Abstract

The caselet briefly discusses P&G’s product management and its impact on sales and distribution. It describes P&G’s product line policy in the eighties, which resulted in a complex product line and huge marketing overheads for the company. The caselet describes the pruning process that P&G adopted to tackle this problem and also outlines the benefits that accrued to the company.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Product management in FMCG companies.

Keywords

P&G, Product Line, Pruning, Marketing, Crest, America, Japan, Tide, Vicks, Head & Shoulders, Retailers, Super Markets, Revenues, Unilever