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P&G Concedes Missteps Abroad
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P&G CEO, Bob McDonald, says the company will focus on getting things right in the North American market, before investing further in emerging markets. Price increases in the U.S. market for powdered laundry detergent, automatic dishwashing detergent, oral care, blades and razors, have led to loss of market share and P&G is working to reverse this situation by lowering the prices. After becoming CEO in 2009, McDonald pushed hard to increase sales in emerging markets- during the 70's and 80's P&G had neglected developing countries- and this now makes up 37% of sales, up from 20% in 2000. But margins are smaller in emerging markets, and there was a sense among shareholders that P&G had lost its focus in the largest markets in the U.S. and Europe.
Marketing at low price points away from large cities in developing countries.
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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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The low cost and discount brands become important to shoppers and businesses.
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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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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.
Linked Articles
Wall Street Journal 05/24/2012
P.& G. Sees the World as Its Client
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