marketing plan Essay - 4776 Words

1.0 EXECUTIVE SUMMARY Procter Gamble (PG), the large US consumer products company, has a well-earned reputation as one of the worlds best marketers. One of PG well-known product is Joy Liquid Dishwasher. Joy was re-introduced in Malaysia in September 2013. As the price is slightly higher than the competitors, the demand for Joy Liquid Dishwasher is defeated with the competitors brand such as Axion and Glo. Therefore, this report was commissioned to examine the situation. The research draws attention to: I. High price Compare with other dishwashing liquid brand, Joy is quite expensive dishwashing liquid. II. Functionality The customer behaviour in using liquid dishwashing, where they press an excessive amount of the liquid.†¦show more content†¦So this will give a good attractive advertisement to attract customer to buy and try this product. 3.1.4 Threats I. Competitors There are many brand of dishwashing liquid in the market. The price of that brand is cheaper than Joy. Average of consumer in Malaysia is a middle income customer. They prefer to buy things that not too expensive. So they might choose other brand rather than Joy. 3.2 INDUSTRY ANALYSIS Dishwasher can be divided into three types which are paste, liquid and gel. The cheaper price for dishwashing is paste type whether liquid and gel is expensive than paste type. In Malaysia, most of lower income customers prefer to buy paste dishwasher because it cheaper and long durability. While middle and higher income usually use liquid or gel dishwasher because this type of dishwasher always come out with various flavour and gentle to skin. 3.3 COMPETITOR ANALYSIS There are many competitors in dishwashing product. The competitors in dishwashing product usually compete in the price of dishwashing. This is because the ingredient and technology of dishwashing almost same and there is no differentiation between the brand. Table 3.1 below shows price among competitors brand and price is refer in Tesco supermarket. Brand Manufacture Price Sunlight Unilever Refill pack: 700ml = RM4.50 Liquid: 1000ml = RM5.99 Labour Lam Soon Paste: 400g = RM 2.29 Liquid: 900ml = RM 2.59 Zip Lam Soon Liquid: 900ml = RM 3.30 Axion Colgate-PalmoliveShow MoreRelatedA Marketing Plan For A New Marketing Strategy966 Words   |  4 Pagesthe governmental legal requirements and, on the other hand, defines the organization’s policy administration. For a triumphant marketing plan, understanding the government legal approaches allows for efficient operation and inter-relationship with other organization. Similarly, internal legal policies allow the company to uphold its operation in a set manner. 4.0: Marketing Audit A market audit process is a tool that can never be neglected despite the situation. 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