History in Pakistan

Procter & Gamble Pakistan, headquartered in Karachi, commenced operations in

Pakistan in 1991. Our goal was to become the finest global consumer goods company
operating locally in Pakistan. To fulfill this goal, we are serving Pakistani consumers
with premium quality brands including Head & Shoulders, Pantene, Ariel, Safeguard,
Pampers and Always that strive to make everyday lives better. As a company with vast
global experience, P&G has always believed in the potential Pakistan has as a country.
Since its inception in Pakistan, P&G has invested significantly in Pakistan. In 1994 P&G
acquired a soap-manufacturing facility Hub, Balochistan. In 2004, a PUR facility was set
up to produce P&Gs water purifying technology. The P&G Hub plant is the first of its
kind in the world. It provides people access to safe drinking water and is able to export
millions of liters across the globe. Today, the Hub plant is equipped with state-of-the-art
manufacturing technologies and quality assurance processes and systems, reflecting
the company's values of safe, hygienic and ethical manufacturing practices. P&G
Pakistan has invested more than Rs. 6 Billion in terms of assets, working capital and
market development. With continuous growth and expansion P&G Pakistan has two
plants fully established which is located at HUB Baluchistan and Port Qasim Pakistan.
Our organization employees more than 250 in Pakistan directly and helps create more
than 400 jobs indirectly

VISION of P&G

To be a leading consumer goods company and to improve the lives of world

consumers by providing valuable and innovative products.

MISSION STATEMENT

We will provide products and services of superior quality and value that improve the
lives of the world's consumers.

As a result, consumers will reward us with leadership sales, profit and value creation,
allowing our people, our shareholders, and the communities in which we live and work
to prosper.
OBJECTIVES

Bring together transactional activities such as accounting and order management

in a single organization to provide services to all P&G units at best in class.
Remains on the cutting edge of the industry.
To be a thought leader within each corporate function.
To be the first consumer goods company in Pakistan.
Be competitive with other high quality companies in order to help, attract,
motivate and retain the talent needed to lead and grow P&Gs business.
Strive to be best in all areas of strategic importance to the company.

GOALS

Think globally act locally

Build major global brands through strong programs based on local
understanding.
Improve the environmental quality of its products, packaging and operations
around the world.
Produce quality products at very competitive costs
Product mix in Pakistan

1. Ariel

Ariel is a laundry detergent product under the flagship of its parent company Procter &
Gamble. This international brand has spread its base in different parts of the world with
its regularly updating products. Some of the companies to provide it a stiff competition

Ariels Market share is 6% on the other hand surf exel is leading the market with
18%. Bonus with Market share 13% brite is on Third no. with 10% Market share

Ariel Main Competitors are

1. Surf Exel
2. Brite
3. Rin
4. Sun Light
5. Bonus

2. Pampers

Procter & Gamble Pakistan led nappies/diapers/pants with a 48% share of retail value
sales in 2015. The company has a strong distribution network and it invests in mass-
media campaigns and new product developments. Mothers trust the Pampers brand
because of its reliable quality and history. The brand enjoyed top-of-mind awareness
among consumers and it was widely available via traditional and modern grocery
retailers, health and beauty specialist retailers and online stores.

Major Competitors;-
 1. Canbebe
2. Huggies
3. Hapi Napi
4. Baby Master
5. ABC

3. Always

The market for feminine care products in Pakistan has grown by 12.2 per cent over
the past five years and is expected to accelerate to 12.7 per cent over the next five
years, according to Datamonitor, a London-based research company.

By the end of 2009, the total market size was worth Rs1.1 billion, according to the
research report produced by Datamonitor. By 2015, the market is estimated to reach
Rs2.1 billion in size. Pakistans growth rate in this sector is also faster than Indias,
which grew by 9.9 per cent between 2002 and 2007.

Three companies compete for nearly the entire market in Pakistan. The American
consumer goods giant Proctor & Gamble dominates the market with over a 60 per
cent share. Its brand Whisper leads the market in sales, capturing the lower end of
the market, while Always, another of its brands, is popular in the premium segment.
Proctor & Gamble is also the leader in the global market for feminine care products.

The Karachi-based Zafar Group of Companies, which manufactures the Trust brand
of sanitary napkins, is a distant second with approximately 12 per cent of the market.
Johnson and Johnson, the American pharmaceutical and consumer goods maker, has
about another 2 per cent of the market.

Yet the overall penetration levels of feminine care products in the market remain low.
While there are no firm estimates, the report estimates that most Pakistani women still
rely on more traditional methods, such as pieces of cloth, for their hygiene needs.
In recent years, consumer goods companies have been able to advertise their
products on television as well as in print, long considered a taboo. This has helped in
increasing sales across much of urban Pakistan, according to the report. But there is
still significant potential in the market for expansion.

Major Competitors:-

1. Butterfly
2. Stayfree
3. Trust

4. Head and shoulder

The worlds number one anti-dandruff shampoo* Head & Shoulders recently unveiled
special edition shampoo bottles for Pakistani consumers, featuring famous cricketer and
Head & Shoulders long-term ambassador, Shahid Afridi at a star studded cricket event.
These exclusive bottles will be available in the market for six months only.

Investment by multinational personal care companies has also helped to stimulate

purchases. Awareness of the usage and benefits of such products was low among
consumers, and international players such as Unilever Pakistan and LOral Pakistan
have been carrying out awareness programs to educate consumers, says Euro
monitor. These players have been introducing new products accompanied by
promotional programs to educate consumers and drive sales. The market research
company adds: Hair colorants are also gaining popularity among the urban youth as
styling and fashion products that enhance their personality and style. Unless a major
increase in adoption of standard shampoos comes from the rural market, growth will be
increasingly more represented by conditioners and 2-in-1 products.

Market researcher Canadian agrees that the use of personal care products is increasing
in Pakistan due to consumers rising income, urbanization, and a growing middle class
population. A 2014 report from the company says: The growing popularity of
international brands among the large, young population in Pakistan is also fuelling the
growth in the hair care market. It adds: Growing health and beauty consciousness
among consumers is creating opportunities for specialized products in the shampoo and
hair oil categories
 The shampoo market in Pakistan was to the tune of Rs.12.5 b in 2012.Unilever still
leading with a 50% market share followed by P&G at 34%.Overall brand-wise position
was as follows:
Sunsilk 26%
Head &Shoulders 19%
Pantene 15 %
Lifebuoy 15 %
Bio-amla 10%
Clear 7%

5. Pantene

It was purchased by P&G in 1985 in order for P&G to compete in the "beauty product"
market rather than only functional products. Inspired by the ingredient panthenol,
Pantene makes its debut as a premium hair care line across Europe, replete with glass
bottles and prestige (Davis, 2004). The brand's best-known product is the conditioning
shampoo with Pantene Pro-Vitamin. Pantene products became well-known due to an
advertising campaign in the late 1980s, in which fashion models said, "Don't hate me
because I'm beautiful. Pantene has successfully managed to develop itself as a brand
by positioning itself not only on the shampoo market, but also as a leader of hair
science and hair care. To this, Pantene has developed a diversified portfolio of
products, each applying to distinctive categories of consumers, depending on their
demands and on specific socio-economical and psychological variables. The Pantene
portfolio is now extended to include hair brushes, specific hair treatments or hair
accessories. " Objectives The objective of Pantene is to increase sales at about 2. %
and steadily improve market shares to approximately 15% by the end of 2011. The
following trend and strategies are in an attempt to empower Pantene to maintain its
leading position in hair care market of Australia, drive awareness of Pantene brand
attributes and increase consumers purchase intent among its target audience of
females aged 18 to 45

Market share in Pakistan is 15% as brand wise Market share is as Follow

The shampoo market in Pakistan was to the tune of Rs.12.5 b in 2012.Unilever still
leading with a 50% market share followed by P&G at 34%.Overall brand-wise position
was as follows:
Sunsilk 26%
Head &Shoulders 19%
Pantene 15%
Lifebuoy 15%
Bio-amla 10%
Clear 7%
 6. Gillette

Gillette is a premium brand company and was founded in the year 1901 by King C
Gillette. In 2005 Procter & Gamble, the new owners of the company, merged with
Gillette and retained the brand name. Procter & Gamble is a multi-national company
dealing with a variety of brands and products like Household Care, Health Brands and
Beauty Products. The company slogan of Gillette is The Best a Man Can Get and it
has become the trademark for all its products. Gillette
deals with personal care and grooming products for men

Product in the marketing mix of Gillette

Gillette deals exclusively in grooming product and a wide range of toiletries product that
are technologically advanced and hence premium. The company has always taken
pride in its products and sells a deep product line which includes body wash to razors.
In 2006 it revolutionized the market with the introduction of Fusion 5 bladed razorand
still continues to be the top selling product till date. Each product belongs to different
categories or groups.

Under its Razor group, the main products are

Gillette Fusion Pro Glide Shaving Razor

Gillette Mach 3 Sensitive Shaving Razor: This newly designed razor reduces the
pressure of the blade and gives a smooth and fresh look.
Gillette Mach 3 Turbo Sensitive Shaving Razor
Gillette Fusion Power Razor
Fusion Gamer Razor
Gillette Fusion Manual Razor

Under its Shave Gel and Foam Categories the products are

Fusion Hydra Gel

Series Foam
Series Gel
 Foamy

The skin care regime consists of Deodorants, Shampoo, Face Wash, Gillette Hair &
care and Body Wash for men.

Major competitors are

Topaz
Treet Corporation Limited Palmolive
Trim Razor BIC

Gillette Pakistan Limited Reports Unaudited Earnings Results for the Second
Quarter and Six Months Ended December 31, 2016

Gillette Pakistan Limited reported unaudited earnings results for the second quarter and
six months ended December 31, 2016. For the six months, the company reported sales
- net of PKR 967,278,000 against PKR 996,400,000 for the same period last year. Profit
before tax was PKR 55,551,000 against PKR 112,257,000 last year. Profit was PKR
3,719,000 or PKR 0.19 per basic and diluted share against PKR 58,596,000 or PKR
3.05 per basic and diluted share last year. For the quarter, the company reported sales -
net of PKR 555,223,000 against PKR 503,740,000 for the same period last year. Profit
before tax was PKR 9,074,000 against PKR 58,668,000 last year. Loss was PKR
21,030,000 or PKR 1.10 per basic and diluted share against profit of PKR 34,260,000 or
PKR 1.78 per basic and diluted share last year.

7. Oral-B
The retail value growth of 15% registered in 2015 was slightly higher than the 14%
growth registered in the previous year. The continued investments made by the top oral
care players in Pakistan, namely Colgate-Palmolive Ltd and Unilever Pakistan Ltd, in
terms of promotions and advertisements helped drive sales of the oral care market in
2015.

Major Competitors:-
 1. Colgate-Palmolive Ltds Colgate brand continued to be the leader within the oral
care market of Pakistan in 2015. The brand has a retail value share of 42% in
2015. The brand has been gaining share over the past couple of years due to the
strong promotional campaigns being carried out by the company to increase
awareness of oral care among the masses. The company continued to invest in
educating the masses about the importance of oral hygiene practices and was
also able to communicate to consumers that Colgate has a very effective and
innovative range of dental care products.
2. Sensodyne
Sensodyne have Market share of 26%

Tide

We are going to discuss tide laundry detergent with the respect of its opportunities and
challenges in Pakistan. We will start our discussion with the introduction of tide washing
detergent.

History:

The original Tide laundry detergent was a synthetic designed specifically for heavy-duty,
machine cleaning. Tide was first introduced in U.S. test markets in 1946 as the world's
first heavy-duty detergent, with nation-wide distribution accomplished in 1949. Tide
claimed it was "America's Washday Favorite." Authority was quickly gained in the U.S.
detergent market, dwarfing the sales of Ivory Snow; and accelerating the demise of two
of its main competing products, Rin so and Gold Dust Washing Powder, both then Lever
Brothers brands. These other brands came in the more familiar soap-powder and soap-
flake forms. Tide, however, initially came shaped as a white powdered bead. The line
was expanded to include an orange-tinted clear liquid form in 1984. Today, most
formulations of liquid Tide, both ultra and non-ultra are dark blue, with the exception of
"Tide Free", which is clear. Each year, Tide researchers duplicate the mineral content of
water from all parts of the United States and wash 50,000 loads of laundry to test Tide
detergents consistency and performance.

Brand

In a 2009 survey, consumers ranked Tide among the three brands they would be least
likely to give up during the Great Recession. The Tide trademark is an easily
recognized, distinctive orange-and-yellow bulls-eye. This original logo was designed
by Donald Des key, an architect and famous industrial designer. The logo was slightly
modified for the product's fiftieth anniversary in 1996, and remains in use today. Tide
was the first product to be nationally packaged using Day-Glo colors

strikingly eye-catching when first introduced in 1959.Currently, the Tide brand is

on at least six powders and liquid detergents in the United States alone.

The Tide product-line

Tide is marketed under various sub-brands, such as 2x Ultra Tide. In the late 1960s and
early 1970s, it was branded as Tide XK (the XK standing for Xtra Kleaning), but it was
rebranded simply as Tide later. An addition to the Tide family, Tide Coldwater was
formulated to remove stains while saving energy because it does not require hot or
even warm water. Tide Free was marketed as being environmentally friendly. Tide-To-
Go is a product packaged in a pen-like format and intended to remove small stains
onthe spot, without further laundering.

Target Market:

Women ages 18-54

Middle Class Market

Ariel Vs Tide

Price Comparison between Ariel and Tide

Ariel Tide Weight

1 Rs. 110 Rs. 795 (Ultra Tide) 500 gramsi

2 N/A Rs.795/Packet) Tide Pods 500 gramsi

3 Rs. 210 N/A 1 Kg

4 N/A Rs. 595 1.5 kg

5 N/A Rs.1495 (Ultra Tide) 1.63 kg

6 N/A Rs. 2595 (Ultra Tide) 2.72 kg

7 Rs. 695 Rs. 1145 3kg

8 Rs. 2695 (7.5kg) Rs.5295 (Tide Pods) 7.2 kg

9 N/A Rs.2695 7.5 kg

10 N/A Rs. 3495 9 kg

Why p&g did not Market Tide in Pakistan

Tide is very expensive as compared to Ariel and have High Product range diversification
in product on the other hand Ariel has limited Products but Ariel has captured its
maximum market. If p&g brings Tide officially into Market it may effects the sales of Ariel
as well and Market share of Ariel can get effected through this act which can cause
Market Cannibalization. Market cannibalization is the negative impact of a company's new
product on the sales performance of its existing and related products. It refers to a situation
where a new product "eats" up the sales and demand of an existing product, potentially
reducing overall sales, even if sales of the new product are increasing. This can negatively
affect both the sales volume and market share of the existing product.

On other hand Pakistani Markets are based on low Pricing strategy as mentioned in
price comparison tide is very expensive as compared to Ariel.