Assignment
On
Brand Management
Submitted By: - Sandeep Patel
Enrollment no: - 18BSPDD01C0173
Question
Search about Procter & Gamble India Company to learn more about the different products
in various segments that company offers. Discuss the target market and positioning
strategies of the company for any three market segments. Also suggest other segments that
Procter & Gamble India might be able to successfully target beside these three.
ANSWER-
Target market of P&G mostly like the following :
Procter and gamble targets the middle up class customer
Procter and gamble targets especially women and children
Company will use about 10% cost to retain its customer
And to retain the existing customers company will use following tactics.
Improve contracts with existing customers.
Will use frequency program.
Identify and more contact with new potential customers.
Objection handling will be encouraged become campanile constraint that 2/3 ideas come
from over customers.
Will concert profiteer customers will more pollinate customers.
Company considered that “customer is always the king of the market” and more sensitive
to quality and prices at a time.
SWOT analysis of P&G
Strengths: Weakness:
Diversified brand portfolio Online media & Leadership
Research and Development Dependency
Global Operation Customer concentration
Strong Distribution Network
Opportunity: Threats:
Diversification Competition
Capitalizing on online media No new product innovation
Growth in Indian FMCG market Government regulation
Environment concern
Positioning strategies:
The place the product occupies in consumers’ minds relative to competing products. Typically
defined by consumers on the basis of important attributes. Involves implanting the brand’s unique
benefits and differentiation in the customer’s mind. Positioning maps that plot perceptions of
brands are commonly used.
Differentiation can be based on-
Products
Services
Channels
People
Image
Positioning Strategy-
Developing the Strategy through use of the Creative Work Plan
Key Fact:
A single piece of known information relating to the brand which is agreed to be the leading factor
influencing or describing the brand performance. It may be information about the brand itself, the
competition, the customer; innovation etc. but it must be a single fact.
Problem the advertising must solve:
This is a consumer problem. It describes the awareness, perception or behaviour of the
prospective user which has resulted in the Key Fact and which we wish to change.
Advertising Objective:
Usually, simply the counterpart to the problem, although there are a great many distinct options.
E.g. "Persuade consumers to try my brand" Or "use more of my brand." Or "use my brand in a
different 11 way." Persuade them that my brand is a viable alternative to brand x".
Strategy:
a) Prospect Definition-
Both demographics and psychographics.
b) Principal Competition.-
Not just a list of competitors but a description of the segment from which we wish to obtain
business.
c) Promise-
The single most persuasive agreement one can advance for the brand framed with the customer
and the competition in mind.
d) Reason Why-
The strongest piece of support for the promise. Occasionally there may be more than one piece of
support but never a list.
e) Tone/Character-
The tone that messages should convey to provide personality to the message and bring it alive.
This is not exceptional. As you can see, the format is very simple. However, like everything at
Procter & Gamble, the use of the simple tool is handled by experts in the field. That is what makes
the tool so effective.
Other segments that Procter & Gamble India might be able to successfully target-
Demographic aspects such as age and gender.
Geographical aspects.
Psychographic characteristics of the consumers such as the value, motive for buying, and
lifestyle of the consumers.
