Caselet Code : CLSDM009
Publication date : 2005
Subject : Sales and Distribution Management
Industry : FMCG - Personal Care
Length :
 4 Pages
Price :  Rs. 100 (Detailed Pricing Info)

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Abstract

The caselet briefly discusses P&G's product management and its impact on sales and distribution. It describes P&G's product line policy in the eighties, which resulted in a complex product line and huge marketing overheads for the company. The caselet describes the pruning process that P&G adopted to tackle this problem and also outlines the benefits that accrued to the company.

Issues:

» Product management in FMCG companies
 
Key words:

P&G, Product Line, Pruning, Marketing, Crest, America, Japan, Tide, Vicks, Head & Shoulders, Retailers, Super Markets, Revenues, Unilever

Questions for Discussion:

1. During the eighties, P&G continuously offered a number of products of the same brand, each with slight modifications. Discuss the pros and cons of such line extension under a brand.

2. P&G was able to reap huge benefits by standardizing some of its brands in the United States. However, it was unsuccessful in Europe in the case of Fairy. Discuss the reasons that could have contributed to this situation.