Procter & Gamble
Case Questions
1.Evaluate the wisdom of Tambrands becoming part of Procter & Gamble.
Tambrands becoming part of Procter & Gamble was a wise decision because Tambrands, being that is was a single-product company, would be risky to pursue in a global campaign and to build a global distribution network all at the same time. Tambrands could not continue to be profitable if it were to launch this global marketing program was alone. The decision to become apart of P&G benefited both sides by putting P&G back in the tampon business and Tambrands being able to go international as P&G. P&G has the means that Tambrands needs to go globally. P&G has global marketing, infrastructure, and distribution capabilities that will accelerate the global growth of Tampax and enable the brand to achieve its full potential.
2.Tambrands indicated that the goal of its global advertising plan was to “market to each cluster in a similar way.” Discuss this goal. Should P&G continue with Tambrands's original goal adapted to the new educational program? Why? Why not?
Tambrands goal of its global advertising plan was to “market to each cluster in a similar way.” because in planning for expansion into a global market, Tambrands divided the world into three clusters, based not on location but on how resistant women are to using tampons. In Cluster 1,majority of women already use tampons and probably feel they know all they need to know about the product. In Cluster 2, approximately 50 percent of women use tampons. There are some concerns about losing one's virginity, and that tampons are often considered unnatural products that block the menstrual flow. In Cluster 3, the most challenging, there is the virginity issue, and the instruction issue where Tambrands must tell women how to use a tampon without making them feel uneasy. Tambrands goal of its global advertising plan was to “market to each cluster in a similar way” because by clustering based on resistance instead of location Tambrands
1.Evaluate the wisdom of Tambrands becoming part of Procter & Gamble.
Tambrands becoming part of Procter & Gamble was a wise decision because Tambrands, being that is was a single-product company, would be risky to pursue in a global campaign and to build a global distribution network all at the same time. Tambrands could not continue to be profitable if it were to launch this global marketing program was alone. The decision to become apart of P&G benefited both sides by putting P&G back in the tampon business and Tambrands being able to go international as P&G. P&G has the means that Tambrands needs to go globally. P&G has global marketing, infrastructure, and distribution capabilities that will accelerate the global growth of Tampax and enable the brand to achieve its full potential.
2.Tambrands indicated that the goal of its global advertising plan was to “market to each cluster in a similar way.” Discuss this goal. Should P&G continue with Tambrands's original goal adapted to the new educational program? Why? Why not?
Tambrands goal of its global advertising plan was to “market to each cluster in a similar way.” because in planning for expansion into a global market, Tambrands divided the world into three clusters, based not on location but on how resistant women are to using tampons. In Cluster 1,majority of women already use tampons and probably feel they know all they need to know about the product. In Cluster 2, approximately 50 percent of women use tampons. There are some concerns about losing one's virginity, and that tampons are often considered unnatural products that block the menstrual flow. In Cluster 3, the most challenging, there is the virginity issue, and the instruction issue where Tambrands must tell women how to use a tampon without making them feel uneasy. Tambrands goal of its global advertising plan was to “market to each cluster in a similar way” because by clustering based on resistance instead of location Tambrands