StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...
Free

P&G - Essay Example

Comments (0) Cite this document
Summary
Running head: CASE STUDY: PROCTER & GAMBLE – VIZIR LAUNCH (Your name) (Institution name) Abstract Companies often come across conflicting feedback while preparing to launch new products in select markets. Conflicts may arise out of doubts about the marketability of a product given the local conditions, threats from market forces that impact profitability, conflict of interests from existing brands/their managers etc…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER93.2% of users find it useful
P&G
Read TextPreview

Extract of sample "P&G"

Running head: CASE STUDY: PROCTER & GAMBLE – VIZIR LAUNCH Companies often come across conflicting feedback while preparing to launch new products in select markets. Conflicts may arise out of doubts about the marketability of a product given the local conditions, threats from market forces that impact profitability, conflict of interests from existing brands/their managers etc. Notwithstanding such daunting issues, businesses have to make decisions based on growth trends of existing product lines, competitors’ moves and the forces of globalization. Key words: Detergents, product launch, competition, barriers, five force analysis, market matrix, change management, first mover advantage, Euro Brand. Case Study: Procter & Gamble – Vizir Launch Case summary Procter & Gamble’s (P&G) corporate policies and organizational practices, both at home in the USA and globally, form the backdrop to this case involving critical decisions on introducing Vizir – a heavy duty liquid detergent (HDL) – in Europe. Although the test marketing results of a few months are encouraging, they may not guarantee the product success in view of the competition and local market conditions. The underlying point is that for a marketer, competition is as important as consumer acceptance (Kotler, 2006, pp. 168-189). In pushing through Vizir either in Germany or in the entire European market, P&G had to assess the threats from competition, risks of high investment in promotion and its impact on profitability of operations, and changes to its established organizational practices. Tools Porter’s Five Force analysis is one appropriate tool that helps us to understand threats from competition (Porter, 2004). These are segment rivalry from existing competitors, potential new entrants, substitute products, bargaining power of buyers/suppliers. In a related way, the market matrix consisting of entry and exit barriers vs. risk and reward is the other tool for analysis according to Kotler (ibid.). Key issues To launch or not Vizir, given the consumer habits, competition and risks of high investment. Do the widely differing markets in European countries influence launch decision? Change management in organizational practices, if Vizir is launched. Analysis and recommendation For P&G with its commitment on total customer satisfaction, heavy expenditure on R&D, market research and promoting all products intensely, the launch of Vizir would automatically create a high exit barrier. Further, to recoup costs, it has to charge a premium price. This is to be seen in the supposed low entry barrier for HDL due to low investment in manufacturing facilities compared to powder detergents, which can attract many rivals who can charge a marginally lower price than that of Vizir and prevent a decent market share for Vizir. On the contrary, P&G had to overcome major technical challenges in developing Vizir and this feat can’t be easily replicated by small players. Even Colgate fumbled with its HDL, Axion and this is a deterrent news for small players. Further, P&G is a global player along with its rivals like Henkel, Unilever and Colgate and can ill-afford to allow competition to overtake it in new initiatives and therefore, market share. Its present market share of 21% each in Germany/Italy/France, 33% in UK and 19% in Spain as against 20 to 25% of each of its rivals in Europe, is an indicator of the rivalry. If washing norms are different in different countries, this handicap is common for rivals also. Added to these factors, the tendency is towards uniformity in machine models, washing temperatures, fabrics etc. in the face of globalization. Given the anemic growth rate of the detergent market by the late 70s, intense competition among global players and the less likelihood of new entrants, P&G should go-ahead and commit to launch Vizir on a pan-Europe basis. Restricting to German market would be a half-hearted measure that can’t be strategically justified. Since Lever succeeded with its HDL product Wisk in the USA by way of first mover advantage in spite of other established powder options, P&G can also upstage Lever and Henkel, as the first mover with Vizir, in the European market. There is both support and resistance for organizational changes involving developing Euro Brand Teams that would curtail the roles of both European Technical Center and the Country Manager. Such changes are the essence of a dynamic organization and can not be put off due to reasons of personal likings or otherwise. Euro Brand promotion is in line with the globalization trends. Comparable situations and benchmark companies General Electric, Westinghouse and Square D in the electrical industry, and Kimberley-Clark, Scott Paper and Johnson & Johnson in paper-based fast moving consumer products face similar situations as P&G (Porter, 2004, p.322). Conclusion P&G is well-advised to commit itself to launch Vizir product on a pan-European basis for reasons of gaining first mover advantage, taking advantage of its R&D efforts and maintaining frontline status as a leader in global markets. References Christopher A. Bartlett, C.A. (1989). “Procter & Gamble Europe: Vizir Launch” Harvard Business School Case study # 9-384-139 Kotler, P. (2006). “A framework for marketing management”, Second edition, Pearson Education, Upper Lake River, NJ, USA. Porter, M.E. (2004). “Competitive advantage”, Free Press, New York. Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“P&G Essay Example | Topics and Well Written Essays - 500 words”, n.d.)
Retrieved from https://studentshare.org/other/1425453-pg
(P&G Essay Example | Topics and Well Written Essays - 500 Words)
https://studentshare.org/other/1425453-pg.
“P&G Essay Example | Topics and Well Written Essays - 500 Words”, n.d. https://studentshare.org/other/1425453-pg.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF P&G

Marketing Strategy of P & O Cruises

...P & O CRUISES Introduction P & Cruise is a leading Cruise line based in the UK. It joins with Carnival Corporation making them two of the most known and most successful organizations in the UK. The company operates in more than 90 countries reaching more than 225 destinations in these countries. The company is also proud of operating more than 6 cruises including Arcadia, Artemis, Aurora, Oceana, Oriana, and Ventura. It records a high number of passengers which averages more than 2050. (Allison and Jude, 1997) This success has been achieved through a constant plough back strategy which has ensured constant investment and improvement of the conditions of the ships and target destinations. It has followed marine environmental rules closely...
12 Pages(3000 words)Case Study

Citigroup and J. P. Morgan Chase and Stocks of Enron and WorldCom

...Running Head: [short [institute of affiliation] Case 1. To what degree, if any, should investment banks, such as Citigroup and J. P. Morgan Chase, be held liable for debt and equity securities that plunge in value, such as the bonds and stocks of Enron and WorldCom? The degree of liability of investment banks in these kinds of situation rests on the knowledge of the bank about the financial turmoil within the issuing company. The plunging of value of debt and equity securities of a corporation is beyond the control of the investment bank. Therefore, in many cases where situations like Enron and WorldCom result in plunging values, the bank would only be held liable if they happen to know about the turmoil, yet they continued and pursued...
8 Pages(2000 words)Assignment

Human Resource Management Practices at P Housing

Recruitment involves identifying potential job candidates (internal and external) that satisfy the basic skills and qualification requirements drawn out. Internal recruitment candidates include employees that will be transferred, promoted, or receives recommendations from co-workers while external recruitment sources can range from advertising to employing specialized recruitment agencies (Brewster et al, 2000). Recruitment is different from a selection that refers the final decision to choose the best person suitable for the job. The success of selection is dependent on the effectiveness of recruiting since the employee is picked out of the group of potential candidates. The effect of recruiting the wrong people from selection ca...
10 Pages(2500 words)Case Study

The World Set Free by H. G. Wells

... The World Set Free by H. G. Wells Any time the word utopia is mentioned, people’s minds reflect on an ideal society that has a perfect social, political and legal system. Initially, this word was used in reference to a fictional island in the Atlantic Ocean. In the contemporary society, the word has been coined to refer to realistic communities that try to make an ideal society through their scientific innovations. This paper is set to carry out an analysis of Wells’ novel, The World Set Free, in which case utopian idealism forms the central theme. It will therefore be imperative to explore some of the characteristics of the utopian movement which could have triggered the author to write the novel. An annotated bibliography will typically...
7 Pages(1750 words)Annotated Bibliography

Analysis of Frederick Douglass: Freedom's Voice 1818-1845 by Gregory P. Lampe

... Frederick Douglass: Freedom's Voice, 1818-1845 The book, Frederick Douglass: Freedom's Voice, 1818-1845, written by Gregory Lampe details chronicles of Fredrick Douglass’ career in oral presentation, his life as an abolitionist lecturer, and his activities and development as a reformer and public speaker. Lampe presents new information about the life of the renowned orator and overturns the conventional wisdom held as the facts about Douglass’s life. The reader is to new information regarding the orator’s life as a slave and fugitive, enhancing a deeper understanding of the emergence and development of the orator as a crucial voice on abolition of slavery in the mid-nineteenth century. Lampe highlights a new approach... Douglass:...
7 Pages(1750 words)Book Report/Review

Southern Women: Black and White in the Old South by Sally G. McMillen

...Southern Women: Black and White in the Old South by Sally G. McMillen Introduction Sally G. McMillen's Southern Women: Black and White in the Old South is considered as a synthesis of the history of the United States. The book offers a historical and critical look into one of the most important historical periods of the US. This book is considered as one of the critical efforts to recognize the impact which women from the South have on the overall social history of the United States. Book has comprehensively discussed various issues including family life, marriages, work, politics and role of women during civil war. The range of historical issues presented in the book about Southern Women has actually made this book one of the most...
6 Pages(1500 words)Book Report/Review

Society Relationship in A&P, Everyday Use, A Rose for Emily and Other

... Descriptions of Projects Analysis of ‘A & P’ and ‘Everyday Use’ In current society where best performance and integrity are engaged for granted, it is crucial for people to take up for what is correct. The diminutive story ‘‘A & p’’, by John, tells Sammy’s story and how he takes a get up for what he believes to be right, only he is not granted the appreciation he deserves. Walker states that ‘Everyday Use’, is another petite story showing how general it is to stand for one’s philosophy and convictions, especially in ancestral matters. Mama the central character in the ‘Everyday Use’, must ensure protection of her conscious daughter Maggie and herself or open hand to Dee, her other self centred who has been pointed to be forgetting...
6 Pages(1500 words)Book Report/Review

The S&P 500 and the FTSE 100 Groups of Companies

...S&P 500 AND THE FTSE 100 COMPANIES Discussion The S&P 500 and the FTSE 100 groups of companies have some common traits in that the listing follows particular determined indices indicating the general value in stock prices. The determination is therefore periodic and regular as the values indicate the level of growth as well as the values of such company stocks in the stock markets or as determined by ratings in market capitalisation. Maintenance of high stock values within the market requires that such companies as are listed within the listings undertake strategic decisions, which would ensure that the companies remain at the helm of the listing (Levin and Wright, 2006, pp. 54–60). For instance, companies in the two listings would adopt...
8 Pages(2000 words)Essay

Analysis of the Short Story A&P by John Updike

... [English 102] [Dr. Barb Davis] The Temptation: An essay on “A&P; Short Story by John Updike The A&P is a work of art by the master author John Updike. He narrates his stories emphasizing mostly on American cultures and its norms. He deliberately chooses the settings of our everyday experiences and elaborates his points; he makes us ponder on his visions of the society in a way we never would have imagined on our own. He opens up our vision, broadens it and makes us learn about the societies, cultures, economics, religion and politics in a whole new shade. He makes us sit back and understand life in the most comfortable scenarios. In this particular story, the writer tells us the story in a form of a narration. The narrator is a young...
6 Pages(1500 words)Essay

Strategic Literary Techniques in Tono-Bungay by H. G. Wells

... Tono-Bungay Written in 1909, Tono-Bungay is one of the most famous H. G. Wells’ novels. The realist semi-autobiographical novel draws its success from the ability of the author to develop a cohesive plot that remains focused on the analysis and portrayal of the social landscape in England at the time. The author achieves unity in the plot not only by the systematic narrative chronology of the plot but also by the use of appropriate patterns and metaphors. The author of the novel uses a number of appropriate literary devises to develop a cohesive plot. In doing this, he develops a number of realistic conflicts among the characters in the novel. Furthermore, he succeeds to resolve the conflicts a feature that sustains the plot...
6 Pages(1500 words)Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Essay on topic P&G for FREE!

Contact Us