P&G's Pert Plus: a Pan-European Product?

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P&G'S Pert Plus: A Pan-European Product?

How attractive is the pan-European market for Pert Plus in terms of demand potential? Competition? Any cannibalization problems? P&G is an international supplier of consumer goods it is a "global leader in health and beauty care products, detergents, diapers and food . P&G's presence in the hair care market in the U.S has been strengthened by innovative technology BC-18 and the replacement of an old brand 'Pert' with 'Pert Plus'- a mild shampoo with a fully effective conditioner. P"G decided to introduce BC-18 in Europe. Traditionally, the European market is highly competitive the main rivals are Colgate, Unileaver, and L'Oreal. The European market is segmented (i.e. value based) and sensitive to price changes (i.e. elastic demand).The introduction of the new product BC-18 brings with it a new marketing strategy for the company. In order to make a valued choice the 4P's of marketing have to be considered. BC-18 technology would offer the European consumers 'Great looking hair in a convenient way'. Currently P"G are practicing a strategy called "Euro-Balancing" , it entails the concept of standardizing to the maximum and implementing localization only where necessary. By introducing a single brand name for its potential market, P"G does not have to create new marketing campaigns for targeted countries. The European market is heterogeneous, multicultural and multilingual; therefore, the name chosen for the shampoo should have to no connotations in a particular language's history or religion. Moreover, the name should be easily pronounceable in each culture. The company is able to use the brand name of "Vidal Sassoon", which is an already well-known brand name in the United Kingdom, West Germany and Scandinavia and fits to the criteria mentioned above. It is in the upper market segment and has the established image of a high quality product; it would compliment the new BC-18 product. In instead of...
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