P&G Mktg Plan

Twenty-two years after the partnership was formed, Proctor and Gamble sales reached $1MM and employed eighty people. In 1890, after running the company as a partnership for fifty-three years, the partners incorporated. William Alexander Proctor, son of the founder, was named for President. By 1890, Proctor and Gamble was selling more than thirty different types of soap. Proctor and Gamble began manufacturing and selling products other than soap, such as Crisco, in 1911. Proctor and Gamble celebrated its 100th Anniversary in 1937, and by 1945, Proctor and Gamble had become nearly a $350MM company. Proctor and Gamble would enter the consumer paper products business by 1957. It was in that year that Proctor and Gamble acquired Charmin Paper Mills, a regional manufacturer of toilet tissue, towels, and napkins. In

The final objective to cover is the promotion of the product. The promotion will include the use of coupons, discounts, and bundling. In the consumer market, such promotions as bundling will get the product into the hands of consumers and encourage the trial of Fresh Mates. Bundling would include attaching a small trial pack of the Fresh Mates to other Proctor and Gamble products such as the Charmin Ultra. Charmin Ultra is a premium toilet paper, whose users believe in the increased comfort gained by the use of Aloe so the use of Fresh Mates should also help to satisfy their desires. Coupons would also be distributed to help the re-introduction of the product to the masses. The coupons will grant discounts when other Proctor and Gamble products are purchased, which will generate sales for other products to help minimize the profit lost by the coupons and discounts given. In the promotion to business-to-business markets the idea is to gain the cooperation from businesses to help and distribute the name and knowledge of the product. We will give discounts to businesses by cutting the price on other Proctor and Gamble products if a predetermined amount of Fresh Mates is purchased. This will help to encourage trial of Fresh Mates to businesses.

In the business-to business segment, reducing the good’s packaging to a bland, simple plastic enclosure will cause production costs to decrease. While increasing the quantity distributed in each package will also cause production costs to decrease and may double to increase productivity due to decreased wrapping time and wrapper material used.

CHARMIN FRESH MATES: A BRIEF HISTORY

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