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    Reaction Paper P&G.doc2

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    Mals Cordero
    Procter & Gamble Philippines Inc. is one of the top ten taxpayers in the Philippines but has relatively low market shares for hair conditioner (11%) and catamenials (25.6%). This indicates issues with production and marketing. Several factors could be causing the low market shares, including the financial crisis, new competitors, rising costs, and lack of efforts to reduce expenses and improve customer research. To address this, the document recommends strengthening research and development for product innovation, reducing costs while maintaining quality, and improving advertising and promotional strategies through various channels. The top priority should be further research to understand why market shares are low and inform new marketing plans.

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    Reaction Paper P&G.doc2

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    Procter & Gamble Philippines Inc. is one of the top ten taxpayers in the Philippines but has relatively low market shares for hair conditioner (11%) and catamenials (25.6%). This indicates issues with production and marketing. Several factors could be causing the low market shares, including the financial crisis, new competitors, rising costs, and lack of efforts to reduce expenses and improve customer research. To address this, the document recommends strengthening research and development for product innovation, reducing costs while maintaining quality, and improving advertising and promotional strategies through various channels. The top priority should be further research to understand why market shares are low and inform new marketing plans.

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    reaction paper on marketing case analysis P & G

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    Procter & Gamble Philippines Inc. is one of the top ten taxpayers in the Philippines but has relatively low market shares for hair conditioner (11%) and catamenials (25.6%). This indicates issues with production and marketing. Several factors could be causing the low market shares, including the financial crisis, new competitors, rising costs, and lack of efforts to reduce expenses and improve customer research. To address this, the document recommends strengthening research and development for product innovation, reducing costs while maintaining quality, and improving advertising and promotional strategies through various channels. The top priority should be further research to understand why market shares are low and inform new marketing plans.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    157 views2 pages

    Reaction Paper P&G.doc2

    Uploaded by

    Mals Cordero
    Procter & Gamble Philippines Inc. is one of the top ten taxpayers in the Philippines but has relatively low market shares for hair conditioner (11%) and catamenials (25.6%). This indicates issues with production and marketing. Several factors could be causing the low market shares, including the financial crisis, new competitors, rising costs, and lack of efforts to reduce expenses and improve customer research. To address this, the document recommends strengthening research and development for product innovation, reducing costs while maintaining quality, and improving advertising and promotional strategies through various channels. The top priority should be further research to understand why market shares are low and inform new marketing plans.

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    © All Rights Reserved
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    RIZAL TECHNOLOGICAL UNIVERSITY

    GRADUATE SCHOOL
    Boni Avenue, Mandaluyong City

    Procter & Gamble Philippines Inc. is the local subsidiary of Procter & Gamble
    Company, considered as one of the top (10) ten tax payer in the country for the year
    1998. Sample of the their brands that became house hold names and market leaders
    are Tide, Pampers, Whisper, Safeguard, Ivory, Vicks, Pantene. P & G continues to
    be the market leader despite the 1997 financial crisis however they are far behind
    the in the hair conditioner and catamenials category which is dominated the
    competitor.

    The low market share of hair conditioner and catamenials indicates a problem
    in their external and internal management of production and marketing programs.
    Hair conditioner has a market share of 11% and catamenials with a market share of
    25.6% with a 27.3 % difference from the leading product. The low market share
    could be a result of the following factors:
    1. Decline in disposable income and consumer demand brought by the financial
    crisis.
    2. Emerging of private cheap brands, influx of foreign retailers, e-commerce,
    Internet revolution and merger of some big industry players.
    3. Rising cost of raw materials, changing customer needs and preferences.
    4. No conscious effort to search for cost reduction opportunities particularly in
    the area of operating expenses, assets utilization, marketing, consumer
    research, technical testing and merchandising.
    5. De-prioritization of skills training and development for no reason.

    Several factors are in-play as to why there is a low market share in hair
    conditioner and catamenials. Presented below is my alternative course of action:
    1. Strengthening of the research and development program of the company for
    product innovation, thru research the company can find the reason of the low
    market share of the hair conditioner and catamenial. By strengthening the
    research and development for product innovation, the changing needs and
    preference, rising cost of raw materials could be answered.
    2. Product innovation to keep up with the leading brands.

    3. Cost reduction opportunities to lower the market price of the product at the
    same time maintain the quality.

    4. After doing the research the company can now focus on the Advertising and
    Marketing plan. Strengthen the marketing and advertising strategy of the
    company by finding the best promotion mix applicable.

    Suggested Promotion Mix:


     Advertising by print and broadcast ad and audio visual materials

     Sales promotion: sampling, premiums and gifts then can also add coupons
    and rebates.

     Indirect marketing & world of mouth thru blogs.

    The products that need to increase the product share are already in the market,
    the company will just have to re-ignite or strategize their promotional mix after
    knowing the factor’s why the market share is low. The top of the list among my
    alternative course of action is strengthening the research and development for
    product innovation. By research P & G would know the reason behind the low market
    share of the hair conditioner and catamenials. After thorough research the company
    could adjust or amend their marketing strategy in place or re-launch their marketing
    plan to make the product known again. P & G is already a established company and
    their products are already known thus for me the main idea here is to innovate the
    product to catch up with why the consumers prefer other products. Creating a new
    marketing strategy in terms of advertising by print and broadcast ad will take the
    product out there again offering new information to the consumers so they would be
    informed of the product again.

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