P & G Case Study
P & G Case Study
Presented By:
Priyanka Chopra (09 PG 162)
Jishnu.S (09 PG 142)
P&G CASE STUDY
HQ : -USA
P&G
P&G
New-ventures unit
Examined $3.3 billion pain-relief market.
P&G : Well aware of pain relief market
– Aleve Pain Reliever (Sold to Bayer)
– Excellent Knowledge in Paper technology (Pampers,
Charmin, Bounty)
“External analgesic” – Long lasting warmth
7 years of Consumer & Scientific testing
Year 2002 - Thermacare heat wraps.
THERMACARE
Cure for: Features:
Portable
Minor muscle and
Air activated- Self heating
joint aches.
Disposable & Hygiene
Overexertion
Low- therapeutic heat
Strains (400 C) for 8 hours.
Sprains Shape : Small pad/Diaper
Arthritis Lower & Upper Back
Neck/Arm
Menstrual Cramping Abdomen
Back pain Biodegradable
MUSCLE AND JOINT
RELIEF
Lower
Back & Hip Heat Wraps
Neck, Shoulder, & Wrist
Heat Wraps
ARTHRITIS RELIEF
Arthritis Heat Wraps
Arthritis Hand & Wrist
Heat Wraps
Arthritis Knee & Elbow
Heat Wraps
Arthritis
Neck & Shoulder
Heat Wraps
MENSTRUAL RELIEF
Menstrual Patches
Functioning of thermacare
Work when consumer Open the Package
Series of Oval shaped heat disc
Heat generating materials: Iron, carbon
sodium chloride, sodium thiosulfate & water
Iron oxidizes, Chemical heat generation.
Paper technology to sustain and control heat-
generating reaction.
Recommendations
By doctors:
Ice pack for 20 minutes, 3-4 times a day, for
few days
Accompanied with Pain reliever drugs/Tabs
Eg: Aspirin
Heat therapy.
By P&G
Wear heat-wrap for 3 hours to 8 hours
Not with lotions and ointments.
Wrapping it up
Planned price $6.99, 25% profit margin to retailers.
Pack : 2 wraps in Back size or
3 Wraps in Neck, Arm / Abdomen Size
Integrated promotion campaign budget $90 million
Hired D’Arcy Masius Benton & Bowls
CHALLENGES
To prevent customers from taking another pill
Educate customers about thermacare and its operation
and benefits.
Different from pain relief strategies
P&G
Question # 1
CURRENT USERS
Unaware
• New Product
Promotions & reminder
• Established advertisements
DECIDERS & INFLUENCERS Unaware / aware
Doctors Comprehension
Pharmacist Conviction
Question # 2
1. Promotion Mix
2. Message Source
3. Feed Back Mechanism
PROMOTION MIX
Advertising
Sales Promotion
Events & Experience
PR & Publicity
Direct Marketing
Interactive Marketing
WOM Marketing
Personal Selling
MESSAGE SOURCE
Brand Endorser
Testimonial Advertisement
Expertise Qualities
Trustworthiness Candor
Likeability Humor
Naturalness