Mkt case 4

Mkt case 4

Procter & Gambler is a multinational company operating in all over the world with a very wide variety of mainly household products as well as its personal care products. The question at stakes lies on the multinational's quest to go international, or “global” in its cosmetics business where the company is somewhat new as fas as experience concerned.

Distributors & Networks

Department Stores

Mass - Market Sales (Outlets)

Specialty Stores

Boutiques

Direct Marketing (Avon)

Home Shopping

In Europe (Chain Stores & Pharmacies)

Duty Free Shops

Distribution Channels

Where do the buyers purchase the products in general?

Dpt Store

Mass-Market sales (outlets)

Boutiques

Direct Marketing

Home Shopping

Chain stores & Pharmacies Emphasis in Europe

Duty Free Shops.

 

Key Buying Influences

The changing habits in packaging, styles, colours and images.

We cannot generalize, however it seems that consumers were deserting DPT stores looking for distinctive brands offered by specialty clothing chains & cosmetics boutiques as a result DPT stores sales were declining & mass Merchandising share were increasing.

The build up maturity of some cosmetics for the Young Women market between 18 to 25 years of age.

The Build up of youthness of some cosmetics for the older target market of 35 and above.

 

Competition

The competition is very Strong in Europe and Japan, the main companies competing   in the international arena are:

Maybelline Brand Lines

Uniliver the Anglo-Dutch diversified in USA and bought Faberge and Elizabeth Arden

ESTEE LAUDER

L' OREAL

REVLON

JAPANESE FIRMS

CRISTIAN DIOR

CLINIQUE

BODY SHOP PRODUCT LINE

Additional competition is coming from Dpt store product lines specialty shops, direct marketing and home shopping networks.

No prices or pricing polished appear from the case study.

(See Question 2)

Communication

Advertising and promotion is following the competitive trends without any innovative initiation by P & G. There is not any information whether the company is promoting awareness, product trialibility or push for repeat purchase.

 

Objectives over the next 5 years

To increase sales with existed products in existed markets by 10 %

To gain 30 % ...