Product Market Analysis for Proctor & Gamble
July 7, 2012
Product Market Analysis
Proctor and Gamble is serving customers in over 180 countries with their massive market capitalization. They have a purpose to live up to for their consumers in all of those 180 countries. They provide services and branded products that are of superior quality and great value which will improve the consumers’ lives in the world now and forever. As stated on their website, “Our purpose works to unify us in a common cause and growth strategy. It is powerful because it promotes a simple idea to improve the lives of the world’s consumers every day. P$G grows by touching and improving more consumers’ lives in more parts of the world…more completely.” The company has multiple SBU’s that are broken up into two categories which consist of household care and beauty & grooming. The household category houses products with names such as Bounce, Mr. Clean, Luvs, and Pepto-Bismol. And the beauty & grooming category houses products like Crest, Gillette, Old Spice, and Tampax. Each of these product brands are an SBU. They have over eight different kinds of laundry detergent that are in the U.S. and six brands of the shampoo and hand soap each. P&G also has toothpaste, paper towels, and tissue that fall in that four brand category with the dishwashing detergents. And then there are the deodorants, floor cleaners and skin care potions which each have three brands. I’ve chosen to analyze the Dawn which is a dish detergent. Dawn is in competition with some of the other household care products as well which are Joy, Ivory, and Cascade. They are all in the dish detergent category but some consumers prefer one over the other. The target market for this product is anyone in the household that does the dishes, whether it be the mom, dad or teenager that does the dish washing chores. The product is position in the market to be better than some of the dish detergents that are developed by...
References: Enterprise Rent-A-Car supported development of this case. Auto Rental News also provided information. This case is adapted from a longer case with the same title authored by Lew Brown, Gary Armstrong, and Philip Kotler, available from Enterprise. http://gmx.xmu.edu.cn/ews/business/pmarketing/chapter07.htm
P&G company website. http://www.pg.com/en_US/index.shtml
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