1
Objectives
• Introduction
• Product
• Price
• Place
• Promotion
2
INTRODUCTION
• Procter & Gamble started its operations in
Pakistan in 1991 with the goal of becoming the
finest global local consumer goods company
operating in Pakistan. With commitment came
growth, and in 1994 we acquired a soap-
manufacturing facility, a sprawling 7-acre land at
Hub, Balochistan. Over the past nine years, the
plant achieved state-of-art manufacturing
technologies and quality assurance processes.
With a recent strategic investment of 5 million
dollars, the bar soap production capacity jumped
three-fold.
3
INTRODUCTION
• As a company they have always believed in the potential
Pakistan has as a country and a nation to develop and excel.
No wonder P&G Pakistan, within the last 12 years, has
reinvested over $100 million in Pakistan and has contributed
close to seven billion rupees to the Pakistani government's
revenues over the last 5 years in the form of sales tax,
customs and excise duties. That is also why 99% of the jobs
that P&G Pakistan creates in Pakistan are held by
Pakistanis. All this makes P&G a more locally involved
company than many companies actually headquartered in
Pakistan.
• Since the inception of P&G Pakistan, they have always
committed ourselves to business growth, consumer
satisfaction and community development.
4
Product
• Level of product:
• We will discuss main three level of this product in this phase.
•
• 1. Core product:
• It means that the main purpose of the product and the main
purpose of this product are to shampoo hairs and finish the
dandruff.
•
• 2. Actual product:
• The second level of the product is the actual product.
•
• Packaging:
• The packaging of the head &shoulder is in the big and small bottle
and also it is available in the small sachet that should save it from
the germs and other environmental factors and also it used to
attract the customers. It is available in different colors.
5
Product
• Design:
• It should be necessary that the designing of the product is according to the
customer need and according to our view the designing of the head
&shoulder is good because it is available in family pack and also available
in small pack.
• Quality level:
• The quality level of the head &shoulder is very good because when we ask
about the quality of this product to the customer who use it then most of
them answer that they use this shampoo because it finish the dandruff in a
few days and also it make the hair silky so we can say that the quality of this
product is good.
• Brand name:
• Brand name is according to the target segment and in this product we
segment we target the young generation and we think that the brand name
of this shampoo is very well according to the segment of the product.
6
Product
• 3.Augumented product:
• Installation:
• The installation of this product is that the delivery of this product to the
market is without any extra price which is the extra feature of this product
basically there is a dealer of P & G in every District level who deliver the
product.
• After sale service:
• As such there is no after sale service so this value added feature in this
product is not included.
• Warranty;
• If this shampoo expire in the shop then there is the facility that the company
of this product change it.
• Delivery and credit:
• It is available on credit and deliver it where it has the demand and where to
place it.
7
Price
Now the current price of the head & shoulder is afford able for its
customer and if we see the benefit in term of values which are as
follows
• Product design:
• The design of the bottle head & shoulder is attractive for its
customer
• Distribution:
• Head & shoulder has the strong distribution channel, it can be
available every where and customer can not find out any difficulty to
buying this product.
• Promotion :
• Promotion of head & shoulder is also very strong ,because of the
advertisement of the it is on the large scale .
8
Price (contd…)
• New product strategies:
• Market skimming ( decrease price
increase revenue not in Head &
Shoulder)
• Market penetration ( not reduce price
from competitors)
• Product line price (different flavors
same price)
9
Price (contd…)
• Price adjustment strategies
• Six strategies
- Cash discount ( give retailer in
competition)
- Quantity discount (high quantity)
- Functional discount
- Seasonal discount (not in H & S)
- Allowance (dealers)
- Segmented pricing ( not in H & S)
- Psychological pricing (not in H& S)
10
Price (contd…)
• Graphical pricing strategies
- Uniform delivery pricing (P&G
bears
all charges)
- Zone pricing ( same to all)
- International pricing ( different in
all
Countries)
11
Place (distribution)
• Levels of distribution channels
- four channels
1. Direct marketing channel (direct manufacturing to
consumer & G do in different locations)
2. In Direct marketing channel (involve one
intermediary B/W manufacturing and
consumer)
3. Selective distributive channel (manufacturing to
dealer retailer then consumer)
4. Intensive distributive channel (manufacturing to
dealer retailer then jobber then to retailer after that
consumer)
• Vertical marketing system
- P & G bears all transport
advertisment(banner.etc)
expenses.
12
Integrated marketing communication
strategy
• The marketing communication mix
• Advertisement
- strong campaign on TV and
newspapers.
• Personal selling
- involve in personal selling in ruler
area.
• Sales promotions
- provide incentives to dealer for promotion.
• Public relations
- have good relation with customers.
13
Promotion Mix Strategies
• Pull strategy
First create demand through different advertisement
and then make the product.
Push strategy
make large quantity then advertise.
• Advertisement channels
television
radio
newspapers
magazines
billboards
internet websites
doc_531151359.ppt
Objectives
• Introduction
• Product
• Price
• Place
• Promotion
2
INTRODUCTION
• Procter & Gamble started its operations in
Pakistan in 1991 with the goal of becoming the
finest global local consumer goods company
operating in Pakistan. With commitment came
growth, and in 1994 we acquired a soap-
manufacturing facility, a sprawling 7-acre land at
Hub, Balochistan. Over the past nine years, the
plant achieved state-of-art manufacturing
technologies and quality assurance processes.
With a recent strategic investment of 5 million
dollars, the bar soap production capacity jumped
three-fold.
3
INTRODUCTION
• As a company they have always believed in the potential
Pakistan has as a country and a nation to develop and excel.
No wonder P&G Pakistan, within the last 12 years, has
reinvested over $100 million in Pakistan and has contributed
close to seven billion rupees to the Pakistani government's
revenues over the last 5 years in the form of sales tax,
customs and excise duties. That is also why 99% of the jobs
that P&G Pakistan creates in Pakistan are held by
Pakistanis. All this makes P&G a more locally involved
company than many companies actually headquartered in
Pakistan.
• Since the inception of P&G Pakistan, they have always
committed ourselves to business growth, consumer
satisfaction and community development.
4
Product
• Level of product:
• We will discuss main three level of this product in this phase.
•
• 1. Core product:
• It means that the main purpose of the product and the main
purpose of this product are to shampoo hairs and finish the
dandruff.
•
• 2. Actual product:
• The second level of the product is the actual product.
•
• Packaging:
• The packaging of the head &shoulder is in the big and small bottle
and also it is available in the small sachet that should save it from
the germs and other environmental factors and also it used to
attract the customers. It is available in different colors.
5
Product
• Design:
• It should be necessary that the designing of the product is according to the
customer need and according to our view the designing of the head
&shoulder is good because it is available in family pack and also available
in small pack.
• Quality level:
• The quality level of the head &shoulder is very good because when we ask
about the quality of this product to the customer who use it then most of
them answer that they use this shampoo because it finish the dandruff in a
few days and also it make the hair silky so we can say that the quality of this
product is good.
• Brand name:
• Brand name is according to the target segment and in this product we
segment we target the young generation and we think that the brand name
of this shampoo is very well according to the segment of the product.
6
Product
• 3.Augumented product:
• Installation:
• The installation of this product is that the delivery of this product to the
market is without any extra price which is the extra feature of this product
basically there is a dealer of P & G in every District level who deliver the
product.
• After sale service:
• As such there is no after sale service so this value added feature in this
product is not included.
• Warranty;
• If this shampoo expire in the shop then there is the facility that the company
of this product change it.
• Delivery and credit:
• It is available on credit and deliver it where it has the demand and where to
place it.
7
Price
Now the current price of the head & shoulder is afford able for its
customer and if we see the benefit in term of values which are as
follows
• Product design:
• The design of the bottle head & shoulder is attractive for its
customer
• Distribution:
• Head & shoulder has the strong distribution channel, it can be
available every where and customer can not find out any difficulty to
buying this product.
• Promotion :
• Promotion of head & shoulder is also very strong ,because of the
advertisement of the it is on the large scale .
8
Price (contd…)
• New product strategies:
• Market skimming ( decrease price
increase revenue not in Head &
Shoulder)
• Market penetration ( not reduce price
from competitors)
• Product line price (different flavors
same price)
9
Price (contd…)
• Price adjustment strategies
• Six strategies
- Cash discount ( give retailer in
competition)
- Quantity discount (high quantity)
- Functional discount
- Seasonal discount (not in H & S)
- Allowance (dealers)
- Segmented pricing ( not in H & S)
- Psychological pricing (not in H& S)
10
Price (contd…)
• Graphical pricing strategies
- Uniform delivery pricing (P&G
bears
all charges)
- Zone pricing ( same to all)
- International pricing ( different in
all
Countries)
11
Place (distribution)
• Levels of distribution channels
- four channels
1. Direct marketing channel (direct manufacturing to
consumer & G do in different locations)
2. In Direct marketing channel (involve one
intermediary B/W manufacturing and
consumer)
3. Selective distributive channel (manufacturing to
dealer retailer then consumer)
4. Intensive distributive channel (manufacturing to
dealer retailer then jobber then to retailer after that
consumer)
• Vertical marketing system
- P & G bears all transport
advertisment(banner.etc)
expenses.
12
Integrated marketing communication
strategy
• The marketing communication mix
• Advertisement
- strong campaign on TV and
newspapers.
• Personal selling
- involve in personal selling in ruler
area.
• Sales promotions
- provide incentives to dealer for promotion.
• Public relations
- have good relation with customers.
13
Promotion Mix Strategies
• Pull strategy
First create demand through different advertisement
and then make the product.
Push strategy
make large quantity then advertise.
• Advertisement channels
television
radio
newspapers
magazines
billboards
internet websites
doc_531151359.ppt