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INTERNAL ASSIGNMENT Name of the candidate: Gunjan Garg

Enrollment no. : 04215903911

Course: MBA-2ND -A

Batch: 2011-2013

Subject: Business Research

Subject code: MS-108

Topic of assignment: Procter & Gamble

Subject Teachers name: Mr. Imran Khan

Question: As of 2006, Proctor & Gamble delivered product under 300 brands to nearly five billions consumers in more than 140 countries around the world. P&G employed about 110,000 employees in approximately 80 countries around the world. Its revenue amounted to $ 56.7 billion in 2005. The company began operation in the United States in 1837 and has continued to expand its global operation most recently to Algeria. The stated purpose of the company is to provide products and services of superior quality and value that improve the lives of world consumers. P&G is the number one US maker of household products with nearly 300 brands in five main categories: baby feminine, and family care, fabric and home care, beauty care, health care, and food and beverages. Twelve of the P&G brands are billion dollar sellers (Bounty, Charmin, Pentene, Pampers, Ariel, Pringle and Tide) Overtime P & G has proven to be an innovator in creating brands and understanding consumer by making extensive use of Business Research mainly in marketing. The analyst at P & G undertake market research to determine a brands equity and then understands it because that drives every decision made about the brand. P & G thins of marketing in many of same ways that use to. They have always thought about the consumer and why the product would be relevant to the consumer. They believe in catering to the experience of the consumer. Their principles of marketing have not changed but their methods of targeting and identifying consumers have changed to meet the increasingly complicated consumer base. In the early days P & G would mass market through television and other sources because this was effective at that time .They have changed their strategy from mass marketing to consumer targeting .Business Research has revealed targeting as the future of brand marketing and brand management. P & G believes this takes much more than a focus group, they want to spend time with consumers and understand their behaviors .Their Business research mainly marketing research is so extensive that they even develop new product based on research to meet the demand s of consumer. P & G innovative approach puts the consumer at the centre of everything they do. They have integrated all the departments under each brand because they want consumer to think of the brand as a unified entity and to provide them with an integrated experience. One of the areas that P & G researchers constantly is the in store experience of the consumer. They see this as another way of connecting with consumers and making their experience a better make sure everyone

one. One of the way they enhance this is by partnering with retailers and developing in store experience to please their consumers. The internet is also becoming an important research tool for P & G. They have increased the services they provide on the store in order to reach out to more consumers .This has proven effective and they have even used the internet as their sole source for some company . P & G marketing has been innovative and pioneering over the years and one would expect the same from them in the future .They are constantly using business research to solve the problem of today and to build brands that will continue to be leaders tomorrow. Q1. (i) Discuss that the role that Business Research can play in helping P& G build its various Brand . Q1(ii) P & G has developed a new toothpaste that provides tooth and gum protection for 24 hours after each brushing .It would like to determine consumers response to this new toothpaste before introducing in the market . Develop a Questionnaire for assessing for assessing consumer preferences for tooth paste brands. Answer: marketing campaigns .They also use the internet to gain new ideas and share the m throughout the

Introduction
In 1993, Procter & Gamble Home Products is incorporated as a 100% subsidiary of the Procter & Gamble Company, USA. Procter & Gamble Home Products launches Ariel Super Soaker. In 1993, Procter & Gamble India divests the Detergents business to Procter & Gamble Home Products. In 1995, Procter & Gamble Home Products enters the Hair care Category with the launch of Pantene Pro-V. In 1997 Procter & Gamble Home Products launches Head & Shoulders shampoo. In 2000, Procter & Gamble Home Products introduced Tide Detergent Powder - the largest selling detergent in the world. In June 2000, Procter & Gamble Home Products Limited launched Pantene Lively Clean its unique Pro-Vitamin formula cleans oil-build up, dirt and grime in just one wash, delivering lively, free-flowing and sparkling-clean hair.

In August 2000, Procter & Gamble Home Products Limited launched New Ariel Power Compact 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 detecting and removing deposits which are left behind from successive washes. In November 2000, Procter & Gamble Home Products Limited presented India in the first International Hair Styling and Beauty Expert Contest- Hair Asia Pacific 2000 in collaboration with Sri Lankan Association of Hairdressers and Beautician. During this period, Procter & Gamble Home Products also re-launched the international range of Head & Shoulders, best-ever Anti-dandruff shampoo with an improved formula, new pack-design and logo, in three variants - Clean & Balanced, Smooth & Silky and Refreshing Menthol, which offers the fine combination of anti-dandruff efficacy and hair conditioning. In January 2001, Procter & Gamble Home Products Limited and Whirlpool India Ltd. launched a special 'Ariel - Whirlpool Superwash' offer, making washing machines more affordable to the people of Hyderabad. On purchase of either a 500gms, 1kg or 1.5kg economy pack of New Ariel Power Compact, consumers are automatically eligible to buy a Whirlpool Washing Machine for as low as Rs.238/- in Equal Monthly Installments for 24 months, by filling in the application form that comes with the Ariel pack and contacting any one of the Whirlpool dealers mentioned on the pack. In June 2001, Procter & Gamble in partnership with the Association of Beauty Therapy & Cosmetology (ABTC), India hosted the Pantene Artist 2001 a national stylist competition, which included categories such as Bridal Dressing, Hair Cutting and Body Painting. Present at the event was world-renowned hairdresser and stylist Jun L. Encarnecion, who demonstrated the hottest international haircuts and styles in vogue via an interesting hairhsow. Mr. Encarnecion has trained students in leading hairdressing schools like Robert Fielding School of Hair Dressing (U.K), Pierre Alexander International Academy (U.K), Vidal Sassoon Academy, (U.S.A) among others and also enjoys the reputation of being the official hairdresser for the 1993 Miss Universe pageant. In July 2001, Procter & Gamble Home Products Limited launched New Ariel Total Compact

with Magicare a New System of Washing that completely removes stains without scrubbing, significantly reducing time spent on washing clothes. In September 2001, Procter & Gamble Home Products launched New Pantene Pro-V range of five shampoos in India which gave consumers the look they want 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.

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 a special Ariel Bar Refund Offer along with its new Advanced Ariel Compact. Under the 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.15 and Rs.7 discount respectively on MRP. Additionally, Procter & Gamble Home Products announced the Beat The Summer Dandruff 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 Night campaign that helps consumers get long lasting hair shine with regular use of Pantene. The Shine Morning to Night campaign had two exciting components to it The MTV Shine Your Soul contest where one could win diamonds worth Rs.12.5 lacs and the launch of the Pantene Shine Booths across the country to help achieve the shine that lasts from morning to night. During the same period, Pantene also hosted Hair Asia Pacific 2002 the biggest Hair Cutting & Styling event in Kuala Lumpur, Malaysia. Pantene Hair Asia Pacific is a prestigious international hair cutting & styling contest attracting expert hairdressers and beauty care advisors from more than 13 Asia Pacific countries. Additionally, Pantene also hosted Pantene World Teen Queen contest in Goa. Contestants from UK, USA, South Africa, Kenya, Tanzania, Mauritius, Middle East and Hong Kong participated to win the coveted World Teen Queen crown.

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 West Bengal. Its Smart ZPT combined with Natural Citrus (lemon) extracts removes 100% dandruff and rinses oil and stickiness from the scalp, giving light, loose, free flowing hair. In January 2003, Procter & Gamble Home Products Limited reduced the prices of Pantene and Head & Shoulders 7.5ml sachets from Rs. 4/- to Rs. 3/-, with no change in its superior product-quality or packaging, improving affordability to a large number of Indian consumers. Procter & Gamble Home Products Limited also announced the launch of its Tide Super 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 an Exquisite Handcrafted Pure Gold Jewellery 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 just one pampers diaper. In India, Pampers Fresh & Dry is available in a variety of three sizes 4s, 10s and 25s. 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 dual benefits of 100% dandruff-free as well as silky black hair. In September 2003, Procter & Gamble Home Products Limited announced that its superior quality Tide sachet is now available at Re. 1 per sachet and its Ariel sachet at Rs. 2 per sachet, thus making the worlds best detergents available at lower prices. In January 2004, Procter & Gamble Home Products Limited announced the launch of Rejoice Asias No. 1 shampoo, in India. Rejoices patented Micro-Silicone conditioning technology gives twice as smooth, and easy to comb hair versus ordinary shampoos, at affordable prices in 100 ml bottles and 7.5 ml sachets. In March 2004, Procter & Gamble Home Products Limited reduced the prices of Ariel and Tide bags (large packs) by 20-50%, while maintaining the superior quality. The superior quality one kg pack of Tide now cleans a familys one month laundry in just Rs.23/-, while a one kg pack of Ariel cleans a familys one month laundry in just Rs.50/-. 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 Pantene 100ml and 200ml bottles were reduced by 16%, offering superior value to consumers. 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 Pantene Amino 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 bars because of its three unique features: (i) It has green speckles called Whitens, which release a unique whitening action on reacting with sunlight; (ii) Its technology also ensures that it lasts longer, does not dissolve easily and delivers a good balance between bar-hardness and ease of application on clothes and; (iii) It has a lemony & refreshing fragrance that lingers on clothes hours after wash.

Answer Q1 (i)
When The Procter & Gamble Company (P&G) first began using virtual reality tools in 1997, the company saw the potential of what these tools could bring to the business. Famous for being an early adopter of new technologies, the ability to create virtual shopping environments was a logical next step in the way the P&G Global Business Services (GBS) organization helped the business conduct market research. In 2004, the company opened its first virtual reality center in Cincinnati, Ohio with the assistance of several best-in-class technology providers. Together, we delivered a set of virtual solutions tools that better deliver on the needs of our businesses, customers and consumers, says Bernard Eloy, associate director, Virtual and Modeling Simulations Services for GBS. This enables P&G to go to market smarter, faster and more efficiently, and empowers internal collaboration and external connections to consumers and customers.

Over the years, 19 more virtual solutions centers have popped up in P&G facilities around the world. These centers have life-sized screens backed by computer modeling, simulation and 3D technologies that present new P&G products as they might appear on store shelves. Consumers are then invited to view and assess these virtual product representations, which helps P&G to better understand their wants and needs. Meanwhile, sophisticated software helps P&G record consumer reactions to product placement, shapes, colors and designs. According to Eloy, virtual solutions tools are now used in almost 80 percent of all P&G initiatives and have yielded critical capabilities in three key areas.

Virtual Shopping Simulations: This capability enables P&G to ask more questions and probe for deeper insights in a shorter time frame. For example, as P&G introduces a new product SKU and changes its category assortment, it can understand whether a horizontal or vertical shelving strategy is most efficient for shoppers. The results include improved accuracy in delivering what the consumer needs as well as speed-to-market.

Collaboration with Retailers: P&G shares the results from its virtual reality research with retail partners so together they can make smarter, faster decisions about what products and quantities are needed in store to meet consumer needs. P&G also uses the centers to build virtual 3D store environments. In one case, we were able to help identify an obstacle for purchasing certain products and designed a new store layout to make these products more accessible, reports Eloy. Being able to visualize and experience the new design and then reviewing the shopper comments enabled the retailer to better respond to this consumer need.

Product Design Process: Through better consumer understanding and early input from its customers, P&G is able to identify potential issues and opportunities earlier in the design process and steer product design choices accordingly. It also enables P&G to costeffectively investigate a greater number of design alternatives by minimizing the number of physical prototypes that need to be built. In one example, P&Gs fabric refresher brand team wanted to bring a new type of Febreze to market for people who participate in sports activities. It was important to identify the correct way to reach this new type of Febreze consumer. We leveraged our virtual research methods to better understand what

artwork elements would work best with these consumers and used the insights to design the artwork for the launch, cutting the time-to-market by roughly 50 percent, says Eloy.

Answer Q (ii)
Q1) Gender i. ii. Male Female

Q2) Which colgate product are you using now? i. ii. iii. iv. Colgate traditional Sensitive Colgate total Pro-relief

Q3) How long have you been using colgate? i. ii. iii. 1-2 years 3-6 years More than 6 years

Q4) Why do you use colgate toothpaste? i. ii. iii. iv. Good brand image Competitive price Benefits of the toothpaste Promotion

Q5) Which kinds of toothpaste benefits will entice you to buy? i. Whitening

ii. iii. iv. v.

Oral protection Fresh breath Clean Enamel protection

Q6) To what extent the premium for you to buy? i. ii. iii. iv. Always Normally Seldom Never

Q7) Have you ever heard colgate total? i. ii. Yes No

Q8) Have you seen the colgate advertisement? i. ii. Yes No

Q9) Who is the decision maker for buying toothpaste in your family? i. ii. iii. Wife Parents Husband

Q10) Have you heard about the negative news about toothpaste? i. ii. Yes No

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Overall content match: 23% Direct quotes: 0% of which 0% found online. Actual content match minus quotes: 23% Question: As of 2006, Proctor & Gamble delivered product under 300 brands to nearly five billions consumers in more than 140 countries around the world. P&G employed about 110,000 employees in approximately 80 countries around the world. Its revenue amounted to $ 56.7 billion in 2005. The company began operation in the United States in 1837 and has continued to expand its global operation most recently to Algeria. The stated purpose of the company is to "provide products and services of superior quality and value that improve the lives of world consumers". P&G is the number one US maker of household products with nearly 300 brands in five main categories: baby feminine, and family care, fabric and home care, beauty care, health care, and food and beverages. Twelve of the P&G brands are billion dollar sellers (Bounty, Charmin, Pentene, Pampers, Ariel, Pringle and Tide) Overtime P & G has proven to be an innovator in creating brands and understanding consumer by making extensive use of Business Research mainly in marketing. The analyst at P & G undertake market research to determine a brands equity and then make sure everyone understands it because that drives every decision made about the brand. P & G thins of marketing in many of same ways that use to. They have always thought about the consumer and why the product would be relevant to the consumer. They believe in catering to the experience of the consumer. Their principles of marketing have not changed but their methods of targeting and identifying consumers have changed to meet the increasingly complicated consumer base. In the early days P

& G would mass market through television and other sources because this was effective at that time .They have changed their strategy from mass marketing to consumer targeting .Business Research has revealed targeting as the future of brand marketing and brand management. P & G believes this takes much more than a focus group, they want to spend time with consumers and understand their behaviors .Their Business research mainly marketing research is so extensive that they even develop new product based on research to meet the demand s of consumer. P & G innovative approach puts the consumer at the centre of everything they do. They have integrated all the departments under each brand because they want consumer to think of the brand as a unified entity and to provide them with an integrated experience. One of the areas that P & G researchers constantly is the in store experience of the consumer. They see this as another way of connecting with consumers and making their experience a better one. One of the way they enhance this is by partnering with retailers and developing in store experience to please their consumers. The internet is also becoming an important research tool for P & G. They have increased the services they provide on the store in order to reach out to more consumers .This has proven effective and they have even used the internet as their sole source for some marketing campaigns .They also use the internet to gain new ideas and share the m throughout the company . P & G marketing has been innovative and pioneering over the years and one would expect the same from them in the future .They are constantly using business research to solve the problem of today and to build brands that will continue to be leaders tomorrow. Q1. (i) Discuss that the role that Business Research can play in helping P& G build its various Brand . Q1(ii) P & G has developed a new toothpaste that provides tooth and gum protection for 24 hours after each brushing .It would like to determine consumers response to this new toothpaste before introducing in the market . Develop a Questionnaire for assessing for assessing consumer preferences for tooth paste brands. Answer: Introduction In 1993, Procter & Gamble Home Products is incorporated as a 100% subsidiary of the Procter & Gamble Company, USA. Procter & Gamble Home Products launches Ariel Super Soaker. In 1993, Procter & Gamble India divests the Detergents business to Procter & Gamble Home Products.In 1995, Procter & Gamble Home Products enters the Hair care Category with the launch of Pantene Pro-V.In 1997 Procter & Gamble Home Products launches Head & Shoulders shampoo.In 2000, Procter & Gamble Home Products introduced Tide Detergent Powder - the largest selling detergent in the world.In June 2000, Procter & Gamble Home Products Limited launched Pantene Lively Clean its unique Pro-Vitamin formula cleans oil-build up, dirt and grime in just one wash, delivering lively, free-flowing and sparkling-clean

hair. In August 2000, Procter & Gamble Home Products Limited launched New Ariel Power Compact 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 detecting and removing deposits which are left behind from successive washes.In November 2000, Procter & Gamble Home Products Limited presented India in the first International Hair Styling and Beauty Expert Contest- Hair Asia Pacific 2000 in collaboration with Sri Lankan Association of Hairdressers and Beautician.During this period, Procter & Gamble Home Products also re-launched the international range of Head & Shoulders, best-ever Anti-dandruff shampoo with an improved formula, new pack-design and logo, in three variants - Clean & Balanced, Smooth & Silky and Refreshing Menthol, which offers the fine combination of anti-dandruff efficacy and hair conditioning. In January 2001, Procter & Gamble Home Products Limited and Whirlpool India Ltd. launched a special 'Ariel - Whirlpool Superwash' offer, making washing machines more affordable to the people of Hyderabad. On purchase of either a 500gms, 1kg or 1.5kg economy pack of New Ariel Power Compact, consumers are automatically eligible to buy a Whirlpool Washing Machine for as low as Rs.238/- in Equal Monthly Installments for 24 months, by filling in the application form that comes with the Ariel pack and contacting any one of the Whirlpool dealers mentioned on the pack. In June 2001, Procter & Gamble in partnership with the Association of Beauty Therapy & Cosmetology (ABTC), India hosted the Pantene Artist 2001 a national stylist competition, which included categories such as Bridal Dressing, Hair Cutting and Body Painting. Present at the event was world-renowned hairdresser and stylist Jun L. Encarnecion, who demonstrated the hottest international haircuts and styles in vogue via an interesting hairhsow. Mr. Encarnecion has trained students in leading hairdressing schools like Robert Fielding School of Hair Dressing (U.K), Pierre Alexander International Academy (U.K), Vidal Sassoon Academy, (U.S.A) among others and also enjoys the reputation of being the official hairdresser for the 1993 Miss Universe pageant. In July 2001, Procter & Gamble Home Products Limited launched New Ariel Total Compact with Magicare a New System of Washing that completely removes stains without scrubbing, significantly reducing time spent on washing clothes.In September 2001, Procter & Gamble Home Products launched New Pantene Pro-V range of five shampoos in India which gave consumers the look they want 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. 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 a special Ariel Bar Refund Offer along with its new Advanced Ariel Compact. Under the 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.15 and Rs.7 discount respectively on MRP. Additionally, Procter & Gamble Home Products announced the Beat The Summer Dandruff 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 Night campaign that helps consumers get long lasting hair shine with regular use of Pantene. The Shine Morning to Night campaign had two exciting components to it The MTV Shine Your Soul contest where one could win diamonds worth Rs.12.5 lacs and the launch of the Pantene Shine Booths across the country to help achieve the shine that lasts from morning to night.During the same period, Pantene also hosted Hair Asia Pacific 2002 the biggest Hair Cutting & Styling event in Kuala Lumpur, Malaysia. Pantene Hair Asia Pacific is a prestigious international hair cutting & styling contest attracting expert hairdressers and beauty care advisors from more than 13 Asia Pacific countries.Additionally, Pantene also hosted Pantene World Teen Queen contest in Goa. Contestants from UK, USA, South Africa, Kenya, Tanzania, Mauritius, Middle East and Hong Kong participated to win the coveted World Teen Queen crown. 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 West Bengal. Its Smart ZPT combined with Natural Citrus (lemon) extracts removes 100% dandruff and rinses oil and stickiness from the scalp, giving light, loose, free flowing hair.In January 2003, Procter & Gamble Home Products Limited reduced the prices of Pantene and Head & Shoulders 7.5ml sachets from Rs. 4/- to Rs. 3/-, with no change in its superior product-quality or packaging, improving affordability to a large number of Indian consumers.Procter & Gamble Home Products Limited also announced the launch of its Tide Super 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 an Exquisite Handcrafted Pure Gold Jewellery Set worth Rs.25,000 and other prizes from Estelle Jewellery.In June 2003, Procter & Gamble Home Products Limited launched Pampers - world's number one selling diaper brand with sales of US$ 6 billion annually. Pampers provides superior dryness for uninterrupted overnight sleep, with just one pampers diaper. In India, Pampers Fresh & Dry is available in a variety of three sizes - 4s, 10s and 25s. 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 dual benefits of 100% dandruff-free as well as silky black hair.In September 2003, Procter & Gamble Home Products Limited announced that its superior quality Tide sachet is now

available at Re. 1 per sachet and its Ariel sachet at Rs. 2 per sachet, thus making the world's best detergents available at lower prices.In January 2004, Procter & Gamble Home Products Limited announced the launch of Rejoice - Asia's No. 1 shampoo, in India. Rejoice's patented Micro-Silicone conditioning technology gives twice as smooth, and easy to comb hair versus ordinary shampoos, at affordable prices in 100 ml bottles and 7.5 ml sachets. In March 2004, Procter & Gamble Home Products Limited reduced the prices of Ariel and Tide bags (large packs) by 20-50%, while maintaining the superior quality. The superior quality one kg pack of Tide now cleans a family's one month laundry in just Rs.23/-, while a one kg pack of Ariel cleans a family's one month laundry in just Rs.50/-.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 Pantene 100ml and 200ml bottles were reduced by 16%, offering superior value to consumers. 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 Pantene Amino ProV 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 bars because of its three unique features: (i) It has green speckles called Whitens, which release a unique whitening action on reacting with sunlight; (ii) Its technology also ensures that it lasts longer, does not dissolve easily and delivers a good balance between barhardness and ease of application on clothes and; (iii) It has a lemony & refreshing fragrance that lingers on clothes hours after wash. Answer Q1 (i) WhenThe Procter & Gamble Company( Students Paper: Gamble Company(P&G) first began using virtual reality tools in 1997, the company saw the potential of what these tools could bring to the business. Famous for being an early adopter of new technologies, the ability to create virtual shopping environments was a logical next step in the way the P&G Global Business Services (GBS) organization helped the business conduct market research. In 2004, the company opened its first virtual reality center in Cincinnati, Ohio with the assistance of several best-in-class technology providers. "Together http://consumergoods.edgl.com/case-studies/P-G-Shapes-the-Store75556

Procter & Gamble Company (P&G) first began using virtual reality tools in 1997, the company saw the potential of what these tools could bring to the business. Famous for being an early adopter of new technologies, the ability to create virtual shopping environments was a logical next step in the way the P&G Global Business Services (GBS) organization helped the business conduct market research. In 2004, the company opened its first virtual reality center in Cincinnati, Ohio with the assistance of several best-in-class technology providers. "Together providers. " Students Paper: technology providers. "Together, we delivered a set of virtual solutions tools that better deliver on the needs of our businesses, customers and consumers," says Bernard Eloy, associate director, Virtual and Modeling Simulations Services for GBS. "This enables P&G to go to market smarter, faster and more efficiently, and empowers internal collaboration and external connections to consumers and customers." Over the http://consumergoods.edgl.com/case-studies/P-G-Shapes-the-Store75556 technology providers. "Together, we delivered a set of virtual solutions tools that better deliver on the needs of our businesses, customers and consumers," says Bernard Eloy, associate director, Virtual and Modeling Simulations Services for GBS. "This enables P&G to go to market smarter, faster and more efficiently, and empowers internal collaboration and external connections to consumers and customers." /getattachment/CGT ." Over Students Paper: customers." Over the years, 19 more virtual solutions centers have popped up in P&G facilities

around the world. These centers have life-sized screens backed by computer modeling, simulation and 3D technologies that present new P&G products as they might appear on store shelves. Consumers are then invited to view and assess these virtual product representations, which helps P&G to better understand their wants and needs. Meanwhile, sophisticated software helps P&G record consumer reactions to product placement, shapes, colors and designs. According http://consumergoods.edgl.com/case-studies/P-G-Shapes-the-Store75556 PG_Virtualization_0911.jpgOver the years, 19 more virtual solutions centers have popped up in P&G facilities around the world. These centers have life-sized screens backed by computer modeling, simulation and 3D technologies that present new P&G products as they might appear on store shelves. Consumers are then invited to view and assess these virtual product representations, which helps P&G to better understand their wants and needs. Meanwhile, sophisticated software helps P&G record consumer reactions to product placement, shapes, colors and designs. According designs. Students Paper: and designs. According to Eloy, virtual solutions tools are now used in almost 80 percent of all P&G initiatives and have yielded critical capabilities in three key areas. Virtual http://consumergoods.edgl.com/case-studies/P-G-Shapes-the-Store75556 and designs. According to Eloy, virtual solutions tools are now used in almost 80 percent of all P&G initiatives and have yielded critical capabilities in three key areas.

Virtual areas.

Students Paper: key areas. Virtual Shopping Simulations: This capability enables P&G to ask more questions and probe for deeper insights in a shorter time frame. For example, as P&G introduces a new product SKU and changes its category assortment, it can understand whether a horizontal or vertical shelving strategy is most efficient for shoppers. The results include improved accuracy in delivering what the consumer needs as well as speed-to-market. Collaboration with Retailers: P&G shares the results from its virtual reality research with retail partners so together they can make smarter, faster decisions about what products and quantities are needed in store to meet consumer needs. P&G also uses the centers to build virtual 3D store environments. "In one case, we were able to help identify an obstacle for purchasing certain products and designed a new store layout to make these products more accessible," reports Eloy. "Being able to visualize and experience the new design and then reviewing the shopper comments enabled the retailer to better respond to this consumer need." Product Design Process: Through better consumer understanding and early input from its customers, P&G is able to identify potential issues and opportunities earlier in the design process and steer product design choices accordingly. It also enables P&G to cost-effectively investigate a greater number of design alternatives by minimizing the number of physical prototypes that need to be built. In one example, P&G's fabric refresher brand team wanted to bring a new type of Febreze to market for people who participate in sports activities. It was important to identify the correct way to reach this new type of Febreze consumer. "We leveraged our virtual research methods to better understand what artwork elements would work best with these consumers and used the insights to design the artwork for the launch, cutting the time-to-market by roughly 50 percent," says Eloy. Answer Q http://consumergoods.edgl.com/case-studies/P-G-Shapes-the-Store75556 key areas.

Virtual Shopping Simulations: This capability enables P&G to ask more questions and probe for deeper insights in a shorter time frame. For example, as P&G introduces a new product SKU and changes its category assortment, it can understand whether a horizontal or vertical shelving strategy is most efficient for shoppers. The results include improved accuracy in delivering what the consumer needs as well as speed-to-market.

Collaboration with Retailers: P&G shares the results from its virtual reality research with retail partners so together they can make smarter, faster decisions about what products and quantities are needed in store to meet consumer needs. P&G also uses the centers to build virtual 3D store environments. "In one case, we were able to help identify an obstacle for purchasing certain products and designed a new store layout to make these products more accessible," reports Eloy. "Being able to visualize and experience the new design and then reviewing the shopper comments enabled the retailer to better respond to this consumer need." Product Design Process: Through better consumer understanding and early input from its customers, P&G is able to identify potential issues and opportunities earlier in the design process and steer product design choices accordingly. It also enables P&G to cost-effectively investigate a greater number of design alternatives by minimizing the number of physical prototypes that need to be built. In one example, P&G's fabric refresher brand team wanted to bring a new type of Febreze to market for people who participate in sports activities. It was important to identify the correct way to reach this new type of Febreze consumer. "We leveraged our virtual research methods to better understand what artwork elements would work best with these consumers and used the insights to design the artwork for the launch, cutting the time-to-market by roughly 50 percent," says Eloy.

A New Model To . Answer Q (ii) Q1) Gender Male Female Q2) Which colgate product are you using now? Colgate traditional Sensitive Colgate total Pro-relief Q3) How long have you been using colgate? 1-2 years 3-6 years More than 6 years

Q4) Why do you use colgate toothpaste? Good brand image Competitive price Benefits of the toothpaste Promotion Q5) Which kinds of toothpaste benefits will entice you to buy? Whitening Oral protection Fresh breath Clean Enamel protection Q6) To what extent the premium for you to buy? Always Normally Seldom Never Q7) Have you ever heard colgate total? Yes No Q8) Have you seen the colgate advertisement? Yes No Q9) Who is the decision maker for buying toothpaste in your family? Wife Parents Husband Q10) Have you heard about the negative news about toothpaste? Yes No

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Question: As of 2006, Proctor & Gamble delivered product under 300 brands to nearly five billions consumers in more than 140 countries around the world. P&G employed about 110,000 employees in approximately 80 countries around the world. Its revenue amounted to $ 56.7 billion in 2005. The company began operation in the United States in 1837 and has continued to expand its global operation most recently to Algeria. The stated purpose of the company is to "provide products and services of superior quality and value that improve the lives of world consumers". P&G is the number one US maker of household products with nearly 300 brands in five main categories: baby feminine, and family care, fabric and home care, beauty care, health care, and food and beverages. Twelve of the P&G brands are billion dollar sellers (Bounty, Charmin, Pentene, Pampers, Ariel, Pringle and Tide) Overtime P & G has proven to be an innovator in creating brands and understanding consumer by making extensive use of Business Research mainly in marketing. The analyst at P & G undertake market research to determine a brands equity and then make sure everyone understands it because that drives every decision made about the brand. P & G thins of marketing in many of same ways that use to. They have always thought about the consumer and why the product would be relevant to the consumer. They believe in catering to the experience of the consumer. Their principles of marketing have not changed but their methods of targeting and identifying consumers have changed to meet the increasingly complicated consumer base. In the early days P & G would mass market through television and other sources because this was effective at that time .They have changed their strategy from mass marketing to consumer targeting .Business Research has revealed targeting as the future of brand marketing and brand management. P & G believes this takes much more than a focus

group, they want to spend time with consumers and understand their behaviors .Their Business research mainly marketing research is so extensive that they even develop new product based on research to meet the demand s of consumer. P & G innovative approach puts the consumer at the centre of everything they do. They have integrated all the departments under each brand because they want consumer to think of the brand as a unified entity and to provide them with an integrated experience. One of the areas that P & G researchers constantly is the in store experience of the consumer. They see this as another way of connecting with consumers and making their experience a better one. One of the way they enhance this is by partnering with retailers and developing in store experience to please their consumers. The internet is also becoming an important research tool for P & G. They have increased the services they provide on the store in order to reach out to more consumers .This has proven effective and they have even used the internet as their sole source for some marketing campaigns .They also use the internet to gain new ideas and share the m throughout the company . P & G marketing has been innovative and pioneering over the years and one would expect the same from them in the future .They are constantly using business research to solve the problem of today and to build brands that will continue to be leaders tomorrow. Q1. (i) Discuss that the role that Business Research can play in helping P& G build its various Brand . Q1(ii) P & G has developed a new toothpaste that provides tooth and gum protection for 24 hours after each brushing .It would like to determine consumers response to this new toothpaste before introducing in the market . Develop a Questionnaire for assessing Answer: Introduction In 1993, Procter & Gamble Home Products is incorporated as a 100% subsidiary of for assessing consumer preferences for tooth paste brands.

the Procter & Gamble Company, USA. Procter & Gamble Home Products launches Ariel Super Soaker. In 1993, Procter & Gamble India divests the Detergents business to Procter & Gamble Home Products.In 1995, Procter & Gamble Home Products enters the Hair care Category with the launch of Pantene Pro-V.In 1997 Procter & Gamble Home Products launches Head & Shoulders shampoo.In 2000, Procter & Gamble Home Products introduced Tide Detergent Powder - the largest selling detergent in the world.In June 2000, Procter & Gamble Home Products Limited launched Pantene Lively Clean its unique Pro-Vitamin formula cleans oil-build up, dirt and grime in just one wash, delivering lively, free-flowing and sparkling-clean hair. In August 2000, Procter & Gamble Home Products Limited launched New Ariel Power Compact 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 detecting and removing deposits which are left behind from successive washes.In November 2000, Procter & Gamble Home Products Limited presented India in the first International Hair Styling and Beauty Expert Contest- Hair Asia Pacific 2000 in collaboration with Sri Lankan Association of Hairdressers and Beautician.During this period, Procter & Gamble Home Products also re-launched the international range of Head & Shoulders, best-ever Anti-dandruff shampoo with an improved formula, new pack-design and logo, in three variants - Clean & Balanced, Smooth & Silky and Refreshing Menthol, which offers the fine combination of anti-dandruff efficacy and hair conditioning. In January 2001, Procter & Gamble Home Products Limited and Whirlpool India Ltd. launched a special 'Ariel - Whirlpool Superwash' offer, making washing machines more affordable to the people of Hyderabad. On purchase of either a 500gms, 1kg or 1.5kg economy pack of New Ariel Power Compact, consumers are automatically eligible to buy a Whirlpool Washing Machine for as low as Rs.238/- in Equal Monthly Installments for 24 months, by filling in the application form that comes with the

Ariel pack and contacting any one of the Whirlpool dealers mentioned on the pack. In June 2001, Procter & Gamble in partnership with the Association of Beauty Therapy & Cosmetology (ABTC), India hosted the Pantene Artist 2001 a national stylist competition, which included categories such as Bridal Dressing, Hair Cutting and Body Painting. Present at the event was world-renowned hairdresser and stylist Jun L. Encarnecion, who demonstrated the hottest international haircuts and styles in vogue via an interesting hairhsow. Mr. Encarnecion has trained students in leading hairdressing schools like Robert Fielding School of Hair Dressing (U.K), Pierre Alexander International Academy (U.K), Vidal Sassoon Academy, (U.S.A) among others and also enjoys the reputation of being the official hairdresser for the 1993 Miss Universe pageant. In July 2001, Procter & Gamble Home Products Limited launched New Ariel Total Compact with Magicare a New System of Washing that completely removes stains without scrubbing, significantly reducing time spent on washing clothes.In September 2001, Procter & Gamble Home Products launched New Pantene Pro-V range of five shampoos in India which gave consumers the look they want 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. 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 a special Ariel Bar Refund Offer along with its new Advanced Ariel Compact. Under the 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.15 and Rs.7 discount respectively on MRP. Additionally, Procter & Gamble Home Products announced the Beat The Summer Dandruff 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 Night campaign that helps consumers get long lasting hair shine with regular use of Pantene. The Shine Morning to Night campaign had two exciting components to it The MTV Shine Your Soul contest where one could win diamonds worth Rs.12.5 lacs and the launch of the Pantene Shine Booths across the country to help achieve the shine that lasts from morning to night.During the same period, Pantene also hosted Hair Asia Pacific 2002 the biggest Hair Cutting & Styling event in Kuala Lumpur, Malaysia. Pantene Hair Asia Pacific is a prestigious international hair cutting & styling contest attracting expert hairdressers and beauty care advisors from more than 13 Asia Pacific countries.Additionally, Pantene also hosted Pantene World Teen Queen contest in Goa. Contestants from UK, USA, South Africa, Kenya, Tanzania, Mauritius, Middle East and Hong Kong participated to win the coveted World Teen Queen crown. 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 West Bengal. Its Smart ZPT combined with Natural Citrus (lemon) extracts removes 100% dandruff and rinses oil and stickiness from the scalp, giving light, loose, free flowing hair.In January 2003, Procter & Gamble Home Products Limited reduced the prices of Pantene and Head & Shoulders 7.5ml sachets from Rs. 4/- to Rs. 3/-, with no change in its superior product-quality or packaging, improving affordability to a large number of Indian consumers.Procter & Gamble Home Products Limited also announced the launch of its Tide Super 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 an Exquisite Handcrafted Pure Gold Jewellery Set worth Rs.25,000 and other prizes from Estelle Jewellery.In June 2003, Procter & Gamble Home Products Limited launched Pampers - world's number one selling diaper brand with sales of US$ 6 billion annually. Pampers provides superior

dryness for uninterrupted overnight sleep, with just one pampers diaper. In India, Pampers Fresh & Dry is available in a variety of three sizes - 4s, 10s and 25s. 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 dual benefits of 100% dandruff-free as well as silky black hair.In September 2003, Procter & Gamble Home Products Limited announced that its superior quality Tide sachet is now available at Re. 1 per sachet and its Ariel sachet at Rs. 2 per sachet, thus making the world's best detergents available at lower prices.In January 2004, Procter & Gamble Home Products Limited announced the launch of Rejoice - Asia's No. 1 shampoo, in India. Rejoice's patented Micro-Silicone conditioning technology gives twice as smooth, and easy to comb hair versus ordinary shampoos, at affordable prices in 100 ml bottles and 7.5 ml sachets. In March 2004, Procter & Gamble Home Products Limited reduced the prices of Ariel and Tide bags (large packs) by 20-50%, while maintaining the superior quality. The superior quality one kg pack of Tide now cleans a family's one month laundry in just Rs.23/-, while a one kg pack of Ariel cleans a family's one month laundry in just Rs.50/-.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 Pantene 100ml and 200ml bottles were reduced by 16%, offering superior value to consumers. 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 Pantene Amino ProV 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 bars because of its three unique features: (i) It has green speckles called Whitens, which release a unique whitening action on reacting with sunlight; (ii) Its technology also ensures that it lasts longer, does not dissolve easily and delivers a good balance between barhardness and ease of application on clothes and; (iii) It has a lemony & refreshing fragrance Answer that lingers on clothes Q1 hours after wash. (i)

WhenThe Procter & Gamble Company(P&G) first began using virtual reality tools in 1997, the company saw the potential of what these tools could bring to the business. Famous for being an early adopter of new technologies, the ability to create virtual shopping environments was a logical next step in the way the P&G Global Business Services (GBS) organization helped the business conduct market research. In 2004, the company opened its first virtual reality center in Cincinnati, Ohio with the assistance of several best-in-class technology providers. "Together, we delivered a set of virtual solutions tools that better deliver on the needs of our businesses, customers and consumers," says Bernard Eloy, associate director, Virtual and Modeling Simulations Services for GBS. "This enables P&G to go to market smarter, faster and more efficiently, and empowers internal collaboration and external connections to consumers and customers." Over the years, 19 more virtual solutions centers have popped up in P&G facilities around the world. These centers have life-sized screens backed by computer modeling, simulation and 3D technologies that present new P&G products as they might appear on store shelves. Consumers are then invited to view and assess these virtual product representations, which helps P&G to better understand their wants and needs. Meanwhile, sophisticated software helps P&G record consumer reactions to product placement, shapes, colors and designs. According to Eloy, virtual solutions tools are now used in almost 80 percent of all P&G initiatives and have yielded critical capabilities in three key areas.

Virtual Shopping Simulations: This capability enables P&G to ask more questions and probe for deeper insights in a shorter time frame. For example, as P&G introduces a new product SKU and changes its category assortment, it can understand whether a horizontal or vertical shelving strategy is most efficient for shoppers. The results include improved accuracy in delivering what the consumer needs as well as speed-tomarket. Collaboration with Retailers: P&G shares the results from its virtual reality research with retail partners so together they can make smarter, faster decisions about what products and quantities are needed in store to meet consumer needs. P&G also uses the centers to build virtual 3D store environments. "In one case, we were able to help identify an obstacle for purchasing certain products and designed a new store layout to make these products more accessible," reports Eloy. "Being able to visualize and experience the new design and then reviewing the shopper comments enabled the retailer to better respond to this consumer need." Product Design Process: Through better consumer understanding and early input from its customers, P&G is able to identify potential issues and opportunities earlier in the design process and steer product design choices accordingly. It also enables P&G to cost-effectively investigate a greater number of design alternatives by minimizing the number of physical prototypes that need to be built. In one example, P&G's fabric refresher brand team wanted to bring a new type of Febreze to market for people who participate in sports activities. It was important to identify the correct way to reach this new type of Febreze consumer. "We leveraged our virtual research methods to better understand what artwork elements would work best with these consumers and used the insights to design the artwork for the launch, cutting the time-to-market by roughly Answer Q1) Male 50 percent," Q says Eloy. (ii) Gender

Female Q2) Colgate Sensitive Colgate Pro-relief Q3) 1-2 3-6 More Q4) Good Competitive Benefits Promotion Q5) Oral Fresh Clean Enamel Q6) Always Normally Seldom Never Q7) Yes Have you ever heard colgate total? To what extent the premium for you protection to buy? Which kinds of toothpaste benefits will entice you to buy? Whitening protection breath of the Why do than you brand use 6 colgate How long have you been using colgate? years years years toothpaste? image price toothpaste total Which colgate product are you using now? traditional

No Q8) Yes No Q9) Who is the decision maker for buying toothpaste in your family? Wife Parents Husband Q10) Yes No Have you heard about the negative news about toothpaste? Have you seen the colgate advertisement?