Procter & Gamble (P & G) is the biggest producer of household products in the USA. The company was established in Cincinnati in 1837. After the WW2 the company began its expansion in Europe and then – to the rest of the world.
The company has one of the largest and strongest portfolios of well-known brands with proved qualities, including more than 250 brands like Ariel, Pampers, Pantene, Head and Shoulders, Wella, Gillette, Max Factor, Hugo Boss, Blend-a-Med, etc. By 2005 the company operated in more than 160 countries and had over 100 000 employees. More than a half of the revenues of P & G are derived overseas.
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[...] The company also made another though choices for its strategy : The existing four core businesses of Procter & Gamble (Baby Care, Fabric Care, Hair Care, Feminine Protection) must grow into stronger global leaders; The growth focus must be on the big brands, the big countries and the leading customers. P & G must concentrate on the existing and the future billion-dollar brands; The company needs to develop businesses (such as Personal Health Care and Beauty Care) more asset-efficient businesses towards global leadership potential; The company needs to regain its leadership in Western Europe; Procter & Gamble needs to form a balanced mix of developed and developing markets by creating low-income offerings in major categories. [...]
[...] Only this way Procter & Gamble will have the insight for possible innovations and other new opportunities Brand-building. P & G also needs to keep its positions as a brand-building leader. The company has one of the strongest portfolios with 23 billion-dollar brands. According to me, P & G needs to concentrate on these brands and the other 20 half-billion-dollar brands, because these 43 brands create more than 90% of the profit of the company Innovation. P & G has to keep its innovation leadership in the consumer industries. [...]
[...] Procter & Gamble has to continue the growth of total company sales from these markets. My recommendation for action : the company has to build consumers' awareness of the quality of the products. P & G also has to make its most popular brands more accessible and affordable for the clients. The distribution system needs to reach more consumers through new retail channels. According to me, the most important areas for Beauty & Grooming products are : - Drug stores; - Pharmacies; - Perfumery stores. [...]
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