Essay About P&G’S Share And Market Share

Proctor and Gamble
Proctor and Gamble Decision SheetSituation:  P&G’s share of Light duty liquid detergents (LDL) is 42% or $357m of market share and 30% is the share of P&G’s soap brands. P&G wants to expand their volume in the LDL market.Decision and Rationale:  Using Cost-Benefit Analysis1.Using H-80 to launch a new Performance Brand:-60% share of it share from other competitors = $25 m (Consider it grows to 16%)$20 m capital investment$60m for marketing77% customers favoured its attribute80% customer scour New product launch will take 2years and additional 1 year for testingIn performance brand joy has 12.1% and Dawn has 14.1% market shareDawn growth 16.5% in next 5 year as is proposed Joy increase by 1% in next 5 year as expected2.  Using H-80 to enhance a current Performance Brand.Capital cost $20mMarketing $10mJoyCost of goods sold by $3m per yearMarketin $10mNo capital investmentJoy’s growth was 10% initially3.Consider launching a new brand in the Mildness segment11% customer wanted mildness Liquid ivory 89% support  from customersIf ivory introduced 2/3rd advertisement is for mildness and 1/3rd for value addition4.Consider launching a brand in the Price segmentParity performanceMarket expenditure came from  32 to 14 % of sales5. Increasing advertising spends for current brands