Beruflich Dokumente
Kultur Dokumente
BUSINESS ADMINISTRATION
COUNTRY INFORMATION
GDP
120.000.000
100.000.000
80.000.000
60.000.000
40.000.000
20.000.000
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
INFLATION
25,00%
20,00%
15,00%
10,00%
5,00%
0,00% 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006
PRECIOS AL CONSUMIDOR
SOURCE: GRAPHIC BY ALEJANDRA VARGAS, DANE.
PRECIOS AL PRODUCTOR
155
151,86
150
145
140,32
140
135
$ 3.700
EXCHANGE RATE
$ 3.200
$ 2.700
$ 2.200
$ 1.700
$ 1.200
$ 700
$ 200 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
COLOMBIAN POPULATION
50.000.000
45.000.000
40.000.000
35.000.000
30.000.000
25.000.000
20.000.000
15.000.000
10.000.000
5.000.000
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
13% 3% 4% 40%
11%
DESMANCHADORES OTHERS
29%
10% 4% 5%
21%
60%
Detergent
Articles of culture and enjoy Carrots Onion
-10,56%
-12,27% -15,73% -19,53%
SOURCE:http://www.colombiaempresarial.com/estadisticas/RADAR/ABRIL
BRANDS
MARKET SHARE
11,8%
RINDEX ARIEL
23,9%
AS MARCAS PRIVADAS
14.337.000
BOLD FAB
29.038.500
LAVOMATIC TOP
AS MARCAS PRIVADAS
MARKET IN VALUES
RINDEX ARIEL
TOM
3% 6%
2% 2%
9%
FAB ARIEL
48%
30%
56%
50%
48%
40%
2000 30%
30%
23%
20%
2005
10%
0% FAB ARIEL
STRATEGIC MAP
H I G H
P R M E D I I U C M EL
O W
LOW
MEDIUM
HIGH
QUALITY
BACKGROUNDS
Procter and Gamble is the result of a tradition of more
than 160 years. In 1837, William Procter and James Gamble founded a small company for the production of candles and soaps in Cincinnati's city, Ohio. In 1859 the sales of Procter and Gamble reached one million dollars and in that moment the company had 80 employees. In 1937 was celebrated its 100 Anniversary and the sales were reaching 230 million dollars. Procter and Gamble threw its first spot of the soap "Ivory" during the retransfer of the first game of league of baseball. In 1980 the company reached sales of 10 trillions of dollars and in 1991 the company renewed its corporate image.
the presence of Procter and Gamble worldwide in the category of cosmetics and perfumery. In 1993 the sales of the company were exceeding 30 trillions of dollars. Nowadays the sales of the company worldwide exceed 40 billion dollars. Procter and Gamble has operations in 80 countries and sells more than 300 brands of products in more than 140 nations. In 1968, the company introduced Ariel. It was the first detergent with enzymes biological and with a notable superiority respect to any other competitor on the market. During the decades of the 70s and 80s Ariel began a long career of development of the product across constant innovation, searching always to satisfy the needs of the consumers
SWOT
WEAKNESSES
Vulnerability of the prices because it can affect the profitability. Ariel has the highest price of the market.
THREATS The sector presents a negative growth. Great variety of brands on the market. Variation of the economic situation of the country.
FINANCIAL ANALISYS
DOLARS IN MILLIONS
2004 NET SALES COST OF SALES MARGIN 1 EXPENDITURE (ADVERTISING INCLUDED IN EXPENDITURE) MARGIN 2 7403 3611 3792 2377 0,246 1415
% 100% 49%
32% 0,0033%
TARGET
THE PRODUCT IS FOCUSED TO FAMILIES WHICH ARE WORRIED FOR HAVING THE CLOTHES CLEAN AND TO TAKE CARE OF THE ENVIRONMENT OF STRATUMS 3,4,5 and 6.
QUANTITATIVE OBJECTIVES
TO INCREASE THE TOM FROM 23% TO
25%. TO INCREASE THE PARTICIPATION FROM 23.9% TO 24.9%. TO INCREASE THE SALES IN 3%.
QUALITATIVE OBJECTIVES
TO CREATE CONSCIENCE ABOUT
THE CARE OF THE ENVIRONMENT. TO SUPPORT THE QUALITY OF THE PRODUCT.
PRODUCT STRATEGY
TO MAKE A LINE EXTENSION LAUNCHING A BIODEGRADABLE DETERGENT WITH PARTICLES THAT CLEAN THE WATER. TACTICS: THE DETERGENT IS GOING TO FULFILL THE SAME FUNCTIONS OF OTHER DETERGENTS BUT AT THE SAME TIME IS GOING TO CLEAN THE WATER.
DISTRIBUTION STRATEGY
TO USE A SELECTIVE DISTRIBUTION FOR ARRIVING TO THE TARGET PROPOSED. TACTIC: TO DISTRIBUTE IN SUPERMARKETS, CONVENIENCE STORES, SMALL RETAILERS, CHAIN STORES.
PRICE STRATEGY
TO ESTABLISH PRICE IN ACCORDANCE WITH TO PRODUCT MORE REPRESENTATIVE. TACTIC: THE PRICE WILL BE 1.5% MORE HIGH THAN THE PRODUCT MORE REPRESENTATIVE BECAUSE IS A PRODUCT THE MAJOR TECHNOLOGY. DURING THE FIRST MONTH OF LAUNCHING.
PURCHASE OF TRADITIONAL ARIEL. THE COUPON OF DISCOUNTS WILL BE OF 10% IN THE NEXT PURCHASE OF THE NEW PRODUCT.
JULY
AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MRCH APRIL MAY
MAGAZINES BIG POSTERS ADVERTISING (3) MAGAZINES BIG POSTERS
MAGAZINES MAGAZINES
ACTIVITY PUBLICITY
JUNE JULY AUGUST SEPTEMBEROCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MRCH APRIL MAY TOTAL $ 1$1 $ 1 $ 1 $ 4 $ 15 $ 15 $ 15 $ 45 $ 125 $ 75 $ 100 $ 75 $ 375 $ 50 100 $ 1 $ 15 $ 75 $ 16 $ 474
CONCLUTIONS
The detergents and soaps have a major
demand because it are products of the basket family. Ariel has many competitors. Ariel is the second brand in TOM and participation. P &G supports the brand. The sector presents a negative growth.
BACK UP
SOURCE: http://www.pg.com/annualreports/2004/pdf/PG2004AnnualReport_Online.pdf
SOURCE: http://www.pg.com/annualreports/2004/pdf/PG2004AnnualReport_Online.pdf
2004 Results
For the fiscal year ended June 30, 2004, our sales, earnings and free cash flow grew above our long-term targets. Every business segment and, within the MDO, every geographic region posted volume growth. We increased our overall market share, with share growth in categories representing approximately 70% of the Companys net sales. We increased market share in each of our core businesses of Baby Care, Fabric Care, Feminine Care and Hair Care. Net sales increased 19%, including the impact of the Wella acquisition that was completed in September 2003. Organic sales increased 8%. Net earnings increased 25% behind higher volume and the completion of the Companys restructuring program, which reduced earnings by $538 million in 2003. Operating cash flows were $9.36 billion. Free cash flow productivity was 113%.
SOURCE: http://www.pg.com/annualreports/2004/pdf/PG2004AnnualReport_Online.pdf
SOURCE: http://www.pg.com/annualreports/2004/pdf/PG2004AnnualReport_Online.pdf
The Fabric and Home Care business unit delivered another year of solid results. Volume increased 9%, sales grew 10% and net earnings grew 7%.
SOURCE: http://www.pg.com/annualreports/2004/pdf/PG2004AnnualReport_Online.pdf