Extracts from this document...

Introduction

MARKETING PLAN: PREMIUM PAMPERS HYGIENE 1. Situational Analysis P&G penetrated the Malaysian market around 1987 through its acquisition with Richardson Vicks Company. The disposable diaper brand Pampers was and still is among P&G's famous brand names in Malaysia. Since the entry of P&G into our market, Pampers has been the heritage brand for disposable diapers in Malaysia throughout the years. 1.1 Malaysian Market Summary The differentiation in the Malaysian diaper industry is one of a differentiated Oligopoly whereby only a small number of very large manufacturers control most of the disposable diapers industry. P&G being one of the largest manufactures of disposable diapers invests million of dollars each year in product innovation as well as R&D (research & development) which includes studying it's business market in terms of market segment, market needs and targeted customer. This marketing plan is to introduce pampers brand disposable diapers for the Nouveau Rich families in Malaysia. In order to effectively market and sell its new product, P&G studied the Malaysian market in terms of the focused market segment, targeted customers and the market needs. Target Market: "Malaysian Nouveau Rich families." Wikipedia defines Nouveau Rich "as a person who has acquired considerable wealth within his or her generation." In other words, nouveau rich families are the wealthy and successful group in Malaysia. 1.1.1 Market Demographics The target market is looked at geographically, demographically as well as the behaviour factors. i. Geographics * Geographically, P&G will market its new product in west Malaysia as well as east Malaysia. ii. Demographics * Referring to Department of Statistics Malaysia, as at December 2007; 17,600 babies were born in Malaysia. ...read more.

Middle

The consumer products business in developing markets is expected to be a significant opportunity for FMCG majors globally. This is primarily due to the fact that these markets are witnessing growth across three basic demographic factors: population growth, household formation and household income growth. These factors have driven developed market growth for decades and are now driving strong growth in many developing markets. Malaysia, for example, is now considered one of the most lucrative markets by FMCG companies, which could be further explored by the company. iv. Threats * The rise in commodity prices The company is witnessing a significant increase in its raw material prices due to the 41% increase of oil prices in 2008. Due to this P&G is facing higher commodities costs, which is expected to have a negative impact on the profit margins. P&G can offsets these costs by increasing the prices of its products but the result of a price hike in the Pampers brand in the Malaysian market could drive customers to choose cheaper or local brand disposable diapers. * The high possibility of recession in the near future In the case recession occurs, sales in the Pampers brand diapers might suffer as customers opt cheaper or local made disposable diapers. This will affect P&G's overall net sales and profit margin. 1.3 Competition Pampers biggest rival in the Malaysian market is Huggies brand from Kimberly Clark corporation, followed by Drypers and Mamy Poko. Other disposable diapers brands in the market are PetPet, Pureen, Hey Baby, Baby Like, Fitti and Drypex. P&G's new innovation of Pampers and its targeted niche market helps maintain the company's competitive edge over all the other competitors in the market. ...read more.

Conclusion

and Act Locally (MDOs). This approach is supported by our commitment to operate efficiently (GBS) and our constant striving to be the best at what we do (CFs). This streamlined structure allows us to get to market faster. 2.8 Contingency Planning * Difficulties and risk - high expectation from Nouveau Rich families niche segment and marketability of the product. * Worst case risk include - determine the maximum loss level, capital loss and liabilities. 2.9 Executive Summary Pampers is a trademark of Procter & Gamble and the company's largest global brand and is the world's top-selling diaper brand. Procter & Gamble (P&G) was founded in the 19th Century (1837) and has emerged as one of the largest consumer goods manufacturing and marketing companies in the world. P&G penetrated the Malaysian market around 1987 through its acquisition with Richardson Vicks company. The disposable diaper brand Pampers was and still is among P&G's famous brand names in Malaysia. Since the entry of P&G into our market, Pampers has been the heritage brand for disposable diapers in Malaysia throughout the years. Overall, the disposable diaper market focus in Malaysia has been on the mid-class income families. Pampers is to introduce a new advanced technology to the nouveau rich group in Malaysia. This will enhance its market share as well as market growth thus increase profit margin. The latest innovation will meet the needs of a niche segment in the market. Thus increase its market share and profit margin in Malaysia. Reference: 1. Marketing Management 12e , by Philip Kotler & Kevin Keller 2. Contemporary Management 10e, by Boone & Kurtz 3. http://www.entrepreneur.com/marketing/marketingbasics/marketingplan/article43026.html 4. http://www.pg.com/investors/annualreports.jhtml 5. http://pg.sitebase.net/global/aai/pages/content/malaysia.html 6. http://www.epu.jpm.my/RM9/html/english.htm 7. http://www.msnbc.msn.com/id/19099031/page/2/ 8. http://web7.bernama.com/bernama/v3/news.php?id=318742 ?? ?? ?? ?? PROCTER & GAMBLE MARKETING PLAN 4 PROCTER & GAMBLE MARKETING PLAN ...read more.

This student written piece of work is one of many that can be found in our AS and A Level Marketing & Research section.