P&G Case Analysis

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P&G Case Analysis Problems How the Packaged Soap & Detergent Division of Procter & Gamble Co., which is already had three leading LDL brands, holding a 42% share of the industry’s $850 million in factory sales, could increase volume of its light-duty liquid detergents. Issues Mr. Chris Wright had three options: 1, Introduction of a new brand 2, Product improvement on an existing brand 3, Increased marketing expenditures on existing brand Following Issues are: 1, Could he undertake more than one option? 2, What effect would each option have on each of the existing LDL brands? 3, What competitive response could he expect? 4, What were the long-and-term profit and volume implications of each of the options. Factors impact P&G: 1, Introduction cost, produce change cost, test market. 2, PDD had invented a new technology for a high-performance product, a formula called H-80. 3, Market preference was changing. Industry/Market Analysis With three leading LDL brands, Ivory, Joy and Dawn, P&G was occupying 42% market of $ 850 million in factory sales in 1981, and its another major competitors, Lever Brothers and Colgate-Palmolive were holding 6.9% and 23.6% market share separately, the remaining competitor were mainly price/generics and private labels. From the cost estimate of the introduction of new brand by Wright, associate advertising manager, there was high entry requirement for new brand introducing into LDL market. In other word, in short time, it was not that easy for other LDL brands entering, and because of the high market share of three P&G LDL brands, the problem P&G faced is how to increase the volume of its LDLs. A threat to the LDL brands of P&G is the penetration of ADWs. According to Table B, the increasing penetration of ADWs in US households slowed the penetration growth of LDLs.

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