Marketing management II
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A Cat Corp
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| PRODUCT CATEGORY P&G’s PRODUCT COMPETITOR’S PRODUCT Hair products Head & Shoulders – Strong positioning over the years through celebrity endorsements Pantene – Billion-dollar revenue contributor Clear – HUL Sunsilk – HUL Keshkanti - Patanjali Over the years, Head & Shoulders has come out to become world’s number 1 anti-dandruff shampoo. This powerful brand made its debut in India in 1997. The high profile launch of Head Shoulders in India in combination with celebrity endorsements fuelled its growth over the years in this specialty market. Today, the anti-dandruff segment constitutes around 15% of the entire shampoo market. Head and Shoulders dominated this niche market with a whopping market share around the world. PG faces stiff competition in each product segment especially in a growing market like India. Some of the major competitors within several product categories areas follows Detergent Tide – world’s oldest and most trusted detergent brand Rin - HUL Active Wheel – HUL Nirma – Nirma Oral hygiene Oral-B – Could capture only of the market as compared to Patanjali, Colgate Pepsodent - HUL Close-up - HUL Colgate–Colgate Palmolive Dantkanti - Patanjali Women product Olay – Effective marketing & positioning Whisper – Market leader, customer loyalty, strong advertising Ponds - HUL Garnier - Loreal Lakme – HUL Stayfree – Johnson & Johnson Men’s product Gillette – Market leader, loyal customer base of more than million customers across the globe SuperMax Razors - SuperMax 4. Customers: Keeping in mind the customer value and need, they claim to deliver 100% dandruff free hair even at low price targets high value for customers. Also, they have good brand loyalty and trust in the mindset of consumers. The core strength of PG lies in understanding its customer needs. According to P&G, the customer is the boss. Their core purpose is to provide branded products of superior quality and value to improve the lives of their customers. PG has avast product mix which helps them reach vast variety of customers. Taking the example of Ariel, it is a superior quality product which targets upper middle class customers. While on the contrary there lies P&G’s another product - Tide. It targets middle class customers and people who wash clothes on their own without the use of washing machines. In India, only 30% of the population has access to washing machines which leaves around 70% of the population that Tide has successfully targeted and captured over the years. When it comes to Head and Shoulders, it has around 26 products in its product portfolio. These products not only differ in price and quality but also in their utility. For example smooth hair + anti-dandruff and several such combinations because of which they are able to target a huge audience. Being a daughter company of PG, it has a strong distribution channel as well presence in various parts of country. Also, availability of different packaging makes it more comfortable for user not only to afford but also increases it acceptability rate in the consumers. Available indifferent flavours also make consumer to choose according to their desired taste. They are one of those market players who understand that there is requirement of shampoo for men category where other companies are concentrating on female category thus making them one of the leader in the area. 5. Climate: We have analyzed the climate using PESTEL analysis Download 290.62 Kb. Share with your friends:
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