...Jennifer Jepsen MRK/571 November 17, 2015 Carol Webster The company selected is Procter & Gamble (P&G), a large consumer goods firm that produces many brands. This company has brands such as Oil of Olay, Bounty, Dawn, CoverGirl, and Duracell (Duhigg, 2012). P& G utilizes a multiple brand strategy successfully, and has influenced air care with another brand—Febreze. According to the 2012 Silver Effie Winner, “North America is the largest Febreze market in the world representing 43% total revenue and has the largest media spend” (Effie Awards, 2012, p. 2). Additionally, the Febreze market is diverse due to the diverse cultures, different languages, and attitudes P & G faces by marketing in multiple countries. Marketing Segmentation Market segmentations to consider are demographic, psychographic, and behavioral characteristic aspects. The demographic segmentation, described by Kotler & Keller (2012), says the market is divided into geographical units such as nations, states, or cities. Febreze used the marketing launch of Breathe Happy campaign by unit of countries. Therefore, Febreze utilizes a single-segment concentration. With a single-segment concentration the chance to gain knowledge results in a strong market presence. Alan Shaw states that “segmentation is essentially a classification exercise, in which individuals are believed to be related in certain ways” (2011, p. 256). Shaw references that Kotler suggests a business can “concentrate on a single...
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...Anjannet Emanuel American Intercontinental University Unit 1 Individual Project MKTG 205-1205A-03 – Principles of Marketing Tuesday, November 13, 2012 Abstract Procter and Gamble has been in business since 1837, and some people purchase the product because it’s the things their parent’s and/or grandparent’s used. With a product line that includes toilet paper and dog food, it creates a wide range of consumers. Consumers still have a choice which creates competition between companies. But with such a vast line of products, and numerous commercials being aired on every channel, it’s hard for consumer not to be interested in at least one of the company’s products. Procter & Gamble Gain, Febreze, Tide, Downy, Duracell, Eukanuba, Charmin, and IAMS, are all part of the Procter and Gamble product line. With Procter and Gamble having so many products, the coupons found weekly in numerous Sunday newspapers, along with free trial samples being mailed directly to consumers, it’s hard to avoid owning or purchasing something that Procter and Gamble distributes. When the Gain product line was released, it became harder for consumers to avoid trying the product, and with the commercials, it made it easier for consumers to be willing to spend for the product. With all products, there is always an unforeseen problem, the economy, competitors, and social environmental forces that would affect the projected sales for Procter and Gamble. With the recent changes in the economy, households...
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...What Is Next in Air Care Scent Trends? Article | 18 Aug 2011 Fragrance developments have moved air care from the functional to the emotional, but what does that mean for future trends in scent? Air Care No Longer a Cover Up Not so long ago, the primary if not only function of air fresheners was to mask unpleasant odours, but clever marketing over the last decade has brought a complete change in consumer perceptions of the category's purpose. As home care manufacturers came to recognise the competitive advantage of offering new and unusual fragrances in their ranges in order to drive sales, scent innovations brought about more experiential and complex fragrances, resulting in a shift in focus for the entire air care category. Consumers no longer turn to air care products only when there are nasty smells to be removed or masked; they now buy into the category when they want to enhance the environment in their homes. A category that once could have been considered almost a commodity used only out of necessity has been subtly transformed into a category deeply connected to consumers' emotions. The scent of success Although one of the most expensive ingredients in any home care product, fragrances are worth manufacturers' investment in terms of time and money as they are extremely important to a product's success. A unique scent can be a powerful differentiator, giving a product the edge in an otherwise saturated market. Fragrance is a crucial factor in the consumer's final...
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...Running Head: MARKETING DEFINITION Marketing Definition Paper University of Phoenix MKT 421 October 31, 2006 Marketing Definition Paper When most people think of marketing they think of advertisements and commercials. This is partially true though there are differences amongst advertising products and marketing. According to the American Marketing Association (2006), “Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.” This view is similar to other definitions such as MSN Encarta Dictionary. The dictionary depicts marketing as “selling of products or services: the business activity of presenting products or services in such a way as to make them desirable” (MSN, 2006). Though most people would settle for these definitions a personal definition is “Marketing are the activities such as marketing research and the 4 P’s (price, product, promotion, place) that are linked to a specific product and the target markets wants and needs. Marketing is the act of satisfying customers beyond the competitor’s abilities.” Marketing and Organizational Success Many areas intertwine to create a successful organization. Marketing is one area that intertwines with almost every aspect of a company such as sales, accounting and finance, customer service, and internal and external publics. Marketing is a...
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...testing is the use of animals in biological, medical, and psychological studies. Human beings and many animals have similar organ systems and body processes. Experiments on animals help scientists increase knowledge about the way the human body works. In the United States, scientists perform experiments on more than twenty million animals each year. Medical researchers study animals to get a better understanding of body processes in humans and animals. They use many animals to study the causes and effects of illnesses, such as cancer and heart disease. Vivisection is the most controversial issue of animal rights. Vivisection actually means “cutting a living thing”. Some popular companies that still test on animals are Band-Aid, Clorox, Febreze, Maybelline, and many more. Right now, millions of mice, rats, rabbits, cats, dogs, and other animals are locked inside cold cages in labs across the country. They suffer in pain, ache with loneliness and long to be free. All they can do is sit in their cages and wait, in fear, for the next experiment to begin. The stress actually causes the animals to begin strange behavior like pulling out their hair and biting at their own skin. They jump in fear whenever someone walks past, scared that they will be chosen. After going through this terrible life, almost all of these animals are killed. I feel animals are tested for meaningless numbers on a chart and then killed. There are many cheap, faster, and non-animal tests that can replace the...
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...animals in biological, medical, and psychological studies. Human beings and many animals have similar organ systems and body processes. Experiments on animals help scientists increase knowledge about the way the human body works. In the United States, scientists perform experiments on more than twenty million animals each year. That is way too many. Medical researchers study animals to get a better understanding of body processes in humans and animals. They use many animals to study the causes and effects of illnesses, such as cancer and heart disease. Vivisection is the most controversial issue of animal rights. Vivisection actually means “cutting a living thing”. Some popular companies that still test on animals are Band-Aid, Clorox, Febreze, Maybelline, and many more. Right now, millions of mice, rats, rabbits, cats, dogs, and other animals are locked inside cold cages in labs across the country. They suffer in pain, ache with loneliness and long to be free. All they can do is sit in their cages and wait, in fear, for the next experiment to begin. The stress...
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...As Falhas Mais Comuns No Lançamento De Produtos: Existem vários exemplos de empresas que se precipitaram no lançamento de determinados produtos. Para evitar que outros cometam os mesmos erros os autores do artigo em questão distinguiram as principais falhas e as lições retiradas de cada uma delas. As cinco falhas mais comuns são: 1. A empresa não estar preparada para um rápido crescimento. O produto tem um enorme sucesso assim que chega ao Mercado mas, a empresa não está preparada para o seu rápido crescimento e acaba por prejudicá-lo. Exemplo disto é o caso do Mosquito Magnet que, ao lançarem o produto na altura certa tiveram um enorme sucesso logo de início. No entanto, não estavam preparados e, ao passarem a fabricar o seu produto em massa na China tiveram problemas de qualidade, desapontando e, sucessivamente, perdendo clientes. 2. O produto fica aquém do esperado e é bombardeado com queixas e reivindicações, acabando por desaparecer. Neste caso,o produto fica aquém da espectativas devido a ajustes e promenores que fazem a diferença pela negativa. O exemplo usado foi o da Microsoft com o Windows Vista que foi um falhanço devido aos seus problemas de compatibilidade e performance. 3. O produto não se diferencia o suficiente dos restantes. Este problema baseia-se no facto do produto lançado não se destacar muito dos já existents. Isto aconteceu com a Coca- Cola C2 que se diferenciava por ter metade das calorias da bebida original,mantendo...
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...studies its customers—both final consumers and the trade—through continuous marketing research and intelligence gathering. It prints its toll-free 800 number on every product. * Long-term outlook: P&G takes the time to analyze each opportunity carefully and prepare the best product, then commits itself to making this product a success. It struggled with Pringles potato chips for almost a decade before achieving market success. * Product innovation: P&G is an active product innovator, devoting $1.7 billion (4 percent of sales) to research and development, an impressively high amount for a packaged-goods company. Part of its innovation process is developing brands that offer new consumer benefits. Recent examples include Febreze, an odor-eliminating fabric spray; Dryel, a product that allows consumers to clean and freshen "dry clean only" clothes at home; and Swifter, a new cleaning system that more effectively removes dust, dirt, and hair from floors and other hard surfaces. * Quality strategy: P&G designs products of above-average quality and continuously improves them. When P&G announces "new and improved," it means it. Recent examples include Tide and Ariel compact detergents that remove stains and sanitize laundry while protecting original fabric colors; and Pampers Rash Guard, the only diaper designed to treat and prevent diaper rash. * Line-extension strategy: P&G produces its brands in several sizes and forms. This strategy gains more...
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...Abstract Laundry soap is needed by everybody. Whether they buy laundry soap or they buy the products needed to make it at home, they will still always use it to wash towels, blankets, clothes, pillows, sheets, etc. In this market, the products are and will continue to grow and the products may change as the times change. Laundry Soap Introduction The laundry soap and soap industry has over six hundred and fifty companies. Dial, Palmolive-Colgate, and Proctor and Gamble are just a few major companies that are included in the top fifty major companies. This list of major companies make about twenty-seven billion dollars a year, or about ninety percent of the total revenue. Market Force 1: Economic Environment While the economy is slowly trying to pick itself back up, we are still in a recession. There are still a ton of unemployed people, people losing their jobs or being laid off, etc. Because of our recession, any company that manufactures laundry soap has to continuously adjust and/or create new marketing strategies. The laundry detergent industry is affected as well as many other companies. If people do not have the funds to spend on any product, it may case the companies to drop their prices down. Another way the companies try to make it more affordable for consumers is to offer coupons, sales, or even rebates, whether it is a mail in rebate or an automatic rebate at the time of purchase. All of these things also help in promoting their products. A marketer can...
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...Throughout my life I’ve been lucky enough to go on family vacations off the continent. Personally, I think travel is important in a young person's life and to a family. It builds confidence, gets you out of your comfort zone, and expands your cultural knowledge, and brings people together. The trip that influenced me the most was when my family went to London and Norway. Our first order of business was transportation. The airplane ride was a grueling 12 hours, but worth it. When we arrived in the bustling airport the view out the floor –to-ceiling windows was beautiful. You could see almost all of the places we were going to go. Exiting the building, we took a cab. It smelled of stale Febreze. The cab driver wore a black cap and had a low voice. He weaved in and out of traffic, and we watched in marvel because of how narrow the streets were and that we were on the opposite side of the street. Our hotel was more or less like an apartment complex. The place had two bedrooms, a living area, and the smallest kitchen I’ve ever seen. The bathroom was luxurious and it took a while to understand the functions of each button on the toilet. After a quick nap we ventured out. First stop we took was to the home of Britain’s King and Queen, Buckingham Palace. There was a large fountain to the side of tall black fence that provided protection to the castle behind. Guards wearing large black furry hats and bright red coats stood still on each side of the entrance. The residence itself was...
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...Case 49 #4: The Concerns of Sarah Issue: Sarah rented a house from Franks. Every time it rains, the roof leaks, causing plaster to fall from the upstairs bedroom ceilings. One ceiling is beginning to sag. Sarah has complained about the roof leaks to Franks and Franks told Sarah he has caulked the roof, however the roof still leaks. Sarah feels it is Franks’ responsibility to repair the roof; Franks believes since Sarah has sole control of the leased premises, she has the duty to repair the roof. Legal Application: Constructive eviction, maintaining the premises, implied warranty of habitability, and application of the warranty. Resolution: There are four remedies available to Sarah. Sarah can withhold rental payments, repair the property herself and deduct that amount from her rent (provided that doing so is in conformity with state and local laws), cancel the lease, or sue for damages. Additionally, Franks would be liable for any injuries caused from defects on the property. Case 49 #5a: Lease Assignment Issue: I am a college student and plan to attend classes for nine months. I signed a twelve-month apartment lease and paid a $150 security deposit. School is now over for the year and I have a summer job back home. I want to assign the balance of my lease, which is three months, to a fellow student who is going to attend summer school. Legal Application: It depends on what the original lease states; does it allow for a sublease or assignment? In any event...
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...Project Report On “ROLE OF ADVERTISING IN FMCG SECTOR” Submitted for the partial fulfillment of the Award Of Master of Business Administration DEGREE (Session 2008-2009) SUBMITTED BY PRAKASH CHAND Roll No. 0703270036 UNDER THE GUIDANCE OF MISS FATIMA ISLAM [pic] DEPARTMENT OF MANAGEMENT [pic] ACADEMY OF BUSINESS & ENGINEERING SCIENCES, GHAZIABAD [pic] AFFILIATED TO UTTER PRADESH TECHNICAL UNIVERSITY, LUCKNOW. CANDIDATE DECLARATION/CERTIFICATE I hereby declare that the work which is being presented in this report entitled “ROLE OF ADVERTISING IN FMCG SECTOR” is an authentic record of my own work carried out under the supervision of Miss. Fatima Islam. The matter embodied in this report has not been submitted by me for the award of any other degree. Dated: (Prakash Chand) Roll No. 0703270036 Department of MBA This is to certify that the above statements made by the candidate are cored to the best of my knowledge. (Head of Department) (Miss Fatima Islam) Date: Lecturer Department of MBA ACKNOWLEDGEMENT A truly independent project is a contradiction in terms. Every project involves contribution of many people. This project also ears the imprints of many people and it is a pleasure to acknowledge all of them. I take this opportunity to convey my leart filled thanks to my project...
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...Over the past few decades, the populations of minorities including Asians, Hispanics, and African Americans have increased enormously. “These new consumers demand representation, attention, and acceptance from the marketing community” (Macchiette & Roy, 1995). Because a consumer’s buying behavior is influenced by one’s culture, attitude and beliefs, marketers are steering away from stereotypical marketing and directing the focus on multicultural marketing. Marketers are creating strategies to meet the individual wants and needs of these cultural groups. Multicultural marketing prevents the possibility of “damned brands” and boycotts, while strengthening the relationship with consumers, and providing growth for a company. Social responsibility is a major factor that marketers need to consider when developing a promotional campaign for a new product. As said in the Journal of Consumer Marketing, “Products considered to be legitimate when targeting one group, may not be perceived as being socially responsible when targeting other sensitive groups” (Macchiette & Roy, 1995). For example, animal fur is considered a sign of wealth in some cultures, but will result in a negative opinion from other consumers such as animal activists. Marketers who do not consider all cultures and beliefs when developing a promotion will provoke boycotting of products and ethnical controversy among consumers, which in turn will result in a negative public image for the brand. Attaining appropriate...
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...Old Smoke in the Workplace By: Jennefer Paddock BUS 309: Professor Handel Smith February 26, 2012 Old Smoke in the Workplace “Old Smoke” is a case where there is a file room, where Alice and Frank smoke, that smells of cigarette smoke. In this case, Charles Renford, office supervisor for Redwood Associates, assigned a task to one of his employees, Darlene Lambert, to help him with a report that was due right away. When the office supervisor asked his employee to go into the file room to start assembling the data needed for the report, Darlene refused the task claiming that the file room smelled like smoke and it was too bad for her to be in there. Darlene has worked in the file room before, and she has never went to her supervisor and complained about the smoke smell. This case shows that Alice and Frank are considerate as they were always considerate of Darlene, as well as nonsmokers, by opening the windows to air the room out ahead of time if they knew that Darlene was going to be working in there. Companies have implemented a non-smoking policy in places of employment, and according to this case smokers have rights, and the office supervisor reminds Darlene that their state law does not ban smoking in the workplace. Due to Darlene not going into the filing room, the office supervisor is concerned with the report that is currently due. With this case, Charles Renford could have handled the situation better than what he did, and Charles Renford should implement a policy...
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...P&G Strategic Management Case Analysis Company description and its businesses P&G is a multinational firm that offers a wide variety of products globally. The firm products can be categorized into three major categories, which include: health and wellbeing products, beauty and grooming products, and household items. The products are sold in different merchandises across the world. The firm had previously produced Crisco Shortening, peanut butter, Folgers coffee, and orange drink products, however, the firm stopped producing them due to low stock turnover. The firm was founded in 1837 in Ohio by James Gamble and William Procter with an aim of producing quality products in the market (Badal 546). P&G Company is rated one of the best performing firms due to its high profit and a high growth rate. In addition, its products such as soaps have been rated highly due to their quality. The firm success has been attributed to its innovation strategy, which ensures that the firm produces new brands in the market to address the need of the consumers (Badal 546). The firm has twenty-four main products that contribute to high returns due to their huge sales in the market. In addition, the company has a 17% market share in the U.S., which shows that the company if performing well in the market. The main product that has the highest sales in the market is pampers, which has an annual sale of over $9 billion in the market (Badal 546). Vision statement P&G does not have...
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