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    Procter and Gamble Company

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    Amit Satyen Ravi
    The document discusses the liquid detergent (LDL) market which is segmented into three categories: performance, mildness, and price. The performance segment has seen the highest growth over the last 10 years while the price segment is in decline. When evaluating options, introducing a new brand in the performance segment could impact growth for Dawn, the mildness segment is declining where they are market leaders, and expanding the price segment could cannibalize the higher end segments. Product improvements for Dawn with a new formula and Joy improving its no-spot formula are recommended options to pursue.

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    Procter and Gamble Company

    Uploaded by

    Amit Satyen Ravi
    86 views6 pages
    The document discusses the liquid detergent (LDL) market which is segmented into three categories: performance, mildness, and price. The performance segment has seen the highest growth over the last 10 years while the price segment is in decline. When evaluating options, introducing a new brand in the performance segment could impact growth for Dawn, the mildness segment is declining where they are market leaders, and expanding the price segment could cannibalize the higher end segments. Product improvements for Dawn with a new formula and Joy improving its no-spot formula are recommended options to pursue.

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    The document discusses the liquid detergent (LDL) market which is segmented into three categories: performance, mildness, and price. The performance segment has seen the highest growth over the last 10 years while the price segment is in decline. When evaluating options, introducing a new brand in the performance segment could impact growth for Dawn, the mildness segment is declining where they are market leaders, and expanding the price segment could cannibalize the higher end segments. Product improvements for Dawn with a new formula and Joy improving its no-spot formula are recommended options to pursue.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as ppt, pdf, or txt
    86 views6 pages

    Procter and Gamble Company

    Uploaded by

    Amit Satyen Ravi
    The document discusses the liquid detergent (LDL) market which is segmented into three categories: performance, mildness, and price. The performance segment has seen the highest growth over the last 10 years while the price segment is in decline. When evaluating options, introducing a new brand in the performance segment could impact growth for Dawn, the mildness segment is declining where they are market leaders, and expanding the price segment could cannibalize the higher end segments. Product improvements for Dawn with a new formula and Joy improving its no-spot formula are recommended options to pursue.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as ppt, pdf, or txt
    of 6

    Procter and Gamble Company

    Group 6 Section B

    LDL Market Segmentation

    With increased use of Automatic Dish washers, LDL use on decline Three segment in LDL market

    Performance Segment (35 % by Vol) Mildness Segment (37 % by Vol) Performance Segment (28 % by Vol)

    Growth in different Segments

    Performance segment registered highest growth in last 10 years Price Segment on a decline

    Options for evaluation

    New Brand Introduction

    Introduction of new brand on performance segment will affects the growth opportunities for Dawn Mildness segment is declining and currently we are the market leader Price segment with good capabilities will cannibalize on high end segments

    Options for evaluation

    Product Improvement

    H-80 could be as a product improvement with Dawn, since it is in growth phase Joy Brand should go ahead with its new no-spot formula, thus Dawns improvement will not affect Joys customer base as much

    Thank You

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