Ariel-4p's and stp
- 1. Procter & Gamble Ariel Marketing Strategies By: Anand Vijay Kumar Ganpaa PGDM-RM(0911-003)
- 2. Size Procter & Gamble Co. Type Public ( NYSE : PG ) Founded 1837 Headquarters One Procter & Gamble Plaza, Cincinnati, Ohio , USA 45202 Key people A. G. Lafley , Chairman and CEO Industry Consumer goods Revenue ▲ US$ 83.503 billion (2008) Net income ▲ US$ 12.075 billion (2008) Employees 138,000
- 3. 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 & Gamble
- 4. 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 Procter & Gamble
- 6. 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
- 7. Procter & Gamble Marketing Strategies:
- 8. 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
- 9. 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
- 10. Procter & Gamble Segmentation, Targeting and Positioning
- 11. 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
- 12. 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
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