Procter & Gamble Dishwasher Case

1.0 EXECUTIVE SUMMARY

Procter & Gamble (P&G), the large US consumer products company, has a well-earned reputation as one of the world's best marketers. One of P&G well-known product is Joy Liquid Dishwasher. Joy was re-introduced in Malaysia in September 2013. As the price is slightly higher than the competitors, the demand for Joy Liquid Dishwasher is defeated with the competitors brand such as Axion and Glo. Therefore, this report was commissioned to examine the situation. The research draws attention to:

I. High price

Compare with other dishwashing liquid brand, Joy is quite expensive dishwashing liquid.

II. Functionality

The customer behaviour in using liquid dishwashing, where they press an excessive amount of the liquid.

III. Competitors

There are many brand of dishwashing liquid in the market with lower price than Joy Liquid Dishwasher.

The report concluded that a few marketing strategy will be taken into consideration to compete with other brand of liquid dishwasher and also to increase the brand awareness among the consumer. These strategies include:

I. Advertising

Through magazines, newspapers and television ads.

II. Sales Promotion

By using price offers, printed and printable coupons and also giving free samples.

2.0 COMPANY DESCRIPTION

The Procter & Gamble Company (P&G), incorporated on May 5, 1905, is focused on providing consumer packaged goods. The Company's products are sold in more than 180 countries and territories around the world primarily through mass merchandisers, grocery stores, membership club stores, drug stores, department stores, salons, e-commerce and high-frequency stores, the neighbourhood stores which serve many consumers in developing markets. As of June 30, 2013, the Company had five reportable segments: Beauty; Grooming; Health Care; Fabric Care and Home Care, and Baby Care and Family Care. Sales to Wal-Mart Stores, Inc. and its affiliates represent approximately 14% of its total revenue during the fiscal year ended June 30, 2013 (fiscal 2013). In October 2012, the Company acquired its partner's interest in a joint venture in Iberia that operates in its Baby Care and Family Care and Health Care reportable segments.

I. Beauty

II. Grooming

III. Health Care

IV. Fabric Care and Home Care

V. Baby