3. • FMCG market is 4th largest market
• USD 13.1 billion
• Large number of MNCs
• Expected to reach USD 33.4 billion in
2015
• Rapid urbanization
• Reach to customer
• HUL share 8% and share will be doubled
by 2020.
4. Procter & Gamble is an American company
CEO Bob McDonald taking measures to increase market
share
In India P&G has two subsidiaries:
P&G Hygiene and Health Care Ltd.
P&G Home Products Ltd.
Famous brands like Vicks Ariel and Tide , Head &
Shoulders, Pantene, and Rejoice
5. Family of Products
Personal & Beauty
- Cosmetics, Oral Care,
Hair Care
House & Home
- Laundry care, Dish
Soap,Snacks & Coffee
Health & Wellness
- Prescription drugs,
Health Care
Baby & Family
- Pet Care & Nutrition
8. Market Share:
Vicks Vaporub is market leader in this segment with
a share of 50%
Vicks action 500 has around 40% market share
Sales:
Vicks brand accounts for 40% of Company turnover,
i.e. Rs. 170 Cr
More Sales during Monsoon period
Competitors Challenge:
Amritanjan Bam
Zandu Bam
Cold Snap
Pharma ‘o cold
9. Product Strategy:
Promotional Strategy offering special Coupons
Introduction of new products
Emotional Marketing ( Not selling Vicks selling
Mother’s Love )
Target Customers:
Children
Adults
Sinus Patient
10. Positioning Strategy :
Unique Shape of Cough Drops inhaler & Caplet
Touch Therapy
Mother’s Love Platform
Segmentation Strategy :
On the basis of Age
Kids above the age of 6 months
Youth
Branding Strategy :
Umbrella Branding
11. Brand Extention :
Day Quil Plus Vitamin C
Vicks Formula 44- Custom Care
Vicks Vaporub with the scent of Lemon
Packaging :
Change of color from Green to Blue
Global Packing for Vicks – range of products world
wide
Packaging changing from blister to Glassine Poly &
Brand name appearing through out on the new glass
line Poly Pack
12. Labeling :
The Jar has a paper label with the familiar Vicks
livery in blue, red, green & white
Label includes : Vicks Vaporub
Vicks and Vaporub are reg. trade marks of
Richardson- Merrell inc
Instruction on the label indicate that the Ointment
can be used for colds of Children and Chest or
inhale in stream
14. Planned to create a more nimble
organization.
Focus towards higher growth, higher
margin businesses .
Acquisition of its domestic and foreign
competitors.
15. Participatory, delegating,
and empowerment
Decentralized decision making process
Much easier for management to
customize products
16.
17.
18. PRODUCT LIFECYCLE OF P&G
INTRODUCTION STAGE – 1947 , PANTENE
HAIR TONIC
GROWTH- 2003,VICKS & SINCE
2005,PANTENE
MATURITY - IN MOST OF ITS BRANDS
DECLINE - IN THE ERA OF FINANCIAL
CRUNCH & DOWNTREND
19. PRODUCT LIFECYCLE: EXAMPLE
VICKS
Vicks has reached the
maturity stage (i.e.) most
profit is earned by the market
as a whole. At this stage
Research and Development is
likely to be restricted to
product modification and
improvement and perhaps to
improve production efficiency
and quality.
20.
21. • Strong financial position both in the
domestic and foreign markets.
• Pool of skilled labor.
• Produce high quality products at
affordable prices
• Diverse team of experts
22. • Lack of effective distribution system
• High cost of inputs
• Lack of experience
• Just in time manufacturing technology
• Removal of trade barriers
23. • They want to ensure that there is
democracy and stable government
• New entry into the household product
industry.
• Unfavorable business laws and political
instability.
personal- cover girl n max factor, olay, gillette, braun, head n shoulder, pantene house n home- Abc room cleaner, household cleaning, Mr. clean
Blue colour signifies Love, Spituality, Peace & Happiness
focus to higher growth, higher margin busine focus to higher growth, higher margin businessessses
neha
govinda
1887: P & G institutes a pioneering profit sharing program sharing program that gives employees an ownership stake in the Company. This significant innovation helps employees connect their vital roles with the Company’s success. In 1947, the original Pantene Hair Tonic was launched to improve hair health. After the introduction and launching of the pantene,it was in introduction stage till 1983,though considerably very well known among local, but for the global reach out of the pantene,Richardson-Vicks came in to picture in the year 1983. As Richardson-Vicks acquired product, growth stage of the Pantene started and then till 1985,growth continues even though it was acquired by Procter & Gamble, but during these time growth was slow and recognized by very few. But after several years in R & D Company P&G launched first product line of Pantene for women in 2003.then after, actual growth stage of Pantene starts. Then in 2005,company designed a production line for Hispanic Women. So after several years of R & D,company’s product Pantene is now at top growth stage maturity levels in most of it`s brands.. As it faces tough competition from its competitors it has to undergo continuous transformations and expansions in it`s stock keeping units(SKU). come for this company.. In this tough era of financial crunch and downtrend it might be a possibility that this stage is enforced upon the company by its strong competitors..