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P.& G. Sees the World as Its Client
Keywords:
Tags: Consumer,
Procter and Gamble's new CEO, Robert McDonald, set a new goal of over half a million customers a day for five years, hoping to add people in remote villages of China, India and other developing countries for its shampoos, toothpaste, diapers and other products. In many places people are not even familiar with the products like diapers, and need education about the benefits and use. McDonald sees the potential as just "absolutely amazing, amazing." And under the prior CEO, Lafley, progress was made in Mexico, and developing countries are now 32% of the $78 billion in sales, up from 23% four years ago in 2005. Sales are doubling every 4 years in these countries. In Mexico the marketing at low price points throughout Mexico has moved sales per capita to $20, which compares to $1 for India and $3 for China. The idea is to move China, India and places like Nigeria up to the Mexican level. McDonald sees sales growth of $40 billion with this move. Distribution is a challenge, and new ways to use these products and their design for low price markets and local customer habits is needed to make this a success. Families that don't use diapers are encouraged to start using them only once a day at night to promote restful sleep, and young girls are introduced to feminine hygiene pads. Shampoo is in tiny packets for 1-2 uses and may cost no more than an egg. Even though this puts P&G in head on competition with better established Colgate and Unilever, P&G executives see the efforts of all 3 companies actually helping to educate the people in using these products and broadening the market for all.
Marketing at low price points away from large cities in developing countries.
10/17/2006
P&G (Procter & Gamble), Walmart in Mexico, Cadbury and Lever Brothers in India, are some of the many companies looking for growth in smaller towns and villages of developing countries.
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WIth about 7 million workers working less than 35 hours aweek and many facing a couple of days of furlough, or pay cuts, the family shops very carefully and on a budget. Businesses are paying attention, and even companies like P&G (Procter & Gamble) are pushing discount brands.
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In 2004 Indonesian managers showed Franck Riboud, CEO of Danone, a pyramid of customers in Indonesia's population of 240 million people. It showed only 20 million customers at the top of the pyramid as the only ones who could afford Danone products. At that point Ribaud made up his mind to go after the large number of people at the lower end of the pyramid and come with strategies to do this profitably. By 2010 46% of Danone's sales were from emerging markets, up from 10% a decade earlier, showing the pace of the change. Unilever, P&G, Nestle, Colgate-Palmolive and other companies are following similiar strategies. P&G has used Mexico as a lab for experimenting with new products at low price points and Danone has done this in Indonesia.
Linked Articles
Danone Expands Its Pantry to Woo the World's Poor
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P.& G. Sees the World as Its Client
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Linked Articles
P&G Sales Rise on Strong Demand in Emerging Markets
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P.& G. Sees the World as Its Client
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Unilever and P&G (Procter & Gamble) - competing in emerging markets
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Linked Articles
P.& G. Sees the World as Its Client
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As Its Brands Lag at Home, Unilever Makes a Risky Bet
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P&G (Procter & Gamble)- striking the right balance between the large markets in N. America and Europe, and the fast growing emerging markets
12/12/2009
P&G's price increases in N. American markets and erosion of market share lead to criticism of its neglect of the core home market. In the decade long effort to grow build a strong presence in emerging markets, management's attention has been focussed outside the U.S.
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P.& G. Sees the World as Its Client
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