Details

Case

Educator Copy

Procter & Gamble - Pakistan: The Ariel Launch

Ehsan Ul Haque


INDUSTRY : Consumer Goods

AREA : Marketing

ORGANIZATION : Procter & Gamble (P&G)

LENGTH : 23

LUMS No : 04-2358-2008-1

PUBLICATION YEAR : 2008

DESCRIPTION

KEYWORDS:

P&G,Procter and Gamble,Pakistan,Ariel Launch,Multinational Company,MNC,Brand Manager,Detergent,Marketing,Competition,Positioning,Strategy,Product Formulation


DESCRIPTION:

Tahir Malik, Assistant Brand Manager at Procter and Gamble, Pakistan has been tasked to launch P&G¿s first brand in the very important detergent category. He has been researching the product category and various elements of marketing mix for almost two years. The results from the recent BASES test are in and the competition is gearing up to undermine the launch. He needs to come up with the launch date and plan. There are various points of contention within the launch team and decisions need to be made for appropriate positioning of the brand, its price, advertising strategy and sampling strategy. A recent debate on the formulation of the product has added another twist to Tahir¿s decisions. 


LEARNING OBJECTIVES:

1) To expose students to the market research methodologies and organizational processes employed for 'new product development' by a sophisticated marketing company in a developing country. 2) To illustrate the interdependence of product positioning strategy with the other element of marketing mix. 3) To provide an opportunity to students to grapple with a fairly rich and complex data set (both qualitative and quantitative) to come up with real new product launch decisions.


SUBJECTS COVERED:

Marketing