...Business and Management Procter & Gamble, Scope Case Study In: Business and Management Procter & Gamble, Scope Case Study Case Study: Procter & Gamble, Inc. Scope Introduction Procter & Gamble (P&G), first introduced a great tasting mouthwash that was minty green and sure to fight off bad breath, called Scope in 1967. In 1990, Scope led the Canadian market share with 32%. However, since 1988 when Pfizer Inc. launched a new mouthwash called Plax, it became Scopes’ major competitor. Plax offered something different from the typical mouthwashes. Plax had the advantage over other brands because not only did it offer fresh breath and killing germs, but it was also a plaque fighter. Gwen Hearst, brand manager, is in charge of increasing market share, volume, and profits for Scope. Marketing Issues First, does Scope intend on introducing a new line extension by developing a product that strictly focuses on fighting plaque. This must be done in a way not to mistake the customer into thinking that there are additional claims to the original product. Second, add new claims to the already existing product. This would state something like “Scope not only gives fresh breath and kills germs, but it also fights plaque.” Or third, take no action but would need to focus on increasing advertising and promotion on what Scope already does, freshens breath and kills germs. Situation Analysis SWOT Analysis: Strengths *Since 1967, Scope has been in the health care...
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...CASE STUDY December 2002 Procter & Gamble: Building A Smarter Supply Chain Issue/Solution To remain profitable, consumer products manufacturers must find ways to optimize the performance of their supply chains. They need to support marketing promotions better and avoid frustrating consumers with out-of-stock situations in the store. Situation • Procter & Gamble realized it needed a “consumer-driven supply network” to stay ahead in the consumer packaged goods industry. Retailing’s “first moment of truth” is a key focus area for P&G. When the shopper reaches the shelf, is the product there? • Discoveries • • Links between supply chain and CRM processes are critical. Business leads, technology follows. But the technology must be proven, practical and scalable. Even with immature solutions, it is possible to get rapid payback on streamlined demand and fulfillment processes for critical products. A harmonized ERP applications backbone is a basic requirement. • • Recommendations • Secure management support before you start redesigning your supply network. Don’t let politics condemn the initiative to failure. Leverage the value IT can bring in connecting demand and supply side business processes. Simplify your applications architecture to allow collaborative business processes and cope with changes in network alliances. • • Dig Deeper • • • Related Research from GartnerG2 Gartner Core Research Methodology Maria Jimenez with Derek Prior ...
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...CASE Procter & Gamble, Inc. Scope As Gwen Hearst looked at the year-end report, she was pleased to see that Scope held a 32 percent share of the Canadian mouthwash market for 1990. She had been concerned about the inroads that Plax, a prebrushing rinse, had made in the market. Since its introduction in 1988, Plax had gained a 10 percent share of the product category and posed a threat to Scope. As Brand Manager, Hearst planned, developed, and directed the total marketing effort for Scope, Procter & Gamble’s (P&G) brand in the mouthwash market. She was responsible for maximizing the market share, volume, and profitability of the brand. Until the entry of Plax, brands in the mouthwash market were positioned around two major benefits: fresh breath and killing germs. Plax was positioned around a new benefit—as a “plaque fighter”—and indications were that other brands, such as Listerine, were going to promote this benefit. The challenge for Hearst was to develop a strategy that would ensure the continued profitability of Scope in the face of these competitive threats. Her specific task was to prepare a marketing plan for P&G’s mouthwash business for the next three years. It was early February 1991, and she would be presenting the plan to senior management in March. ■ COMPANY BACKGROUND Based on a philosophy of providing products of superior quality and value that best fill the needs of consumers, Procter & Gamble is one of the most successful consumer goods companies in the world...
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...Proctor and Gamble Global Fabric & Home Care Corporate and Strategic Business Unit Model Strategy Introduction The purpose of this paper is to examine a Strategic Business Unit for its overall fit and alignment within its corporate environment. For this case study, the corporate parent must be a publically traded, multinational corporation with two or more strategic business units. The corporation that will be examined is Proctor and Gamble. This study will begin by understanding the parent corporation through its history, its basic or generic corporate strategy, the current structure of the corporation, and its overarching business model. The case study will then thoroughly examine the selected strategic business unit to include its value chain, strengths weaknesses opportunities and threats (SWOT), marketing and sales, comparison to competitors, stock trends and shareholder value. In order to complete this study the effects of corporate parenting strategy, an examination of its resources and capabilities, and review of recent and emerging trends within the industry must also be examined. However, before this paper can delve into Proctor and Gamble and its strategic business unit basic theory and business analysis techniques must be determined and defined. The different theories and analysis techniques that will be used are Value Chain Analysis, Corporate Parenting Analysis, SWOT Analysis, and analysis of corporate resources and capabilities. These will be...
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...CASE Procter & Gamble, Inc. Scope As Gwen Hearst looked at the year-end report, she was pleased to see that Scope held a 32 percent share of the Canadian mouthwash market for 1990. She had been concerned about the inroads that Plax, a prebrushing rinse, had made in the market. Since its introduction in 1988, Plax had gained a 10 percent share of the product category and posed a threat to Scope. As brand manager, Hearst planned, developed, and directed the total marketing effort for Scope, Procter & Gamble's (P&G) brand in the mouthwash market. She was responsible for maximizing the market share, volume, and profitability of the brand. Until the entry of Plax, brands in the mouthwash market were positioned around two major benefits: fresh breath and killing germs. Plax was positioned around a new benefit-as a "plaque fighter"-and indications were that other brands, such as Listerine, were going to promote this benefit. The challenge for Hearst was to develop a strategy that would ensure the continued profitability of Scope in the face of these competitive threats. Her specific task was to prepare a marketing plan for P&G's mouthwash business for the next three years. It was early February 1991, and she would be presenting the plan to senior management in March. ■ COMPANY BACKGROUND Based on a philosophy of providing products of superior quality and value...
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...FAST MOVING CONSUMER GOODS (FMCG) Fast Moving Consumer Goods (FMCG) goods are popularly named as consumer packaged goods. Items in this category include all consumables (other than groceries/pulses) people buy at regular intervals. The most common in the list are toilet soaps, detergents, shampoos, toothpaste, shaving products, shoe polish, packaged foodstuff, and household accessories and extends to certain electronic goods. These items are meant for daily of frequent consumption and have a high return. The Indian FMCG sector with a market size of US$14.8 billion is the fourth largest sector in the economy. The FMCG market is set to double from USD 14.7 billion in 2008-09 to USD 30 billion in 2012. FMCG sector will witness more than 60 per cent growth in rural and semi-urban India by 2010. Indian consumer goods market is expected to reach $400 billion by 2010.Hair care, household care, male grooming, female hygiene, and the chocolates and confectionery categories are estimated to be the fastest growing segments. At present, urban India accounts for 66% of total FMCG consumption, with rural India accounting for the remaining 34%. However, rural India accounts for more than 40% consumption in major FMCG categories such as personal care, fabric care, and hot beverages. In urban areas, home and personal care category, including skin care, household care and feminine hygiene, will keep growing at relatively attractive rates. Within the foods segment, it is estimated that processed...
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...P&G Case Executive Summary This case study analysis is on the Proctor & Gamble Company (also referred to as “P&G”). Procter & Gamble is the world's largest producer of household and personal products by revenue, with its products reaching 4 billion people worldwide. The Case Study includes an Introduction, Company Overview, Company Mandate, Internal Analysis, and External Analysis, followed by various Strategic Options (see below). The author then makes a Final Strategy Option Recommendation. Strategic Option #1: Market to Lower-Income Consumers in both Developed and Emerging Markets (Expand and Build Beauty Segment strictly aimed at Low-Income Consumers). Industry Consolidator. Strategic Option #2: Given the maturity of the North American/Western European market, combined with the emerging popularity and demand for Natural/Organic ingredient products, P&G should look to create New Natural Products and Products tailored to the Male market - Multiple Segments, not just Skin Care (Expand and Build Beauty Segment). Industry Consolidator. Strategic Option #3: Related Diversification through Acquisition. Strategic Option #4: Joint Ventures in Emerging Markets such as China and India. Final Strategy Recommendation: The Recommendation is to go for a combined Low-Income segment and New Natural Product strategy as this facilitates P&G’s need to capture a greater slice of the Low-Income consumer market both in Mature and Developing markets, which also capturing a greater...
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...Proctor and Gamble, Inc. Scope Case Synopsis Gwen Hearst, Scope Mouthwash Brand Manager for Procter & Gamble, Inc is preparing a three year strategic plan for Scope in the Canadian market. Her responsibilities focus on three central areas: maximize the market share, volume and profitability of the brand. She needs to develop a strategy to compete with a new market entry, Plax. Plax has targeted fighting plaque as a new benefit for mouthwash. In two years, Plax has gained 10% of the market and during a time when the market growth rate has been declining. The Scope brand has maintained a constant market share level with slight decline and still retains largest percentage of the market. The strategic options include maintaining the status quo, introducing a new product already developed as either a line extension or flanker product, or develop new marketing plan for existing product. She has formed a team across company functions to address these issues and formulate a strategic plan. Decisions to be Made 1) Should Scope maintain the status quo or seek new opportunities? 2) Should Scope reposition its current product or develop a new product? 3) Should Scope launch a flanker brand or introduce a line extension? These decisions must be made in this order. Scope must first decide if it actually needs or wants to move forward with seeking new opportunities. If Scope wants to maintain the status quo, then no effort needs...
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...outcomes. Learners are expected to use their acquired knowledge to prepare a business report of not less than 3,500 words, clarity of ideas and presentation would attract extra marks as well as use of own initiative and real and imaginative scenarios to demonstrate understanding of the course. COURSE WORK- PROCTER & GAMBLE Zeroing in on the first moment of truth Procter & Gamble, a world leader in consumer packaged goods, sells nearly 300 brands in more than 160 countries. It has sales of $40 billion a year and 130 manufacturing sites around the world. P&G measures consumer satisfaction at two levels, which it calls the two “moments of truth.” The first moment of truth occurs when the consumer reaches the shelf and finds that the desired product is, or is not, available. This is a critical moment, because if the product is not immediately available, the consumer usually moves on to buy a rival product. The second moment of truth depends on the buyer’s satisfaction when consuming the product. This, too, has a crucial impact on consumer loyalty, but is beyond the scope of this case study. Detailed consumer surveys in July 2000 told P&G that in 55% of cases (75% for promotional items), consumers were not satisfied when they looked on the shelf for the products they wanted. The exact product variant, in the size and packaging the shopper sought, was available less than half the time. Something had to be done. Responsibility for having the product on the shelf every...
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...ANALYSIS OF HAIR CARE PRODUCTS WITH REFERENCE TO SHAMPOO MARKET IN INDIA Khawaja Mubeenur Rahman¹, Dr. Roshan Kazi² and Sandip Sourav3 1 Assistant Professor, Sinhgad Institute of Business Administration & Computer Application, Lonavala Email: rahman.2806@gmail.com 2 Professor, Allana Institute of Management Sciences, Pune Email: babycrab@yahoo.com 3 Territory Sales Manager, Nozzle Auto Association Pvt. Ltd., Mumbai Email: sandeepdokania@yahoo.co.in ABSTRACT Analysis of hair care products with reference to shampoo market in India In the past few years, Indian beauty has occupied a significant place in the fashion world. Both men and women have started giving importance to personal beauty grooming. As such Indian cosmetic industry, especially the hair care market has risen to productive market. In this paper the researcher tried to focus on the hair care products especially top shampoo companies, major brands, SWOT analysis of shampoo market and portfolio analysis of top shampoo brands. The market share of hair care segment in India is continuously increasing day by day. The shampoo market is dominated by HUL and P&G. The top shampoo brands are Sunsilk, Clinic Plus, Pantene and H&S which are placed in the ‘Stars’ cell of BCG matrix of shampoo brands of India. Keywords: Hair care products, Market analysis, Shampoo market, BCG Matrix, Top shampoo companies, Top shampoo brands. INTRODUCTION Washing the hair and scalp has become a near universal practice. The method of doing...
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...building connections with society through Corporate Social Responsibility initiatives.” Corporate Social Responsibility creates a landing place in the minds of the target consumers. It not only caters to the Brand Equity awareness among the consumers but also leads to a positive Brand Image in the minds of the potential consumers. The purpose of this paper is to understand how Corporate Social Responsibility can lead to the creation of better brand image. It investigates the efficacy of Corporate Social Responsibility initiatives creating positive brand image in the minds of the consumers. The present study is based on secondary data, information collected from authentic sources such as books, journals, magazines and research reports and electronic data gathered through related web sites. Explanation and exploration of different types of conceptual information presented in the study is the result of observation, in depth reading, experiences and rational judgement of the author and co-author of the paper. KEY WORDS: Corporate Social Responsibility, Brand Image, Societal Marketing, Consumer Perceptions, Corporate Social Responsibility Initiatives. INTRODUCTION With the advent of the era of globalization and cut-throat competition concern of the companies has shifted to Corporate Social Responsibility. “Doing good” seems to be the new slogan for many brands in 2010. After a year economic misery and banking crisis, consumers want to get associated with the brands that believe more...
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...A. EXECUTIVE SUMMARY Aim : To study the growth of cosmetics industry in India. Women cosmetics market growth on a period of time along with a strong increase in male cosmetics market. Cosmetic brands promotions and advertisements in attracting customers. Consumer behavior in accordance with the utility drawn from the usage. Medicinal & Herbal/Ayurvedic Cosmetics market & Fake cosmetic industry in India. Methodology : A sample survey conducted on UG and PG students regarding their cosmetic usage and benefits they are drawing from them along with a small research on cosmetic stores in different areas to know about the use of cosmetics by the local households also. Survey was conducted by personal interview and using questionnaire also. Findings : The survey portrays the utility of cosmetics usage by students which is varying according to the age groups where as the research on stores at different places reflected different results. From the study it is found that with the growth of women cosmetic market, Men’s grooming product market is also growing rapidly. Consumers are more concerned about herbal and natural cosmetics. With the rise in fake cosmetics market, a lot of people face trouble in recognizing the real products and end up buying fraud ones. Since the consumer buying behavior is the important factor to forecast the sales of any product in a particular area.So company should keep close eye on the market situation. yet, customer were price sensitive, but the changing...
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...UNILEVER’s STRATEGIES Global look and a case study in Vietnam UNILEVER’s STRATEGIES Global look and a case study in Vietnam Ha Noi, 23rd Dec, 2013 Ha Noi, 23rd Dec, 2013 LECTURER: Ngo Quy Nham (PhD.) Group Members: 1. Lê Hồng Ngọc Hân 2. Nguyễn Tài Minh 3. Trần Thị Tố Uyên 4. Phạm Thùy Dung 5. Nguyễn Quang Thái LECTURER: Ngo Quy Nham (PhD.) Group Members: 6. Lê Hồng Ngọc Hân 7. Nguyễn Tài Minh 8. Trần Thị Tố Uyên 9. Phạm Thùy Dung 10. Nguyễn Quang Thái Unilever is an Anglo-Dutch multi-national corporation, one of the world’s leading suppliers of fast moving consumer goods in branded home & personal care and food categories, operating in over 150 countries. In 2012, Unilever added nearly €5 billion of turnover, pushing through the €50 billion mark in the process. With more than 400 brands focused on health and wellbeing, Unilever touches so many people’s lives in so many different ways. There are more than 2 billion consumer worldwide use a product of Unilever on a given day. Its portfolio ranges from nutritionally balanced foods to indulgent ice creams, affordable soaps, luxurious shampoos and everyday household care products. Some world-leading brands of Unilever include Lipton, Knorr, Dove, Axe, Omo… For Unilever, sustainability is integral to how they do business. With 7 billion people on planet, the earth’s resources can be strained. They believes that as a business, they have a responsibility to their consumers and...
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...Optimization in Production Operations Optimal “Lean Operations” in Manufacturing By Carlos W. Moreno © 2005-06 Ultramax Corporation Oct. 5, 2006 Introduction This essay deals with production / manufacturing operations: with their economic impact (or other metrics) while making product with the existing process, usually driven to satisfy: • market demand (delivered: volume, quality) • • economics (incurred: cost savings, resource utilization); and safety (safeguarding equipment, personnel and environment) These drivers represent the main impact of production on company profits, with short-term and long-term effects on the P&L Statement. The bottom line is that most production processes are underutilized; and the use of mature, accessible mathematical technology unlocks that latent capacity, which is of significant value. The best possible performance is “Optimal Operations.” In the process industry it is called “Process Optimization.” In manufacturing it is the extreme of Lean Operations, one of the components of “Lean Manufacturing” success. Other components that qualify for “lean” in the sense of avoiding waste (non-value-added), and not missing opportunities for improvements are: “Lean Design” (the most common emphasis today), “Lean Logistics – and Supply Chain,” “Lean Maintenance,” “Lean Scheduling,” “Lean Safety,” and “Lean Scheduling.” Some share interests with Six Sigma as well (quality and costs). All these solutions are also part of the classical field of Industrial...
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...School of Business for providing me an opportunity to undertake a skill basis project at this crucial stage of my life, while pursuing MBA, which helped me to understand the topic, that was untouched before, deeply. Any suggestions for improvement are always welcome. ABSTRACT: Due to rapid urbanization, emergence of small pack size and sachets, the demand for the household products is flourishing. With the increase in per capita income and wide range of choices being available, the consumers are mainly focusing on these products. The companies are finding it difficult to survive or to retain their market share due to changing trends in demand and high peak competition. In order to lure the consumers, companies study the quantity being purchased by the customers and at what price. Here, I am trying to confine myself to the detergent market in Uvarshad village, Gandhinagar (Gujarat) and find out how certain factors affect the demand of consumers for detergent. Keywords: consumer preference, purchase intention, customer satisfaction, brand position, price, consumer psychology and peer influence....
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