing strategies for the launching of
the Always Alldays pantiliner in Russia.
* To promote Always' brand with best
quality and low-priced products.
* To identify the market segments in
promoting the new product.
5. AREAS OF
CONSIDERATON SWOT
STRENGTHS
- P&G is one of the world’s leading consumer
products companies.
- World’s leading brand of feminine protection
disposal pads – growing at 5%-10% in the
previous decade.
- Always brand was positioned as a premium
brand.Extensive investment for ads and
promotions.
THREATS
- Russia is fast growing but highly uncertain when it
comes to economy.
- Has scientific approach towards products.Many
consumers expressed their preference for local
produce.
- Russians are torn between their preference and
economic status.Low-priced products from competitors.
OPPORTUNITIES
- Russian consumers often spend much of what
they have.
- Consumers were willing to try new brands
WEAKNESSES
- P&G only covered the 14 largest cities in Russia, home
only to 18% of the population.
- There is competition in the market.
- High priced products.
6. SWOT - TOWS ANALYSIS
S-O
-Produce new products with premium quality
- Maximize the investment in promotions
W-T
- Intensify and create more channels distribution
- Use social media for info drives
- Provide discounts and other freebies
- Caravan Tour
S-T
- Maximize the promotions
- Provide educational informations
- Produce low priced products but with high quality
W-O
- Intensify its distribution strategies to cater other areas.
- - Compete with low-priced products to compete in the
market.
- Invite local artist to promote the product
7. PRODUCT
DEVELOPMENT
A C A # 1
A LT E R N AT I V E C O U R S E O F
A C T I O N
Keeping the product’s best quality is
important to encourage more people to
buy the product.
Create a more attractive, healthy and
competitive products that will attract the
consumers.
New design and packaging with additional
features.
8. MARKET PENETRATION
A C A # 2
A LT E R N AT I V E C O U R S E O F
A C T I O N
Offer Discounts, payment method
and credit terms.
Intensify Digital marketing strategies.
Lower the price to compete in low
and mid-priced products of
competitors.
Create new distribution channels.
9. RECOMMENDATION
P&G needs to invest in aggressive low-price competition strategy to allow sustained
advantage and growth of Always brand.
It is recommended for P&G to conduct market segmentation for Always brand.
Strategize the promotion of the new improvised Always brand through Market Launch Plan.
11. PROJECT SCHEME
Product Testing
Consumer Insights
R E S E A R C H
COMPETITIVE REVIEW:
• Companies
• Brands
• Sales and Markets
• Distribution
• Pricing
• Packaging
P R O D U C T A N D M A R K E T
R E V I E W
13. WORLD HEALTH ORGANIZATION (WHO)
Study shows that 62% of vaginal
problems and issues are caused by
unsealed unsterilized unsanitary
napkins.
14. 75% OF WOMEN
75% of women
experience itching and
pain during their
menstrual period which is
mostly caused using the
sanitary napkin that are
air permeable.
15.
16.
17.
18.
19. PRODUCT DEVELOPMENT
Produce a phyiscal prototype - Test the product - Conduct Focus group customers- Make
adjustment
32. THE FEMININE HYGIENE
MARKET CAN BE
SEGREGATED INTO:
*Sanitary Napkins /
Towels
* Panty Liners
* Wipers
* Diaper
* Tampons
33. Many women still prefer to use traditional way
/ products.However since last couple of years
this category has shown a remarkable growth.
With changing lifestyles, increase in disposable
incomes, greater product choice and availability
and influence of satellite television, the
category has on rise.
While the awareness in the urban areas would
be reasonable given the substantial advertising,
the penetration rate is abysmally low. The
product is virtually absent in rural market.
37. AGES 35-50
HARD WORKING
DEDICATED
ORGANIZED
MATURE
RATIONAL DECISION MAKING
FOCUSED ON COMPOSED
CONSIOUS ABOUT HER HEALTH
LIKES SHOPPING
AS A WORKING WOMAN CONSIOUS ALWAYS ABOUT HER LOOKS
AS A HOUSEWIFE CALCULATIVE ABOUT WHERE SHE SPENDS
38. MARKET PENETRATION
We recommend a digital marketing strategy
utilizing paid influencers, paid social media
ads, interesting social media content, and
search engine traffic.
58. SOFT PRODUCT LAUNCHING
This section provides the timeline for the social media campaigns
for the client, The Winslow Café.
59. The largest, the most
famous and visited
shopping mall in the very
heart of St. Petersburg,
just a step away from
Moscow Railway Station.
The shopping center's five
floors are home to more
than 300 stores, 30
restaurants and cafes
along with 10 cinema
screens (including IMAX)
– everything you would
need for a great shopping
and leisure.
66. CONCLUSION
Although P&G has the best quality products when it comes to sanitary napkins, it has to face the
challenges of Russia’s unique cultural and traditional systems and beliefs. Added to that is the
premium price of its products compared to its competitors.
Thus, it is a great challenge for P&G on how to increase its market and introduce a new product to
the consumers.
With the use of segmentation, P&G can easily identify its target market in relation to its new
premium product. Moreover, through education and promotion more Russian women will eventually
be encouraged to embrace the product.
Through the launching project of the best quality product coupled with culture-sensitive promotions
will definitely create awareness and openness to the consumers in Russia and eventually increase
the chance of P&G’s success.
