procter & gamble ethinization

8/6/2019 Procter & Gamble Ethinization

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Procter & GambleEthinization

Prepared By:- Group -2

Rishabh Jain

Priyank Gupta

Rituparna Dutta

Puneeth.k

Rajkumar


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Definition - Ethinization

Ethnicity implies common customs, values, and attitudes within a group of people who are bound

by a common cultural identification. Because values reflect a standard or criterion that people usein the guidance of behavior, they act as a norm for ethnic consumer behavior and an influence onmany consumption motives.

Several aspects of consumer behavior, such as their perceptions, likes and dislikes, risk-taking orrisk-aversion, are often different among consumers with dissimilar ethnic and culturalbackgrounds. Some ethnic groups spend significantly more than the market average for certaintypes of goods and services.

For example, the Chinese are likely to spend more on leather goods, furniture, appliances andelectronic equipment. Italians are likely to favor clothing, food items, cleaning products andpersonal services, while the Portuguese tend to purchase more appliances, baby food, cigarettesand sport services, and the South Asian consumers spend more on furniture, utensils, homedecoration and children's clothing. Each ethnic group has its own buying habits, and catering totheir needs may well be the future of retailing in Canada.

Ethnic marketing is a precision marketing involving in-depth consumer knowledge:

Know who your customers are by demographic and consumer behavior profile;

Communicate with your customers through their cultural media and events;

Implement your ethnic strategies by selection of sales staff, products and services to meettheir needs and desires.


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Continued..For example, ethnicity insights help long-distance carriers understand the right combinationof services and messages that meet the needs of Asians, East Europeans and North

American consumers.

Ethnic marketing is an important aspect of lifestyle marketing, a strategy that tailors acompany's products and services towards the customer's lifestyles. Ethnic marketing can beeffective in the Canadian multicultural environment, because:

The ethnic market is a profitable market;

Ethnic markets tend to have high purchasing power;

Ethnic markets are big markets;

The ethnic market is a concentrated market;

The ethnic market is a growing market.

Manifold provides data and analytics for effective Ethnic Marketing. Manifold will work withyou to help you design the most appropriate marketing campaign for your targetpopulation, both the existing customers and the prospects.


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List of all Procter & Gamble

Products in India1. Gellete

2. Wilkisonsword

3. 7'o' clock

4. Tide washing powder

5. Oral-B toothbrush6. Ariel washing powder

7. Head & Shoulder Shampoo

8. Pantine Shampoo

9. Whisper

10 Pampers baby napkins11 Rjoice shampoo


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Products introduced by Procter & Gamble

In 1993, Procter & Gamble Home Products is incorporated as a 100%

subsidiary ofThe Procter & Gamble Company, USA. Procter & GambleHome Products launches Ariel Super Soaker.

In 1993, Procter & Gamble India divests the Detergents business toProcter & Gamble Home Products.

In 1995, Procter & Gamble Home Products enters the Haircare Categorywith the launch of Pantene Pro-V.

In 1997 Procter & Gamble Home Products launches Head & Shouldersshampoo.

In 2000, Procter & Gamble Home Products introduced Tide DetergentPowder - the largest selling detergent in the world.

In June 2000, Procter & Gamble Home Products Limited launched PanteneLively Clean its unique Pro-Vitamin formula cleans oil-build up, dirt andgrime in just one wash, delivering lively, free-flowing and sparkling-clean

hair.


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Continued

In August 2000, Procter & Gamble Home Products Limited launched New Ariel PowerCompact detergent with a new global technology that breathes new life into clothes, by

removing dinginess from them and restoring the original colors of the fabric, by detectingand removing deposits which are left behind from successive washes.

In November 2000, Procter & Gamble Home Products Limited presented India in the firstInternational Hair Styling and Beauty Expert Contest- Hair Asia Pacific 2000 in collaborationwith Sri Lankan Association of Hairdressers and Beautician.

During this period, Procter & Gamble Home Products also re-launched the internationalrange of Head & Shoulders, best-ever Anti-dandruff shampoo with an improved formula,new pack-design and logo, in three variants - Clean & Balanced, Smooth & Silky andRefreshing Menthol, which offers the fine combination of anti-dandruff efficacy and hairconditioning.

In January 2001, Procter & Gamble Home Products Limited and Whirlpool India Ltd.

launched a special 'Ariel - Whirlpool Superwash' offer, making washing machines moreaffordable to the people of Hyderabad. On purchase of either a 500gms, 1kg or 1.5kgeconomy pack of New Ariel Power Compact, consumers are automatically eligible to buy aWhirlpool Washing Machine for as low as Rs.238/- in Equal Monthly Installments for 24months, by filling in the application form that comes with the Ariel pack and contacting anyone of the Whirlpool dealers mentioned on the pack.


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Continued In June 2001, Procter & Gamble in partnership with the Association of BeautyTherapy & Cosmetology (ABTC), India hosted the Pantene Artist 2001 anational stylist competition, which included categories such as Bridal Dressing,Hair Cutting and Body Painting. Present at the event was world-renownedhairdresser and stylist Jun L. Encarnecion, who demonstrated the hottestinternational haircuts and styles in vogue via an interesting hairhsow. Mr.Encarnecion has trained students in leading hairdressing schools like RobertFielding School of Hair Dressing (U.K), Pierre Alexander International Academy(U.K), Vidal Sassoon Academy, (U.S.A) among others and also enjoys thereputation of being the official hairdresser for the 1993 Miss Universepageant.

In July 2001, Procter & Gamble Home Products Limited launched New ArielTotal Compact with Magicare a New System of Washing that completelyremoves stains without scrubbing, significantly reducing time spent on

washing clothes.

In September 2001, Procter & Gamble Home Products launched New PantenePro-V range of five shampoos in India which gave consumers the look theywant Smooth & Silky for straighter hair, Volume & Fullness for thicker hair,Balanced Clean for shinier hair, Lively Clean for livelier hair and Anti-Dandruff

for dandruff-free hair.


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Continued. In December 2001, Procter & Gamble in partnership with the Southern India

Beauty Specialists & Hairdressers Association (SIBHA) hosted the Pantene-SIBHA

Look N Learn Seminar where Raman Bhardwaj hairdresser to former Miss India,Celina Jaitley demonstrated the Latest and Trendiest Hair Cuts (Modern & Classic)to beauticians and hairdressers in Chennai.

In April 2002, Procter & Gamble Home Products Limited announced the launch of aspecial Ariel Bar Refund Offer along with its new Advanced Ariel Compact. Underthe Ariel Bar Refund Offer, consumers could exchange their detergent bar on

purchase of Advanced Ariel Compacts 1kg and 500gms packs, and avail of a Rs.15and Rs.7 discount respectively on MRP.

Additionally, Procter & Gamble Home Products announced the Beat The SummerDandruff offer on which 200ml Head & Shoulders bottle was available for Rs.99/-only, thus giving a benefit of a Rs.23/- discount to consumers.

In August 2002, Pantene unveiled the launch of the Shine Morning to Nightcampaign that helps consumers get long lasting hair shine with regular use ofPantene. The Shine Morning to Night campaign had two exciting components to itThe MTV Shine Your Soul contest where one could win diamonds worth Rs.12.5lacs and the launch of the Pantene Shine Booths across the country to help achievethe shine that lasts from morning to night.


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Continued In November 2002, Procter & Gamble Home Products Limited launched Head &

Shoulders Naturally Clean, a new variant in its Head & Shoulders range of

Shampoos especially for Tamil Nadu, Kerala, Andhra Pradesh, Karnataka and WestBengal. Its Smart ZPT combined with Natural Citrus (lemon) extracts removes100% dandruff and rinses oil and stickiness from the scalp, giving light, loose, freeflowing hair.

In January 2003, Procter & Gamble Home Products Limited reduced the prices ofPantene and Head & Shoulders 7.5ml sachets from Rs. 4/- to Rs. 3/-, with nochange in its superior product-quality or packaging, improving affordability to alarge number of Indian consumers.

Procter & Gamble Home Products Limited also announced the launch of its TideSuper Whiteness Gold Dhamaka at the Tide Junction in Giant Hypermarket,Hyderabad. The Tide Super Whiteness Gold Dhamaka gave consumers a chance to

get their clothes super-white and Win anE

xquisite Handcrafted Pure GoldJewellery Set worth Rs.25,000 and other prizes from Estelle Jewellery.

In June 2003, Procter & Gamble Home Products Limited launched Pampers -worlds number one selling diaper brand with sales of US$ 6 billion annually.Pampers provides superior dryness for uninterrupted overnight sleep, with justone pampers diaper. In India, Pampers Fresh & Dry is available in a variety of three

sizes 4s, 10s and 25s.


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Continued.. In July 2003, Procter & Gamble Home Products Limited launched Pantene Long

Black, the ultimate solution for achieving the Long and Black hair look, and

Head & Shoulders Silky Black - the only shampoo in India to offer the dualbenefits of100% dandruff-free as well as silky black hair.

In September 2003, Procter & Gamble Home Products Limited announced thatits superior quality Tide sachet is now available at Re. 1 per sachet and its Arielsachet at Rs. 2 per sachet, thus making the worlds best detergents available at

lower prices.

In January 2004, Procter & Gamble Home Products Limited announced thelaunch of Rejoice Asias No. 1 shampoo, in India. Rejoices patented Micro-Silicone conditioning technology gives twice as smooth, and easy to comb hairversus ordinary shampoos, at affordable prices in 100 ml bottles and 7.5 mlsachets.

In March 2004, Procter & Gamble Home Products Limited reduced the pricesof Ariel and Tide bags (large packs) by 20-50%, while maintaining the superiorquality. The superior quality one kg pack of Tide now cleans a familys onemonth laundry in just Rs.23/-, while a one kg pack of Ariel cleans a familys onemonth laundry in just Rs.50/-.


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Continued. In April 2004, Procter & Gamble Home Products Limited announced the launch of

Pantene Hair Fall Control, which is designed to free women of their hair fall

concerns by reducing hair fall due to breakage by up to 50% within just two months,thus giving them stronger, thicker looking and beautiful hair. The prices of Pantene100ml and 200ml bottles were reduced by 16%, offering superior value toconsumers.

In August 2004, Procter & Gamble Home Products Limited signed Preity Zinta Bollywood's #1 Actress, as Brand Ambassador for its Head & Shoulders anti-dandruff shampoo that gives 100% dandruff-free soft beautiful hair.

In October 2004, Procter & Gamble Home Products Limited launched New PanteneAmino Pro-V Complex shampoos, which makes hair ten times stronger.

In November 2004, Procter & Gamble Home Products Limited launched New Tide

Bar. The New Tide Bar is unique as compared to the available detergent barsbecause of its three unique features: (i) It has green speckles called Whiteons,which release a unique whitening action on reacting with sunlight; (ii) Itstechnology also ensures that it lasts longer, does not dissolve easily and delivers agood balance between bar-hardness and ease of application on clothes and; (iii) Ithas a lemony & refreshing fragrance that lingers on clothes hours after wash.


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Brands in India:- Fabric care - Procter & Gamble has two of its world-leading detergents - Tide and

Ariel, in India. These cater to two main concerns of Indian households, outstanding

whiteness and stain-removal.

Baby care -Pampers is the world's number one selling diaper brand with sales of US$ 6billion annually.

Hair care - P&G's hair care business in India comprises of: Pantene - the world's largest selling shampoo

Head & Shoulders - The world's No. 1 Anti-dandruff shampoo Rejoice - Asia's No. 1 Shampoo.

Beauty care - Olay is one of the most recognizable brands in the world. Yet, through allthe changes and innovations, Olay maintains that it is essentially about beauty, insideand out. Olay in India offers two product lines - Olay Total Effects and Olay Classic.

Male Grooming - Gillette has pioneered the male grooming industry in India with itsmany product offerings. Gillette's range of products include: Gillette Series Shave Gel

Gillette Series Shave Foam

Gillette Series After Shave

Gillette Series Shower Gels and Deodorants.


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Continued Feminine Care - Indian women share a special relationship

with Whisper. It spells 'Total Freedom and Protection' forthem, especially during those crucial days of the month.Whisper has consistently led innovation in feminineprotection, thus improving the lives of millions of Indianwomen along the way.

Health Care - Vicks is India's No.1 Cough & Cold Brand. Itscurrent portfolio in India comprises of:

Vicks Action 500 Extra

Vicks VapoRub

Vicks Cough Drops

Vicks Inhaler

Procter & Gamble is committed to making every day in thelives of its consumers better, through the superior quality ofits products and services.


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procter & gamble ethinization

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