Market Research: Consumer Goods

Established in 1837, Proctor and Gamble (P&G) had developed a holy grail of principles and practices. Its philosophy is focused on individual talents, abilities and how best to make use of them. P&G source this talent from within the organization attracting people willing to spend their entire career with the company. Proctor & Gamble has developed a reputation of caution in the industry of household 's sundries and personal care products. It 's marketing strategies and judgements towards different markets stand out to the competition. Extensive marketing research and testing are "trademarks" that distinguish P&G in the industry. "Internal operations at P&G are described as thorough, creative, and aggressive by some, and slow, risk

Procter and Gamble Corporation was founded in 1837 in Cincinnati. The corporation was founded by William Procter, who was a candle maker along with his brother-in-law Gamble, who was a soap maker. Their combined venture sparked one of the most powerful and influential companies in America which is later called Proctor and Gamble. Their first product was introduced in 1879. It was an ivory Soap. In the Year 2013, they have a net income of 11.31 billion U.S. dollars, total assets of 139.26 billion U.S. dollars, and a total equity of 68.06 billion U.S. dollars. The company’s products are divided into groups: beauty and grooming, and household care. The company has a target market of the customers from the middle up class. They also

Procter & Gamble Co is an American global consumer goods company. P&G have various products that range from personal hygiene products to household products.

Consumer goods are goods which are intended for everyday private consumption. They cover a large product portfolio including food and non-food categories. The global consumer products market is valued at USD 3.5 Billion. The industry is growing at a CAGR of 3-4%. In the Indian market GCPL plays majorly in 4 segments – home care, hair care, liquid detergents & soaps, with the following products :

Procter & Gamble has strong brands to its name. The company boasts 24 billion dollar brands. It also claims 50 leadership brands that contribute 90% to its overall sales and profit.

Procter & Gamble (P&G) is a Fortune 500 American multinational company, and a world 's leading consumer goods company. P&G’s work is driven by a Purpose of providing branded products and services of superior quality and value to improve the lives of the world’s consumers now and for generations to come. P&G now has 50 Leadership Brands, which are among the world 's best known and which account for more than 90% of P&G sales. P&G entered the Chinese market through a joint venture in 1988. Now, P&G is the most successful foreign marketer in China as measured by market share.

The Proctor and Gamble Company is a multinational corporation, formed under the state laws of Ohio, whose principal office is located in Cincinnati, Ohio. The purpose of this company is to produce, manufacture, buy, and sell merchandise that falls into ten main categories: fabric care, home care, baby care, feminine care, family care, grooming, oral care, personal health care, hair care, and skin and personal care. Within these ten categories, the company produces, markets, and sells sixty-five individual products. They used to have a much larger inventory of products, but in recent years, the company went through a streamlining effort, and dropped almost one hundred products that were only making up five percent of their sales so that they would be able to focus on the sixty-five that accounted for ninety-five percent of sales. They sold the products and rights to the products to a number of different companies, through a series of trade agreements and buyouts.

Procter & Gamble is an American global corporation based in Cincinnati, Ohio. It’s known as the world’s largest consumer goods company. P&G is ranked 86 in the 2012 fortune 500 list with a revenue of $ 82.5 billion. As of 2008, P&G is the 23rd largest US company by revenue and 14th largest by profit. P&G India is a subsidiary of world’s largest consumer goods company Procter & Gamble a nd the largest and fastest growing consumer goods companies in India. P&G India, was established in 1964 and serves over 650 million consumers.

Although currently the global economy seems are fluctuation or even is experiencing a noticeable recession (??The Euro Area,?? 2008; Webster, 2008), request for luxury goods worldwide is enhancing and swiftly increasing, with over 200 billion dollars of annual sales on average every year. (Mcferran et al., 2014). Luxury items represent abundant consumer goods sales all over the world; worldwide selling of accessories, top grade apparel, beauty, jewellery and watches, and many other products (Roberts, 2010). For luxury industry major market segments are not limited into some developed western countries any more, the expansion of markets also reach to emerging markets like some Eastern developing countries or areas such as China (Sherman, 2009). Over and above the traditional developed segments of market new luxury market segments are developing rapidly. For example, performance by graduates of university with decent job as well as pretty high discretionary income, acted as the top twenty five percentage of the U.S. consumers who are called as Generation Xers, spend 1/3 more on personal luxury goods such as ornaments, high-end apparel, beauty as well as home luxury goods rather than those who are called as Baby Boomers (Park and Reisinger, 2009).

How many consumers go out of their way to buy Procter & Gamble products? Or Unilever products? Or PepsiCo products? Or General Motors products?

P&G has a global leader position in the consumer goods industry with many well known premium products in its portfolio like:

As per hoovers article “Johnson & Johnson, Kimberly-Clark Corporation, Unilever” are the major competitors of Proctor and Gamble.

Proctor and Gamble is serving customers in over 180 countries with their massive market capitalization. They have a purpose to live up to for their consumers in all of those 180 countries. They provide services and branded products that are of superior quality and great value which will improve the consumers’ lives in the world now and forever. As stated on their website, “Our purpose works to unify us in a common cause and growth strategy. It is powerful because it promotes a simple idea to improve the lives of the world’s consumers every day. P$G grows by touching and improving more consumers’ lives in more parts of the world…more

Procter & Gamble is a large company in the U.S. that manufactures consumer products. It has earned public image and reputation as one of the global best marketers. The produces and markets above two hundred products that it vends in approximately one hundred and thirty nations across the world. Procter & Gamble is leading international force in cleaning products, laundry detergents, pet food products and personal care products (Sandholm et al., 2006, p. 57). P&G is one of the largest US-based consumer products companies that have managed to develop successful business model in both domestic and international markets.

* 2. INDUSTRY ANALYSIS CONSUMER DURABLES • Consumer durables Sector can be classified as follows: – Consumer Electronics includes VCD/DVD, home theatre, music players, colour television, cameras, camcorders, portable audio, etc – White Goods: include dishwashers, Air Conditioners, water heaters, washing machines, refrigerators, vacuum cleaners, kitchen appliances, non-kitchen appliances, microwaves, built-in- appliances, tumble dryer, personal care products, etc. – Molded