P&G study identifies best categories for value pricing

Article Abstract:

Price promotions should focus on products where total sales can be boosted rather than on categories where consumption is static, according to John Millen, Procter & Gamble's vice president of sales for the UK, Ireland and Scandinavia. High growth categories include bread, wine, coffee and fresh food, while slow growth products include soap, detergents, pet food and tissues. Millen says that major promotions should be used for the high growth products, while consistent value, but with limited promotional activity, should be the strategy for static categories.

Soap, Cleaners, and Toilet Goods, Soap, Cleaning Compound, and Toilet Preparation Manufacturing, Soaps, Detergents & Toiletries, Marketing, Consumer goods industry, Soap and cleaning agents industry, Cleaning agents industry

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P&G axes Luvs diapers in Europe to focus on Pampers

Article Abstract:

Procter & Gamble is withdrawing its Luvs premium diaper brand in Europe so that it can concentrate more on its Pampers brand. Agency Michael Conrad & Leo Burnett will lose out, as the Pampers business is handled by Saatchi & Saatchi throughout Europe. The company wants to maintain the market share lead of its Pampers brand. It has 50% of the retail market in Germany and is supported by a $16 million ad spend.

All Other Miscellaneous Textile Product Mills, Fabricated textile products, not elsewhere classified, Woven & Knit Diapers, Diapers, Product discontinuation

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Barilla, P&G test value pricing in Europe

Article Abstract:

Barilla of Italy, a pasta company and Procter & Gamble are using everyday low pricing or value pricing on a national basis in a few European markets. Barilla plans to permanently reduce prices on 70% of its products by around 12% and place more resources with product innovation and advertising. P&G has experimented with value pricing in some categories in the UK.

Prices and rates, Brand name products, Brand names, Barilla

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