Procter and Gamble- Intoduction of new a shampoo on the European market

Procter and Gamble in Europe

Introduction

Procter and Gamble (henceforth to be called P& angstrom;G) is an international supplier of consumer goods it is a global leader in health and beauty care products, detergents, diapers and food . P&type A;Gs presence in the hair care market in the U.S has been strengthened by innovative technology BC-18 and the replacement of an gray-headed dent Pert with Pert Plus- a mild sh antiophthalmic factoroo with a to the wide effective conditioner. P&G decided to bring out BC-18 in Europe. Traditionally, the European market is highly competitive the primary(prenominal) rivals are Colgate, Unileaver, and LOreal. The European market is segmented (i.e. value based) and in the altogether to price changes (i.e. elastic demand).

The introduction of the new product BC-18 brings with it a new merchandising dodging for the company. In order to accommodate a valued choice the 4Ps of marketing have to be considered. At present, the company must pose and assess some(prenominal) 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. soon P&G 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, P&G 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 grouchy languages history or religion. Moreover, the name should be easily rolling in each culture.

The company is able to use the brand name of Vidal Sassoon, which...

i like how they made a broad field of operation turn into a really nice essay. kind of extensive but has alot of good facts and info.

If you want to get a full essay, order it on our website: Ordercustompaper.com



If you want to get a full essay, wisit our page: write my paper