Professor Date Brand analysis: Mr. Clean Bathroom cleaner Part 1: Summary and Recommendations Mr. Clean is one of the successful brands of Procter & Gamble. It is considered as one of the leading brand in US market of household cleaning products…
This brand has a strong presence in the US market, as well as in many foreign markets and people of all ages and geographical backgrounds are the major target customers of Mr. Clean. The global bathroom cleaners industry is highly competitive as several potential competitors of P&G are trying to introduce new differentiated bathroom cleaners in competitive pricing. The major weakness of this organization is lack of differentiation and inadequate global recognition despite the strong presence in US and also in several emerging countries in the world. It is important for the organization to consider several effective and unique strategies in business processes in order to enhance positive market growth rate and leading market position in US market of household cleaning products. The organization should consider porter’s generic strategy in strategy development process because it will help the company to introduce different effective marketing strategies appropriate for US market. First of all the organization should think about cost leadership strategy as it will help the organization to provide high quality products in economic price. It will also help to gain potential competitive advantages. Secondly, the organization should try to incorporate differentiation strategy. This particular generic strategy will help the organization to introduce differentiated product line according to the changing needs of the customers in United States. Last but not the least; the organization should try to target untapped market in United States to maintain its leading position. Part 2: Market Analysis of Product Category Market Situation Several leading brands of household cleaning products in United States are trying to adopt several unique business operation strategies in order to adopt potential competitive advantages. However, current market situation of household cleaning products in United States is highly complex. Recent financial crisis and global economic recession affected the global economic environment. Limited purchasing power and low disposable income are the major consequences of this global economic slowdown. This market has also become high competitive especially in US as several domestic organizations are trying to offer quality products in economic price level. Many organizations are trying to reduce business operation cost in order to maintain economic pricing of the products. Most importantly, the US consumers always prefer quality consumer goods in competitive price. Therefore, it is true that P&G has to face strong industry competition and high bargaining power of people for Mr. Clean. Competitors Mr. Clean is a successful brand extension of P&G. There are several competitors of P&G trying to introduce bathroom cleaners in order to grab the market share of Mr. Clean in US market. Image 1: Logo of Mr. Clean (Procter & Gamble) Mr. Muscle, Lysol, Harpic, Leafed, Domex and Duck are the major competitors of Mr. Clean. However, Mr. Clean is considered as the leading player within the bathroom cleaner industry in terms of market share, profitability and potential client base. Consumer Trends P&G markets Mr. Clean in near about 180 countries. Therefore, it can be stated that the product has strong presence in fast moving consumer goods market. In addition to this, Mr. Clean’s major consumers are aged between 12 and 80, based on the utilization and characteristics of the products. This product is considered as one of the leading health care consumer goods. The purchasers’ ...
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