International Marketing Table of Contents Introduction 4 Overview of the two companies 4 Procter and Gamble 4 Nestle 5 SWOT Analysis 6 Strengths 6 Weaknesses 6 Opportunities 7 Threats 7 Porter’s Five Forces Analysis 8 Threat of new entrants 8 Power of buyers 9 Power of suppliers 9 Power of substitutes 9 Competitors 10 Marketing Mix 10 Product strategy 10 Price strategy 11 Distribution strategy 11 Promotion strategy 12 References 13 Bibliography 15 Introduction This paper represents a business report about critical evaluation and comparison of marketing strategies of the two global FMCG brands: Procter & Gamble (P&G) and Nestle…
these methods help to identify the efficiency of marketing strategies developed and implemented by the companies (Cateora, Gilly & Graham, 2009, p.7). On the other side, evaluation of the effectiveness of marketing strategies will be done through cost effectiveness business operation and growth of revenue of the companies. Before starting in-depth analysis of marketing strategies, brief overviews of the two companies need to be discussed. Overview of the two companies Procter and Gamble Procter and Gamble or P&G is one of the leading multinational consumer goods company based in America. The company headquartered in Ohio, USA and listed in New York Stock Exchange. It has successfully developed a diversified portfolio of popular brands of consumer durables. There are numbers of products in each brand and most of the products are very much popular worldwide. According annual financial report of 2011, P&G has reported revenue of $82.6 billion. Based on this performance, the company was ranked fifth position in the list of World’s most admired company by Fortune magazine. It was in sixth place in 2010. Procter and Gamble was established in 1837 by William Procter and James gamble. Throughout this glamorous history of more than 170 years, the company has grown by revenue and market share in consumer durable industry. Unique organizational culture of P&G stands for its purpose, values and principles. P&G people and P&G brands are the key foundation of P&G’s success whereas P&G consumers drive this success. Global brands of the company can be categorising in two parts. One is beauty and grooming and another is households care. In beauty and grooming categories most popular global brands are Camay, Gillette, Olay, Pantene, Old Spice, Secret etc. On the other side, Ariel, Tide, Mr. Clean, Swiffer, Febrize, Duracell, Charmin etc are most popular brands in households care category. P&G ranked 25th position in “World’s Most Innovative Companies” by Bloomberg. It is also listed in Global 100 Most Sustainable Corporations by Dow Jones Sustainability Indexes. Nestle Nestle S. A. is one of the leading multinational consumer durables company in the world. It offers nutritional and health-related consumer goods. The company headquartered in Vevey, in Switzerland. Nestle is the world’s largest food company in terms of revenue and market share. Nestle has wide portfolio of popular food brands. This product portfolio includes baby food, breakfast cereals, bottled water, dairy products, coffee confectionary, ice cream, snacks and pet foods. The company has production unit in most of its foreign markets. It has more than 450 production units in 86 countries. 29 most popular brands of Nestle have contributed annual sales of more than 1.1 billion in 2011. These include Nespresso, Kitkat, Nescafe, Nesquik, Vittel, Smarties, Vittel and magi etc. Nestle is one of the largest shareholder of L’Oreal which is the largest cosmetics company in the World in terms of revenue and market share. Nestle was the merger of Anglo-Swiss Milk company and Farine Lactee ...
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