Procter & Gamble Essay

919 Words Mar 23rd, 2012 4 Pages
Segmentation, Targeting, and Positioning: P&G | |


Procter & Gamble, one of the world's premier consumer goods companies. Some 99 percent of all U.S. households use at least one of P&G's more than 300 brands, and the typical household regularly buys and uses from one to two dozen P&G brands. How many P&G products can you name? Why does this superb marketer compete with itself on supermarket shelves by marketing seven different brands of laundry detergent? The P&G story provides a great example of how smart marketers use segmentation, targeting, and positioning. PROCTER & GAMBLE Procter & Gamble (P&G) sells seven brands of laundry detergent in the United States (Tide, Cheer, Bold, Gain, Era,
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We all want some of every one of these benefits from our detergent, but we may have different priorities for each benefit. To some people, cleaning and bleaching power are most important; to others, fabric softening matters most; still others want a mild, fresh-scented detergent. Thus, there are groups—or segments—of laundry detergent buyers, and each segment seeks a special combination of benefits. Procter & Gamble has identified at least seven important laundry detergent segments, along with numerous subsegments, and has developed a different brand designed to meet the special needs of each. The seven brands are positioned for different segments as follows: ? Tide provides "fabric cleaning and care at its best." It's the all-purpose family detergent that is "tough on greasy stains." ? Cheer is the "color expert." It helps protect against fading, color transfer, and fabric wear, with or without bleach. Cheer Free is "dermatologist tested . . . contains no irritating perfume or dye." ? Bold is the detergent with built-in fabric softener and pill/fuzz removal. ? Gain, originally P&G's "enzyme" detergent, was repositioned as the detergent that gives you clean, fresh-smelling clothes. It "cleans and freshens like sunshine. Great cleaning power and a smell that stays

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