P&g Company Profile And Startegies

Whisper ultra

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:  The values followed at the Procter and Gamble Hygiene:  Passionate about winning  Leadership in the market  Integrity of the company  Trustworthiness of the work force  Ownership of the company

Br ands of PGH H L td.  Feminine Care Total Freedom and Protection.  Whisper

 Health Care  Vicks is India’s No.1 Cough & Cold Brand. It created the cold & cough     

Over-the-Counter (OTC) category in India way back in 1952 and has led the category till date. Today it has completed more than 50 years in India. Its current portfolio in India comprises Vicks Vapo Rub: Vicks Inhaler Vicks Formula 44 Vicks Cough Drops Vicks Action 500+

St rong b rand:  Vicks has been the no.1 brand from past many years and has estimated 17% market share.  Led the market for more than past 50 years .

 ‘Whisper’ brand, has reported an average annual growth rate of 20 per cent in the last five years. It clocked sales of Rs 340 crore in FY08, representing a yearon-year growth of 21 per cent.  The growth rate was higher at almost 30 per cent in the first quarter ended September 2008.  Driven by 50 per cent growth in ‘Whisper Choice’ and 34 per cent in ‘Whisper Ultra’.

Gr owth blo cks: During FY06-08, the company invested nearly Rs 60 crore towards capacity creation,  Rs 10 crore was invested in its Goa plant for hygiene products and Rs 26.7crore in Baddi plants for healthcare products, in FY08 alone.  Thereby almost doubling the fixed assets to Rs 123.10 crore in 2007-08 

Rig ht move s:  Among various initiatives, the introduction of low value packs .  Rs 5 pack of Vicks Vaporub, mass segment products such as Whisper Choice has helped the businesses grow at a fast clip on the back of increased volumes.

Ma rketing M ix:    

Product Price Promotion Distribution

“ WH ISPER”  Whisper is the leading brand of the sanitary napkins in india.  This is the major brand in the FEMININE range of the PGHH Ltd.  It cover 50% of the total market share.  The highest growth among all the sanitary napkins was of Whisper Ultra at 71% and Stayfree Secure at 25%. Kotex Regular recorded a 5% growth.  Whisper pads come in a range of shape and sizes to meet a girl's needs.

Pr oducts of “WH ISPER” :

 Whisper Maxi Regular (For regular flow)  Whisper Maxi XL Wings (For heavy and overnight use)  Whisper Ultra with Wings (For Regular to heavy flow)  Whisper Ultra XL Wings (For heavy to extra heavy flow)  Whisper Choice (Provides superior staining protection than ordinary pads at an affordable price)

Whisp er ULTRA

Feature s:  Extra length- for extra protection against front and back leaks.  Wings for side leakage protection.  Ultra thin size which ensures comfort.  400 absorbent funnels: that help pull in the wetness, even after hours.  Flow fresh care- that gives you a very fresh and dry feeling throughout your period  Dry weave top sheet.  Stretchable wings  Easy wrap.

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Quality: It’s special Lock-Away Absorbency technology has the capacity to absorb several times their own weight, giving you a complete dry feeling through out the day. The whisper ultra wings has a longer variant which is the whisper ultra XL wings, Whisper Ultra XL Wings is the longest sanitary napkin available in the Indian market, and it is also used for the heavy flow.

Pa ckagin g: 1. Whisper ultra wings :  Whisper ultra 8 pads  Whisper ultra 15 pads 4.  

Whisper ultra XL wings: whisper ultra XL wings 7pads whisper ultra XL wings 15 pads.

Pr icing:  Product price :  Whisper ultra XL wings  Whisper ultra wings

7pads : 65rs 15pads:125rs 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 Whisper Maxi Whisper Maxi XL Whisper Ultra Whisper Ultra (XL) Whisper Choice STAYFREE Secure Secure XL Ultra KOTEX Normal

NO. OF PADS 10 20 10 20 8 15 7 15 8 NO. OF PADS 8 8 8 NO. OF PADS 8

AMOUNT (Rs.) 60 120 60 120 65 125 65 125 22 / 26 AMOUNT (Rs.) 20 26 52 AMOUNT (Rs.) 28

Pr omotion :  The company follows various promotional strategies which are:  Consumer sales promotion methods.  Advertising.  Retailer /wholesaler promotion.

Co nsume r sa le s promotions: •

Refunds :Refund is the repayment of total money paid for purchase, while the rebate represents repayment of only part of the money paid for the purchase. Money back offer: After having

launched it new product Whisper Ultra Thin, confident about the product quality and confident about offering the promised product, to increase its trail and usage, had started the money back offer.

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Contests : Contests can draw attention to a brand like no other sales promotions technique. A contest has consumers compete for prizes based on skill or ability. Eg: Poem ,one liner, story writing contest by whisper brand to promote its product.

1. Samples  Sampling is a sales promotion technique designed to provide a consumer with an opportunity to use a brand on a trial basis with little or no risk.  Free Sample distribution of whisper samples in the schools and colleges and education material like brouchers and pamphlets.

Sa mple p ackaging:

Ad ve rtisi ng  Broadcasting media: televisions ads.  Print media: magazines (women’s era), Brouchers, pamphlets.  Electronic media : website BEING GIRL.com  Direct mailers: sending direct mails to the potential and the existing customers

Pr int ads:

Br ouchers:

Ad ve rtisi ng :

Dir ect mail ers:

Eve nt st age:

Dist rib utio n  “Marketing channels are sets of interdependent organizations involved in the process of making a product or service available for use or consumption” Philip Kotler

Distr ib utio n :  The distribution is of three types which are being followed :  Intensive distribution  Extensive distribution  Specialty distribution

Ob je ctive s o f dist rib utio n:

 Minimize total distribution costs for a given service output. Determine the target segments and the best channels for each segment. Objectives may vary with product characteristics

Ba sic Ch annels o f Dist rib utio n Manufacturers/products

Agents Wholesalers/distributors Retailers

Retailers

Consumers and organizational end users

Distr ib utio n c riteria : 

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Ordering speed:- it is the time taken after the manufacturing of product and the time till it reaches the consumer. Delivery flexibility:- how easy to distribute the product. Personal selection and customization:which distribution channel to select

Typi cal Distri buti on of whisp er Manu fac ture rs (PGHH Ltd .india) Mar ket ing Agent s Sta te wis e C& F Re tailer s/Wh oles aler s/Dis tribu tor s

Chemists shops, stores , retail outlets

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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 alysisSt rengths  Leading Market Position  Diversified and innovative product Portfolio  Strong Finances in past years

SW OT analysisWeaknesses  Quality control Problem  Decreased Revenues in their Northeast Asian Market

SW OT analysisOpportu nitie s  Developing Markets  Demographic trends across the world

SW OT analysis- Threats  Competitors  Rising cost of energy prices  Economic slowdown in the US and Eurozone  New Regulations

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