Whisper ultraWhisper ultra

Introduction to P&G:Introduction to P&G:

Procter & Gamble Co.(P&G)Procter & Gamble Co.(P&G), An , An American multinational American multinational corporation based in Cincinnati, corporation based in Cincinnati, Ohio formed in 1837.Ohio formed in 1837.

Manufactures a wide range of Manufactures a wide range of consumer goods.consumer goods.

Procter and Gamble HygieneProcter and Gamble Hygiene and Health Care Ltd. was set up and Health Care Ltd. was set up in the year 1985 under the name in the year 1985 under the name Procter and Gamble, India after Procter and Gamble, India after the takeover of Richardson the takeover of Richardson Hindustan Limited. Hindustan Limited.

In the year 1999, the company's In the year 1999, the company's name was changed to Procter and name was changed to Procter and Gamble Hygiene and Health Care Gamble Hygiene and Health Care Ltd. Ltd.

P&G:P&G:

Type Type Public (NYSE: PG)Public (NYSE: PG) FoundedFounded18371837 Headquarters Headquarters One Procter & Gamble Plaza, One Procter & Gamble Plaza,

Cincinnati, Ohio, USA 45202 Cincinnati, Ohio, USA 45202 Key people Key people A.G. Lafley, Chairman and CEOA.G. Lafley, Chairman and CEO Industry Industry Consumer goodsConsumer goods RevenueRevenue▲ US$83.503 billion (2008)▲ US$83.503 billion (2008) Net incomeNet income▲ US$12.075 billion (2008)▲ US$12.075 billion (2008) EmployeesEmployees1,38,0001,38,000 Website Website www.pg.comwww.pg.com

Consumer goods:Consumer goods:

Present scenario:Present scenario:

The company is one of the major providers of The company is one of the major providers of healthcare and hygiene consumables in the Indian healthcare and hygiene consumables in the Indian market. market.

Procter and Gamble Hygiene is well-known for its Procter and Gamble Hygiene is well-known for its innovative products in this segment. innovative products in this segment.

P&G Hygiene and Health Care Limited is one of India's P&G Hygiene and Health Care Limited is one of India's fastest growing fastest growing Fast Moving Consumer GoodsFast Moving Consumer Goods..

Its portfolio has P&G's Billion dollar brands such as Its portfolio has P&G's Billion dollar brands such as Vicks & Whisper. With a turnover of Vicks & Whisper. With a turnover of Rs. 500+ croresRs. 500+ crores, , the Company has carved a reputation for delivering the Company has carved a reputation for delivering high quality, value-added products to meet the needs high quality, value-added products to meet the needs of consumers. of consumers.

Values:Values:

The values followed at the Procter and The values followed at the Procter and Gamble Hygiene: Gamble Hygiene:

Passionate about winning Passionate about winning Leadership in the market Leadership in the market Integrity of the company Integrity of the company Trustworthiness of the work force Trustworthiness of the work force Ownership of the company Ownership of the company

Brands of PGHH Ltd.Brands of PGHH Ltd. Feminine CareFeminine Care

Total Freedom and ProtectionTotal Freedom and Protection.. WhisperWhisper Health CareHealth Care VicksVicks is India’s No.1 Cough & Cold Brand. It created the cold & cough is India’s No.1 Cough & Cold Brand. It created the cold & cough

Over-the-Counter (OTC) category in India way back in 1952 and has Over-the-Counter (OTC) category in India way back in 1952 and has led the category till date. led the category till date.

Today it has completed more than 50 years in India. Its current Today it has completed more than 50 years in India. Its current portfolio in India comprises Vicks Vapo Rub:portfolio in India comprises Vicks Vapo Rub:

Vicks InhalerVicks Inhaler Vicks Formula 44Vicks Formula 44 Vicks Cough DropsVicks Cough Drops Vicks Action 500+Vicks Action 500+

Strong brand:Strong brand:

VicksVicks has been the no.1 brand from past has been the no.1 brand from past many years and has estimated 17% many years and has estimated 17% market share.market share.

Led the market for more than past 50 Led the market for more than past 50 years .years .

‘‘WhisperWhisper’ brand, has ’ brand, has reported an average annual reported an average annual growth rate of growth rate of 20 per cent20 per cent in in the last the last fivefive years. It clocked years. It clocked sales of Rs sales of Rs 340 crore in340 crore in FY08, representing a FY08, representing a year-year-on-year growth of 21 per on-year growth of 21 per cent.cent.

The growth rate was higher The growth rate was higher at almost at almost 30 per cent30 per cent in the in the first quarter ended September first quarter ended September 2008.2008.

Driven by Driven by 50 per cent50 per cent growth growth in ‘Whisper Choice’ and in ‘Whisper Choice’ and 34 34 perper cent in ‘Whisper Ultra’. cent in ‘Whisper Ultra’.

Growth blocks:Growth blocks:

During FY06-08, the company invested During FY06-08, the company invested nearly Rs 60 crore towards capacity creation,nearly Rs 60 crore towards capacity creation,

Rs 10 crore was invested in its Goa plant for Rs 10 crore was invested in its Goa plant for hygiene products and Rs 26.7crore in Baddi hygiene products and Rs 26.7crore in Baddi plants for healthcare products, in FY08 alone. plants for healthcare products, in FY08 alone.

Thereby almost doubling the fixed assets to Rs Thereby almost doubling the fixed assets to Rs 123.10 crore in 2007-08123.10 crore in 2007-08

Right moves:Right moves:

Among various initiatives, the Among various initiatives, the introduction of low value packs .introduction of low value packs .

Rs 5 pack of Vicks Vaporub, mass Rs 5 pack of Vicks Vaporub, mass segment products such as Whisper segment products such as Whisper Choice has helped the businesses grow Choice has helped the businesses grow at a fast clip on the back of increased at a fast clip on the back of increased volumes. volumes.

Marketing Mix:Marketing Mix:

ProductProduct PricePrice PromotionPromotion DistributionDistribution

““WHISPER”WHISPER”

Whisper is the leading brand of the sanitary Whisper is the leading brand of the sanitary napkins in india.napkins in india.

This is the major brand in the FEMININE range This is the major brand in the FEMININE range of the PGHH Ltd.of the PGHH Ltd.

It cover 50% of the total market share. It cover 50% of the total market share. The highest growth among all the sanitary The highest growth among all the sanitary

napkins was of napkins was of Whisper Ultra at 71% Whisper Ultra at 71% and and Stayfree Secure at 25%. Kotex Regular Stayfree Secure at 25%. Kotex Regular recorded a 5% growth.recorded a 5% growth.

Whisper padsWhisper pads come in a range of shape and come in a range of shape and sizes to meet a girl's needs. sizes to meet a girl's needs.

Products of “WHISPER”:Products of “WHISPER”: Whisper Maxi RegularWhisper Maxi Regular (For regular flow) (For regular flow) Whisper Maxi XL WingsWhisper Maxi XL Wings (For heavy and (For heavy and

overnight use) overnight use) Whisper Ultra with WingsWhisper Ultra with Wings (For Regular to heavy (For Regular to heavy

flow)flow) Whisper Ultra XL WingsWhisper Ultra XL Wings (For heavy to extra (For heavy to extra

heavy flow)heavy flow) Whisper ChoiceWhisper Choice (Provides superior staining (Provides superior staining

protection than ordinary pads at an affordable protection than ordinary pads at an affordable price)price)

Whisper ULTRAWhisper ULTRA

Features:Features: Extra length-Extra length- for extra protection against front for extra protection against front

and back leaks.and back leaks. WingsWings for side leakage protection. for side leakage protection. Ultra thinUltra thin size which ensures comfort. size which ensures comfort. 400 absorbent funnels400 absorbent funnels: that help pull in the : that help pull in the

wetness, even after hours.wetness, even after hours. Flow fresh care-Flow fresh care- that gives you a very fresh and that gives you a very fresh and

dry feeling throughout your perioddry feeling throughout your period Dry weaveDry weave top sheet. top sheet. Stretchable wingsStretchable wings Easy wrap.Easy wrap.

Quality: It’s special Quality: It’s special Lock-Away Absorbency Lock-Away Absorbency technologytechnology has the capacity to absorb has the capacity to absorb several times their own weight, giving you a several times their own weight, giving you a complete dry feeling through out the day. complete dry feeling through out the day.

The whisper ultra wings has a longer variant The whisper ultra wings has a longer variant which is the whisper ultra XL wings, Whisper which is the whisper ultra XL wings, Whisper Ultra XL Wings is the longest sanitary napkin Ultra XL Wings is the longest sanitary napkin available in the Indian market, and it is also available in the Indian market, and it is also used for the heavy flow.used for the heavy flow.

Packaging:Packaging:

1. Whisper ultra wings :1. Whisper ultra wings : Whisper ultra 8 pads Whisper ultra 8 pads Whisper ultra 15 padsWhisper ultra 15 pads

2.2. Whisper ultra XL wings:Whisper ultra XL wings: whisper ultra XL wings 7padswhisper ultra XL wings 7pads whisper ultra XL wings 15 pads.whisper ultra XL wings 15 pads.

Pricing:Pricing:

Product price :Product price : Whisper ultra XL wings 7pads : 65rsWhisper ultra XL wings 7pads : 65rs

15pads:125rs15pads:125rs Whisper ultra wings 8pads: 65rsWhisper ultra wings 8pads: 65rs

15pads:125rs15pads:125rs

Pricing strategies:Pricing strategies:

Market penetrationMarket penetration: The feminine hygiene : The feminine hygiene market has low penetration levels. Industry market has low penetration levels. Industry majors had majors had cut pricescut prices in 2001 of whisper ultra in 2001 of whisper ultra from from 80rs to 65rs80rs to 65rs per pack and volumes picked per pack and volumes picked up significantly after that. As Indian market is up significantly after that. As Indian market is extremely price-sensitive and extremely price-sensitive and the company the company has been witnessing immense pressure from has been witnessing immense pressure from competitively priced products of other players competitively priced products of other players in both its core businesses .in both its core businesses .

Competitive pricing:Competitive pricing:

This means keeping the price of your product in the This means keeping the price of your product in the price range of your competitors.price range of your competitors.

As stayfree is the biggest market competitor to As stayfree is the biggest market competitor to whisper.whisper.

Stayfree ultra is priced at Stayfree ultra is priced at 50rs50rs for 8 pads and wishper for 8 pads and wishper ultra ultra 65rs65rs for 8 pads. So whisper has to keep its price for 8 pads. So whisper has to keep its price nearby its competitors price range while maintaining nearby its competitors price range while maintaining quality and profits.quality and profits.

Whisper choice(Whisper choice(20/26rs20/26rs) was introduced to serve the ) was introduced to serve the low end customers in comparison of the stayfree low end customers in comparison of the stayfree secure secure 20rs (26rs20rs (26rs XL). kotex for XL). kotex for 28rs28rs..

WHISPER NO. OF PADS AMOUNT (Rs.)Whisper Maxi 10 60

20 120Whisper Maxi XL 10 60

20 120Whisper Ultra 8 65

15 125Whisper Ultra (XL) 7 65

15 125Whisper Choice 8 22 / 26

STAYFREE NO. OF PADS AMOUNT (Rs.)Secure 8 20Secure XL 8 26Ultra 8 52

KOTEX NO. OF PADS AMOUNT (Rs.)Normal 8 28

Promotion :Promotion :

The company follows various promotional The company follows various promotional strategies which are:strategies which are:

Consumer sales promotion methods.Consumer sales promotion methods. Advertising.Advertising. Retailer /wholesaler promotion.Retailer /wholesaler promotion.

Consumer sales Consumer sales promotions:promotions:

1.1. RefundsRefunds : :Refund is the repayment of total money Refund is the repayment of total money paid for purchase, while the rebate represents paid for purchase, while the rebate represents repayment of only part of the money paid for the repayment of only part of the money paid for the

purchasepurchase. . Money back offerMoney back offer:: After having After having launched it new product launched it new product Whisper Ultra ThinWhisper Ultra Thin, , confident about the product quality and confident about the product quality and confident about offering the promised confident about offering the promised product, to increase its trail and usage, had product, to increase its trail and usage, had started the money back offer.started the money back offer.

2.2. ContestsContests : : Contests can draw attention to a brand like Contests can draw attention to a brand like

no other sales promotions technique. A no other sales promotions technique. A contest has consumers compete for prizes contest has consumers compete for prizes based on skill or ability. based on skill or ability.

Eg: Poem ,one liner, story writing contest by Eg: Poem ,one liner, story writing contest by whisper brand to promote its product.whisper brand to promote its product.

3.3. SamplesSamples Sampling is a sales promotion technique Sampling is a sales promotion technique

designed to provide a consumer with an designed to provide a consumer with an opportunity to use a brand on a trial basis opportunity to use a brand on a trial basis with little or no risk.with little or no risk.

Free Sample distribution of whisper samples Free Sample distribution of whisper samples in the schools and colleges and education in the schools and colleges and education material like brouchers and pamphlets.material like brouchers and pamphlets.

Sample packaging:Sample packaging:

Advertising Advertising

Broadcasting media: televisions ads.Broadcasting media: televisions ads. Print media: magazines (women’s era), Print media: magazines (women’s era),

Brouchers, pamphletsBrouchers, pamphlets..

Electronic media : website Electronic media : website BEING BEING GIRL.comGIRL.com

Direct mailers: sending direct mails to the Direct mailers: sending direct mails to the potential and the existing customers potential and the existing customers

Print ads:Print ads:

Brouchers:Brouchers:

Advertising :Advertising :

Direct mailers:Direct mailers:

Event stage:Event stage:

DistributionDistribution

““Marketing channels are sets of Marketing channels are sets of interdependent organizations involved in interdependent organizations involved in the process of making a product or the process of making a product or service available for use or consumption” service available for use or consumption”

Philip Kotler Philip Kotler

Distribution :Distribution :

The distribution is of three types which The distribution is of three types which are being followed :are being followed :

Intensive distributionIntensive distribution Extensive distributionExtensive distribution Specialty distributionSpecialty distribution

Objectives of Objectives of distribution:distribution:

Minimize total distribution costs for a Minimize total distribution costs for a given service output.given service output.

Determine the target segments and the Determine the target segments and the best channels for each segment.best channels for each segment.

Objectives may vary with product Objectives may vary with product characteristicscharacteristics

Basic Channels of Basic Channels of DistributionDistribution

Manufacturers/products

Agents

Wholesalers/distributors

RetailersRetailers

Consumers and organizational end users

Distribution criteria:Distribution criteria:

Ordering speed:- it is the time taken Ordering speed:- it is the time taken after the manufacturing of product and after the manufacturing of product and the time till it reaches the consumer.the time till it reaches the consumer.

Delivery flexibility:- how easy to Delivery flexibility:- how easy to distribute the product. distribute the product.

Personal selection and customization:- Personal selection and customization:- which distribution channel to select which distribution channel to select

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Typical Distribution of Typical Distribution of whisper whisper

Manufacturers (PGHH Ltd.india)

Marketing AgentsState wise C& F

Retailers/Wholesalers/Distributors

Chemists shops, stores , retail outlets

Intensive distribution:Intensive distribution:

PGHH Ltd, is following this strategy in india.PGHH Ltd, is following this strategy in india. As the company manufactures the As the company manufactures the FMCGFMCG

convenience/ necessity goods.convenience/ necessity goods. As these serve the necessity goods hence As these serve the necessity goods hence

there is lesser/no brand loyalty from the there is lesser/no brand loyalty from the customers side, so the distribution network of customers side, so the distribution network of the company needs to be very strong and the company needs to be very strong and proactive.proactive.

SWOT Analysis-StrengthsSWOT Analysis-Strengths

Leading Market PositionLeading Market Position

Diversified and innovative product Diversified and innovative product PortfolioPortfolio

Strong Finances in past yearsStrong Finances in past years

SWOT analysis-SWOT analysis-WeaknessesWeaknesses

Quality control ProblemQuality control Problem

Decreased Revenues in their Northeast Decreased Revenues in their Northeast Asian MarketAsian Market

SWOT analysis-SWOT analysis-OpportunitiesOpportunities

Developing MarketsDeveloping Markets

Demographic trends across the worldDemographic trends across the world

SWOT analysis-ThreatsSWOT analysis-Threats

CompetitorsCompetitors

Rising cost of energy pricesRising cost of energy prices

Economic slowdown in the US and Economic slowdown in the US and EurozoneEurozone

New RegulationsNew Regulations

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