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Proctor and Gamble Essay - 786 Words

• Dyer, Davis; Frederick Dalzell, Rowena Olegario (2004). Rising Tide: Lessons from 165 Years of Brand Building at Procter & Gamble. Harvard Business School Press.

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Q1 a) Characterize the behavior of consumers in the German market for fabric softener. Focus on such issues as who the customers are, what benefits they are looking for, what factors govern purchase behavior and the trends affecting that and draw the implications for Proctor and Gamble’s product, Lenor, and its market performance. Conceptualize and describe a model of buyer behavior with respect to fabric softener and discuss the implications of it for Lenor.
b) How is (can) the market for fabric softener (be) segmented? Explain.

The Proctor and Gamble Corporation essays