Marketing management II

Document Outline

• OVERVIEW
• P&G - The Procter & Gamble Company is focused on providing branded consumer packaged goods to the consumers across the world. The Company operates through five segments Beauty Grooming Health Care Fabric & Home Care, and Baby, Feminine & Family Care. The Company sells its products in approximately 180 countries and territories primarily through mass merchandisers, grocery stores, membership club stores, drugstores, department stores, distributors, baby stores, specialty beauty stores, e-commerce, high-frequency stores and pharmacies. It offers products under the brands, such as Olay, Old Spice, Safeguard, Head & Shoulders, Pantene, Rejoice, Mach, Presto Barba, Venus, Cascade, Dawn, Febreze, Mr. Clean, Bounty and Charmin.
• MARKETING OBJECTIVES
• SEGMENTING, TARGETING & POSITIONING
  • (2) Targeting:
  • The target market for HS are the higher middle class people who are brand conscious, early adopter and who care about the overall health of their hair. HS targets middle aged people having scalp and dandruff problems. At the initial period of its marketing strategy, it showed advertisement which shows the facts with only one use of the product, the shampoo gives almost 100% relief from shampoo. It introduced many other features like menthol, volume boost, and hair-fall therapy for the college going youth and young professional with hair conscious. HS took the advantage of physiological mentality of this user group with adopting ads where prominent actors were used. (3) Positioning
• 5 C ANALYSIS:
• PESTEL ANALYSIS
  • LEGAL
• MARKETING MIX OF HEAD & SHOULDERS – THE 4 P’s
  • Price-
  • Promotions-
  • Product-
  • Due to its highly diversified product portfolio with its high quality and reliable products, Head & Shoulders has been able to gain high consumer trust and loyalty. It offers products for both the genders for dry, itchy and sensitive scalp, for relief against dandruff and also for severe scalp conditions.
• SWOT ANALYSIS
• CONSUMER SURVEY ANALYSIS
• Inferences from Retailer Interviews
• P&G Distributors
• Inferences from Distributor Interviews
• Marketing Plan Implementation
• Product Differentiation
• Distribution Strategy
• Typical Distribution of PG Products
• Promotion Strategy
• Recommendations