Whisper Case Study
Case 44 Proctor and Gamble:
Always/Whisper
SPADE
Situation
A brand is the identity of a specific product, service, or business. A brand can take many forms, including a name, sign, symbol, color combination or slogan. The word brand began simply as a way to tell one person's cattle from another by means of a hot iron stamp. A legally protected brand name is called a trademark. The word brand has continued to evolve to encompass identity - it affects the personality of a product, company or service.
Always is a brand of feminine hygiene products, including maxi pads, pantiliners, and feminine wipes, produced by Procter & Gamble. It was released in 1983. Always is sold under the name Whisper in Japan, Singapore, India, China, South Korea, Philippines, Pakistan, Thailand and Indonesia.
Problem
In the case, Proctor and Gamble was thinking of a name change from Always to Whisper and what strategies should the company use for the name change.
Alternatives/Analysis
P&G wanted the advantage of securing media attention that would lead to increased market share. Their strategy was to either introduce the name change swiftly or slowly (phased in for different items at different times). If you ask me, I would go for option number two which is to introduce Whisper slowly but surely. I am afraid that if P&G introduces Whisper swiftly that the risk would outweigh the benefit. This is because I believe some customers won’t understand or accept name change. This is very common to the older bracket of women. Old women who aren’t open-minded will have a negative connotation and might switch to competitor products since the brand they depend on does not exist anymore. Name change is a very tricky subject. And even though I know P&G’s target market are the young girls aged 15 and up, the older and close-minded women are still a cause for concern.
Enter option number two which name change would be phased in for different items at different times. The case gave
Always/Whisper
SPADE
Situation
A brand is the identity of a specific product, service, or business. A brand can take many forms, including a name, sign, symbol, color combination or slogan. The word brand began simply as a way to tell one person's cattle from another by means of a hot iron stamp. A legally protected brand name is called a trademark. The word brand has continued to evolve to encompass identity - it affects the personality of a product, company or service.
Always is a brand of feminine hygiene products, including maxi pads, pantiliners, and feminine wipes, produced by Procter & Gamble. It was released in 1983. Always is sold under the name Whisper in Japan, Singapore, India, China, South Korea, Philippines, Pakistan, Thailand and Indonesia.
Problem
In the case, Proctor and Gamble was thinking of a name change from Always to Whisper and what strategies should the company use for the name change.
Alternatives/Analysis
P&G wanted the advantage of securing media attention that would lead to increased market share. Their strategy was to either introduce the name change swiftly or slowly (phased in for different items at different times). If you ask me, I would go for option number two which is to introduce Whisper slowly but surely. I am afraid that if P&G introduces Whisper swiftly that the risk would outweigh the benefit. This is because I believe some customers won’t understand or accept name change. This is very common to the older bracket of women. Old women who aren’t open-minded will have a negative connotation and might switch to competitor products since the brand they depend on does not exist anymore. Name change is a very tricky subject. And even though I know P&G’s target market are the young girls aged 15 and up, the older and close-minded women are still a cause for concern.
Enter option number two which name change would be phased in for different items at different times. The case gave