Procter and Gamble Case Study

Daniel V. Cenia Advance Marketing Management
Case Study Dr. Roberto P. Gabiola

P&G Phils., Inc.
Statement of the Problem
How to increase market share of hair conditioner and catamenials category?
Major Players in the Industry
1.) LAUNDRY

P&G: 46.0%
Tide (33.2%)
Mr. Clean (7.9%)

Unilever Phils.: 32.5%
Surf (19.2%)
Breeze (10.7%)

Peerless: 5.6%
Champion (5.6%)

2.) FABRIC CONDITIONERS

P&G: 63.9%
Downy (63.9%)

Unilever Phils.: 27.7%
Comfort (27.72%)

Henkel Phils.: 4.8%
Vernell (4.8%)

3.) TOILET SOAPS

P&G: 63.9%
Safeguard (57.0%)
Ivory (5.0%)

CPP: 13.4%
Palmolive Naturals (8.3%)
Tender Care (3.8%)

J&J Phils.: 4.6%

4.) HAIR CONDITIONER

Unilever: 82.5%
Creamsilk (82.5%)

P&G: 11.0%
Pantene (7.5%)
Ivory (3.5%)

Bristol-Myers: 4.9%
Herbal Essence (4.9%)

5.) SHAMPOOS

P&G: 41.0%
Rejoice (16.9%)
Pantene (9.1%)
Head&Shoulders (8.9%)
Ivory (6.0%)

Unilever: 11.0%
Sunsilk (23.5%)
Lux (6.8%)

CPP: 23.1%
Palmolive (16.5%)
Optima (3.3%)

6.) BABY DIAPERS

P&G: 41.0%
Pampers Comfort (29.2%)
Pampers Dry (12.6%)

Kimberly-Clark Phils.: 37.5%
Huggies (21.4%)
Kimbies (16.1%)

Unitrade: 12.7%
Prokids (9.4%)
Lovesome (1.1%)

7.) CATAMENIALS

J&J Phils.: 52.9%
Modess (36.8%)
Carefree (16.0%)

P&G: 25.6%
Whisper (25.6%)

Kimberly-Clark Phils.: 18.5%
Newtex (18.5%)

Objectives
To increase market share of hair conditioner category from 11% with 10% progressive increase in every quarter.
To increase market share of catamenials category from 25% to 50%.
To develop a better product differentiation for catamenials and hair conditioner portfolio to compete with the leading competitors.
External Environment
THREATS:
Continuing decline of the Philippines economy and political instability
The product of competitors has already established a loyal market that P&G might find it difficult to penetrate the target market
The competitors are multinational company too