Proctor & Gamble
1. In our opinion, we think the answer about product life cycle is not absolutely correct. It is depend on product’s characteristic. 3C product such as eeepc (asus’s product, netbook) have quite short product life cycle; Rolex watch have been established more than 200 years. So if marketers want to extend product life cycle, they have to do more afford on survey to realize consumer behavior and satisfy their really needs and wants. When the product’s sales shows that it is on the decline stage, marketers should find the new desire on consumers and reposition, modify their product or marketing strategy, It is gain brand loyalty and equity to extend brands or products life cycle. Consequently, the “brand” makes its product life cycle prolong and maintain the product in the market.
2. Before we start to reposition, we must know the environment situation, such as industry, competitive, and consumer analysis. We use five forces analysis to analyze industry, and conclude that the competition is fierce. After that, we analyze competitive situation, through perceptual map we find that Kimberly-Clark is P&G biggest competitor. The price of Huggies is between Pampers and Luvs, and with the same function of Luvs. Consumers were willing to pay more than Pampers to buy Huggies. Form consumer analysis, we find that consumers are sensitive to quality. Because there were many double-income families, consumers are afford to pay high price for diapers. To regain the status of market share, P&G repositioned Pampers as high price brand, and changed some marketing strategies. Pampers has repositioned its products from “providing the most comfortable diapers” to “assisting mothers in bringing up children”. Therefore, it has come up with some concepts and ways to meet the purpose of the repositioning, such as the concept of Baby Stage of Development, the use of step-by-step toys, the consultation of experts, and establishment of Pampers parenting...
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