RISING TIDE

CHAPTER 12
By: Group 2
 INTRODUCTION

Product
launch in
an
unknown
territory
 INTRODUCTION

P&G’s
mistake in
Product acquisitio
launch in n of
an vegetabl
unknown
e oil mill
territory
 INTRODUCTION
Mistake in identifying the
market and the customers
well

P&G’s
mistake in
Product acquisitio
launch in n of
an vegetabl
unknown
e oil mill
territory

Unique operations
of the vegetable oil
market
 INTRODUCTION
Mistake in identifying the
market and the customers
well

P&G’s
mistake in Company’s exit from
Product acquisitio
launch in
the vegetable oil
n of market
an vegetabl
unknown
e oil mill
territory

Unique operations
of the vegetable oil
market
 INTRODUCTION
Mistake in identifying the
market and the customers
well

P&G’s
mistake in Company’s exit from
Product acquisitio the vegetable oil
launch in n of
an market
vegetabl
unknown e oil mill
territory
Similar mistake
(underestimating
Unique operations purchase power of
of the vegetable oil the consumer)
market
 INTRODUCTION
Mistake in identifying the
market and the customers
well

P&G’s
mistake in Company’s exit from
Product acquisitio
launch in
the vegetable oil
n of market
an vegetabl
unknown
e oil mill
territory
Similar mistake
(underestimating
Unique operations purchase power of
of the vegetable oil the consumer)
market

Tide
 KNOW YOUR AUDIENCE

Consumer

Need
fulfilment by Needs
the product

Consumption
WTP
Environment
 KNOW YOUR AUDIENCE

Consumer Colgate’s entry into the

scene and succeeding in
the Mexican Market

Need
fulfilment by Needs
the product

Their product was

more suited to the
conditions of
Consumption Mexico than P&G’s
WTP
Environment
products.
 KNOW YOUR NEIGHBOR

Radio majorly occupied by Mexico leaving minimal

opportunities for P&G

P&G wanted to advertise its own products

Ended up leveraging on increasing its distribution

network to compete in the market
 ECONOMIC COLLAPSE

Fall of
Rise of Mexican
Mexico’s Peso
External
Loss of
National
market
Debt
share
 RECOVERY

Protecting brand’s claim- quality &

value- use of local substitutes

Marketing focused towards directing

budgets towards media front

Market research for better understanding

of Mexican consumers

Repositioning product- Zest as a soap to a

skin cleanser
THANK YOU