Abstract The paper focuses on Proctor and Gamble's (P&G) Gain brand laundry detergent, and includes a background on the brand as well as a marketing application and analysis The paper explains that this company manufactures and markets a number of other detergent and laundry care brands that could easily erode the market for Gain unless careful attention is given to what target market is involved. The paper concludes that it is reasonable to assume that the marketers at P&G have done their homework and know what this particular target markets wants in laundry care products.
Outline:
Introduction
Background on the Brand
Marketing Application and Analysis
Conclusion
From the Paper "Gain detergent is manufactured and marketed by the Procter & Gamble Company's Household Care global business unit (GBU) (Proctor & Gamble, 2008). This GBU also markets other laundry care product brands such as Tide, Ariel, Dawn, and Downy (Proctor & Gamble). Today, Proctor & Gamble is promoting an entire range of alternatives using the Gain brand as a launch pad, including liquid detergents, liquid fabric softeners and dryer sheets. If fact, as shown in Table 1 below, the company lists the following Gain-related products on its Web site."
Abstract The paper discusses how detergent and cleaning product manufacturers have opened the door to a large consumer market in third world nations. The paper explains why the competition between multinational industries and the local industries in developing countries is significant.
From the Paper "Richard Bruce suggests that many third world countries are beginning to see an increase in their economic status worldwide and an alteration of the lives of millions. Bruce also stipulates that in the next few decades to come it might be possible that third world countries will no longer exist and that all nations may become prosperous because of the globalization of societies (Bruce). It is true that many of the third world nations are beginning to see a significant difference in their capabilities to overcome poverty. Yet, this is not true of all nations in the third world today. In relation to globalization many of these nations are attempting to invite manufacturing and increase local participation in business in order to alter national economies."
Abstract This paper explains that the total market consists of detergents of all types, and the biggest component is the laundry-cleaning agent, which is more than 67 percent of the detergent market. The author points out that, in the middle-income countries like South Africa, the biggest promotion is aimed at the middle and high-income groups, who are able to spend more on the enhanced "smell better" laundry detergents. The paper relates that the strength of the international detergent companies in South Africa, as compared to the neighboring countries, is that there is no antipathy to Western companies in this country as it exists in the rest of Africa and Arab countries, mainly due to religious factors and post-9/11 events .
From the Paper "In the field of detergents and similar material there are new opportunities in the country. The improvement of opportunities is coming from new varieties of products that are being introduced in the country as is the situation in the rest of the world. Apart from that, detergents are products that are required by people of all income groups from the lowest to the highest. The difference comes in their capacity to pat. The high income group is on the lookout for detergents that do not affect the expensive clothes that they use, and other related concerns like damage to color and similar problems, Apart from this they have to use products that have an excellent reputation, or at least an impressive brand name. It is true, of course, that these brand images do not always guarantee a superior product. The total market for detergents in South Africa amounted to over Rand 5 billion in 2002 as per the latest figures that are available."
Abstract Multiple branding is a marketing strategy of many major companies. Unilever, one of the world's largest producers of consumer goods, is one company that uses the strategy for many of its product types. To consider why this marketing strategy is effective, its usefulness is described for Unilever's washing detergent products. This begins with a description of the various brands and their characteristics. It is followed by a discussion of how this multiple branding assists the company.
From the Paper "Unilever produces several washing detergent products, each one with different features and a different target consumer. Omo is the major washing detergent brand, with annual sales of over $2 billion. The 2002 Annual Report notes that Omo is positioned "as a brand for mothers and their families" (Unilever, Annual Report 31). Surf is the second largest laundry detergent product, and is positioned as a good product at a value price. Persil is another brand of washing detergent, and is especially designed to be gentle on the skin. The Radiant brand is positioned as a laundry detergent that provides superior whiteness and brightness."
Abstract The paper demonstrates how branding is one of the most important aspects of marketing a product for the long term. However, a brand cannot function without an associated strategy that ties in with the company's overall goals and objectives. The paper shows how Procter & Gamble has been doing their branding well with Tide detergent. This product has made it through many transitions since it was first developed decades ago and continues to succeed against the competition and in overseas markets as well. The paper discusses Procter & Gamble's recipe for success and points out that one of the major ways that Tide has kept ahead of the competition is to continually change its formula and to offer variations.
From the Paper "Tide was ahead of the marketplace from its very beginning. After WWI, Americans cleaned their clothes with soap flakes. However, these flakes did not do well in hard water and would leave a ring in the washing machine, which made colors lackluster and whites a dismal gray. P&G changed all of this by developing synthetic surfactants that removed grease and dirt from the clothes and suspended these byproducts until they were rinsed away. Later, P&G mixed these synthetic surfactants with other ingredients that worked on tough stains and dirt and called the resulting product Tide detergent. When Tide was tested in 1946, consumers were quickly sold on the new product that outsold every other brand within weeks. It became so popular that store owners told customers that they could only buy so much at a time."
Abstract This paper explains that, identifying the best approach to providing the consumers of South Africa with laundry detergents and fabric care products, which meet their unique needs, is a significantly more critical than for most of their Western counterparts. The reason given is because water supply and safety issues in South Africa remain a major health concern and government programs to address this issue have not yet been successful. The author points out that, although the market for soaps continued to be dominated by Lever, Olivine and Colgate-Palmolive, the growing popularity of other toiletry lines created opportunities for large local firms, such as the Central African Pharmaceutical Suppliers (CAPS), and other smaller firms, such as Robins Remedies and Stobard & Wesley, and multinationals like Ponds and Boots. The paper outlines the methodology for the proposed study including (1) focus groups about South African habits and practices to understand consumer needs, behaviors and attitudes in the detergent markets; (2) AC Nielsen share (volume and value) data of the South African detergent market in the past 5 years to determine market size, splits, trends and overall performance by key players; (3) Porter's 5 Forces model to analyze the industry sector; (4) a company analysis of Unilever using data from their annual reports in order to understand marketing spending, trends and overall investment strategies and (5) an evaluation of successful marketing campaigns and strategies in markets with similar market demographics by other leading detergent companies to understand winning formulas in other markets. Illustration, charts and tables.
Table of Contents
Introduction
Importance and Rationale of Study
Scope of Study
Review of Related Literature
Background and Overview
South Africa Today
Unilever Today
Corporate Strategy at Unilever
Shift from Mono Branding to House Branding
Eliminate Furtive Branding Techniques in Favor of Corporate Branding
Porter's Five Forces Analysis
The Relative Strength of Buyers or Customers
The Relative Strength of Suppliers
Ease of Entry of New Competitors
Availability of Substitutes
Rivalry between Competing Firms
Methodology
Description of the Study Approach
From the Paper "In researching the South African detergent industry and its growth potential one cannot discountenance the impact of the huge Unilever conglomerate in the market. The South African detergent industry is one of the most established in the developing world, dating back to 1887 when William Lever, the founder of Lever Brothers, registered the Sunlight trademark. His first visit to South Africa in 1895 was to an under-developed country crippled by drought with poor communications and few skills. However, he believed products would ultimately be manufactured locally. Initially, this was not viable as tariffs on imported vegetable oils were considerably higher than those on imported soaps. As a result, consignments of Sunlight, the first wrapped and branded soap, were shipped to South Africa. From 1912 to the late 80's the detergent industry in South Africa grew driven by massive investments by the Unilever company."
From the Paper "Introduction
Procter & Gamble is faced with the decision of how (and whether) it should modify its marketing strategy with regard to its liquid detergent products. This product category has been particularly successful for the company, but a new product formulation is now available which gives the company the opportunity to enhance some (or all) of its current products in this category. In addition, the company could adopt a change in its pricing strategy in this category, or it could choose to introduce an entirely new brand. To complicate matters for the marketing personnel even further, the company also must consider the option of choosing more than one of these alternatives. This research considers the company's marketing position with regard to liquid detergents, and which alternatives is best in terms of helping the organization..."
Abstract This paper states that P&G's rise to the top was predicated on innovation, in product development, market research and in advertising. The author believes that not only is P&G's in touch with the pulse of the world's culture but also they have been active contributors to that culture's formulation. The author relates that the name Procter and Gamble is known to consumers around the globe because the company has consistently maintained one of the largest advertising budget of any consumer company in the world.
Table of Contents
Introduction
History
Segmentation
Brand Loyalty
A Deal with the Devil
Price Wars
Future
From the Paper "P&G was founded in 1837 when a Cincinnati father suggested that the two men married to his daughters, one a candle maker, the other a soap maker, should form a company together. The brother-in-laws, William Proctor and James Gamble, both Irish immigrants had settled in Cincinnati and met through the sisters they married. Each invested about $3500 a piece to form the start-up of a company that specialized in making soap and candles. In 1850, their trademark moon and stars logo began to appear on all their products. That trademark would become a source of P&G's greatest marketing setback, when it was falsely linked to Satanism a hundred years later."
Abstract This paper discusses how advertisements, sometimes insultingly, portray women as empowered in terms of taking on so much of the general cleaning labor, but the positioning of woman as the house-keeper remains unchanged. To explore this issue, it looks at a range of advertising for cleaning products, arguing that women continue to be portrayed in a limited manner and in fact are likely to be spending more time on cleaning as a result of social expectations for private spaces to be showcases.
From the Paper "For the most part, given most of these advertisements, it would seem that it is almost entirely up to women to deal with all of the grime in the kitchen, bathroom, laundry room, and anywhere else it may lurk. Whether it is an advertisement for Swiffer products, Tide laundry detergent, or the curious bathtub scouring substance known as Vim, women are consistently portrayed as the lone crusaders, responsible for such matters of the home, and that reinforces stereotypes that keep women as the lead in such roles. For despite making more progress in closing the gender-gap at work, studies show that women still have more to gain in terms of getting their husbands to pick up the slack at home."
