Case Study Of Procter And Gamble: Pain Breaker In China

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Procter and Gamble “Pain Breaker” (PB) Marketing Line Over China
Report.

Done by:

Khaled Alaraddah
ID:10317
&
Barak Aljasmi
ID:2536

Introduction about Procter and Gamble (P&G)

Procter and Gamble was founded in 1837 in the United States, Ohio and it is now one of the largest consumer products companies in the world. Their main competitors are Unilever and Johnson & Johnson. It has operations in more than 80 countries, with more than 300 brands on the market in 160 countries. The best known P&G brands are Rejoice, Safeguard, Olay, Pampers, Tide and Gillette, which are currently No.1 brands in China's hair care. Products you mention are not hair care products. P&G came to China in 1988 and is currently headquartered in Guangzhou.
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Panadol
2. Aspirin
3. Advil
These companies have been in the Chines market for over 30 years and most of them are international companies.

Our Objectives

It is expected with the brand new positioning will achieve 4 major objectives:
• Improve Awareness level and build up image.
• Achieve sales target in 2018, with increase in brand growth.
• Increase market share for our key competitors.
• Contribute a significant percent of total profit.

The new positioning provides dual benefit reliefs of both pain and cold & flu symptoms to that of normal pain relief pills.

Target Market Strategy

Our target market is segmented into Adult’s and Children’s products, with the vast bulk of the children’s range being sold only through pharmacies, where parents can comfortably receive expert advice from trained pharmacists and staff. PB is available for adults in both grocery and pharmacy outlets.

Product And
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The sales split between "drugstores" and "supermarket" sectors is also similar to the overall market volume split. Majority of the business (75% in volume) comes from "drugstore" sector, including both chain drugstores (Watson's, Mannings) and general trade independent drugstores. The rest of the business comes from the "supermarket" sector including the 4 major chains of supermarkets (Wellcome, Park'N Shop) and convenience stores (Circle K, 7-Eleven) that are located in China.

The company will also anticipate an increase in consumer demand after the new advertising campaign is launched. Therefore, special trade deal promotions will be arranged even before the campaign to prevent any out-of-stock situation. Apart from listing Pain Breaker in all major supermarkets and drugstores, efforts were also made to gain extra display area for the product in all distribution channels. Check-out rack display rental and other point-of-sales materials which are displayed together with the whole Panadol range are displayed for maximum brand awareness and exposure.

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