Professional Documents
Culture Documents
Competitive Analysis
Industry Participants
Palmolive
Pantene
Head & Shoulders
Rejoice
distribution and provision of household, health care and personal products, such
as soaps, detergents, and oral hygiene products (including toothpaste and
toothbrushes). Under its "Hill's" brand, it is also a manufacturer of veterinary
products. The company's corporate offices are on Park Avenue in New York
City, across from the Waldorf Astoria.
In 1806, William Colgate, himself a soap and candle maker, opened up a starch,
soap, and candle factory on Dutch Street in New York City under the name of
"William Colgate & Company". In the 1840s, the firm began selling individual bars
in uniform weights. In 1857, William Colgate died and the company was
reorganized as "Colgate & Company" under the management of Samuel
Colgate, his son. In 1872, Colgate introduced Cashmere Bouquet, a perfumed
soap. In 1873, the firm introduced its first toothpaste, an aromatic toothpaste sold
in jars. His company sold the first toothpaste in a tube, Colgate Ribbon Dental
Cream, in 1896. By 1908 they initiated mass selling of toothpaste in tubes. His
other son, James Boorman Colgate, was a primary trustee of Colgate University
(formerly Madison University).
Colgate-Palmolive has long been in fierce competition with Procter & Gamble,
the world's largest soap and detergent maker. P&G introduced its Tide laundry
detergent shortly after World War II, and thousands of consumers turned from
Colgate's soaps to the new product. Colgate lost its number one place in the
toothpaste market when P&G started putting fluoride in its toothpaste. In the
beginning of television, "Colgate-Palmolive" wished to compete with Procter &
Gamble as a sponsor of soap operas. Although the company sponsored many
shows in part, they were most famous for being the full sponsor of the serial The
Doctors.
George Henry Lesch was president, CEO, and chairman of the board of
Colgate-Palmolive in the 1960s and 1970s, and during that time transformed it
into a modern company with major restructuring.
In 2005, Colgate sold the underperforming brands Fab, Dynamo, Arctic Power,
ABC, Cold Power and Fresh Start, as well as the license of the Ajax brand for
laundry detergents in the U.S, Canada and Puerto Rico, to Phoenix Brands, LLC
as part of their plan to focus on their higher margin oral, personal, and pet care
products.
In June 2007, counterfeit Colgate toothpaste imported from China was found to
be contaminated with diethylene glycol, and several people in eastern U.S.
reported experiencing headaches and pain after using the product. The tainted
products can be identified by the claim to be manufactured in South Africa by
Colgate-Palmolive South Africa LTD, they are 5oz/100ml tubes (a size which
Colgate does not sell in the United States) and the tubes/packaging contain
numerous mis-spellings on their labels. Colgate-Palmolive claims that they do not
import their products from South Africa into the United States or Canada and that
DEG is never and was never used in any of their products anywhere in the world.
The counterfeit products were found in smaller "mom and pop" stores, dollar
stores and discount stores in at least four states.
The Palmolive shampoo have a variety to choose from like Palmolive Naturals,
Palmolive Aroma Therapy, Gard Anti Dandruff shampoo and the last offer of
Palmolive, Palmolive Fashion Girl Shampoo which created for the girls ages 8-12
years old. Its ingredients have mild ingredients that very suitable for the hair of
the girls, more fragrance and effective to remove dirt, less than harm to the scalp.
Other products of Palmolive shampoo is conditioner.
Toothpastes
Toothbrushes
Whitening Products
Mouthwash
Cleansers
Bar Soap
Conditioner
Shampoo
Shower Gel
Skin Care
wide range of consumer goods. As of 2008, P&G is the 8th largest corporation in
the world by market capitalization and 14th largest US company by profit. It is
10th in Fortune's Most Admired Companies list (as of 2007). P&G is credited
with many business innovations including brand management and the soap
opera.
According to the Nielsen Company, in 2007 P&G spent more on U.S. advertising
than any other company; the $2.62 billion spent by P&G is almost twice as much
as that spent by General Motors, the next company on the Nielsen list. P&G was
named 2008 Advertiser of the Year by Cannes International Advertising Festival.
In 1859, sales reached one million dollars. By this point, approximately eighty
employees worked for Procter & Gamble. During the American Civil War, the
company won contracts to supply the Union Army with soap and candles. In
addition to the increased profits experienced during the war, the military contracts
introduced soldiers from all over the country to Procter & Gamble's products.
In the 1880s, Procter & Gamble began to market a new product, an inexpensive
soap that floats in water. The company called the soap Ivory. William Arnett
Procter, William Procter's grandson, began a profit-sharing program for the
company's workforce in 1887. By giving the workers a stake in the company, he
correctly assumed that they would be less likely to go on strike.
The company began to build factories in other locations in the United States
because the demand for products had outgrown the capacity of the Cincinnati
facilities. The company's leaders began to diversify its products as well and, in
1911, began producing Crisco, a shortening made of vegetable oils rather than
animal fats. As radio became more popular in the 1920s and 1930s, the company
sponsored a number of radio programs. As a result, these shows often became
commonly known as "soap operas".
The company moved into other countries, both in terms of manufacturing and
product sales, becoming an international corporation with its 1930 acquisition of
the Newcastle upon Tyne-based Thomas Hedley Co.. Procter & Gamble
maintained strong link to the North East of England after this acquisition.
Numerous new products and brand names were introduced over time, and
Procter & Gamble began branching out into new areas. The company introduced
"Tide" laundry detergent in 1946 and "Prell" shampoo in 1947. In 1955, Procter
& Gamble began selling the first toothpaste to contain fluoride, known as
"Crest". Branching out once again in 1957, the company purchased Charmin
Paper Mills and began manufacturing toilet paper and other paper products.
Once again focusing on laundry, Procter & Gamble began making "Downy"
fabric softener in 1960 and "Bounce" fabric softener sheets in 1972. One of the
most revolutionary products to come out on the market was the company's
"Pampers", first test-marketed in 1961. Prior to this point disposable diapers
were not popular, although Johnson & Johnson had developed a product called
"Chux". Babies always wore cloth diapers, which were leaky and labor intensive
to wash. Pampers provided a convenient alternative.
Procter & Gamble acquired a number of other companies that diversified its
product line and significantly increased profits. These acquisitions included
Folgers Coffee, Norwich Eaton Pharmaceuticals (the makers of Pepto-Bismol),
Richardson-Vicks, Noxell (Noxzema), Shulton's Old Spice, Max Factor, and the
Iams Company, among others. In 1994, the company made headlines for big
losses resulting from leveraged positions in interest rate derivatives, and
subsequently sued Bankers Trust for fraud; this placed their management in the
unusual position of testifying in court that they had entered into transactions that
they were not capable of understanding. In 1996, Procter & Gamble again made
headlines when the Food and Drug Administration approved a new product
developed by the company, Olestra. Also known by its brand name Olean,
Olestra is a lower-calorie substitute for fat in cooking potato chips and other
snacks that during its development stages is known to have caused anal leakage
and gastrointestinal difficulties in humans.
Procter & Gamble has dramatically expanded throughout its history, but its
headquarters still remains in Cincinnati {Source, Ohio History Central}.
Pantene was created in 1947 by the Swiss drug manufacturer HoffmanLaRoche. It was primarily a European shampoo company until it was acquired in
1983 by Richardson- Vicks, who expanded the product line to 100 products, sold
mainly in salons and department stores. They also expanded Pantene's
coverage to include the United States and Canada. Pantene is a brand of hair
care products owned by Procter & Gamble.
Folgers coffee. In June 2008 it was announced that Folgers would be acquired
by The J.M. Smucker Co. based in Orrville, Ohio, by a projected date of Nov,
2008.
Gillette, a safety razor manufacturer
Head & Shoulders shampoo
Iams dog and cat foods
Smooth and Sleek - Enriched with amino Pro-V complex to give hair a sleek,
glowing finish.
Sheer Volume - Designed to add body and shine.
Daily Moisture Renewal - Designed to hydrate hair and protect it from urban
pollutants.
Color Revival - Designed to maintain color-treated hair, true to color.
Hydrating Curls - Designed especially for naturally curly hair to promote healthy
and full curls
Full and Thick - Designed for thin and thinning hair to make it look full and full of
body.
Relaxed and Natural - Designed for the special moisturizing and relaxing needs
for hair of women of color. This is the first such line by a major hair products
manufacturer.
Pantene Pro-V Expression - The company's top of the line products, they
include a special Pro-V formula that combines the best of all of their products for
color-fast, shiny, and full-looking hair.
Extra Liso - Designed with the Hispanic woman in mind, this line has extra
moisturizing and conditioning.
Shampoo
Strength*, Moisture and Shine in 1 Week**
Pantene shampoos are specially designed to meet your specific hair needs, and
help keep your hair strong, healthy and looking fabulous.
* against damage
CLASSIC CARE
CLARIFYING
SHAMPOO Get
clean hair
COLOR
hair against
REVIVAL
damage for a
rating
color-treated
hair.
CLASSIC CARE
CLEAN SHAMPOO
The first step to a
classic look.
ICE SHINE
SHAMPOO Use
it as a foundation
CURLS
to an ice-shining
SHAMPOO look.
Helps invigorate
curls as it helps
remove buildup
and residue.
MOISTURE
RENEWAL
SHAMPOO
EXTRA
of damage.
look
NATURE
FUSION
and disciplined.
SHAMPOO
MOISTURE
Helps strengthen
BALANCE
SHAMPOO
VITALITY
designed to
Moisture
SHAMPOO
smooth and
Balance: For
Smooth Vitality:
condition hair.
touchable
For silky
softness and
smoothness and
strength*.
strength*
NATURE
SMOOTH
FUSION
SHAMPOO
SMOOTH
Specially
Procter & Gamble researchers first decided on making a new anti- dandruff
shampoo in 1950. Nearly a decade of research went into making a new
formula, which introduced the product pyrithione zinc into a shampoo.
Head & Shoulders was first introduced to the U.S. market in November 1961,
as a blue-green shampoo formula. Head & Shoulders helps eliminate scalp
dryness, itch and irritation, for hair that's 100% flake-free with regular use.
The brand's "Extra Strength" product had a cameo role in the 2001 film
Evolution, where its startling copper orange color was shown.
The idea for Head & Shoulders dates back to about 1950. At that time,
Procter & Gamble research determined that consumers were not completely
satisfied with the then- existing anti-dandruff shampoos. What we had to do
was find a new and effective ingredient against dandruff. After ten years of
searching, P&G scientists found one that really worked! Pyrithione zinc.
In the 1950s, Procter & Gamble began screening tests to identify dandruff
control agents. Over two thousand such ingredients were evaluated. Basically
each compound was screened for three properties:
In 1960, we had a product and a code name, then came hundreds of tests on
the product. For instance, we did safety tests to find out whether it would
really work in the home. (It did.) Could people see the results? (They did.)
How would it hold up during shipping? How would it withstand heat and cold?
We found the answers to all these questions and more.
By the spring of 1961, we were ready to give our shampoo a "real" name and
start work on the packaging, displays, advertising, and marketing programs
that would introduce it to the public.
In November 1961, the code name became a brand name: Head &
Shoulders. We were then ready for the most crucial phase: Marketing the
product in a few selected areas. Why didn't we make it available everywhere
in the country? At Procter & Gamble, no product is sold nationwide until it has
first proven itself successful in limited areas.
Active Ingredients
In all the years of our testing, no ingredient has ever performed better than
Pyrithione zinc, the dandruff control agent in Head & Shoulders. Pyrithione
zinc comprises approximately 1% of the Head & Shoulders formula.
Pyrithione zinc is able to inhibit the growth of the microorganisms on the scalp
which are believed to play a significant role in the cause of dandruff. This
ingredient actually remains on the scalp after shampooing, thus continuing to
fight the causes of dandruff. Our tests show that regular use of Head &
Shoulders is required to keep dandruff flaking under control.
Head & Shoulders Smooth & Silky- for a silky smooth look Head &
Shoulders Extra Volume- to give volume and body Head & Shoulders
Restoring Shine- to restore natural shine
Head & Shoulders Citrus Breeze- uplifting clean Head & Shoulders
Refresh- featuring natural mint
Head & Shoulders Sensitive Care- with aloe vera & moisturizers, soothes
the scalp
Head & Shoulders Dry Scalp Care- for dry scalp and itch Head &
Shoulders Classic Clean- US #1 selling shampoo
Rejoice has a strong global heritage and is the No. 1 i.e., the largest
selling shampoo in Asia (China, Japan, Singapore, Thailand,
Philippines, Hong Kong, Indonesia, Malaysia, Vietnam, etc.).
Rejoice has been launched by P&G to specifically meet the unique needs of
Filipinas consumers. The shampoos unique high-tech suspension system
holds the surfactant and conditioner together, thus ensuring both wet and dry
conditioning. Wet conditioning makes it easy to comb hair when wet, while dry
conditioning ensures that hair remains smooth even after it has dried up, thus
making tangles a thing of the past.
Rejoice is mild enough for everyday use and has a fresh floral fragrance that
leaves hair pleasantly scented for several hours after use. Given the diversity
of Filipino consumers and their varied hair needs, P&G has launched Rejoice
in three unique variants:
frequently. It provides gentle, effective cleaning of oil and dirt from hair and
then conditions the hair to make it silky smooth. Suitable for those who oil
hair/ whose hair tends to get naturally oily or sticky.
gamble Corp.
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
X. Marketing Objectives
MARKETING OBJECTIVES
1. To create product awareness and to attract the customers towards the
product
2. Establish a strong brand image and consumer loyalty
3. Easiest and availability of the product to the target consumer
4. Maintain positive strong growth in starting years
FINANCIAL OBJECTIVES
A.) Break Even Analysis
The Sunsilk break-even point is the point at which sunsilk product costing
company money to produce and sale.
1. Core Strategy
a. Target Market
Socio Economic Class: B & C
Ages: 14-30
Psychographic:
The target market of Sunsilk Shampoo is for young aged women. Those who are
active, dynamic and simple but still conscious of their hair as their need to be
beautiful.
2. Other Strategies
Objective: The focus of this strategy is to introduce the product with the help of
Distributor Company who offers and distribute the product of Sunsilk and also in the
help of salesman who give detailed explanation, customized application and
carefully negotiate to the some businesses especially in retail store to promote and
deliver the product in sari-sari store that will make sure that the customer sell and
persuade to use it.
TV Programs
Days to air
Frequency
Cost
Total Expenses
(per week)
Sis
Mon-Wed- Fri
2 times
P60,000
P360,000
Ruffa and Ai
Tues & Thurs
3 times
P60,000
P360,000
Pilipinas
Mon-Wed- Fri
3 times
P80,000
P720,000
GKNB
Eat Bulaga
Tues-Thurs-Sat
3times
P90,000
P810,000
Wowowee
Mon-Wed-Fri
3 times
P90,000
P810,000
Kambal sa
TV Patrol
Mondays to
2 times
P90,000
P1,260,000
World
Sundays
May Bukas Pa
Mon-Wed-Fri
3 times
P80,000
P720,000
Darna
Mon- Tues3 times
P80,000
P720,000
Thurs
Tayong
Tues-Wed-Fri
3 times
P80,000
P720,000
Dalawa
ASAP
Sunday
3 times
P100,000
300,000
TOTAL(perweek)
P7,200,000
Radio
Days to air
Frequency
Cost
Total Expenses
Programs
(per week)
90.7 Love
Mondays to
5 times
P10,000
P350,000
Radio
Sundays
YES FM 101.1
Mondays to
5 times
P10,000
P350,000
Sundays
IFM 93.9
Mondays to
5 times
P10,000
P350,000
Sundays
WRR 101.9
Mondays to
5 times
P10,000
P350,000
Sundays
BRGY. LS FM
Mondays to
5 times
P10,000
P350,000
97.1.
Sundays
TOTAL(perweek)
P1,750,000
Newspapers
Days to print
Cost
Total Expenses
(per week)
Pilipino Star
Everyday
P6,000
P42,000
Ngayon
TEMPO
Everyday
P6,000
P42,000
PEOPLES
Everyday
P6,000
P42,000
TONIGHT
BULGAR
Everyday
P6,000
P42,000
TOTAL(perweek)
P168,000
P 36,000,000
P 8,750,000
month
P 840,000
P 45,590,000
Ads in per month
P 136,770,000
Ads in 3 months
SALES PROMOTION
Produce sample
750,000
Total expenses
P 3,750,000
Location of distribution
P1,000,000
Total number of Salesmen agents
700
Salary of the agents
P 8,425,000
EXPENSES OF THE PRODUCE
Total expenses
P2,000,000
PUBLICITY CAMPAIGN
o
Predicted expenses
Promotion
o
Venue
P 4,000,000
o
Agents salary
o
Coordinator
o
Stage set up
o
Etc
Predicted Overall
Expenses (media Ads to P 145,201,000 publicity
campaign)
With the marathon we are planning for next year, we want people to know that we are
not only concern about our income but we are also looking for their fitness and wellbeing.
As a whole, we are doing our very best to benefit our consumers. We are not wasting
our time. We continue experimenting and making products that are affordable to
Filipinos because like our latest campaign said Life cant wait!