Marketing Plan for Procter & Gamble

Running head: MARKETING PLAN FOR PROCTER & GAMBLE
MARKETING PLAN FOR PROCTER & GAMBLE
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1MARKETING PLAN FOR PROCTER & GAMBLE
1.Executive Summary
The report is based on the analysis of the international expansion related plans that is being
made by P & G, which is multinational organization of American origin. The company
mainly operates in the FMCG sector. The organization is facing stiff competition from other
FMCG organizations like Loreal and Unilever in the various countries where it operates. The
company is mainly aiming at increasing its revenues and international presence by expanding
its operations to the other countries. The country that has been chosen for the international
expansion related plans is Nepal in Asia. The brand that is chosen for expansion related plans
of P & G is Pantene. Asia has always been a booming market and has been able to provide
huge business to the organization in all the different sectors in the industry. This is the main
reason behind the choice of target market by P & G. Nepal also has a booming economy and
the choices of the consumers are similar to those of the consumers of the countries in Asia.
This will make it easy for P & G to easily decide its target market and further offer the
products that will be suitable for them. The strategy of the company related to products, the
prices of the products and the promotions are analysed in the report. The distribution related
strategy is also discussed in detail. The financial budget of the company is analysed in the
report which will help P & G in planning the operations in Nepal.

2MARKETING PLAN FOR PROCTER & GAMBLE
Table of Contents
1.Executive Summary....................................................................................................1
2.MARKETING OBJECTIVES....................................................................................3
3.TARGET MARKET...................................................................................................4
4.PRODUCT STRATEGY............................................................................................6
5.PRICING STRATEGY...............................................................................................8
6.PROMOTION STRATEGY.......................................................................................9
7.DISTRIBUTION STRATEGY.................................................................................10
8.FINANCIAL SUMMARY........................................................................................12
References....................................................................................................................17

3MARKETING PLAN FOR PROCTER & GAMBLE
2.MARKETING OBJECTIVES
Procter and Gamble Co. or P & G is a multinational organization of American origin
which provides consumer goods. The headquarter of the company is located in downtown
Cincinnati, Ohio and was established in the year 1837 by Irish American James Gamble and
British American William Procter. The company specializes in personal care products and a
wide range of the various cleaning agents (Us.pg.com, 2018).
The report will be mainly based on the international expansion related plans of
Procter & Gamble in another country in order to compete with the other well-known
organization operating in the same industry including, Loreal and Unilever. The major aim of
the company is to increase its revenues by increasing its international presence in the various
areas of the world. The country that is chosen for the expansion related plans of P & G is
Nepal and the brand that is decided to be launched is Pantene.
The major marketing related objectives of Procter & Gamble related to production of
Pantene in Nepal are as follows,
International growth of the organization in Nepal so that it can successfully
compete with the shampoo based products manufactured by its competitors,
Unilever and Loreal. Obtain about 20% of the entire retail market share of
Nepal.
The other goal which is related to the marketing plan of the organization is to
increase its global presence and focus on every segment of the market with the
help of its famous brand Pantene (Aliouche 2015). Achieve at least 3 types of
hair products for each of the consumers in Nepal.

4MARKETING PLAN FOR PROCTER & GAMBLE
The target of the organization is to achieve total revenues of more than Re. 30
lacs. The total profits that are aimed to be achieved by the organization is
more than Re. 10 lacs in the first year of its operations in Nepal.
3.TARGET MARKET
Market segmentation of P & G – The market has huge number of buyers and the
wants and the desires of the buyers are also different from each other. The market
segmentation related process of P & G aims to divide the large heterogeneous market of the
organization into numerous smaller segments which can further help the organization in
reaching the customers easily and in an efficient manner (Basnet 2014). The important
strategies related segmentation that can be used by P & G in its target market Nepal are as
follows,
Consumer based market segmentation – The process of market segmentation based
on the consumers of the company consist of major variables which are,
 Demographic segmentation - This process of segmentation is based on
various demographic variables like, age, sex, family size, income and
occupation. These variables will affect the choice of products that is
made by the consumers.
 Geographic segmentation - Other major segmentation process of the
consumers is geographic segmentation. This process consists of other
variables like, climate region of the world, density of the population.
The weather and climate of Nepal will affect the choice of the different
types of shampoos provided by its brand Pantene (Baral et al. 2016).
 Psychographic segmentation - This is another method which divides
the various consumers into group based on life style and social class.

5MARKETING PLAN FOR PROCTER & GAMBLE
The consumers who belong to the same demographic group can have
different psychographic preferences. The consumers of Nepal are
divided into various social classes even though they belong to the same
demographic area. The Pantene brand provides shampoos of various
ranges and the choice of the suitable product depends on this factor
(Kim and Aguilera 2016).
 Behavioural segmentation – This method of segmentation can be used
by P & G to divide the consumers based on the attitudes, knowledge,
uses and the responses that they provide to the product. The behaviour
related variables are crucial for the easy segmentation of the markets
(Chaisse and Bellak 2015).
Target market – The marketing strategy of P & G mainly involves targeting the
market which can be used to evaluate segments of a company that has been developed. The
target market of P & G can be selected by using the following strategies,
Undifferentiated market – This strategy is used by P & G when the company
wishes to ignore the various segments that are present in the market and
further target the entire market. This strategy can also be termed as mass
marketing strategy. The products which will be offered under this strategy are
therefore targeted towards all the market segments. This strategy is related to
the offering of general products to the consumers of all the different groups of
P & G. The products that are offered with the help of this strategy are the
different kinds of shampoos provided under the brand of Pantene (Deresky
2017).
Differentiated market strategy – This marketing strategy involves the
significance that is given to the various target market segments of the