Marketing plan ariel

MARKETING PLAN PROCTER & GAMBLE ARIEL
ALEJANDRA VARGAS PEDRAZA

BUSINESS ADMINISTRATION

COUNTRY INFORMATION

GDP
120.000.000

100.000.000

80.000.000

60.000.000

40.000.000

20.000.000

-

1995

1996

1997

1998

1999

2000

2001

2002

2003

2004

2005

SOURCE: GRAPHIC BY ALEJANDRA VARGAS, DANE.

2006

INFLATION
25,00%

20,00%

15,00%10,00%

5,00%

0,00% 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006

PRECIOS AL CONSUMIDOR
SOURCE: GRAPHIC BY ALEJANDRA VARGAS, DANE.

PRECIOS AL PRODUCTOR

INFLATION OF THE SECTOR OF CLEANLINESS PRODUCTS

155

151,86

150

145

140,32

140

135

130 2003 2004

SOURCE: GRAPHIC BY ALEJANDRA VARGAS,http://www.colombiaempresarial.com/estadisticas/RADAR/ABRIL/

$ 3.700

EXCHANGE RATE

$ 3.200

$ 2.700

$ 2.200

$ 1.700

$ 1.200

$ 700

$ 200 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

SOURCE: GRAPHIC BY ALEJANDRA VARGAS, DANE.

COLOMBIAN POPULATION
50.000.000

45.000.000

40.000.000

35.000.000

30.000.000

25.000.000

20.000.000

15.000.000

10.000.000

5.000.000

1995 19961997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

SOURCE: GRAPHIC BY ALEJANDRA VARGAS, DANE.

SECTOR OF CLEANLINESS PRODUCTS

13% 3% 4% 40%

SOAP IN PASTE TO WASH DETERGENTS IN POWDER SOLID DETERGENTS BITUMENS

11%

DESMANCHADORES OTHERS

29%

SOURCE: GRAPHIC BY ALEJANDRA VARGAS, http://www.andi.com.co/camaras/cosmeticos/default.htm

EXPORTATIONS OF THE SECTOR2004

10% 4% 5%

21%

60%

LIMPIADORES DE VIDRIOS DETERGENTES EN POLVO

JABONES INDUSTRIALES OTROS

CHAMPÚ PARA ALFOMBRA

SOURCE:GRAPHIC BY ALEJANDRA VARGAS, http://www.andi.com.co/camaras/cosmeticos/default.htm

SECTORS OF MINOR GROWTH
CATEGORY OF MINOR GROWTH
Facsimile of video and image Sevice of parking Dress Shod for women Trousers Others articles of clothing BlouseGROWTH APRIL 04/05
-6,24% -6,52% -7,13% -7,55% -7,90% -9,25% -9,43%

Detergent
Articles of culture and enjoy Carrots Onion

-10,56%
-12,27% -15,73% -19,53%

SOURCE:http://www.colombiaempresarial.com/estadisticas/RADAR/ABRIL

BRANDS

MARKET SHARE

5,8% 15,8% 3,6%

11,8%
RINDEX ARIEL

23,9%

BOLD FAB LAVOMATIC TOP

7,4% 3,4% 28,3%

AS MARCAS PRIVADAS

SOURCE: GRAPHIC BYALEJANDRA VARGAS, REVISTA DINERO #208.

MARKET SIZE IN UNITS
RINDEX ARIEL

7.047.000 19.197.000 4.374.000

14.337.000

BOLD FAB

29.038.500

LAVOMATIC TOP

8.991.000 34.384.500 4.131.000

AS MARCAS PRIVADAS

TOTAL UNITS: 121.500.000 IN 1000 gr
SOURCE: BY ALEJANDRA VARGAS

MARKET IN VALUES
RINDEX ARIEL

17.265.150.000 55.191.375.000 15.851.376.000 42.230.727.000147.922.119.000 145.583.973.000 19.721.394.000 50.724.306.000

BOLD FAB LAVOMATIC TOP AS MARCAS PRIVADAS

TOTAL: 494.490.420.000 IN 1000 gr SOURCE: BY ALEJANDRA VARGAS

TOM

3% 6%

2% 2%

9%
FAB ARIEL

48%

TOP LAVOMATIC RINDEX DERSA/AS OTROS

30%

SOURCE: REVISTA DINERO #228, GRAPHIC BY ALEJANDRA VARGAS.

TOM 2000 AND 2005
60%

56%

50%

48%

40%

2000 30%
30%

23%
20%2005

10%

0% FAB ARIEL

SOURCE: REVISTA DINERO #228, GRAPHIC BY ALEJANDRA VARGAS

STRATEGIC MAP
H I G H

P R M E D I I U C M EL
O W

LOW

MEDIUM

HIGH

QUALITY

BACKGROUNDS
• Procter and Gamble is the result of a tradition of more •
than 160 years. In 1837, William Procter and James Gamble founded a small company for the production of candles and soaps inCincinnati's city, Ohio. In 1859 the sales of Procter and Gamble reached one million dollars and in that moment the company had 80 employees. In 1937 was celebrated its 100 Anniversary and the sales were reaching 230 million dollars. Procter and Gamble threw its first spot of the soap "Ivory" during the retransfer of the first game of league of baseball. In 1980 the company reached sales of 10 trillions of...