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Proctor & Gamble in India:: Gap in The Product Portfolio?

Proctor & Gamble in India faces a gap in its product portfolio. It currently serves the affluent and urban segments but needs to expand to the rural and mid-priced "Aspirers" segment. To increase per capita consumption across economic segments, P&G could reposition one of its Tide variants for the economy segment or launch a new brand targeting lower-income customers. Repositioning Tide Naturals and modifying communications to focus on emotion over function may help it compete with brands like Wheel, Nirma and Ghadi. P&G should also focus on expanding into other categories and introducing more global brands in India.

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Vinay Kumar
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526 views6 pages

Proctor & Gamble in India:: Gap in The Product Portfolio?

Proctor & Gamble in India faces a gap in its product portfolio. It currently serves the affluent and urban segments but needs to expand to the rural and mid-priced "Aspirers" segment. To increase per capita consumption across economic segments, P&G could reposition one of its Tide variants for the economy segment or launch a new brand targeting lower-income customers. Repositioning Tide Naturals and modifying communications to focus on emotion over function may help it compete with brands like Wheel, Nirma and Ghadi. P&G should also focus on expanding into other categories and introducing more global brands in India.

Uploaded by

Vinay Kumar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Proctor & Gamble in

India:
Gap in the product portfolio?

Group 5

Abhishek Kushwaha
Ankit Babu Kumar
Anmol
Shubham Raj
Ujjwal Mandal
Vinay Kumar
Company Customers Competition Collaborators Context
P&G – Classified into 3 • Hindustan • Godrej • Mid-priced
• started in 1985 segments- Unilever Limited segment, termed
• world’s largest • IFB home as ‘Aspirers’ is
consumer products • Affluent Indians • Ghadi industries appliances growing by 10%
company
• Launched • Urban Indian • Nirma • Celebrity endorsers • Rich Indians are
subsidiaries in India growing by 14
after 1991 • Rural market • Henkel India percent
• Started the 2-3-4
project in India to • Private labels • Striver segment
double the number reduces by 3
of Indian users percent

• Fragrance
determines the
choice of
detergent
Decision Problem

How to increase the per capita consumption of the P&G


products among the Indian users across all the 3 segments
(economy, medium, premium)

Alternatives
1) Reposition one of the variants of the Tide in the economy segment to target them as well
2) Launch a new brand in the economy segment
Evaluation of Alternatives

Evaluation of
Alternatives
Recommendations

• Repositioning of Tide Naturals to target Wheel, Nirma, Ghadi in the economy


segment
• Modification in communication to move to emotional appeal from functional
appeal
• Focusing on other categories like oral care, skin care and introduce their
global brands in India
• Increasing market share will automatically increase the per capita
consumption
Thanks

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