Mini Case Code : CLIM026
Publication date : 2005
Subject : International Marketing
Industry : FMCG
Length : 03 Pages
Price : Rs. 100
To download this case click on the button below, and select the case from the list of available cases:
Procter & Gamble Company (P&G), FMCG products, consumer goods companies, regional retailers, unbranded products, private label, retail brands, price range, competition, price cuts, value-based company, volume-based company
* This caselet is intended for use only in class discussions.
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P&G, a brand to reckon with in the FMCG sector, suddenly found its sales dropping in Germany and India in the year 2000.The caselet explores the reason for this drop in sales and examines the measures that need to be taken to boost sales. It also discusses the marketing strategies that the company adopted to deal with the competition.
Questions for Discussion:
1. Is Procter & Gamble right in resorting to price cuts to revive its flagging sales? Discuss.
2. Comment on Procter & Gamble's shift to a 'volume-based' company from a 'value-based' company.
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