SUBMITTED BY : Sharon Lucas Ist MBA SECTION B

Who is P&G?
& A leading consumer goods company with 39 billion dollars of sales, of more than 170 years &marketing approximately 300 brands & In over 140 countries.

P & G
L O G O S

The Headquarter in Cincinnati, Ohio, U.S.

Mission

P&G
& Procter & Gamble (P&G) is one of the most skillful marketers of consumer packaged goods. & The company's scope and accomplishments are staggering. & It employs 138,000 people in more than 180 countries. & It is a global leader in the majority of the 22 different product categories in which it competes. & It has 23 billion-dollar global brands. & It spends more than $5 million a day on R&D. & It has total worldwide sales of more than $76 billion a year.

CAPABILITIES AND PHILOSOPHIES

& Customer knowledge & Long-term outlook & Product innovation & Quality strategy & Brand extension strategy & Multibrand strategy & Communication pioneer & Aggressive sales force & Manufacturing efficiency and cost cutting & Brand-management system

BRAND BUILDING
& Procter & Gamble (P&G) is Americas biggest maker of household products, with at least 250 brands in six main categories: & laundry and cleaning (detergents) & paper goods (toilet paper) & beauty care (cosmetics, shampoos) & food and beverages (coffee, snacks) & feminine care (sanitary towels) & health care (toothpaste, medicine)

FAMOUS BRANDS
P&Gs famous brands include: & Ariel & Pantene & Head & Shoulders & Fabreze & Sunny Delight & Oil of Olaz & Tide About half of P&G's sales come from its top ten brands.

Go Easy on Working Capital

Market Share of Major Toothpaste Brands

& Colgate Palmolive is the leader in Indian toothpastes having a market share of 50% in 2009. & HUL follows with 28%. & Its Close-Up has a market share of 17%. & Pepsodent 11%. according to AC Nielsen data. Since 2007-08, analysts said HUL has lost 8-10% market share in oral care.

Qualitative Research tools used by P&G

& Focus Group Discussions & In Home visits & In-context visits & In-store interviews

The Crest Pro-Health Breakthrough

In August 2006,Crest launched Pro-Health Toothpaste after ten years of testing and development. This breakthrough dentifrice marked a significant advance in at-home oral care by providing a number of therapeutic oral health and whitening benefits combined in one product.

Its exclusive, proprietary Crest technology, the Polyfluorite System, makes it the first toothpaste that protects against all these areas dentists routinely check: gingivitis, plaque, cavities, tartar, sensitivity and stainsand it freshens breath.

Crest Pro-Health has the ADA seal of acceptance. Its technology is supported by 15 patent applications and more than 70 published pieces of literature on the ingredients. The toothpaste delivers three FDArecognized oral health care benefits: anticaries, antigingivitis and it protects against sensitivity.

Preference for Toothpaste Brands Using Rank Order Scaling

& Instructions: Rank the various brands of toothpaste in order of preference. Begin by picking out the one brand that you like most and assign it a number 1. Then find the second most preferred brand and assign it a number 2. Continue this procedure until you have ranked all the brands of toothpaste in order of preference. The least preferred brand should be assigned a rank of 10. & No two brands should receive the same rank number. & The criterion of preference is entirely up to you. There is no right or wrong answer. Just try to be consistent.

Brand 1. Crest 2. Colgate 3. Aim 4. Gleem 5. Macleans 6. Ultra Brite

Rank Order _________ _________ _________ _________ _________ _________

7. Close Up
8. Pepsodent 9. Plus White 10.10. Stripe

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