Marketing Plan: P&G's New Cream and Gel Product Launch Strategy

This report outlines a comprehensive marketing plan for P&G's new cream and gel product, focusing on market analysis, SWOT analysis, competitive forces, and customer behavior. It includes segmentation and positioning strategies, marketing objectives, and a detailed marketing mix. The implementation section provides a budget plan and measures for evaluation and control, ensuring the product's successful launch and market penetration. The report analyzes consumer trends, identifies target demographics, and proposes strategies for pricing, distribution, promotion, and sales. It aims to achieve specific sales targets, expand product availability, and reach break-even points. The report also evaluates the competitive landscape and suggests strategies to mitigate potential threats and leverage opportunities for P&G's new product in the skincare market.

Principles of Sales and Marketing

Contents
Executive Summary.........................................................................................................................3
Introduction......................................................................................................................................3
Market Analysis...............................................................................................................................3
SWOT Analysis...........................................................................................................................3
Competitive Analysis...................................................................................................................4
Customer Analysis.......................................................................................................................5
Segmentation and Positioning.....................................................................................................6
Marketing Objectives.......................................................................................................................6
Marketing Mix Strategy...................................................................................................................6
Implementation................................................................................................................................6
Evaluation and Control....................................................................................................................8
Conclusion.......................................................................................................................................8
Recommendations............................................................................................................................8
References........................................................................................................................................9

Executive Summary
This report is based on the new product launch made by P&G Plc. The product named is
'P&G cream and gel made for people who are conscious with their skin and its protection. This
report has covered the market analysis for the company including the internal factors comprising
SWOT analysis and the external factors comprising competitive forces in market as well as
customer analysis for the company. Further the report has covered Segmentation and positioning
of the product along with the marketing objectives and marketing mix strategy for new product
of the company. Apart all the elements the report has also included the budget plan and the
measures for evaluation and control for the new product- 'P&G cream and gel’ in the market.
Introduction
The Procter & Gambler company (P&G) is an American international consumer goods
organisation with headquarters in Ohio, established in the 1873. P&G is very well known for its

wide range of consumer or personal health and personal care as well as hygiene products. These
products are organised in various segments such as Health care, Fabric & Home care, Grooming
etc. This marketing plan will include the market analysis of P&G company consisting internal
analysis for organization through SWOT analysis, external analysis of company using
competitive analysis and customer analysis for the company. Further the plan will include the
segmentation and positioning of the product in the market and mention the marketing objectives
to be undertaken for the product (Goffin and Mitchell, 2016). The plan will also mention the
marketing mix strategy, implementation of budget plan for product launch and will consists the
effective measures for evaluation and control of this process and strategies related to the product
launch.
Market Analysis
SWOT Analysis
Strengths Weaknesses
 High Brand Equity and the top
chocolate brand in the world.
 Strong customer loyalty for the
company's products.
 A well trusted and premium brand.
 Strong Distribution network as the
products are available almost
everywhere in the world.
 Better research and Development
structure and innovations in its
products.
 Well established workforce consisting
about 90000 employees across the
world.
 Controversies related to advertising etc.
 Product recall due to turning out
defective, affected the company's brand
image.
 Totally zero experience for company in
dealing with this product category.
Opportunities Threats
 Better reach and expansion  Increasing cost of raw material and

opportunities in rural markets.
 More competitive opportunists that can
increase the domination of the brand.
 Product range diversification across the
global markets.
 Establish its operation in the uncovered
markets.
other resources.
 Higher inflation rates in several
countries can reduce down the sales of
P&G.
 Price strategies by existing competitors
in skin moisturising cream and gel that
may cause threat of product survival in
the market.
Competitive Analysis
Bargaining power of Buyers- This competitive force refers to the dominating power of the
customers who buy P&G products. However, the increasing number of competitors influence the
customers by offering variety of offers and discounts related to their products. This turns up the
domination of the customers for the company. Hence, there will be high influence of this
competitive force on 'P&G cream and gel (West and et.al., 2015).
Bargaining power of Suppliers- P&G has created a large network of its business operations in
several countries across the world. Hence, the company is linked with several suppliers for raw
materials for manufacturing its products. In case of 'P&G cream and gel’ there will be ease in
availability of raw materials for P&G as it has large number of suppliers across the world. Thus,
the impact of this competitive force will be low.
Threat of Substitutes- There are number of substitutes available in this product category of
P&G. Products such as Lakme, Dove, Oriflame etc are the close substitutes for P&G cream and
gel and have good hold on the customers in the market which will create a strong competition for
the company in dealing with its new product in the market. However, P&G is trusted brand and
possess good brand image in all the markets and will effectively survive this competitive force.
The impact of this force will be moderate for the company.
Entry of new competitors- The rising demand for the personal and health care related products
among the people have led to the emergence of new competitive firms entering this product line.
But P&G has already established its business from several years and in more than countries
which gives the company to tackle these new firms and climb at the top position in case of 'P&G
cream and gel. The impact of this competitive force will be low for the company.

Rivalry among existing firms- There are many of the existing companies who manufacture the
similar type products and are in the market from long time in relation to the skin creams
category. Dove, Lakme and Oriflame are the most popular and market leader in terms of this
product and highly trusted brand in case of skin care women and high-profile people’s priority.
Also, the existing companies can influence the customers through their price strategies and
changes which will be a threat to P&G cream for surviving in the market. So, it will be difficulty
for P&G to overcome the market share of this company and prioritize its 'P&G in consumer's
purchase list. Also, the company is dealing in this product line for very first time and will have
some hurdles in this product selling. The impact of this competitive force will be higher for
P&G.
Customer Analysis
Consumer Behaviour and trends
The newly launched P&G will be possessing better quality of nutrients and energy related
elements than the other Skin moisturising cream and gel. There will be better and improved
variety of flavours that will include better taste along with the energy elements. All this in turn
will relate to the similar prices as that of existing products. Thus, the consumer behaviour will be
influenced by all these activities and better quality ingredients that will make the consumers to
look forward in purchasing this product.
The current market trend is the rising amount of health concerns and care oriented facts
among the people. People are more involved in maintaining body care and focussing towards the
usage of skin creams and gel for nourishment & care of skin. The concept of this product
completely matches the current trends and perception in the market and will accordingly provide
the best outcomes in the form of sales revenue and product popularity due to better brand image
and trust factor for P&G company in the markets.
Segmentation and Positioning
Segmentation- P&G will be segmented into demographic division of people. The major target
will be for the young girls and ladies below 35 years of age who are involved in physical
activities and are exposed to sunlight. The market will be segmented as per the age groups and
division will be done on the demographic component among the customers.
Positioning- Positioning includes how the product will be made available in the market and be
placed for influencing the customers to buy it. This product will be placed in all sort of

supermarket stores in different countries. The product will be placed with one separate section at
the stores to highlight itself and grab the attention of consumers. The product will also be placed
by collaborating with the local retailers in the cities as this will target its important customers.
Marketing Objectives
 To increase the sales target of at least 5% of P&G with respect to overall sales of P&G
products by the end of first 6 months.
 To initiate the sales growth of 2% from P&G cream and gel at the end of every quarter of
3 months.
 To expand the product availability in 10 more countries across Asia at the beginning of
2021.
 Reach the break even of the product by the completion of 2020.
Marketing Mix Strategy
ELEMENTS OF MARKETING MIX THEIR STRATEGIES
Product For the product, Company has chosen Skin
cream and gel. It will be different from the
other cosmetic products of the company. It will
be made by the various kinds of herbs which
will help in protection of skin from the dust
and maintain the brightness of the skin. It will
comes under the organic cosmetic products
which is very important for those customers
who are allergic to the chemical made cream
and gel.
Pricing For the selling of the new product (P&G Skin Cream
and Gel), company will choose Competition
based strategy which is also known as pricing
strategy (Payne and Frow, 2016). In this
strategy, Company will sell its products to the
same price as their competitors are selling.

Also, company can use differentiate pricing
strategies in different countries.
Place This new product of P&G company will
available to all the stores of P&G along with
all the cosmetic shops and stores. It will also
available on the e-commerce business sites
such as Nyka, Amazon and Flipkart etc. It also
can be available to the general stores and malls
too.
Promotion For the promotion of P&G Skin Cream and
Gel, Company will use both traditional and
modern promotion strategies. They will use the
combination of various promotional tools such
as Advertising, Personal Selling, Social Media
Marketing, Email Marketing, Content
Marketing, Digital Marketing, Online
Marketing, Sales promotion and sponsorships
etc. This will help organization to create
awareness about their new products to the
customers.
Implementation
P&G
Plc
State
ment
show
ing
estim
ated
cash

recei
pts
and
paym
ents
for
12
mont
hs
Particulars
Janu
ary
Febr
uary
Marc
h April May June July
Augu
st
Septe
mber
Octo
ber
Nove
mber
Dece
mber
Cash at the
beginning 7000
5195
0
5040
0
5105
0
5320
0
5625
0
5800
0
6235
0
6596
0
7228
0
8066
0
9072
0
estimated cash
inflows
Cash sales 6500 7800
1000
0
1150
0
1320
0
1200
0
1460
0
1500
0
1670
0
1753
0
1900
0
2100
0
collection from
creditors 1200 3000 3200 2400 3100 2700 3000 3300 3540 4500 5400 6000
Bank loan
5250
0 0 0 0 0 0 0 0 0 0 0 0
interest on
investment 0 300 300 400 400 500 600 600 800 900 900 900
Total cash
inflows
6720
0
6305
0
6390
0
6535
0
6990
0
7145
0
7620
0
8125
0
8700
0
9521
0
1059
60
1186
20
estimated cash
outflow
payment made to
suppliers 3000 3150 3400 3650 4000 4200 4600 4840 4970 5000 5240 5300
operating 4000 4250 3200 3250 3400 3000 4000 3200 3500 4300 4750 5000

expenses
repayment of loan
@ 10% 5250 5250 5250 5250 5250 5250 5250 5250 5250 5250 5250 5250
short term
investment 3000 0 1000 0 1000 1000 0 2000 1000 0 0 1200
Total cash
outflows
1525
0
1265
0
1285
0
1215
0
1365
0
1345
0
1385
0
1529
0
1472
0
1455
0
1524
0
1675
0
Net cash
available with the
company
5195
0
5040
0
5105
0
5320
0
5625
0
5800
0
6235
0
6596
0
7228
0
8066
0
9072
0
1018
70
Evaluation and Control
There are various ways through which P&G Company can evaluate their marketing
strategies. These methods of evaluation and control are as follows –
The end objectives of every marketer’s efforts are to enhance the sales volume and
profitability of the company. Thus, company can use various tools to measure that how
marketing campaigns of the organization are impacting the customers and their buying
behaviour. Also company can look upon the sales of the company before a marketing
campaign starts and after some times, company can analysis its sales in order to getting to
know about the impact of its marketing strategies on the new products’ sales. In case there is
increase in the sales volume of product as compared to marketers’ prediction, it means
marketing strategies are good for the company but if there is huge gap between prediction and
actual sales volume, then company should change in their marketing strategies.
Another evaluation and control method, P&G can adopt is to compare between the
strategies of company itself and company’s competitors. In case P&G Company is
implementing same marketing strategies which company’s competitors has adopted ( Kotler
and et.al., 2015). Then organization can compare them with their competitors in order to find
deviations in regularity, quality, content and response of the both companies’ customers
towards the products. After finding deviations, company should immediately take review on
their marketing strategies and try to analysis why deviations are arising. After that company

should accordingly change in their marketing plan, strategies and mix in order to mitigate the
deviations.
Conclusion
From the above study, it has been summarized that marketing is an important function of
business. Marketing is directly link to the sales volume and profitability of the organization. Due
to marketing strategies and activities, company are able to create the awareness and interest
about the products and services between their customers. For that they do marketing plan which
is very important component of marketing. Marketing plan helps organization to implement their
marketing strategies in a proper way which lead company to easily access to their customers and
attract them easily. There are various action series which is required to be fulfilled by the
marketers of the company in order to enhance their sales of the products, create values for the
customers and increase their brand image. Overall if company’s marketing plan go success, it
can lead organization to gain competitive advantages over its competitors and get loyal
customers.
Recommendations
Following points can be recommended to the P&G Company in regard to their marketing.
These points are as follows –
Company should improve and develop cross department workflow in order to make
marketing strategies, plans and activities success. There should be strong interrelationship
between all the departments and marketing department.
Company should analysis their target market properly and for that they should use proper
strategies and tools in order to get to know about their needs, wants, perceptions, buying
behaviours and attitudes towards the products. It will help company to do promotion and pricing
determination of the products easily which will help organization to create customers values.
Company should involve every stakeholder in their marketing plan and process in order
to get to know more about their perceptions and their impacts on the marketing activities conduct
by the organization. It will help company to easily reduce the negative impacts of stakeholders
on the marketing and get support from them to promote their products and services which will
improve their customer’s relationship and enhance their brand image.

Company should develop 2 to 4 key metrics which will help in guiding all the marketers’
marketing efforts and activities. Without developing these metrics as benchmarks, company’s
marketing team will have nothing to achieve or maintain like marketing standards or quality.
There are various metrics through which company can measure the standards or quality or
effectiveness of their marketing.