Procter and Gamble (P&G) India

Paper Summary:

This paper explains that, although Procter and Gamble (P&G) has had a presence in India for nearly 15 years, it has not yet marketed its globally very successful Bounty paper towel product in this country. The author points out that, because currently in India paper towels have a very limited presence and because Indian families are often very traditional in their ways of living and culture, Bounty would have to become one of their social preferences for cleaning spillage and messes. The paper recommends that P&G 'piggyback' Bounty paper towels on existing distribution channels used for P&G's other household items and that the marketing team for this product should be made up of existing P&G India employees.

Table of Contents:
The Business Concept
Why Export?
Sources of Information
The Target Market
Size and Dynamics
Competitors
Customers
Market Objectives
Pricing Strategy
The Product
Market Entry
The Political Environment
The Business Environment
Entry Strategy
Sales and Distribution
Positioning and Messages
Possible Marketing Techniques
Implementation

From the Paper:

"One of the most prominent manufacturers of paper towel products in India is the Kimberly-Clark Lever (K-C) Company. K-C has annual sales of US$15.1 billion and distributes its products in more than 150 countries. K-C specializes in manufacturing paper products and has launched Kleenex and Scott brand paper towels in India. K-C has saturated 17% market share in the Indian paper products market. These products have features such as quilted embroidery that allow for quick absorption. Also, the paper towels are packaged as single sheets as opposed to rolls."

Sample of Sources Used:

• Bharadwaj, V T., Gautam M. Swaroop, and Ireena Vittal. "Winning the Indian Consumer." The McKinsey Quarterly 2005. 23 May 2006 <http://www.mckinseyquarterly.com/article_abstract.aspx?ar=1659&L2=16&L3=20>.
• Jordan, Miriam. "Marketing Gurus Say: in India, Think Cheap, Lose the Cold Cereal." The Wall Street Journal 11 Oct. 1996. 22 May 2006 <http://proquest.umi.com.remote.libproxy.wlu.ca/pqdweb?index=62&did=103319 36&SrchMode=1&sid=4&Fmt=3&VInst=PROD&VType=PQD&RQT=309&VName=PQD&TS=1148833509&clientId=27850>.
• Bailay, Rasul. "Small Packets, Big Business." Far Eastern Economic Review 166 (2003): 40-41.
• India: Index of Economic Freedom. The Heritage Foundation. 2006. 23 May 2006 <http://www.heritage.org/research/features/index/country.cfm?id=India>.
• Johansson, Johnny K. "Local Politics Go Antiglobal." Global Marketing (2006): 318.

More papers on Procter and Gamble (P&G) India:

• Research Proposal # 147958 : "Procter & Gamble (P&G) in the Chinese Market"
• Case Study # 68623 : "Procter and Gamble (P & G)"
• Research Paper # 25555 : "Procter and Gamble"

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