Marketing Notes 1/29/12 Market Segment- a group of customers who share a similar set of needs and wants. - Internally Homogeneous ( the same) - Externally Heterogeneous ( the different) A Company 1) Segments a market 2) Targets a Segment 3) Positions brand for that Segment 10/1/2012 Target Market STP Segmenting- analyze market Targeting- pick Positioning- offering product 1) Homogeneous Demand- thinking the product appeals
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1. Discuss the reasons for the initial failure of P&G in Japan. In the year of 1973 Procter and Gamble (P&G) entered the Japanese market‚ until the 1987 P&G was losing a lot of money. Why? Mostly because they didn’t thought about cultural differences. A company just can’t apply everywhere in the world the same products‚ managers‚ sales methods and strategies. Companies have to adjust their ‘working culture’ to the country where they are cooperating. In the case of P&G the following
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Procter & Gamble (P&G) is a Fortune 500 American multinational company‚ and a world ’s leading consumer goods company. P&G’s work is driven by a Purpose of providing branded products and services of superior quality and value to improve the lives of the world’s consumers now and for generations to come. P&G now has 50 Leadership Brands‚ which are among the world ’s best known and which account for more than 90% of P&G sales. P&G entered the Chinese market through a joint venture in 1988. Now‚ P&G
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ASSIGNMENT 10.1 – BRAND POSITIONING Tuan Duong TRUNG HIEU BRAND POSITIONING DEFINITION • • • A way to create a distinct impression in consumer’s mind Consumer’s reason to buy your brand A single and constant meaning behind “brand” in consumer’s mind It’s simply is: owning a space (a meaning behind) of the brand name in consumer’s mind that marketers utilize their resources to focus on PROTECTION QUALITY SEXUALLY ATTRACTION HEALTHY HAIR BRAND POSITIONING SETTING UP A WINNING BRAND POSITIONING
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Because of the vastness of the variety of products produced by Procter and Gamble‚ they have several different competitors‚ although of course these competitors do not compete in all the same industries. The industries that P&G compete in include food‚ personal care‚ business services‚ commercial cleaning and facilities management services‚ consumer products manufacturers‚ and cleaning products. For example‚ P&G makes Pringles‚ whose competitors are basically any chip products‚ including the local
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Too many people across America this product in their morning routine is vital in order for the day to run smoothly and especially smell free; this product is deodorant. As one browses the store in search for the correct smell and strength‚ he/she looks for a reputable brand. Normally‚ this reputable brand is advertised and is readily available in his/her mind when shopping for this vital product. The two major brands that come easily to a man’s mind when shopping for deodorant are Axe and Old Spice
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failure or success of the product. Setting a company’s goal and strategies and making sure to succeed with the follow through can mean the success or the failure of the company. Pampers Diapers are a disposable diapers that are made by the company Procter and Gamble. One of their chemists named Vic Mills back in the 1950’s really disliked cleaning his grandchildren’s cloth diapers‚ so he began to study how to make diaper changing easier. After many trials and errors‚ P&G finally developed a product that
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Competitors Producers of disposable diapers and training pants are generally separated into three groups: 1) premium-priced branded manufacturers‚ 2) value-priced branded manufacturers‚ and 3) private label-manufacturers. Kimberly Clark and Procter & Gamble are the two leading premium-priced branded manufacturers with their well-known Huggies and Pampers premium brand respectively. Product quality‚ product features and benefits‚ and price are main elements of competition on the basis of which competitors
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PRODUCT DETAILS 4. ANALYSIS OF GILLETTE 4.1. FINANCIAL ANALYSIS 4.2. VISION AND FUTURE GROWTH 4.3. EXTERNAL FORCES 5. PERSONAL GROOMING INDUSTRY – AN OUTLOOK 5.1. INDUSTRY ANALYSIS 5.2. COMPETITOR ANALYSIS 5.2.1. COLGATE-PALMOLIVE 5.2.2. PROCTOR & GAMBLE 5.3. HLL 5.4. GODREJ 5.5. FA 5.6. OTHER BRANDS 6. GILLETTE SHAVING CREAM DIVISION 6 7 8 8 9 9 9 10 11 11 11 12 14 14 14 14 15 17 18 18 19 20 IIM Indore 6.1. PRODUCT 6.1.1. GILLETTE PRODUCTS IN THE SHAVING CREAM/GEL/FOAM DEPARTMENT 6.1.2. GILLETTE’S
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1.0 Name and description of company for which marketing plan is being developed. A brand of Proctor & Gamble (P&G)‚ Vicks is India’s No.1 Cough & Cold Brand. It created the cough & cold Over-the-Counter (OTC) category in India way back in 1952 and has led the category till date. Today it has completed almost 60 years in India. Its current portfolio in India comprises Vicks Vapor‚ Vicks Cough Drops‚ Vicks Action 500 Extra‚ Vicks Inhaler and Vicks VapoCool. Vicks has been rated
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