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Marketing Presentation

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by

Barbara Noel

on 21 February 2013

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Transcript of Marketing Presentation

P&G, Unilever, Panasonic Developing a Global Vision Proctor & Gamble Unilever Panasonic Description of the Case as it pertains to Ch. 5 Description of case cont. Case study P&G, Unilever, Panasonic By: Barbara Noel & Stefan Norbom The case study discusses P&G, Unilever and Panasonic initiative to market to the global poor who live on less than $2 per day. These companies are: Multinational corporations - companies that heavily engaged in international trade, beyond exporting and importing. Use multidomestic strategy – when multinational firms enable individual subsidiaries to compete independently in domestic markets. P&G, Unilever and Panasonic have made investments in Beijing and India that have led to several changes in its existing products and development of new products specifically for poor, rural customer’s needs. Case Study P&G, Unilever, Panasonic Questions The five methods for entering foreign markets Answer Answer The $2 A-Day Initiative 1. Which of the five methods for entering foreign markets did P&G and Unilever use for reaching the $2-a-day consumer, and how did they did so? 2. Discuss P&G's global marketing mix. What type (s) of product and promotion strategies has it used? What about distribution and price? 1. Out of the five methods for entering foreign markets, P&G and Unilever used direct investment for reaching the $2-a-day consumer.
P&G and Unilever have invested in teams to do extensive lifestyle research in emerging markets. P&G invested in a regional research and development facility in Beijing so that they can do research and develop products in Beijing instead of having to do it in the company’s Cincinnati, Ohio headquarters. Answer (cont.) The End Answer Cont. Unilever invested in a division in India that developed Pureit, a $43 battery-powered water purification system. However, direct investments have high rewards and high risks.
One of the major risks is that due to how difficult and time consuming lifestyle research and product development is for poor, rural customers, it will take years before the companies make a profit from their investments. Established in the 1980s
Over 400 brands (health and well being)
Sales growth of 6.5% (2011)
Worldwide turnover $61.8 billion
171,000 employees
Dove, Degree, Ben & Jerry's
Responsible business
Eco-friendly
Innovation
$1.3 billion R&D Goal to provide branded products and services of superior quality to improve lives
Crest, Tide, Bounty
Established in 1837
126,000 employees
$83.7 billion sales (2012) Established in 1918
331,000 employees
Among the largest Japanese electronics producers
$83.8 billion sales (2012)
Eco-friendly 2.
Global marketing mix
Blend of product, place, promotion, and pricing strategies designed to produce mutually satisfying exchanges worldwide

P&G
Standardization: single product for all markets
Example: Head & Shoulders

Product invention: Creating a new product or drastically changing an existing one
Example: Tide Naturals (free of chemical irritants) Product adaption: slightly alter existing products
Example: Increased package size

Promotion adaption: maintain same product but alter promotional strategy
Example: Demonstrators in India for disposable diapers

Distribution
Increasing the awareness of their products to population (disposable diapers)

Pricing
Are not just diluting the top-tier products
Innovating to cut costs
$70 million for R&D facility
Larger package sizes with same price
Full transcript