BY GROUP VII

SWETANK SISODIA (11042), SANDIPAN

BHATTACHARJEE(11040), SAURABH TALWADIA(11041),
PARITOSH GUPTA(11032), ALOK KUMAR(11004)
WMP 11 SEC A

P&G Case Assignment

RECOMMENDATION 1
P&G needs to fill the gap in product line to increase revenue and tap into growing
market size for detergents in India. They have to fill the economy category of the
consumers across both popular and sub popular market. It will compete with
existing Nirma, Ghari and Wheel detergent products. Price range will be between
Rs20-50.
P&G will have to work on completely new product strategy and develop product
concept with a new brand name. This will be followed with its testing in the market
and launching in phased manner. P&G can add point-of-difference by projecting its
self image as cleanliness savvy which will enhance the Brand image across India 3
and others. Detergents can be projected as non toxic and eco-friendly. For getting
good revenue for a less priced product in huge market, P&G would have to rely in
their user volume and for that they need to build strong distribution network.

RECOMMENDATION 2
P&G can down-stretch the product line in Rs90-100 per kg product. Ariel is already a
well accepted detergent in premium category. They can leverage the brand name
and design a new product concept at this price range. They will have to work in
strong distribution network. HULs Diamond comeback in the market can be a good
learning source. Point-of-difference can be introduced by promoting clean India
campaigns.

Group VII Marketing Management 1