Marketing Management Product

7/29/2019 Marketing Management Product

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Marketing management

By :

V.C.VIJAY KUMAR

J.N.UDAY KARTHIK

ANUSHA


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COMPANY DETAILS

Founded 1837 *(American multinational corporation)

Headquarters - Cincinnati, Ohio, USA

Key people - A. G. Lafley, Chairman, President, and

Chief Executive. Industry - Consumer goods

Revenue - US$ 83.503 billion (2008)

Net income - US$12.075 billion (2008)

Employees - 138,000

Website - www.pg.com

Products are available in 140 countries


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HISTORY OF P&G

William Procter, a candlemaker, and JamesGamble, a soapmaker, immigrants from Englandand Ireland, respectively, who had settled earlierin Cincinnati, who met as they both married

sisters, Olivia and Elizabeth Norris formed thecompany initially.

Alexander Norris, their father-in law called ameeting in which he convinced his new sons-in-

law to become business partners. On October 31, 1837, as a result of the

suggestion, Procter & Gamble was born.


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OPERATIONS Effective July 1, 2007, the company's operations are categorized into three

"Global Business Units" with each Global Business Unit divided into"Business Segments," according to the company's June 2007 earnings

release.

Beauty Care

Beauty segment

Grooming segment

Household Care

Baby Care and Family Care segment

Fabric Care and Home Care segment

Health & Well-Being Health Care

Snacks, Coffee and Pet Care

Twenty-four of P&G's brands have more than a billion dollars in net

annual sales and another18 have sales between $500 million and $1

billion.


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MANUFACTURING

Procter & Gamble manufactures its productsacross the globe. Manufacturing operations arebased in the following regions: United States

Canada

Latin America

Europe

China (31 wholly-owned factories) and other parts of

Asia Africa

Australia


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PRODUCTIONS

Procter & Gamble produced and sponsored the first radio soap operasin the 1930s.

Past serials produced by Procter & Gamble include: Another World

Lovers and Friends

The Brighter Day The Catli

Our Private World

The Edge of Night

The First Hundred Years

For Richer, for Poorer

From These Roots

Search for Tomorrow

Somerset

Texas

Young Doctor Malone


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ONLINE MARKET RESEARCH

P&G conducted online concept tests to getfeedback from consumers. This feedback helped itin new product introduction and launching

improved versions of existing products... The Benefits: P&G's online surveys saved

considerable time and costs for the company.Using traditional methods, a consumer survey

cost the company around $50,000 and took atleast three to four weeks...


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ARIEL

Ariel Front-o-Mat is introduced in India exclusively for frontload washing machines. The unique tumble washtechnology of front-loading machines needs a specialchemistry, which Ariel Front-o-Mat provides. Using ArielFront-o-Mat completely eliminates the need to bucket soakand a scrub.

How to use: Use one and a half scoops (scoop provided inthe pack) for a normal wash load and two scoops for verydirty clothes. This should ideally be used at 25-40 deg C fornylons, polyester, acrylics, 40-60 deg C for cotton syntheticblends and 60- 90 deg C for white cottons. Thesetemperatures give the best results. Ariel Front-O-Mat isavailable in 1 kg and 1.5 kg packs.


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ARIEL(CONTD)

Ariel is the worlds leading detergent and epitomizes stainremoval. Introduced in India in 1991, Ariel hascontinuously led other detergents in product innovation. Itwas the first to bring the compact detergent technology inIndia; the enzyme technology for superior and safe stain-removing power; the proprietary smart eyes technologywhich helps detect and remove stains better than any otherdetergent; and now for the first time superior cleaning in achoice of fragrances.

Over the years, the brand has enjoyed endorsement fromcelebrities such as actress & social worker Shabana Azmi,Begum of Pataudi, successful actress and homemaker of thePataudi family Sharmila Tagore, TVs most popular saas-bahu duo Smriti Iraani and Apara.


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ARIEL(CONTD)

Ariel contains safe ingredients for normal fabricsand skin under recommended usage conditions forlaundry, and meets the Companys stringenthuman and environmental safety standards.

Ariel in its choice of two fragrances SpringClean and Fresh Clean, is available at all leadinggeneral and chemist stores and the price remains

unchanged at Rs. 145 for 1.5kg; Rs. 99 for 1kg;Rs. 50 for 500gm; Rs. 22 for 200gm and Rs. 2 fora 20gm sachet.


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Marketing Management Product