1.0 EXECUTIVE SUMMARY
Procter & Gamble (P&G), the large US consumer products company, has a well-earned reputation as one of the world's best marketers. One of P&G well-known product is Joy Liquid Dishwasher. Joy was re-introduced in Malaysia in September 2013. As the price is slightly higher than the competitors, the demand for Joy Liquid Dishwasher is defeated with the competitors brand such as Axion and Glo. Therefore, this report was commissioned to examine the situation. The research draws attention to:
I. High price
Compare with other dishwashing liquid brand, Joy is quite expensive dishwashing liquid.
II. Functionality
The customer behaviour in using liquid dishwashing, where they press an excessive amount of the liquid.
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So this will give a good attractive advertisement to attract customer to buy and try this product.
3.1.4 Threats
I. Competitors
There are many brand of dishwashing liquid in the market. The price of that brand is cheaper than Joy. Average of consumer in Malaysia is a middle income customer. They prefer to buy things that not too expensive. So they might choose other brand rather than Joy.
3.2 INDUSTRY ANALYSIS Dishwasher can be divided into three types which are paste, liquid and gel. The cheaper price for dishwashing is paste type whether liquid and gel is expensive than paste type. In Malaysia, most of lower income customers prefer to buy paste dishwasher because it cheaper and long durability. While middle and higher income usually use liquid or gel dishwasher because this type of dishwasher always come out with various flavour and gentle to skin.
3.3 COMPETITOR ANALYSIS There are many competitors in dishwashing product. The competitors in dishwashing product usually compete in the price of dishwashing. This is because the ingredient and technology of dishwashing almost same and there is no differentiation between the brand. Table 3.1 below shows price among competitors brand and price is refer in Tesco supermarket.
Brand Manufacture Price
Sunlight Unilever Refill pack: 700ml = RM4.50
Liquid: 1000ml = RM5.99
Labour Lam Soon Paste: 400g = RM 2.29
Liquid: 900ml = RM 2.59
Zip Lam Soon Liquid: 900ml = RM 3.30
Axion Colgate-Palmolive
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