marketing plan

Topics: Marketing, Pricing, Target Pages: 16 (4774 words) Published: December 26, 2013

1.0EXECUTIVE SUMMARY

Procter & Gamble (P&G), the large US consumer products company, has a well-earned reputation as one of the world's best marketers. One of P&G well-known product is Joy Liquid Dishwasher. Joy was re-introduced in Malaysia in September 2013. As the price is slightly higher than the competitors, the demand for Joy Liquid Dishwasher is defeated with the competitors brand such as Axion and Glo. Therefore, this report was commissioned to examine the situation. The research draws attention to: I.High price

Compare with other dishwashing liquid brand, Joy is quite expensive dishwashing liquid. II.Functionality
The customer behaviour in using liquid dishwashing, where they press an excessive amount of the liquid. III.Competitors
There are many brand of dishwashing liquid in the market with lower price than Joy Liquid Dishwasher. The report concluded that a few marketing strategy will be taken into consideration to compete with other brand of liquid dishwasher and also to increase the brand awareness among the consumer. These strategies include: I.Advertising

Through magazines, newspapers and television ads.
II.Sales Promotion
By using price offers, printed and printable coupons and also giving free samples.

2.0COMPANY DESCRIPTION

The Procter & Gamble Company (P&G), incorporated on May 5, 1905, is focused on providing consumer packaged goods. The Company’s products are sold in more than 180 countries and territories around the world primarily through mass merchandisers, grocery stores, membership club stores, drug stores, department stores, salons, e-commerce and high-frequency stores, the neighbourhood stores which serve many consumers in developing markets. As of June 30, 2013, the Company had five reportable segments: Beauty; Grooming; Health Care; Fabric Care and Home Care, and Baby Care and Family Care. Sales to Wal-Mart Stores, Inc. and its affiliates represent approximately 14% of its total revenue during the fiscal year ended June 30, 2013 (fiscal 2013). In October 2012, the Company acquired its partner's interest in a joint venture in Iberia that operates in its Baby Care and Family Care and Health Care reportable segments.

I.Beauty
II.Grooming
III.Health Care
IV.Fabric Care and Home Care
V.Baby Care and Family Care

3.0SITUATIONAL ANALYSIS

3.1SWOT ANALYSIS

3.1.1Strengths
I.Unique formula
P&G is the first in the industry to develop many new formulas that make certain products as one-of-a-kind such as Joy Dishwashing Liquid. The unique formula that it has developed is one of many that have separated themselves from its competitors. II.Brand awareness

P&G is established in over 180 countries. With this wide spread recognition, it is easier for P&G to introduce new products in different global market. They could also expand the products into different global market because of the brand awareness that P&G has. III.Product durability

One drop of Joy liquid is equal to 5 drop of ordinary dishwashing liquid. Joy is 5 times more grease-cutting power than other brand. So it will give a long duration by using Joy.

3.1.2Weaknesses
IV.High price
Compare with other dishwashing liquid brand, Joy is quite expensive dishwashing liquid. The recommended retail prices are RM4.95 for a 250ml bottle and RM13.95 for a 800ml bottle. For refill packs price are at RM3.50 (200ml) and RM9.95 (600ml). V.Functionality

By using Joy, customers only have to use one drop of liquid to clean plates. But customer behaviour in using dishwashing liquid, they usually press the bottle and the volume of liquid is more than one drop of liquid. So customer will loss in minimize a usage of Joy dishwashing liquid.

3.1.3Opportunities
I.Product recognition
P&G launched Joy with having an achievement in Guinness World Record title for the longest line of washed plates in the world. A total of 26,213 washed plates lines the running tracks of...
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