Proposed Market Plan for Ariel

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Marketing Management II

Market Plan
Company: P&G
Product Category: Laundry Detergent
Submitted to: Dr. S. R. Singhvi

Section A; Group 2 1. 2. 3. 4. 5. Amlan Pati (07) Daman Bir Singh (22) Rajat Gupta (43) Shishir Shukla (47) Tanuj Goyal (56)

Market Plan for P&G Detergents

CONTENTS

I. II. III. IV. V. VI. VII. VIII. IX. X. XI. XII. XIII. XIV. XV.

Executive Summary………………………………………………………………...……….2 Segmentation, Target Market and positioning…......................................3 Competitor Analysis………………………………………………………………………….5 Perceptual Map…………………………………………………………………………………7 Industrial Analysis…………………………………………………………………………….8 Market Environment……………..…………………………………………………………..9 SWOT Analysis…………………………………………………………………………………10 Forecasting……………………………………………………………………………………….11 Goals and Objectives for Marketing in 2012-13……………............................13 Market Penetration Strategy……………………………………………………………….14 Distribution Channel & Strategy………………………………………………………….19 Budget……………………………………………………………………………………………....21 Marketing Implementation, Evaluation & Control………………………………….21 Review of Company Website………………………………………………………………..23 Reference……………………………………………………………………………………………25

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Market Plan for P&G Detergents

Executive Summary
P&G is the world's largest consumer goods company that markets more than 300 brands in over 180 countries. Many of its products are non-discretionary; however, some are considered premium purchases and their sales suffered during the recession as cheaper, generic purchases rose. P&G has some of the strongest brands in the world that usually provide it a significant competitive advantage. Procter & Gamble (P&G) is a Fortune 500 American multinational corporation. P&G focuses on its core businesses and leading billion-dollar brands for growth. Nearly 80% of sales and growth this decade has come from 10 businesses, including baby care, blades and razors, fabric care, family care, feminine care, home care, oral care, prestige fragrances, retail and skin care. P&G has shifted the business portfolio to more beauty and personal care products. During this time, the percentage of sales in these higher-margin businesses has increased from 18% to 33%. Beauty, personal care, and health care products have accounted for 60% of sales and growth. In 2011, P&G recorded $82.6 billion dollars in sales, Gross Profit was $41.79 billion dollars, and Total Assets was 138.35 billion. For this assignment, data was collected from various secondary sources and a market analysis of the refrigerator industry was carried out. We first understood the corporate strategy and the brand strategy for the firm. We analysed the firm‟s strengths and weaknesses by conducting a SWOT analysis. Our strategy focuses on increasing the market share of P&G in detergent market by focusing on improved product, maintaining existing share and expanding in low-income segment.

Vision Statement
“Be, and be recognized as, the best consumer products and services company in the world.”

Mission Statement
“We will provide branded products and services of superior quality and value that improve the lives of the world‟s consumers, now and for generations to come. As a result, consumers will reward us with leadership sales, profit and value creation, allowing our people, our shareholders and the communities in which we live and work to prosper.”

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Market Plan for P&G Detergents

SEGMENTATION, TARGETING POSITIONING by P&G

AND

The synthetic detergent market can be classified into premium (Surf, Ariel), mid-price (Tide, Rin) and popular segments (Nirma), which account for 15%, 40% and 45% of the total market, respectively. The product category is fairly mature and is dominated by two players, HLL and Nirma. Nirma created a revolution in the market by pioneering the concept of lowcost detergents. Currently, the market is highly segmented with the differential between the premium and popular segments at almost 7X....
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