proctor & gamble company

7/26/2019 Proctor & Gamble Company

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PROCTOR & GAMBLECOMPANYCase analysis


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INTRODUCTION

This case study analysis fcused n P!cte! and Ga"#le C"$any%s "a!etin'$lans and st!ate'ic $tins n its li'ht(duty li)uid #!ands *LDL+, P!cte! & Ga"#leis the -!ld%s la!'est $!duce! f husehld and hy'iene $!ducts, By ./0. P&G$e!ated in 12 cunt!ies and sales ttaled 3..,4 #illin -ith /5 cnsu"e! andindust!ial $!ducts "anufactu!ed in the United 6tates, The case study $!7ideds"e 7e!y detailed data analysis and !e$!ts in te!"s f the c"$any hist!y and#ac'!und8 !'ani9atinal st!uctu!e8 ey fact!s t its success in the"a!et$lace8 the !elatinshi$ a"n' ad7e!tisin'8 sales8 $!duct de7el$"ent*PDD+8 "anufactu!in'8 and :nance de$a!t"ents8 and its li'ht(duty li)uid #!ands

*LDL+, ;i'hli'ht f C"$any ;ist!y8 O!'ani9atin8 and In.0/58 P!cte! & Ga"#le C"$any -as inc!$!ated -ith a ca$ital stc 7alue f348?558555, The ca$ital all-ed the c"$any t #uild $lans8 #uy ne- e)ui$"ent8and de7el$ ne- $!ducts, > 6ales 7lu"e du#les e7e!y .5 yea!s,


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6TATEMENT O= PURPO6E &6TRATEGY

Cnsu"e! Gds c"$any $e!atin' .45@ cunt!ies

Cnsu"e! #!ands leads the "a!et in "st cate'!ies

PROCTOR & GAMBLE T;ECOMPANY

P!7ide $!duct f su$e!i! )uality and 7alue that #est :ll the needs fcnsu"e!s

Dedicated and talented hu"an !esu!ces8

A !e$utatin f! hnesty and t!ust8

P!udent and cnse!7ati7e "ana'e"ent $hils$hy

Inn7atin in su$e!i! )uality f $!ducts at c"$etiti7e $!ices8

6u#stantial "a!etin' e$e!tise,


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6ITUATION ANALY6E6

Cust"e! 6e'"entatin Ma!et 6i9e6ha!e

C"$etit!s

Ma! B!ands

B!and alue P!e$sitin


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P&G BRAND CATEGORIE6Factors IVORY Liquid DAWN JOY

6e'"ent Mildness Pe!f!"ance Pe!f!"anc

Ma!et 6ha!e .1,.F .?,?F .4,.F

Att!i#utes Best f! MildnessMaes the ln'estlastin' suds


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OPPORTUNITIE6


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EALUATION O= OPTION6

O$tin. Ne- P!duct Oe!in'

O$tin1 P!duct I"$!7e"ent

O$tinH Inc!ease "a!etin' E$enditu!e


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ARGUMENT6 =OR NEPRODUCT LAUNC;


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UNDERLYING NUMBER6

REA6ON6 =OR P&G%s 6UCCE66 *4+ Innovative product e!in's -ith superior#ene:ts at c"$etiti

In ./0.8P!esident Jhn 6"ale )uted importance in R&D

Brand Managers -e!e e7aluated n thei! a#ility t #uild #!and #usi

Unde!lyin' Case =acts

P6&D Di7isin s$ent 3H5 "illin n R&D in ./0.

P6&D Di7isin s$ent 315 "illin n Cnsu"e! and Ma!et R


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MAR


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ARGUMENT6 =ORPRODUCT IMPROEMENT


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UALITATIE INDICATOR6

E./ The "a!ity cnsu"e!s :nd that cleanin' '!ease is the

tu'hest #, Only 4F cnsu"e!s :nd $!ice *e$ensi7e+ as a $ain $int

E7en tu'h "ildness is desi!ed8 this se'"ent sh-s decline in$!ected '!-th, *1F+


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;el$ in inc!easin' "a!et sha!e f! $e!f!"ance #ased cate'!y -hal!eady '!-in' -ith F *hi'hest a"n' all the cate'!ies+

As $e! the case data 05 F f U6 ;usehlds scu! thei! dishes atlea-ee8 #y i"$!7in' the Da-n B!and t e! ad7anced $e!f!"ance

As Da-n%s "a!et sha!e is $!ected t inc!ease t .2,? F 7e! the yea!s8 thus 'i7in' the c"$any a c"$etiti7e ed'e f! e$andin' theecti7ely

;el$s us sa7e in "a!etin' and ad7e!tisin' cst 7e! e!in' a ne-

PRO6


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C"$any cnte"$latin' the idea t !elaunch JOY #!and -ith a ne-

f!"ula -hich -ill c!eate a cnict in case anthe! $e!f!"ance #asis !elaunched

CON6


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P&G%6 CURRENT PORT=OLIO

P&G B!ands Yea! f launch Cu!!ent M6 Psitinin' P!"tins Othe

I7!y Li)uid ./? .?,?5FMildness LDL8alue

Cnsu"e!$!"tins ;i'h

Da-n ./2 .4,.5FPe!f!"ance E"$hasi9ed t!ials;i'hcn7

Jy ./4/ .1,.5FPe!f!"ance E"$hasi9ed t!ials


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EALUATION

6OT Analysis

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