This research project presents the outcomes of a case study analysis of Procter and Gamble’s operations in the disposable paper industry, focussing on consumer buying behaviour, branding and pricing as strategic elements in marketing. The dynamics of the industry, as well as challenges faced by manufacturers towards the growing threat of private label brands will be outlined.
Procter & Gamble, founded in 1837 is a global manufacturer of consumer goods operating in more than 80 countries with over 110,000 employees. It started its operation in Germany in1960 and is ranked third in the disposable paper industry regarding market share.
After introducing the nature of consumer behaviour, and its linkage to Procter & Gamble’s strategic marketing activities, an extensive literature review will be given. The research topic is put in a conceptual and theoretical context by examining literature about the strategic, the operational dimension relevant to this piece of work.
The author defined the appropriate methodology and research design, necessary to achieve the research objectives of this study.
Firstly, strategic marketing changes and the dynamics of the disposable paper industry were critically analysed based on secondary data.
Secondly, the gathered primary data will be presented and discussed in order to identify consumer buying behaviour concerning a product’s pricing and branding strategy.
Thirdly, conclusions were drawn about P & G’s success or failure in the industry, supported by Porter’s five forces model. The development of the company’s ‘value pricing strategy’ will be outlined based on secondary data.
Concluding, it can be said that an effective marketing strategy considering high value manufacturer’s brands is crucial for achieving a sustainable competitive position in the marketplace.
Inhaltsverzeichnis (Table of Contents)
- INTRODUCTION
- Nature of Study
- Company Profile - Procter & Gamble
- Procter & Gamble - Germany
- The brand 'Charmin'
- The Disposable Paper Industry
- Aims of Study
- Structure of Study
- LITERATURE REVIEW
- Strategic integration of the research topic
- Competitive advantage in an organisational context
- Stakeholder theory relevant to Procter & Gamble
- Decision Making & Value Innovation
- Operational dimension relevant to Procter & Gamble
- Marketing - A General Introduction
- Branding
- Emotional Branding
- Private Label Brands
- Private Label Brands vs. Manufacturer's Brands in Germany
- Pricing
- Value-based pricing approach
- Value-based pricing strategy
- The role of consumer buyer behaviour
- Market Segmentation
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This dissertation examines the marketing strategies employed by Procter & Gamble in the disposable paper industry, focusing on consumer buying behavior, branding, and pricing. The study aims to assess the effectiveness of P&G's strategies in the face of growing competition from private label brands. Key themes explored in the dissertation include:- The dynamics of the disposable paper industry
- The impact of private label brands on manufacturer's brands
- Consumer buying behavior and its influence on pricing and branding strategies
- The role of value-based pricing in achieving competitive advantage
- The importance of effective marketing strategies for achieving sustainable success in the marketplace
Zusammenfassung der Kapitel (Chapter Summaries)
The dissertation's introduction provides a comprehensive overview of the research topic, outlining the company profile of Procter & Gamble, particularly its German operations, and its flagship brand, Charmin. It also details the disposable paper industry and its evolving competitive landscape. The literature review section delves into the strategic and operational dimensions relevant to the study. It examines various frameworks and theories, including competitive advantage, stakeholder theory, decision-making processes, value innovation, and branding strategies, specifically exploring emotional branding and the rise of private label brands. The chapter also discusses pricing strategies, focusing on value-based approaches. The final section of the dissertation delves into the critical role of consumer buying behavior in shaping successful marketing strategies. It examines the significance of market segmentation and its implications for product development, pricing, and branding.Schlüsselwörter (Keywords)
This dissertation focuses on key concepts within the realm of marketing strategy, particularly in the context of the disposable paper industry. Core terms and concepts include private label brands, manufacturer's brands, consumer buying behavior, value-based pricing, brand loyalty, competitive advantage, and stakeholder theory.- Arbeit zitieren
- Miriam Mennen (Autor:in), 2007, Private label brands are a threat for high value manufacturer’s brands such as “Charmin”! , München, GRIN Verlag, https://www.grin.com/document/164825