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The Procter & Gamble Co. is a global manufacturer and marketer of consumer products for the Beauty and Grooming, Health and Well-Being, and Household care segments. It was founded 175 years ago and has risen to become an American icon with products like Pampers, Tide, Head and Shoulders and Gillette. It markets more than 250 brands to nearly 5 billion consumers in 140 countries. The total annual net sales equal 83 billion dollars, making it one of the largest fast moving consumer goods companies in the world. Procter and Gamble is an established household brand around the world. It is a leader in the development, distribution and marketing of the five main segments they cover. These segments are Fabric and Home Care, Baby Care and Feminine
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In many segments P&G competes with other branded products as well as private labels. The product segments in which they compete have different price tiers and P&G’s current product line is perceived at premium price. This is problematic as some of their main segments like household care are becoming more and more commoditizing, making consumers less attentive of product characteristics and more focused on price differences. Moreover, competitors like Unilever and Colgate Palmolive are catering to the price sensitive consumers, with a special focus on the developing world.
The firm is known for its extensive R&D and innovation focus, which is and especially used to be a main source of their competitive advantage. One of the product lines of P&G, which demonstrated exceptional strategic insight and vision to win market share, is Pampers. Pampers was introduced as the world’s first pair of disposable diapers and has been mimicked by competitors like Huggies ever since. However, this project will aim to explore all of the different issues mentioned, through the brand management of pampers, which remains one of its leading