Rc Cola Failure

Marketing Management

Submitted by

Muhammad Ahmed Bawany 25593

Umer Lakhani 25843

SaadZaki 24875

Karan Kumar 25622

Muhammad Qayyum 25809

Acknowledgement

We would take this opportunity to thank Mr.WaqasRana, our professor for the course of Marketing Management at the Iqra University, Main Campus, for his valuable support and encouragement that he offered. His words of wisdom will always be remembered, and we are convinced that the knowledge and insights of marketing that he has imparted would go a long way in making good marketers and helping us all through our profession.

In completionof product relaunch project of Pert Plus, we are thankful to several people without whom the launch would not have been possible. We thank different sources whom we have visited and got information. We thank our families for their support and coping up with our absences. Our class fellows and friends also helped us with their suggestions and ideas.

Finally, the members of the group are thankful to each other for supporting and complementing each other whenever need be.

Plan for Relaunching of Pert Plus in Pakistan

TABLE OF CONTENTS

Executive Summary

Company Description

Mission/Vision

Reason for Failure

Core Competency and Sustainable Competitive Advantage

Porters Generic strategies

SWOT Analysis

Competitor Analysis

Marketing and Product Objectives 2)

Target Market

Point of difference 3)

Positioning

Product Description

Marketing Program

Product Strategy/ Branding Strategy, BCG Matrix

Price Strategy

Promotion Strategy

Place (Distribution Strategy)

Implementation Plan

Evaluation and Control

Conclusion

Executive summary

P&G is an international Company reaching out to almost the entire world population with more than 250 brands in 130 countries. The product we have chosen is "Pert Plus", which is according to P&G is in its declining stage. The product Pert was perceived not to have met the expectations of the customers it was perceived not delivering the value which results in failure of Pert plus.

We are about to relaunch Pert plus which is considered to be terrific product . We are putting our efforts to take advantage over our competitor and bring new attractiveness in our product

COMPANY DESCRIPTION

Procter & Gamble established in 1837, began as a small family operated candle and soap manufacturer in Cincinnati, USA. P&G is marketing about 300 products to more than five billion customers in 140 countries, Pakistan is one of them.

P&G is an international Company reaching out to almost the entire world population with more than 250 brands in 130 countries. Many of these world brands (Ariel, Tide, and Pantene pro-V, Head & Shoulders, Pampers and Always) have become famous family names and are found in approximately every home.

1 STARTED OPERATIONS IN PAKISTAN IN 1991.HEAD-QUARTER IS IN KARACHI..P&G PAKISTAN HAS REINVESTED OVER $100 MILLION IN PAKISTAN WITHIN THE LAST 12 YEARS.

2 IT HAS INVESTED 63 MILLION DOLLARS OVER THE LAST 5 YEARS IN TERMS OF CAPITAL, MARKETING AND TRAINING.

3 IT HAS CONTRIBUTED CLOSE TO 7 BILLION RUPEES TO THE PAKISTANI GOVERNMENT'S REVENUES OVER THE LAST 5 YEARS IN THE SHAPE OF TAXES

4 IT CREATES MORE THAN 4,000 JOBS IN PAKISTAN. PAKISTANIS HOLD 99% OF THE JOBS THAT IT CREATES IN PAKISTAN.

5 P&G PAKISTAN OWNS A EXPANSIVE 7-ACRE LAND MANUFACTURING PLANT AT HUB, BALUCHISTAN, WHICH PRODUCES SAFEGUARD AND CAMAY SOAPS. A 5 MILLION DOLLAR INVESTMENT HAS TRIPLED THE PLANT'S CAPACITY RECENTLY.

6 P&G PAKISTAN RUNS SEVERAL SOCIETAL MARKETING PROGRAMS IN THE FIELD OF HEALTH AND EDUCATION. THESE PROGRAMS BENEFIT MORE THAN 3 MILLION PEOPLE ANNUALLY.

MISSION

Our aim is to provide finest quality and services of our product and value consumers, now and for next generation to come. Focusing on customer interest and value.. As a result, customers will reward us with leadership sales, profit and value making, allowing our people and our stakeholders

VISION

Improving the lives of customers globally is about more than just great products. It is about taking responsibility for improving our communities around the world through the work as a group and as individuals.

P&G Pakistan runs several social marketing programs in the field of health and education. These programs benefit more than 3 million people annually.

CAUSE OF PRODUCT FAILURE

Pert Plus failed because of several reasons below is brief detail:

 Product Quality Failure :

P&G started experimenting with Pert Plus in the start of its growth period. First message that was given to consumer was, it gives body/life to hair then changed it to bouncy look and finally to manageable hair. These different messages did well in start but eventually led to a decline in sales because they confused the consumers as to what their message was.

 Confused message to customer

"Pert