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Procter & Gamble Crest Whitestrips Strategy

Procter & Gamble is a consumer goods company founded in 1837 that employs 138,000 people worldwide. It has nearly 300 brands across personal care, home care, health care, and pet care. The document focuses on Procter & Gamble's Crest Whitestrips teeth whitening product and the at-home teeth whitening market. It notes competitors are taking market share with cheaper prices and better advertising. It evaluates strategies like adding lower-priced Whitestrip products to appeal more customers and compete against rivals to regain market share.

Uploaded by

Ajay Krishna Naidu
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd

Topics covered

  • stakeholder engagement,
  • customer engagement,
  • competitor analysis,
  • pet care,
  • market entry barriers,
  • marketing strategy,
  • product pricing,
  • competitive landscape,
  • future growth,
  • product differentiation
58 views9 pages

Procter & Gamble Crest Whitestrips Strategy

Procter & Gamble is a consumer goods company founded in 1837 that employs 138,000 people worldwide. It has nearly 300 brands across personal care, home care, health care, and pet care. The document focuses on Procter & Gamble's Crest Whitestrips teeth whitening product and the at-home teeth whitening market. It notes competitors are taking market share with cheaper prices and better advertising. It evaluates strategies like adding lower-priced Whitestrip products to appeal more customers and compete against rivals to regain market share.

Uploaded by

Ajay Krishna Naidu
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd

Topics covered

  • stakeholder engagement,
  • customer engagement,
  • competitor analysis,
  • pet care,
  • market entry barriers,
  • marketing strategy,
  • product pricing,
  • competitive landscape,
  • future growth,
  • product differentiation

Procter and Gamble

Kill SIMPLY WHITE


Company Background

 Started in 1837 by William Procter and


James Gamble
 First products were soaps and candles
 Procter and Gamble has nearly 300 brands
in more then 160 countries
 Main Headquarter in Cincinnati, Ohio
 Employ 138,000 people
Family of Products

 Personal & Beauty


- Cosmetics, Oral Care, Hair Care
 House & Home
- Laundry care, Dish Soap, Snacks & Coffee
 Health & Wellness
- Prescription drugs, Health Care
 Baby & Family
 Pet Care & Nutrition
At-home teeth whitening market

• $590 million potential sales in U.S.

• $4 billion potential by 2010 globally

• Crest White Strip market share in U.S. at 43% of


market in Nov 2002. Dip from 80 % in July 2002

• Colgate market share at 48% of market with less than


6 months of launch
Problem Opportunity Analysis

• Competitor’s cheaper prices taking away our sales

• Consumers perceive Simply White more convenient

• Colgate advertizing Simply White bleached teeth as


good as Whitestrips

• Identify and evaluate various ways to increase our


Market Share of Crest Whitestrips
Strategy Purpose

Identify and evaluate various ways to increase our


Market Share of Crest Whitestrips
Strategy Sheet

Add products range of Whitestrips Lower margins on the new product


at competitive price of $25 and $12 range
Appeal to masses and compete
against Colgate & create barriers
for new entrants.

Collaborators – Company team Financial –


(R&D, marketing and Share holders),
Customers and Dentists. Non Financials – Capture present
and grow future market share.
Competition – Competition (Den •Improve stock performance
Mat/Colgate and new entrants
Environment – Be the market leader
in Oral care market
$ Millions

Financials
We are open for learnings

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