Proctor & Gamble has one of the worlds largest and strangest brand port-folios including such familiar brands Pampers, Tide, Ariel. Always, Pantene, Bounty, Folgers, Pringles, Charmin, Downy, tarns, Crest, Secret and Dray in fact, in the United States, P&G offers seven shampoo brands, six detergent brands, and six soap brands . In each of these categories, P&G's products compete against each other, in addition to products offered by other companies, for share of the customer's wallet.
How can a company with more than 300 brands sold in more than 140 counties maximize profits without cannibalizing its own sales? It all starts with a solid understanding of consumers and how a brand Ms into consumers' lives. P&G believes that a brand must stand for something singular in a consumer's life. As a result, each brand is carefully positioned to target a very specific segment of the market. The result P&G had newly $57 billion in sales last year.
After viewing the video featuring Procter & Gambit, answer the following questions about segmentation, targeting, and positioning.
1. Visit the Procter & Gamble Web site, choose a specific product category, and review the brands in that category. How does P&G use positioning to differentiate the brands in the product category you selected?
2. What bases of segmentation does P&G use to differentiate the products in the category you selected? 3. How does P&G use its variety of brands to build relationships with the right customers?