P&G final .pdf



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P&G case

Old Spice

One
Shot
TEAM 14
RIVALIER Sylvain - SCALBERT Baptiste –
SARFATI Talia - ROUSSEL Agathe - SEDDIKI Lilia

Content Table
1.  P&G
2.  Our research plan
3.  The market definition: the French APDO market and the
PESTEL analysis
4.  Consumer insight: who are we targeting? What are we
offering?
5.  Competitors analysis: Old Spice positioning
6.  Porter’s 5 forces
7.  Internal analysis: SWOT and TOWS
8.  Our product
9.  Place: our selling strategy
10. Price: a competitive advantage
11. Promotion

P&G : Visions and objectives
P&G focuses on five core strengths to have its place in the consumer products industry.

Consumer
understanding
Uncover the needs of
consumers
Go to market
capabilities

Scale
Drive efficiency and
consumer value

Brand Building
Known all over the
world.

P&G

Reach retailers and consumers
at the right time in the right
place

Innovation
Translate consumer
desires into new
products.

Our research plan
Primary data

•  One online survey
•  One survey front of a French Supermaket –
interviewing customers
•  The supermarket survey was used to increase
the relevance of the online results that were
biased: only young male students answered it

Secondary
data

•  Nielson/Euromonitor database for general
information about the APDO market
•  P&G annual report for the year 2014

French APDO market
è Market in expansion:
8,8% growth since 2008
l 

€360 million a
year of sales

High concentrated
market: Unilever and
Laboratoire Lascad
owned more than half
of the market shares

è 1,1% growth per
year expected for the
coming years

Only 70% of French
people using
deodorant: high
potential for growth

PESTEL ANALYSIS
Categories

Analysis

Political

ü 

Economic

ü 

ü 

ü 
ü 

Social

ü 

Technological

ü 

ü 

ü 

Environmental

ü 

Legal

ü 

ü 

ü 

3% of its GDP is devoted to R&D
Tax incentives ( research tax credit, « Crédit d’impôt Compétitivité Emploi »)
Economic crisis: people’s budget is decreasing
Deodorant market represents €655 million in 2012 (2% increase in value sales)
Market dominated by Unilever France and Laboratoire Lascad
High relevance of people’s image, including smell
People’s fear against suspected harmful deodorants
High level of innovation expected in the future (natural/ eco-friendly deodorants,
deodorants kinder for the skin)
New technologies: 48h efficiency, anti-trace
Global warming issues
Demand for green products ( environmental & human health)
Regulations and legislations in France and EU (« Cosmetic product regulaion »
Regulation 1223/2009)
Associations and agencies of environmental and human health concerns

Consumer insight
•  A c c o r d i n g t o o u r s u r v e y
conducted on 150 potential
customers, efficiency is the
most important criteria for
choosing a deodorant.
•  Besides, a vast majority of
consumers (about 70%) prefer a
compressed format, easy to carry
on-the-go
è Goal: combining a small
compressed format and a high
efficiency in one deodorant

25
20
15
10

Not
important

5

Important

0

Customers' format preferences

Standard
32%
Compresse
d
68%

Consumer insight
•  Sprays format are the most popular according to our sample of
customers
•  Most consumers are very price-sensitive, which is reflected by a low
level of brand commitment (40%)
•  This means that our environment is very competitive, and we need to
price our product at a competitive price; we will design a packaging
that will catch the potential customer’s eyes
stick roll-on
20% 24%

60%
50%
40%

spray
56%

30%
20%
10%
0%
Yes

No

Our Target
Student or
young
professional

Proud of his
masculinity

He has a dynamic
social life

Man between 18 and 30

Well-educated from the
middle class

Sensitive to the
environment

Competitors analysis

20%

Axe
25%

Mennen

8%
14%

9%
14%

10%

Nivea
Narta
Dove
Adidas
Others

Brands market shares

è  Laboratoires
Lascad market
shares (Narta,
Mennen): 33,3%
è  Unilever market
shares (Axe, Dove,
Brut, Rexona,
Williams): 33, 5%

Old Spice perceptual map

è Old Spice can position
itself both on scent and
performance as it is where
the best opportunity lies

Porter’s 5 forces Analysis Conclusion
Components of the forces on the
deodorant market

Consequences
and evaluation of
the risk

- Many experienced actors on the market
- High initial investment (fixed costs)
- Importance of the brand image
- Importance of economy of scales
- Legislation and government restrictions (patent, licenses…)

Hard for new competitors to
penetrate this industry because of
the equipment required and the
advanced product life cycle.

- Substitution with the alum stone (nature and ecological – seen as a good healthy
product)
- Customer loyalty
-Differentiation from competition

People are looking for good quality
product, they like natural
ingredients, need to keep our clients

-Buyers are concentrated in supermarkets (quasi all individuals use deodorant)
-Buyers have medium swithching cost but they require a low price and efficiency

Price, efficiency and natural
ingredients are the main criteria
for customers

The bargaining
power of
suppliers

-High competition
-High volumes
- Importance of channels, facing and merchandising
-Increase of raw materials prices

Importance of relationship and
negociation with retailers

Rivalry between
competitors

-Market share
-Customer loyalty and brand image
- Merchandising and facing

Importance of advertisements

Potential
entrants

Threat of
substitutes:

The bargaining
power of clients

Porter’s 5 forces analysis
Potential
entrants:
Weak

Bargaining
power of
buyers
Strong

Rivalry
among
existing
industry firm
Strong
Threat of
substitute
products
Medium

Bargaining
power of
suppliers
Strong

SWOT analysis
STRENGHTS
• 
• 
• 
• 

Large marketing investments
Strong innovation field
Huge R&D expenditures
Emphasize on customer understanding
(5 millions consumers surveyed per
year)

WEAKNESSES
• 

• 

OPPORTUNITIES
• 

• 

• 

Growing market: 2% growth in 2012,
expected 1% annual market growth per
year between 2012 and 2017
New formats to exploit ( appearance
of compressed deodorants)
Relevance of eco/friendly deodorant
market

Weak presence on the French
deodorant market (1,5% in 2012)
More specialized in home care ( the 50
brand leaders of P&G are dedicated to
home care and represent more than
90% of P&G benefits

THREATS
• 

• 

Fierce competitors: Unilever and
Laboratoire Lescad (66% of French
market) and other numerous smaller
brands (Cadum, Nivea)
High price competition

TOWS analysis
STRENGHTS
• 
• 

• 

OPPORTUNITIES
• 
• 
• 

High growing market
New trends (roll-ons, eco-friendly)
Non-presence on the French
market : many possibilities to enter
the market
THREATS

Ø 

Ø 

Fierce competitors
High price competition
Raw materials price rise

Follow new trends (smaller format,
eco-friendly)
Focus on digital marketing

• 
• 

Ø 

Ø 
Ø 

Ø 
Ø 

• 
• 
• 

One of the major brands
Large marketing and R&D
investments
Focus on customers and innovation

W E A K N E S S E S

Ø 

Lower cost and sales promotions
Massive investments in marketing
and communication
Maintain high level of R&D
investments to be able to create
innovative products following the
new trends

Ø 

Ø 

Weak presence on French market
Not highly specialized in deodorants

Take benefit from the non-presence
of P&G in the French market to
develop a whole new and
innovative strategy
Focus on new trends
Target remaining deodorant’s non
users

Focus on differentiation and cost
cutting strategy
Adapt the strategy to French
people expectations : trend,
fashion, smell concern

Our exclusive Product
The Product Mix

1 range

1 line

=

The Product :
The One Shot

1 item

The packaging
Small size:
11 cm

Old Spice
unique smell
to reveal
your
masculinity

24 hours
efficiency

Simple,
design and
modern

Our concepts : compressed
deodorant
Compressed deodorant
75 ml only
but the same benefits as regular can
(performance+ lifecycle)
Easy to transport
More respectful to the environment
« Less is more »

Our concept: the One Shot
The One Shot Concept
A mechanism that would stop the spray just after
only one powerful press (like perfume bottle)
Prevent users from using their deodorant too
quickly+ optimize the usage of the product.

Marketing Channel structure
Clients
Hypermarket
(Carrefour, Auchan,
Leclerc…)

Old Spice

è Short

Supermarket/Up
scale chain
(Monoprix, Franprix,
Carrefour city…)

Distribution Channel
in order to maintain contact
and communication with the
retailers

Clients

Clients
Online Clients
(via Old Spice
website or other
website)

Convince retailers to buy Old Spice deodorant
⇒  Economical buying conditions: Prices (5,64€) Margins 35%
⇒  Using a PUSH Strategy
⇒  Sales potential with the communication made
⇒  Value for the shopper
⇒  Our relation as P&G actors

Avoid retailers’ marketing conditions on your positioning
It’s a pure impulse buying è must be easily seen
without having to look for it.
Negotiation for facing and merchandising è
capture attention
Negotiation with the retailers concerning
promotional activity and orders

Pricing

Our data comes from the
Nielsen database provided
and our own research
(Monoprix website – APDO
section)

Prices vary between 1,71€
(store brands) and 10,2€
(beauty retailers), with an
average of 4,7€ between four
major brands (Unilever,
Laboratoires LaScad, Sara
Lee and P&G)

Our final
price in retail
stores will be
5,64€

We decided to price our
OneShot deodorant at the
average market price + a
20% premium, since we
provide consistent valueadded to our customers

Pricing : competitors average price
Sara Lee
L'Oréal
Laboratoires LaScad
Unilever
MDD
Beauty Retailers
Hypermarket
- €

2,00 €

4,00 €
Moyenne

6,00 €

8,00 €

10,00 € 12,00 €

One Shot ad campaign
C’est pas la taille qui
compte

Le déodorant compressé par
Old Spice


Efficacité 24h

Our promotion strategy
•  How to get people to know Old Spice

on the French market?
èThrough a differentiate advertising
mode laying on humoristic, self amused
and ambitious expression and by staring
a famous French actor and humorist,
Omar Sy. Create mystery around the
brand at first could raise public interest
for the new product.

•  How

to reach our target in the most
effective way?
è By focusing our billboard campaign
on places that best relate to our target’s
lifestyle, that is to say in the subway, at
bus stop, in dynamic areas of cities

C’est pas la taille qui
compte

Our promotion mix
Target
One Shot targets active
men between 18 and 30
years old looking for
both efficiency and
unique smell.

TV advertisement
National
channels
Canal +
Being Sport
Others

Communication
objectives
Introduce the brand Old
Spice to the French users
through a humoristic
approach
P&G France promotion
budget: €233 millions

Internet advertisement
Youtube
Facebook
Twitter
Others

Conclusion
Thanks to P&G core values and strengths, we are proposing the One Shot
deodorant, a unique product that reflects future customers’ needs and
expectations regarding their deodorant.
Not only the unique pressure enables you to release the Old Spice special scent,
but it also ensures a 24h efficiency. Thanks to its compressed format, the One
Shot deodorant can be brought anywhere, at any time for any circumstances.
The one-line product would be release at a reasonable
price in order to create a strong competitive advantage.
It would present a simple but eye-catching design that
would increase instantly its visibility. In order to make a
big entry on the French market, Old Spice must see big
in its promotion and keep a humoristic approach.

Sources

Nielson Data France
http://www.pg.com/annualreport2011/innovating/oldspice.shtml
http://www.pg.com/fr_FR/index.shtml
https://www.youtube.com/watch?v=owGykVbfgUE
http://www.euromonitor.com/deodorants
http://www.ubifrance.com/ie/Posts-7481-deodorants-2013-market-overview
https://www.youtube.com/watch?v=Hq2SlCja3zo
www.krvorobyova.files.wordpress.com
http://health.howstuffworks.com/wellness/men/sweating-odor/stick-or-spraydeodorant.htm
http://www.consoglobe.com/deodorant-classique-vs-deodorant-bio-4191-cg
http://www.leguide.com/deodorants.htm
http://www.unilever.com/brands-in-action/
http://www.memoireonline.com/08/09/2460/m_Analyse-de-la-phase-delancement-du-nouveau-produit-Laicran-au-sein-de-la-Camlait-SA9.html
http://www.etudier.com/dissertations/Marketing-Le-Lancement-De-NouveauProduit/189188.html
http://www.conseilsmarketing.com/promotion-des-ventes/60-outils-pour-lancerou-relancer-un-produit-2


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