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Value Proposition

Introduction to Proctor and Gamble Analysis

Proctor & Gamble ( P&G) is known to be public limited company in the country of America that manages the sector of the consumer related commodities. The concerned brand was developed in the year 1837 by James Gamble as well as by William Proctor and it is headquartered both in the USA and Ohio (Lucà, 2016) . The brand as per its attributes has made several latest developments that have assisted in the process of improving its status in the context of the global market. The concerned organization has been determined to face tough competition from some of its rival brands like that of Unilever and Johnson & Johnson both in a permanent as well as non-permanent manner.

The main purpose of this report is to create a value proposition for the Proctor & Gamble company and analyze it in terms of the 4 Ps of marketing. The concerned analysis will be done by means of using an appropriate marketing channel and it will also determine the way the concerned organization is developing as well as the direction to where it is heading.

Value Proposition

The P&G shares the incantation of giving importance to quality over the price of its products and services as it is in the course of implementing significant transformation in its system of packaging. The concerned organization has executed numerous transformations to manage with the transformation in needs and preferences of the consumers (Lucà, 2016). In this context, it was determined that P&G in the later part of January had decided to sell concentrated soaps over the country of United Kingdom as well as Canada (Lucà, 2016) . Moreover, in the context of developing its value proposition the concerned organization is reshaping its packaging base of its distributors with an attempt to concentrate mainly on the low cost of its products and services as well as its better-quality packaging vessels.

The initiatives here will consist of probing by half of the total 4000 shades that was applied along with the plastic adhesive all over the world for the purpose of blowing as well as injecting the shaped packages. Furthermore, it has also been determined that there are certain commodities, wherein the customers have formerly diverted its attention to the low-cost brands in terms of the Proctor & Gamble brand. However, it was also determined by the CEO of the P&G brand, the customers are not demanding for cheap packages, the world is shifting its focus to an unreasonable battle in terms of the price related issues, wherein the consumers are found to be beating down for a matter of a little penny for each of the products and services of the concerned brand (Lucà, 2016). Hence, the strategy proposed in this context by the CEO was that the customers will still prefer to purchase commodities with a high price that will also provide huge value and all these elements should be taken in concern by the concerned brand in the due course of its packaging system.

4 P’s of Marketing

Here are the 4P’s of marketing of the Proctor & Gamble company:

  1. Product- In this context, the P&G company manages those kinds of commodities and services whose product variety is strongly in connection with one another. The key goal of the P&G brand is to offer its commodities and services to its range of target customers and make it reasonable to all their customers across the globe. Moreover, the commodities of the concerned brand is found in North America, Latin America, Middle East as well as in Europe, New Zealand and Australia (Jackson et al., 2016). The company engages in offering a wide range of its products and services to its customers and thus contributing in the process of creating value for its customers.

The leading products of the concerned brand consists of the Head & Shoulders, Olay, Joy, Pampers, Tide, Pantene, Whisper and Downy (Solaiman et al., 2015). The concerned commodities are known to ten verticals of the organization as it contributes towards reaping great benefits on the part of the organization and hence creating value for the concerned organization.

  1. Price- In this context, the P&G company began with its value costing plan of action in the year 1990 as the concerned organization was mostly dependent on the standard as well as the brand worth in terms of the commodities of the concerned organization (Dadzie et al., 2017). Moreover, the concerned brand took an initiative to embrace this structure by eliminating its coupons, manufactures as well as its planned price by means of broadening its efficiency as well as expanding its promotional techniques by 20%. Moreover, since there are huge number of products being sold under the name of P&G, there are different kinds of protocols applicable for different kinds of products in terms of the concerned organization. Furthermore, the costing of such commodities is dependent upon its adaptable protocols, wherein the commodities are allocated a cost on the basis of the value it generates for the concerned brand.

Additionally, a competitive action plan is also embraced by the concerned organization that manages a range of costing that is proximate to price range offered by other competing brands (Eneizan et al., 2015). Hence, if there is any transformation noticed in the commodities of the rival companies, the costing of the products offered by the P&G brand will also be influenced. The concerned organization has also been determined to adopt a premium action plan that is exclusively meant for the high standard commodities of the P&G brand.

  1. Place- The P&G company has a broad platform in the context of all of its commodities as well as services and also distributary protocols for a minimum of 140 nations like USA, UK, China and India. The concerned organization has also created multiple production plants for its wide variety of products and services. Moreover, P&G has even accommodated a powerful structure for its supplying as well as its production related activities (Malone, 2020). In addition, the P&G brand have a proper understanding in terms of the instant actions and thus every distribution plan of the concerned organization is well-established and it is also managed effectively, in the course of creating value for its customers.

Furthermore, the store house of the P&G brand is situated at suitable locations so that it can be easily and quickly assessable. They key suppliers of the products and services of the concerned company to the customers are the medical stores, retail shops, shopping malls as well as super markets.

  1. Promotion- The P&G brand makes huge amount of investments on the application of online channels of advertisements while focusing on their strategy to attract their customers (Ozkan, 2015). Hence, in order to drive the attention of its customers, the concerned organization concentrates on hard-core advertisement as well as on innovative advertisements. The concerned organization works with an initiative to include different eminent personalities in their advertising campaigns like Kareena Kapoor and Saif Ali Khan for its Head & Shoulder product, while Shilpa Shetty for its Olay product (Peacock, 2017).

Furthermore, the concerned organization has engaged in sponsoring multiple television shows like that of the Guiding Light and the Texas. The P&G has also supported multiple virtual groups like that of the BeingGirl.com and Woman.com (Peacock, 2017). In addition to it the concerned organization has also engaged in the process of releasing small packets of their products in the form of a sample and also as a means of broadening its visibilities in terms of its target consumers and in this way the P&G brand tends to create value for its customers.

Brand Evolution

The P&G company has made use of the concept of innovation on the basis of which the people of their organization will take their decisions, resolve their problems as well as make use of the prospects that is available to them. In the due course of its development, the concerned organization has given the biggest priority to its customers in terms of every function they are executing. Moreover, the concerned organization has created an impact on the life of numerous of its customers. Furthermore, the concerned organization has always been open to many ideas, they practice the art of seeking innovative tip from both the people who are internally as well as externally associated with their organization (Bernat, 2017). Hence, the P&G company has taken the initiative to embrace various innovative techniques in the entire course of their development and thereby finds themselves successful in terms of creating value for their target group of customers.

Conclusion on Proctor and Gamble Analysis

In the due course of this report, it has been determined that the P&G company concentrates on creating value for their customers by means of creating huge impact on their lives. Moreover, the concerned organization believes in providing high-quality products for their customers, however, they also belief in making the product worth of the price in which it has been offered. Furthermore, there are also certain commodities, wherein the consumers prefer to go for cheap products, however, its packaging should be of a good quality, so it depends from product to product. Moreover, the concerned brand makes use of celebrities to promote their products like Head & Shoulder as well as Olay and they also sponsored different television series along with distributing small packets to customers on certain occasions to enhance the visibility of their products.

References for Proctor and Gamble Analysis

Agafitei, I. G., & Avasilcai, S. (2015, November). A case study on open innovation on Procter & Gamble. Part II: Co-creation and digital involvement. In IOP Conference Series: Materials Science and Engineering (Vol. 95, No. 1, p. 012150). Retrieved from https://iopscience.iop.org/article/10.1088/1757-899X/95/1/012150/meta

Lucà, F. (2016). Successful Sustainability Strategy: Procter & Gamble Case. Retrieved from https://pdfs.semanticscholar.org/8705/8e462f6e32a1e79b4d700736520d88f5029d.pdf

Jackson, G., & Ahuja, V. (2016). Dawn of the digital age and the evolution of the marketing mix. Journal of Direct, Data and Digital Marketing Practice17(3), 170-186. Retrieved from https://link.springer.com/article/10.1057/dddmp.2016.3

Solaiman, M., Osman, A., & Halim, M. S. (2015). Green marketing: A marketing mix point of view. International Journal of Business and Technopreneurship5(1), 87-98. Retrieved from http://dspace.unimap.edu.my/bitstream/handle/123456789/40027/IJBT_Vol_5_Feb_2015_7_87-98.pdf?sequence=1

Dadzie, K. Q., Amponsah, D. K., Dadzie, C. A., & Winston, E. M. (2017). How firms implement marketing strategies in emerging markets: An empirical assessment of the 4A marketing mix framework. Journal of Marketing Theory and Practice25(3), 234-256. Retrieved from https://www.tandfonline.com/doi/abs/10.1080/10696679.2017.1311220

Eneizan, B. M., Wahab, K. A., & Bustaman, U. S. A. (2015). Effects of green marketing strategy 4ps on firm performance. IJAR1(12), 821-824. Retrieved from https://d1wqtxts1xzle7.cloudfront.net/56694802/1-10-15.pdf?1527715784=&response-content-disposition=inline%3B+filename%3DEffects_of_green_marketing_strategy_4ps.pdf&Expires=1599466879&Signature=Za6ireFRPMkhaYbLienmtxDWMRgz9lvD9JoaZtw1bSwPFFEakll~dTr-AGEarmAVWU8ESV9YgVoA7a8tB3gy1NSUYeLMuN-vZ7JwltYB4q2mycRFWADUP44QJIaMW6lrgNB25gb-e4ZsYMP8LkzIAWtG7tZfSGM-Bp2pWoJtqNoayt-1JnYF7NW3mH~baAFc6JKdAy2I82pC~PaYPe5tMfZ~2ryQWS5-LI03H7dzhO6Gpe3v1IRhI54REKp6Gvk2oqMjjezv339nGX7qcWDnKG2WwQwNKVGelE6nPqDCdnTl2eKQkJ5kvJX1eTqnSYot5bhNFuMZfmRUQS0GZVqm0A__&Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA

Malone, T. W. (2020). How Can Human-Computer “Superminds” Develop Business Strategies?. In The Future of Management in an AI World (pp. 165-183). Palgrave Macmillan, Cham. Retrieved from https://www.igi-global.com/article/public-policy-issues-in-pricing/232710

Ozkan, N. N. (2015). An example of open innovation: P&G. Procedia-Social and Behavioral Sciences, 195, 1496-1502. Retrieved from https://www.sciencedirect.com/science/article/pii/S1877042815039294

Peacock, G. (2017). Reduce Price Pressure: Provide Value. Retrieved from https://static1.squarespace.com/static/5385613ee4b0883f7108f96f/t/59598be317bffc97b3b94383/1499040848672/Reduce+Price+Pressure.pdf

Bernat Giménez, C. (2017). R&D strategies and innovation. a qualitative assessment of P&G. Retrieved from http://repositori.uji.es/xmlui/handle/10234/170413

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