P&G HAS BEEN THE LEADING SOAP MANUFACTURER IN THE USA SINCE 1979,WHEN IT INTRODUCED IVORY SOAP.

LATE IN 1991 ITS MAJOR RIVAL ,LEVER BROS.(UNILEVER) OVERTOOK IT BY GRABBING 31.5% OF THE $1.6 BILLION PERSONAL SOAP MARKET OF WHICH P&G HAD ONLY 30.5% SHARE. UNILEVER ENTERED THE SOAP MARKET FIRST IN 1895 WITH THE LAUNCH OF LIFEBUOY. IN 1990, UNILEVER INTRODUCED NEW SOAP CALLED LEVER 2000 FOR ENTIRE FAMILY. IT MADE A SEGMENTATION FOR EACH MEMBER OF A FAMILY AND THE CONSUMER RESPONSE WAS STRONG. LEVER 2000 ROLLED UP $113 MILLION IN SALES 1991,AHEAD OF P&G FOR THE FIRST TIME. P&G STILL SELLS MORE SOAPS BUT UNILEVERS BRANDS COST MORE THEREBY RESULTING IN OVERALL SALES. BUT RESPONDING TO THE DOWNFALL AND TO ATTACK UNILEVER P&G CAME UP WITH UNIQUE SOAP WHICH WAS A INSTANT HIT,I.E, OIL OF OLAY MOISTURIZING BATHING BAR. NOW WE OBSERVE IN THE NEXT SLIDES AS TO WHAT MARKET SHARES THEY HAVE BEEN TILL NOW..

40 35 30 25 20 15 10 5 0

37.1 30.5

38.46 31.5

24.98 24 18.17 19 15 6.58 9.28 17.4 11 9.11 SHARE 1983 SHARE 1991 SHARE 2009

LATEST DATA WITH RESPECTIVE SALES FIGURE

600 502 326 237 121 119 SALES($ MILLIONS) SALES($ MILLIONS)

400
200 0

P&G

UNILEVER

DIAL

CP

OTHERS

10

15

20

25

30

35

40

45

0 WEEK 1 WEEK 4 WEEK 7 WEEK 10 WEEK 13 WEEK 16

WEEK 19
WEEK 22 WEEK 25

SALES

WEEK 28 WEEK 31 WEEK 34 WEEK 37 WEEK 40 WEEK 43 WEEK 46

WEEK 49 WEEK 52
SALES

A RANDOM SAMPLE OF FINISHED SOAP BARS IN THEIR PACKAGING IS TESTED FOR QUALITY. ALL DEFECTIVE BARS ARE EXAMINED FOR PROBLEM CAUSES. AMONG THE PROBLEMS MOSTLY FOUND : IMPROPER PACKAGING,POOR LABELING,BAD SEAL,SHAPE OF BAR WRONG,BAR SURFACE MARRED,WRONG COLOR IN BAR,WRONG BAR FRAGRANCE,WRONG SOAP CONSISTENCY AND OTHERS.

THE PROBLEM CAUSES ARE REPRESENTED ON A PIE CHART NEXT PAGE

5 3

BAR SURFACE 47
89 COLOR FRAGRANCE LABEL 8 32 SHAPE 17 2 SEAL LABELING SOAP CONSISTENCY

THANK YOU!!!