Pert PlusMarketing Plan
Pert PlusMarketing Plan Executive SummaryProctor & Gamble (P&G) is in the process of relaunching its Pert shampoo brand with Pert Plus a 2-in-1 shampoo and conditioner. The Pert product was successful at launch but growth flat lined and P&G did not meet its 6% growth expectations. The market for the hair product is valued at $460 million and with a proper marketing plan in place, P&G is hoping for a successfulrelaunch of the Pert Product with Pert Plus in an attempt to secure a significant portion of this market.The main challenge is determining the correct pricing and promotion strategy to compete in a very fragmented market with a large number of competing brands and products. The market share results of the Pert Plus test market in the US was successful with plans underway to go national. With great similarities in the Canadian & US market, the launch in Canada should show similar results.The following alternatives are being considered for the Canadian launch:1.Parity pricing2.Premium pricing3.Premium pricing with trade discounts & consumer promotions4.Do not launch product and perform further market researchIt is recommended that Pert Plus is launched at a price premium with trade discounts & consumer promotions. This will showcase Pert Plus as a superior brand to comparative products and the aggressive price promotions will get foot traffic. It is recommended that Pert Plus is launched at a price premium with trade discounts and consumer promotions. This will showcase Pert Plus as a superior brand to comparative products and the aggressive price promotions will get retailers to carry this new product and consumers to give the product a chance. P&G is confident in their new Pert Plus formula and should continue to promote the product by providing product samples to drive awareness and conduct further market research in the event of disappointing launch results.11/4/2015Marketing Planpage 2
Pert PlusProblem StatementsProcter & Gamble (P & G) is planning to introduce the conditioning shampoo “Pert Plus” to the market. In order to successful launch this product, P & G must decide on the proper pricing strategy. The two strategies, which P & G is considering, are premium pricing and parity pricing.In addition, Pert Plus is a re-launch of their existing Pert product, which hasn’t achieved the expectations in the market. To solve the problem of current low trade acceptance, P & G may have to offer more generous trade promotions to its customers.Company ObjectivesCompiling a marketing plan for a national introduction of Pert Plus to be launched in 1988.Determination of appropriate pricing plan driving retail price relative to the direct competition, Taking trade price promotions into consideration, and taking into account that this was a re-launch of a product that had not met expectations in the market.
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- Fall '15
- Marketing, Pert Plus