Marketing management

By : V.C.VIJAY KUMAR J.N.UDAY KARTHIK ANUSHA

COMPANY DETAILS
Founded 1837 *(American multinational corporation) Headquarters - Cincinnati, Ohio, USA Key people - A. G. Lafley, Chairman, President, and Chief Executive. Industry - Consumer goods Revenue - US$ 83.503 billion (2008) Net income - US$12.075 billion (2008) Employees - 138,000 Website - www.pg.com Products are available in 140 countries

HISTORY OF P&G
William Procter, a candlemaker, and James Gamble, a soapmaker, immigrants from England and Ireland, respectively, who had settled earlier in Cincinnati, who met as they both married sisters, Olivia and Elizabeth Norris formed the company initially. Alexander Norris, their father-in law called a meeting in which he convinced his new sons-inlaw to become business partners. On October 31, 1837, as a result of the suggestion, Procter & Gamble was born.

OPERATIONS
Effective July 1, 2007, the company's operations are categorized into three "Global Business Units" with each Global Business Unit divided into "Business Segments," according to the company's June 2007 earnings release. Beauty Care Beauty segment Grooming segment Household Care Baby Care and Family Care segment Fabric Care and Home Care segment Health & Well-Being Health Care Snacks, Coffee and Pet Care Twenty-four of P&G's brands have more than a billion dollars in net annual sales and another18 have sales between $500 million and $1 billion.

MANUFACTURING
Procter & Gamble manufactures its products across the globe. Manufacturing operations are based in the following regions:
United States Canada Latin America Europe China (31 wholly-owned factories) and other parts of Asia Africa Australia

PRODUCTIONS
Procter & Gamble produced and sponsored the first radio soap operas in the 1930s. Past serials produced by Procter & Gamble include:
Another World Lovers and Friends The Brighter Day The Catli Our Private World The Edge of Night The First Hundred Years For Richer, for Poorer From These Roots Search for Tomorrow Somerset Texas Young Doctor Malone

ONLINE MARKET RESEARCH

P&G conducted online concept tests to get feedback from consumers. This feedback helped it in new product introduction and launching improved versions of existing products... The Benefits: P&G's online surveys saved considerable time and costs for the company. Using traditional methods, a consumer survey cost the company around $50,000 and took at least three to four weeks...

ARIEL
Ariel Front-o-Mat is introduced in India exclusively for front load washing machines. The unique tumble wash technology of front-loading machines needs a special chemistry, which Ariel Front-o-Mat provides. Using Ariel Front-o-Mat completely eliminates the need to bucket soak and a scrub. How to use: Use one and a half scoops (scoop provided in the pack) for a normal wash load and two scoops for very dirty clothes. This should ideally be used at 25-40 deg C for nylons, polyester, acrylics, 40-60 deg C for cotton synthetic blends and 60- 90 deg C for white cottons. These temperatures give the best results. Ariel Front-O-Mat is available in 1 kg and 1.5 kg packs.

ARIEL(CONTD)
Ariel is the worlds leading detergent and epitomizes stain removal. Introduced in India in 1991, Ariel has continuously led other detergents in product innovation. It was the first to bring the compact detergent technology in India; the enzyme technology for superior and safe stainremoving power; the proprietary smart eyes technology which helps detect and remove stains better than any other detergent; and now for the first time superior cleaning in a choice of fragrances. Over the years, the brand has enjoyed endorsement from celebrities such as actress & social worker Shabana Azmi, Begum of Pataudi, successful actress and homemaker of the Pataudi family Sharmila Tagore, TVs most popular saasbahu duo Smriti Iraani and Apara.

ARIEL(CONTD)
Ariel contains safe ingredients for normal fabrics and skin under recommended usage conditions for laundry, and meets the Companys stringent human and environmental safety standards.

Ariel in its choice of two fragrances Spring Clean and Fresh Clean, is available at all leading general and chemist stores and the price remains unchanged at Rs. 145 for 1.5kg; Rs. 99 for 1kg; Rs. 50 for 500gm; Rs. 22 for 200gm and Rs. 2 for a 20gm sachet.