BRAND POSITIONING

MADE BY :AMM 3

INTRODUCTION
In historical terms Procter & Gamble's relationship with India dates back to when Vicks Product Inc. India, a branch of Vicks Product Inc. USA established in 1951, was engaged in the manufacture (under loan license) and sale of what is today India's Number One Health Care brand - the famous range of VICKS products.

Proctor & Gamble has two Dimension: P&G Hygiene and Health Care Ltd. P&G Home Products Ltd.
Both the area P&G Hygiene and Health Care Limited is one of India's fastest growing Fast Moving Consumer Goods Companies with a turnover of more than Rs. 500 crores.

Project Shiksha II: Educating Underprivileged Children

Bihar Flood Relief 2008 Project Shiksha: Secure Your Childs Future (2003) Rebuilding Lives In Earthquake Hit Bhuj (2001/2002) Project Poshan: Fighting Malnutrition in India (2000) Project Open Minds: Educating Indias Working Youth (1999) Project Drishti: The First-ever Sight Restoration Programme in India (1999) Project Future Focus: The First-Ever Round Write-In Career Guidance Service (1998) Project Peace: Environment Education Programme (1996)

BRAND

Product Line:-A group of closely-related product items.

Width of the product mix

Shampoo
Pantene PRO-V
Head & Shoulders Rejoice

Blade

Feminine Care
Stayfree

Vicks inch.

Detergent powder
Tide

Gillette blade

Vicks vaporub

Whisper

Ariel

Product Line:-A group of closely-related product items.

Width of the product mix

Oral-b Tooth brush

Olay cream

BRAND POSITIONING
Brand positioning is all about identifying the optimal location in customers minds for A Brand and its competitors. Proper positioning makes it easier to facilitate understanding of Brand.

OLAY

OLAY
WHAT To keep them young forever
POSITIONING OF OLAY
Ladies Age-20-65 Upper middle class

WHEN Daily basis

AGAINST WHOM Ponds age miracle

TIDE
Tide is the Worlds Oldest & Most Trusted Detergent brand and is the Market Leader in 23 Countries around the world. Launched in India in mid-2000, Tide provides Outstanding Whiteness on white clothes & excellent cleaning on coloured clothes as well.

TIDE
WHAT Extra Whiteness
POSITIONING OF TIDE

WHOM ladies lower class to middle class

WHEN Daily Basis

AGAINST WHOM Surf Excel

PAMPERS
Pampers is the worlds number one selling diaper brand with sales of US$ 6 billion annually. Pampers provides superior dryness for uninterrupted overnight sleep, with just one pampers diaper. In India, Pampers Fresh & Dry is available in a variety of three sizes 4s, 10s, 25s.

PAMPERS
WHAT
Easy To Wear Rash Free

WHOM New Mothers Lower Middle To Upper Class

POSITIONING OF PAMPER

WHEN On Daily Basis While Going Out

AGAINST WHOM Huggies

POPs & PODs

POP (Point of Parity)
Associations that are shared with other brands.

POD (Point of Difference)

Strong, favorable, unique brand associations May be any kind of attribute or benefit

OLAY & PONDS

POPs
Target Similar Market For Younger Looking Skin Wrinkle Free Skin

PODs
Pricing- OLAY Is Much Expensive Olay- They Capture Middle Age Women Attention By Targeting Bollywood Role Model

TIDE & SURF EXCEL

POPs Used For Washing Cloths Middle Class House Wives PODs (Point of Difference) Tide Focuses On Extra Whiteness, surf Excel Focuses On Stain Removing. Tide Came Up With Fragrance And Surf Excel Came Up With Machine Wash, Magic Wash And Hand Wash

PAMPERS
POPs Target Similar Market Similar Pricing PODs Huggies came up with diapers pants

PAMPERS
A brand which takes care of every baby. Makes a baby feel comfortable Best companion of the baby Tension free mama.

OLAY
Skin specialist of every woman. Care taker of your skin when its turning dull and old. Feminine, young and beautiful. Makes you discover youth.

TIDE
A cleaner with extra whiteness. Pride of housewives. Gives fragrance and life to the clothes. Full of flowery fragrance. Tides Fabric Whitening Agents deposit on fabrics during laundering to enhance brightness of light coloured fabrics. Tide improves the washing experience through its pleasant "lemon" perfume that lingers on the clothes hours after the washing and leaves clothed bright white and prevents them from turning yellow. It does not bleach or remove colour from a garment.