procter and gamble a case

-AJAY NORMAN(DM18202)

-ANKUR KISLAYA(DM18206)-MELISSA MARIAM ALEX(DM18233)

-SAURABH ARORA(DM18246)-SHIVAM SHUKLA(DM18248)

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.

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PRODUCT MIX

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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

Pro

duct

Lin

e Le

ngth

Product Mix Width

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Contributions of BUs in company's growth

0

5

10

15

20

25

30

35

40

45

29

39

32

35

38

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Beauty and Grooming Health and Well-being Home care

Revenues (%) Sales(%)

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The Product Hierarchy

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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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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

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PERCEPTION MAP OF ANTI HAIRFALL SHAMPOO

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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

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Head & Shoulders - PricingDEPTH 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

DEPTH OF LINE - CONDITIONER 80 ML 170 ML

Smooth and Silky ₹75 ₹150

Anti – Hair fall ₹75 ₹150

Thank You