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Introductio n t o P& G:
Procter & Gamble
Co.(P&G), An American
multinational corporation
based in Cincinnati, Ohio
formed in 1837.
Manufactures a wide range of
consumer goods.
Procter and Gamble
Hygiene and Health Care Ltd.
was set up in the year 1985
under the name Procter and
Gamble, India after the
takeover of Richardson
Hindustan Limited.
In the year 1999, the
company's name was
changed to Procter and
Gamble Hygiene and Health
Care Ltd.
P&G :
Type Public (NYSE: PG)
Founded1837
Headquarters One Procter & Gamble Plaza,
Cincinnati, Ohio, USA 45202
Key people A.G. Lafley, Chairman and CEO
Industry Consumer goods
Revenue▲ US$83.503 billion (2008)
Net income▲ US$12.075 billion (2008)
Employees1,38,000
Website www.pg.com
Co nsume r g oods:
Pr ese nt sc enario :
The company is one of the major providers of
healthcare and hygiene consumables in the Indian
market.
Procter and Gamble Hygiene is well-known for its
innovative products in this segment.
P&G Hygiene and Health Care Limited is one of India's
fastest growing Fast Moving Consumer Goods.
Its portfolio has P&G's Billion dollar brands such as
Vicks & Whisper. With a turnover of Rs. 500+ crores,
the Company has carved a reputation for delivering
high quality, value-added products to meet the needs
of consumers.
Va lu es:
Product price :
Whisper ultra XL wings 7pads : 65rs
15pads:125rs
Whisper ultra wings 8pads: 65rs
15pads:125rs
Pr icing st rategie s:
Market penetration: The feminine hygiene
market has low penetration levels. Industry
majors had cut prices in 2001 of whisper ultra
from 80rs to 65rs per pack and volumes picked
up significantly after that. As Indian market is
extremely price-sensitive and the company
has been witnessing immense pressure from
competitively priced products of other players
in both its core businesses .
Co mpetitive p ric ing:
This means keeping the price of your product in the
price range of your competitors.
As stayfree is the biggest market competitor to
whisper.
Stayfree ultra is priced at 50rs for 8 pads and wishper
ultra 65rs for 8 pads. So whisper has to keep its price
nearby its competitors price range while maintaining
quality and profits.
Whisper choice(20/26rs) was introduced to serve the
low end customers in comparison of the stayfree
secure 20rs (26rs XL). kotex for 28rs.
WHISPER NO. OF PADS AMOUNT (Rs.)
Whisper Maxi 10 60
20 120
Whisper Maxi XL 10 60
20 120
Whisper Ultra 8 65
15 125
Whisper Ultra (XL) 7 65
15 125
Whisper Choice 8 22 / 26
STAYFREE NO. OF PADS AMOUNT (Rs.)
Secure 8 20
Secure XL 8 26
Ultra 8 52
KOTEX NO. OF PADS AMOUNT (Rs.)
Normal 8 28
Pr omotion :
Agents
Wholesalers/distributors
Retailers Retailers
41
Intensive d ist rib ution:
PGHH Ltd, is following this strategy in india.
As the company manufactures the FMCG
convenience/ necessity goods.
As these serve the necessity goods hence
there is lesser/no brand loyalty from the
customers side, so the distribution network of
the company needs to be very strong and
proactive.
SW OT An alysis-
St rengths
Leading Market Position
Competitors
New Regulations
T ha nk you