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Procter and Gamble in Europe Introduction Procter and Gamble henceforth to be called PG is an international supplier of consumer goods it is a global leader in health and beauty care products detergents diapers and food PGs presence in the hair care market in the US has been strengthened by innovative technology BC-18 and the replacement of an old brand Pert with Pert Plus- a mild shampoo with a fully effective conditioner PG decided to introduce BC-18 in Europe Traditionally the European market is highly competitive the main rivals are Colgate Unileaver and LOreal The European market is segmented ie value based and sensitive to price changes ie elastic demand The introduction of the new product BC-18 brings with it a new marketing strategy for the company In order to make a valued choice the 4Ps of marketing have to be considered At present the company must pose and assess several questions What name to use for the new product Bottle size to be used To market the brand as Pan European or regional How to price the product Where to produce and production capacity Promotion Marketing Mix Product BC-18 technology would offer the European consumers Great looking hair in a convenient way Currently PG are practicing a strategy called Euro-Balancing it entails the concept of standardising to the maximum and implementing localisation only where necessary By introducing a single brand name for its potential market PG does not have to create new marketing campaigns for targeted countries The European market is heterogeneous multicultural and multilingual therefore the name chosen for the shampoo should have to no connotations in a particular languages history or religion Moreover the name should be easily pronounceable in each culture The company is able to use the brand name of Vidal Sassoon which is an already well-known brand name in the United Kingdom West Germany and Scandinavia and fits to
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