P&G operates in the highly competitive consumer goods industry with intense rivalry among many similar products. While there are barriers to entry, smaller firms have captured market shares. Suppliers have low bargaining power due to many alternatives and P&G's large orders. Buyers have moderate power due to some brand loyalty but also alternatives. There are few substitutes for P&G's products. P&G's strategy of focusing on top 70-80 brands is risky as it assumes customers will switch brands, but they may instead buy from competitors. Dropping brands also risks competitors acquiring trademarks. Historically, P&G succeeded through market segmentation and product differentiation targeting distinct consumer groups with brands appealing to different lifestyles.
Comprehensive Learning Note comprising of:
Performance Analysis
Past Decisions and Implications
Comparison of Key Metrics
Trends and Scenarios
Indicators (Lead and Lag)
Learning Experience
Comprehensive Learning Note comprising of:
Performance Analysis
Past Decisions and Implications
Comparison of Key Metrics
Trends and Scenarios
Indicators (Lead and Lag)
Learning Experience
It's about marketing strategy opted by Procter & Gamble for becoming more globalized, enhancing sales, improving their global leadership potential, connecting with customers to understand their needs and to market & develop their products accordingly.
A complete analysis of P&G - one of the top FMCG companies in the world, how it is doing against competition, the reasons behind its success, SWOT Analysis, etc.
Procter & Gamble is one of the fastest and largest growing consumer market.
Case Study examines journey of P&G for Light Duty liquid Detergents in various aspects like promotion and development.
Markstrat Simulation Game - using Segmentation, Targeting, and PositioningSharanya Ray
Marketing Strategy Game - Markstrat Simulated Envrionment.
A presentation based on assessments periodically.
Prepared during coursework of Marketing Strategy(MKTG504) at Lancaster University Management School.
MBA Strategic Management Individual project on Procter & Gamble. I performed a strategic situation analysis of both internal and external factors for the purpose of value creation through strategic formulation and implementation.
Case Analysis |Altius Golf and the Fighter Brand|Anahit Babayan
Questions covered.
1. If Altius implements the Elevate strategy what are the risks to the brand and how can they be managed?
2. What sales result would you expect for each item in the line if Elevate is introduced?
Mark strat simulation( firm presentation)Evelyne Otto
Final presentation of the marketing simulation outcomes. It explains the marketing mix strategies, evaluations, results, situation analysis.Why some decisions were made and their outcomes. Its the whole marketing project journey from the beginning to the end
It's about marketing strategy opted by Procter & Gamble for becoming more globalized, enhancing sales, improving their global leadership potential, connecting with customers to understand their needs and to market & develop their products accordingly.
A complete analysis of P&G - one of the top FMCG companies in the world, how it is doing against competition, the reasons behind its success, SWOT Analysis, etc.
Procter & Gamble is one of the fastest and largest growing consumer market.
Case Study examines journey of P&G for Light Duty liquid Detergents in various aspects like promotion and development.
Markstrat Simulation Game - using Segmentation, Targeting, and PositioningSharanya Ray
Marketing Strategy Game - Markstrat Simulated Envrionment.
A presentation based on assessments periodically.
Prepared during coursework of Marketing Strategy(MKTG504) at Lancaster University Management School.
MBA Strategic Management Individual project on Procter & Gamble. I performed a strategic situation analysis of both internal and external factors for the purpose of value creation through strategic formulation and implementation.
Case Analysis |Altius Golf and the Fighter Brand|Anahit Babayan
Questions covered.
1. If Altius implements the Elevate strategy what are the risks to the brand and how can they be managed?
2. What sales result would you expect for each item in the line if Elevate is introduced?
Mark strat simulation( firm presentation)Evelyne Otto
Final presentation of the marketing simulation outcomes. It explains the marketing mix strategies, evaluations, results, situation analysis.Why some decisions were made and their outcomes. Its the whole marketing project journey from the beginning to the end
Government SectorNonprofit SectorPrivate SectorLocal Lev.docxwhittemorelucilla
Government Sector
Nonprofit Sector
Private Sector
Local Level
Job 1
Job 1
Job 1
Job 2
Job 2
Job 2
National Level
Job 1
Job 1
Job 1
Job 2
Job 2
Job 2
Global Level
Job 1
Job 1
Job 1
Job 2
Job 2
Job 2
Proctor & Gamble Strategic Analysis
1
Outline
Introduction
History of P&G
SWOT Analysis
Balanced Scorecard
Communication
Marketing
PEST Analysis
Ethics
Conclusion
Outline of Power Point Presentation
2
Introduction
Looking at internal and external strategies
Developing Markets
Competitive advantage
This report provides a thorough internal as well as external analysis of P&G, identifies its mandate, along with certain strategies that would help it increase its profitability, profit growth and sustain its competitive advantage in both developed and developing markets. Although, P&G has world renowned brands, P&G needs to adopt strategies that enable it to maintain its competitive advantage over its rival.
3
History of P&G
William Procter & James Gamble were founders in 1837.
Total assets at that time:$7,192.24
William A. Procter became first president in 1890.
Ivory soap was first branded product launched in 1879.
(Procter & Gamble, 2012)
Procter & Gamble is a US Global company that provides consumer products in the areas of pharmaceuticals goods founded in 1837.P&G processes operations in more than 80 countries thanks to 300 brands on market
Procter & Gamble is a multinational corporation with more than 300 successful brands worldwide. The company is earning trust of its clients in every part of the world and famous for its steady innovations in all areas of the company. More than 4 billion people use the products of Procter & Gamble daily.
The company has offices in Johannesburg and Cape Town. P& G has its Headquarters in Ohio, US.
4
SWOT Analysis
Strengths:
Diversified brand portfolio
Research and Development
Global Operation
Strong Distribution Network
Weakness:
Online media & Leadership
Dependency
Missing Opportunity
Weakness in beauty care division
Opportunity:
Diversification
Capitalizing on online media
Environment concern
Threats:
Competition
No new innovation
Government regulation
SWOT analysis serves to summarize all of the key findings from the entire situation analysis process including important information about the company’s
internal strengths and weaknesses and important information about external opportunities and threats in the form of consumer trends, competition, and macro
environmental trends.
Strengths: include diverse portfolios, global operations, and strong distribution in which P&G uses to distribute their products and stay ahead of the competition.
Weakness: include a poor online presence, missing opportunity from lack of internet resources, and improvement needed in beauty products.
Opportunity: include P&G’s ability to reach out to ...
This model aimed to provide a new way to use effective strategy to identify, analyse and manage external factors in an organization’s environment.
• Porter’s five forces model is an analysis tool that uses five industry forces to determine the intensity of competition in an industry and its profitability level.
• An attractive market place does not mean that all companies will enjoy similar success levels. Rather, the unique selling propositions, strategies and processes will put one company over the other.
• The Five Forces were Porter’s conclusions on the reasons for differing levels of competition, and hence profitability, in differing industries. They are empirically derived, i.e. by observation of real companies in real markets, rather than the result of economic analysis.
Marketing PlanBy Tara SeitlerThe Gap Company 1.docxinfantsuk
Marketing Plan
By: Tara Seitler
The Gap Company
1
1
Agenda
Current Marketing Situation
Market Description
Product Review
Competitive Review
Distribution Review
SWOT Analysis
Micro-environments
Macro-environments
2
Current Marketing Situation
Market Description
Target Market
Market Targeting strategy
Value proposition – The Gap Company
Consumer behavior
Buyer decision principles
3
Target Market
GAP is a brand-builder.
We create emotional connections with customers around the world through inspiring product design, unique store experiences and compelling marketing.
It’s goal is to simply make it easy for customers to express their personal style throughout their life.
GAP hoped that effective Web initiative could let company to solidify its brand, improve customer relationships, serve markets that could not support a store and cut costs.
Company also believed that going online would attract new customers and steal market share from competitors.
4
Target Market- Segmentation
Target Section of Market
Residential,
Non-residential,
Mobility and
Personal
Buyers Category
Upper middle and upper class individuals
5
Marketing Strategy
Marketing objective is to create a perception in the mind of the customer about the product.
Build image of product as a different product through adopting the strategy of differentiation of porter
Restructure the business
6
Restructure Business
Transform business management focusing on from quantity to profitability
Reduce fixed cost and downsize business structure to fair size
TV set business
Product
Create competitive products on its strength
Cost structure
Thoroughly improve cost structure
Restructuring
Completion of domestic sites integration and acceleration of overseas sites restructuring
7
Pricing Decision and Strategy
Keep Retailer and Customer pricing strategies different
Captive Product Pricing
The company makes its pricing strategies by having the knowledge of its competitor`s pricing
We can include USB connectivity devices
We can include Home Theatre along with
The prices of these accessories are kept relatively than other brands.
8
Sale Strategy
Sale Strategy - Sale Through
Manufacturer whole seller/dealer consumer
Sale Out (Sales To the retailer)
Manufacturer (company) Authorized Dealers
9
Sale Through
Whole seller/retailers are the customers of manufacturers, manufacturers sell their products to the Whole seller and indirectly (through retailer) to the end consumers.
This process of selling is called “Sale Through”
Sale Out :
The company will sell the products to the retailers which are actually the customers of the Company.
There will be no medium used between the company and the retailer.
This procedure of selling is called “Sale Out”
9
Value Proposition
They are predicated value proposition from the mindset of your custome ...
Sales research paper considering whether Fogg should expand to Philippiness Priyanshi Patel
Vini, the parent company of Fogg is a multinational organization and is selling the product in multiple Southeast Asian countries and is the market leader in the deodorant segment in India.
With the deodorant market not seeing dynamic potential in these countries, Fogg visions the sales of the product to become stagnant therefore Fogg is considering to expanding in new
overseas market such as the Philippines.
Thus this report focuses to answer:
Should Fogg enter Philippines market to increase its sales in a a stagnant Indian market?
The methodology used while making this report includes interviewing several people from the firm like the Managing Director along with the Vice president of the sales department to take under consideration their main concerns and visions for the company’s growth. The secondary research that was conducted was analysis of the Indian deodorant market and its future
projections. Keeping in mind the primary and secondary research the conclusion turns out to be that Fogg should infect expand their market in the near future to accomplish their desires. This conclusion was made through analyzing the situation through business tools like SWOT analysis and force
field analysis.
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2. Porter's Five Forces model, named after Michael E. Porter, identifies and analyzes five competitive forces
that shape every industry, and helps determine an industry's weaknesses and strengths.
These forces are:
Industry Rivalry
The importance of this force is the number of competitors and their ability to threaten a company. The larger the
number of competitors, along with the number of equivalent products and services they offer, dictates the power
of a company. Suppliers and buyers seek out a company's competition if they are unable to receive a suitable
deal.
Threat of New Entrants
A company's power is also affected by the force of new entrants into its market. The less money and time
it costs for a competitor to enter a company's market and be an effective competitor, the more a
company's position may be significantly weakened.
3. Bargaining Power of Suppliers
This force addresses how easily suppliers can drive up the price of goods and services. It is affected by the
number of suppliers of key aspects of a good or service, how unique these aspects are and how much it
would cost a company to switch from one supplier to another. The fewer number of suppliers, and the more
a company depends upon a supplier, the more power a supplier holds.
Bargaining Power of Customers
This specifically deals with the ability customers have to drive prices down. It is affected by how many
buyers, or customers, a company has, how significant each customer is and how much it would cost a
customer to switch from one company to another. The smaller and more powerful a client base, the more
power it holds.
Threat of Substitutes
Competitor substitutions that can be used in place of a company's products or services pose a threat. For
example, if customers rely on a company to provide a tool or service that can be substituted with another
tool or service or by performing the task manually, and this substitution is fairly easy and of low cost, a
company's power can be weakened.
4. Porter Five Force Analysis of Procter &
Gamble (P&G)
Open to rivalry-
P&G operates in the consumer goods industry. It is an
industry with intense competition. There are a large
number of players in this industry that are making very
similar products. All the products made P&G are being
made by other brands such as unilever. The switching
cost of the consumers is almost zero. One day they
may be using the products of P&G such a tide washing
detergent an next day they can move on to ariel
washing detergent of unilever. Most companies in the
industry tackle this issue by continuously giving
promotions with their customer base and attract new
customers.Their is little brand loyalty amonst
customers in this industry.
5. Threat of new entrants(moderate)
In the consumer industry, there are certain entry barriers. A large amount of capital
and investment is required to start and develop economies o scale takes time and
strong distribution channels are not easy to get access to. However , in many
, smaller firms have entered the market and are serving the local industry and have
captured market shares away from P&G and others. They start as small scale and
gradually increase.
6. Bargaining Power of suppliers- Low
The supplies of P&G include raw materials, technological products, and packing for
products. There are a large number of suppliers in the market for all of these
The supplier switching cost is low for P&G. Also, P&G purchases in very large
quantities making it ideal for any supplier. Therfore they are in no position to bargain
with or attempt to influence the prices of P&G products. This threat is low for P&G.
7. Bargaining Power of Buyers- Moderate
There is very little product differentiation for the products
made by the different companies in the consumer goods
industry. Thus, the consumers have a lot of variety to
from. The switching cost is also low for them. However,
there is certain level of brand loyalty for some of the
products made by P&G,especiallhy in the personal hygine
and cosmetics category, by the customers. They will
continue to purchase those products as they find them
suitable to their body and skin requirements. They are less
price sensitive for them. Thus, the bargaining power of the
buyers in against P&G is of a moderate level
8. Threat of substitutes – Low
There are no substitutes for most of the products of P&G. Eg. There are no suitable
substitutes for soaps and shampoos that P&G makes. Especially, in the personal
hygiene category, customers are reluctant to try substitute due to health risks. They
will continue to use products of P&G or of some other brand but will not go for any
substitute
9. P&G’S RISKY BRAND STRATEGY
P&G announced this week that it was dramatically shrinking its brand portfolio.
According to an article in the Wall Street Journal, the company will drop almost 100
brands, focusing on just its top 70 to 80. This is a huge strategic move for the
company and a significant change. It is also very risky.
On the surface, the strategy makes perfect sense. P&G is keeping brands that
make up over 90% of its profit. After the pruning, it will still have dozens of
brands. A P&G needs to try something different. In 2009 it had net income of
$10.7 billion. Last year it net income of $11.3 billion. This is disappointing growth,
so a change is in order.
The problem is that this strategy is more risky than it seems.
The first issue is that focusing on fewer brands assumes that you can hold
onto customers as you trim the portfolio. In theory, when you drop a brand of
detergent, customers will purchase one of your other brands. In reality, this just
isn’t the case. A brand can’t be all things to all people. Some people like Old
Spice. I don’t care for its fragrance positioning. If you drop Gillette, I won’t start
buying Old Spice. I will buy something else
Another issue is that getting rid of brands isn’t as simple as it sounds. If you stop
using a trademark another company can start using it. P&G can’t get just rid of
Era or Cheer. If they stopped using one of the brands a competitor could pick up
the trademark at no cost and bring it back to life.
10.
11. P&G Practices: Market Segmentation & Product
Differentiation Roots
The structure created through this brand-centered approach resulted in
decentralized decision-making, almost to the degree that the brand was
managed as a discrete business.
This segregated marketing enabled a brand’s personality to be definitively
different from the other brands in a company’s brand portfolio. This process (now
commonly referred to as market segmentation) enabled targeting distinguishable
consumer groups. From Procter & Gamble’s perspective, this meant that Ivory
soap and Camay soap would not compete so much in the market because
the different markets were targeted for each brand. Consumers viewed Ivory
soap and Camay soap differently, preferring one over the other based on the
products attributes or assumed a connection to their desired lifestyles. Product
differentiation became a key approach to successful marketing and advertising.
Naturally, it took market research to discover just what attributes appealed to
which markets.