Procter & Gamble

Procter & Gamble

Ariel

Marketing Strategies

By:

Anand Vijay Kumar Ganpaa

PGDM-RM(0911-003)

Procter & Gamble Co.

Type Public (NYSE: PG)

Founded 1837

HeadquartersOne Procter & Gamble Plaza, Cincinnati, Ohio, USA 45202

Key peopleA. G. Lafley, Chairman and CEO

Industry Consumer goods

Revenue▲ US$83.503 billion (2008)

Net income▲ US$12.075 billion (2008)

Employees 138,000

Size

Procter & Gamble Co. is a Fortune 500, American global corporation based in Cincinnati, Ohio.

That manufactures a wide range of consumer goods.

As of 2008, P&G is the 23rd largest US company by revenue and 14th largest by profit.

It is 10th in Fortune's Most Admired Companies list (as of 2007).

P&G is credited with many business innovations including brand management, the soap opera, and "Connect & Develop" innovation.

According to the Nielsen Company, in 2007 P&G spent more on U.S. advertising than any other company.

Procter & GambleProcter & Gamble

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



Introduction Ariel is a marketing line of laundry detergents made by Procter & Gamble. It is the flagship brand in Procter & Gamble's. Launched in 1991 in India Compact detergent Enzyme technology Smart eyes Superior cleaning in a choice of fragrances

Product Depth: Ariel Biological, biological with bleach for whites. Ariel Color and Style, a biological bleach free product

to protect colors. Ariel Sensitive (formerly known as Ariel Non Bio,

without enzymes supposedly protecting sensitive skin). Ariel Biological with Febreze. Ariel Front-O-Mat Ariel Fresh Clean Ariel Spring Clean


Procter & Gamble

Marketing Strategies:

Product Strategy :

Products Classification- Service Consumer good. Product Differentiation- Form, Features, Performance, Reliability Superior Technology CSR Initiatives Attractive Packaging Catchy Tag-lines Established as a brand itself.

Pricing Strategy :

Optional-Feature Pricing. Product- Line Pricing. Cost-plus pricing Competitive pricing Distribution pricing


Procter & Gamble

Place: In-store placement strategy Already existing strong links in urban areas Rural penetration Develop marketing channels as strong and penetrated so that it would gain access to remote

areas Strategic location of warehouses Increase wholesale dealer in small towns who can cover the nearby villages National coverage would be dealt with by increasing the company's warehouses and creating

C&F agents in the smaller cities

• Promotion: Media Radio Hoardings Consumer promotion Fragrance oriented and eco friendly Newspaper Various promotional offers

Procter & Gamble

Segmentation, Targeting and Positioning

Target Customer : General Consumers Color Sensitiveness of Clothes Washing Machine Users Newly married couples Women

Segmentation : Demographic- Family Size Benefits- Quality, Service, Income. Niche Marketing Urban & Semi-Urban area User Status- Regular User, Potential User & Non-users.


Procter & Gamble

Positioning :

Premium brand against its competitors Superior technology Fragrance oriented detergent Importance to quality Low temperature wash detergent Environmental friendly Contains double action system which gets fully dissolved Removes tough stains Gives shine to your white clothes Gives brightness to your colored clothes Cold is the new hot

Thank You

Documents

Procter & Gamble