RICHI ,SILKY,YASHIKAA

NEHA SHARMA,DEEPIKA,

MAYUR ,GOVINDA & VINEET

• 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.

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

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

Family of Products

MARKETING STRATEGY OF P&G

Product Strategy Target CustomerPositioning SegmentationBranding Strategy Brand ExtensionPackagingLabeling Strategy

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

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

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

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

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

STRATEGIES & MANAGEMENT STYLE

FOLLOWED IN P&G

Planned to create a more nimble organization.

Focus towards higher growth, higher margin businesses .

Acquisition of its domestic and foreign competitors.

Participatory, delegating, and empowerment

Decentralized decision making process 

 Much easier for management to customize products

PRODUCT LIFECYCLE OF P&G

INTRODUCTION STAGE – 1947 , PANTENE HAIR TONICGROWTH- 2003,VICKS & SINCE 2005,PANTENE MATURITY - IN MOST OF ITS BRANDS DECLINE - IN THE ERA OF FINANCIAL CRUNCH & DOWNTREND

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.

• 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

• Lack of effective distribution system

• High cost of inputs

• Lack of experience

• Just in time manufacturing technology

• Removal of trade barriers

• They want to ensure that there is democracy and stable government

• New entry into the household product industry.

• Unfavorable business laws and political instability.

ANY QUESTIONS?????

REFERENCES

http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1195282https://www.google.co.in/search?tbm=isch&hl=en&source=hp&biw=1366&bih=651&q=plc&gbv=2&oq=plc&aq=f&aqi=g10&aql=&gs_l=img.3..0l10.1253.2058.0.2739.3.3.0.0.0.0.173.460.0j3.3.0...0.0.8UNHUvVsQ8g#hl=en&gbv=2&tbm=isch&sa=1&q=product+life+cycle&oq=product+life+cycle&aq=f&aqi=g9g-s1&aql=&gs_l=img.3..0l9j0i10.4040.10584.0.11106.19.17.0.2.2.1.1473.5497.0j12j1j1j0j1j1j1.17.0...0.0.dKAJsHLMoCI&pbx=1&bav=on.2,or.r_gc.r_pw.r_qf.,cf.osb&fp=83987bcd525b1f10&biw=1366&bih=651http://www.thehindubusinessline.in/2004/09/24/stories/2004092402260700.htmMarketing management , kotler and keller

THANK YOU