Marketing Strategy for Ariel Detergent: PESTLE and SWOT Analysis, USP, and Promotional Strategies

Marketing strategy

Marketing strategy
Executive summary
Procter and Gamble (P&G) is one of the largest consumer products and detergent company. The
discussion in this paper will be on the Ariel product which is one of the popular products of
P&G. in the first phase of the report the emphasis on the in-depth analysis in which PESTLE
AND SWOT ANALYSIS is considered. The next phase of the report evaluates the USP concept
in relation to the Ariel product. The differentiation advantage is considered by the company so
that growth can be achieved. The next part highlights the strategies considered by the company
to promote the products. The next part of the paper elaborate about the different segments that
P&G has targeted and it is observed that the company has mainly focused on targeting people
who are engaged in the household sector. The last phase of the paper provides recommendation
about objectives and goals of the company and the strategies related to marketing mix.
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Marketing strategy
Table of Contents
Executive summary........................................................................................................................................2
Introduction....................................................................................................................................................2
Task 1.............................................................................................................................................................2
External and internal environment.................................................................................................................2
PESTLE ANALYSIS OF P&G.................................................................................................................2
SWOT ANALYSIS...................................................................................................................................5
Organizations competitive edge (USP)......................................................................................................6
Evaluation of the current strategy..............................................................................................................7
Pricing strategy......................................................................................................................................7
Promotional strategy..............................................................................................................................7
Task 2.............................................................................................................................................................8
Segmentation targeting and positioning.........................................................................................................8
Segmentation and targeting for P & G:......................................................................................................8
Positioning strategy..................................................................................................................................10
Recommended objectives and goals........................................................................................................10
Objectives from the product.....................................................................................................................10
SMART goals..........................................................................................................................................11
Recommended strategies.............................................................................................................................11
Conclusion...................................................................................................................................................12
References....................................................................................................................................................13
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Marketing strategy
Introduction
In this paper, the discussion will be made on Procter and Gamble (P&G). The company is one of
the largest American multinational consumer goods company. Headquarter of the company is in
Downtown Cinicinnat, Ohio, United States. Procter and Gamble was founded on 1837 by British
American William Procter and Irish American James Gamble (P&G,2019). There are many
subsidiaries of the company such as Gillette, Braun and the art of shaving. The founders of the
company were William Procter and James Gamble. The company is also involved in marketing
of the detergent products such as Ariel and Tide. Ariel and Tide are the popular detergent
products offered by Procter and gamble in the market. Ariel is known as the laundry detergent
which is launched in the market (P&G,2019).
Task 1
External and internal environment
PESTLE ANALYSIS OF P&G
 Political factor
It has been observed that P&G political action committee is considered as the voluntary,
nonpartisan political action committee. The company has to comply with the US Federal and
state laws that consist of Lobbying Disclosure Act and Honest leadership and Open government
Act. According to this act, the company has to report on the Lobbying activities and also with the
certification with the congressional gift rules (P&G,2019). In 2017, the company reported the
US lobbying expenditure of $3.3 Million in the Lobbying disclosure reports and it is observed
that the reports are filed with the clerk of the U.S house of representative in the U.S states. In
2015-2016, P&G reported the lobbying activity approximately of € 6, 00,000 to € 7, 00,000 on
the European Union level under the guidelines that are given by the EU Commission and also by
European Parliament. The company has to consider the legislative and public policy issues that
affect the bottom line and also the long term business interests (P&G,2019). Economic factor
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