CAMY _ Relaunch
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INTORDUCTION :ABOUT OUR COMPANY
Procter & Gamble Co.(P&G,NY SE:PG) is a Fortune 500, American global corporation based in Cincinnati, Ohio, that manufactures a wide range of consumer goods. As of 2008, P&G is the 6th largest corporation in the world by market capitalization and 14th largest US Company by profit. It is 10th in Fortune's Most Admired
Companies list (as of 2007). P&G is credited with many business innovations including brand management, the soap opera, and "Connect & Develop" innovation. According to the Nielsen Company, in 2007 P&G spent more on U.S. advertising than any other company; the $2.62 billion it spent is almost twice as much as General Motors, the next company on the Nielsen list. P&G was named 2008 Advertiser of the Year by Cannes International Advertising Festival. Three billion times a day, P&G brands touch the lives of people around the world. Our corporate tradition is rooted in the principles of personal integrity, respect for the individual and doing what's right for the longterm.
OUR PURPOSEWe will provide branded products and services of superior quality and value that improve the lives of the world's consumers, now and for generations to come. As a result, consumers will reward us with leadership sales, profit and value creation, allowing our people, our shareholders and the communities in which we live and work to prosper.
Improving the lives of consumers worldwide is about more than just great products. It's about taking responsibility for improving our communities around the world through the work we do, as a Company and as individuals.
PRINCIPLESWe show respect for all individuals. The interests of the company and the individual are inseparable. We are strategically focused in our work. Innovation is the cornerstone of our success. We are externally focused. We value personal mastery. We seek to be the best. Mutual interdependency is a way of life.
HISTORYIn 1837, Procter and Gamble was founded in Cincinnati by William Procter, a candle maker, and brother-in-law Gamble, a soap maker. Their joint venture started one of the most influential companies in all American industry. The company's first product was Ivory soap, introduced in 1879. For generations, Procter and Gamble has been built by scientists and consumer researchers; the latter finding out what the public wants and needs, and the former improving upon old products or inventing new ones to match these needs and desires. Several products were developed during the time period when William Procter's son, William Alexander Procter, took over the company (18901907.) William Cooper Procter began working in the company in 1883 and served as president of the company from 1907-1930. During this time, the company's sales rose from $20 million to $200 million. This was a period of growth in which the company built several plants: five in the United States, one in Canada, and one in England.
William Cooper Procter was a pioneer in many labor relation reforms. Procter and Gamble became the first American company to give half holidays on Saturdays and set up a profitsharing plan in the same year. Company policy was reworked in 1920, so that all employees were guaranteed 48 weeks of work per year. Other firsts include a disability pension plan, a life insurance plan, and employee representation on the board of directors. Today, P&G; goods are found in 98 percent of all American households. With additional products are sold worldwide, from the Arabian Peninsula to Argentina to India, the company remains committed to marketing superior products
SWOT ANALYSIS OF P&GP&G is a Global Company reaching out to almost 82 countries. A specialized company with a singular, steadfast focuses on the advancement of skin care and other consumer goods around the globe. It has a very strong global brand image. Since products of P&G have been used for more than 150 years, thus the brand loyalty among its buyers does exist. P&G s goal is simple, improving the quality of human life by providing high quality, safe and effective FMCGs, therefore making life easier for so many people around the globe.
The biggest strength of P&G as a company is having vast range of skin care product line including creams, lotions, shampoos, liquid cleansers and etc. It has a very strong brand name. Due to its strong brand repute, P&G has a huge customer base. The customers of P&G are extremely brand loyal and have less tendency of switching on to some other brand. P&G is always bringing innovations to sustain its customer base.
WEAKNESSThe major weakness of P&G is being less innovative than its major competitor Unilever. Some of the P&G products have failed in certain geographic areas, as the research for those products is not
conducted in all the geographic areas where the product has to be soled. For example, Oil of Olay failed in Pakistan, Camay failed here as well.
OPPORTUNITIESSome opportunities include the unexplored areas in the markets where P&G can sell its product. One of the opportunities for P&G is to invest in the segment for children. Another opportunity for P&G is to introduce food and beverages for Pakistani market, keeping in view the tastes and preferences of the people here.
Unilever is the biggest threat for P&G as that is the most aggressive competitor of P&G. With the advent of new FMCG providers in market with less priced products, people in markets like Pakistan where due to inflation customers can switch on to other low price products. As P&G is operating globally therefore the regulations of Government in different geographical areas may affect the policies of P&G. As the world economy is going through the unprecedented economy crisis that may prove to be a threat for all the businesses being operated globally
FAILED PRODUCTCAMAY SOAP PRODUCT DESCRIPTION AND PRODUCT DETAILSCamay is rich, creamy beauty soap. Camay is available in different fragrances: Camay is the name of a scented hand and body soap, made by Procter & Gamble. It was first introduced in 1926 and marketed as a "white, pure soap for women," as many soaps of the time were colored to mask impurities. Camay's slogan for many years was "Camay: the soap for beautiful women." It was later replaced with "For your most beautiful complexion at every age." Camay is still produced although many stores in the United States do not sell it anymore, as it has fallen out of popularity in recent years. Since it is still quite popular abroad, in the U.S. it is often found at immigrant-
oriented ethnic stores. For many years, Camay was a major sponsor of the soap opera Search for Tomorrow. Camay Soap was introduced in the USA in 1926 and in the UK in 1958. It was one of the first beauty soaps to be marketed in post-war Britain. The brand was seen as a luxurious and exclusive soap, which provided the ultimate in feminine glamour. In those early days, Camay became renowned for its use of exclusive French perfume, its pink colour and its rich lather. The name Camay was derived from the bar's own cameo stamp. "Camay" was coined from the French word, "camee," which means cameo, the jewel.
PRODUCT FAILURECamay was introduced in Pakistan. Extensive advertisement was done for the products. The soap was introduced with different scents to ensure variety. But Camay became unsuccessful in coping up the expectations of the customers. Therefore it was failed. One of the complaints of the customers was that Camay is highly soluble soap, due to which it is consumed highly and is not a cost efficient product. Camay failed to compete with Lux, Capri, Dove, Imperial leather etc. Even the different scents of the product could not contribute to its success. Customers did not accept such soap and ultimately P&G had to face a decline in the growth stage of PLC of Camay.
PLC OF CAMAY
RELAUNCH OF CAMAYNEW PRODUCT
CAMAY CAREOur product Camay Care is a face wash in a bar . Soaps are one of the most important consumer goods in every day life. The need for such a product is always there. Life is becoming more and more fast with every passing day and in order to cope with the time limitations people want products which are easy to use and do not consume time. Our product deals with the same need of people and is targeted specially towards those people who are good time managers; Camay Care helps people to satisfy their need of looking good within minutes. Our product is very simple and sophisticated. It will be a core consumer product, which will provide the consumers with the benefit of clean, healthy, shiny skin with relative ease and comfort. The product will be available in various types. Product will be available in diverse packs according to scents, and will be an economical product. Price of the product will be slightly higher as compared to the normal soaps, but still the value provided to the customers will be more as compared to the costs they will incur. To conclude, our product will provide the customer with great benefit of clean, healthy, shiny skin with ease, comfort and relieve from all everyday skin problems.
PRODUCT FEATURESMoisturizing soap that only penetrates into those skin pores that require to be moisturized and leaves the rest, thus a customized approach for every skin. Sensitive skin becomes more resistant to damage, creating a healthy look and soft feel. A solution to all acne problems and other abnormal "plugging" of pores, leaving skin free of blemishes and marks. Choosing the appropriate skin care products can be confusing and difficult. But this is Gentle enough for daily use, on both dry and oily skin types Medicated product creates a lasting effect on the skin. 4 in1