Abstract

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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Impact of price related to the competition in the FMCG industry
• Can private brands pose a threat to the survival of multinational companies?
• Does resorting to price cuts put an end to competition?
• How competitors’ moves can pressure and influence the stra.

Keywords

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