Assignment 1 Procter and Gamble Company Case
Assignment 1: Procter & Gamble Company (A) Case Analysis
(Submitted in fulfillment of the assignments for Marketing Management)
Indian Institute of Foreign Trade, Delhi
Table of Contents
Assignment ..................................................................................4
Executive Summary .....................................................................4
2.Analysis ......................................................................................6
Recommendations ......................................................................13
Assignment
To analyze the Procter & Gamble Company (A) Case to take decision related to LDL brands from the available options. What effect would each option have on each of the existing LDL brands? To make recommendations based on understanding of the long- and short-term profit and volume implications of each of the options.
Executive Summary
Chris Wright, associate advertising manager of Packaged Soaps and Detergents(PS&D) division at Procter and Gamble (P&G) needs to evaluate how to increase the volume of its light duty liquid (LDLs). 3 alternatives for volume growth are considered for analysis based on the market segment (price/ performance/mildness):
(1) Introduction of a new brand like converting H-80 a research development into a product
(2) Product improvement of an existing brand
(3) Increased marketing expenditures on existing brands.
Ultimately he must make recommendations on the above. Packaged Soap & Detergent Division (PS&D) is facing an issue on how to retain its brand position while at the same time increase volume share and profits.
1. Introduction
The Light Duty Liquid Detergents (LDL) Market:
Market Statistics (1981):
- Market Size: $ 850 Million
- Volume: 59 million cases
- Packaging: Popular 32 oz and 22 oz1, Medium Size Packages were beneficial. May be because of the consumption pattern
- Market Penetration: 90 % Of US household in 1980 to
(Submitted in fulfillment of the assignments for Marketing Management)
Indian Institute of Foreign Trade, Delhi
Table of Contents
Assignment ..................................................................................4
Executive Summary .....................................................................4
2.Analysis ......................................................................................6
Recommendations ......................................................................13
Assignment
To analyze the Procter & Gamble Company (A) Case to take decision related to LDL brands from the available options. What effect would each option have on each of the existing LDL brands? To make recommendations based on understanding of the long- and short-term profit and volume implications of each of the options.
Executive Summary
Chris Wright, associate advertising manager of Packaged Soaps and Detergents(PS&D) division at Procter and Gamble (P&G) needs to evaluate how to increase the volume of its light duty liquid (LDLs). 3 alternatives for volume growth are considered for analysis based on the market segment (price/ performance/mildness):
(1) Introduction of a new brand like converting H-80 a research development into a product
(2) Product improvement of an existing brand
(3) Increased marketing expenditures on existing brands.
Ultimately he must make recommendations on the above. Packaged Soap & Detergent Division (PS&D) is facing an issue on how to retain its brand position while at the same time increase volume share and profits.
1. Introduction
The Light Duty Liquid Detergents (LDL) Market:
Market Statistics (1981):
- Market Size: $ 850 Million
- Volume: 59 million cases
- Packaging: Popular 32 oz and 22 oz1, Medium Size Packages were beneficial. May be because of the consumption pattern
- Market Penetration: 90 % Of US household in 1980 to