Private label brands are a threat for high value manufacturer’s brands such as “Charmin”!

Table of Contents

I INTRODUCTION

1. Nature of Study

1.1 Company Profile – Procter & Gamble

1.1.1 Procter & Gamble - Germany

1.1.2 The brand ‘Charmin’

1.2 The Disposable Paper Industry

2. Aims of Study

3. Structure of Study

II LITERATURE REVIEW

1. Strategic integration of the research topic

1.1 Competitive advantage in an organisational context

1.2 Stakeholder theory relevant to Procter & Gamble

1.3 Decision Making & Value Innovation

2. Operational dimension relevant to Procter & Gamble

2.1 Marketing – A General Introduction

2.2 Branding

2.2.1 Emotional Branding

2.2.2 Private Label Brands

2.2.3 Private Label Brands vs. Manufacturer’s Brands in Germany

2.3 Pricing

2.3.1 Value-based pricing approach

2.3.2 Value-based pricing strategy

3. The role of consumer buyer behaviour

3.1 Market Segmentation

3.2 Buying Decision Process

3.3 German Consumer Buyer Behaviour

3.4 Customer Perceived Value

3.5 The Loyalty Factor

III METHODOLOGY

1 The researcher’s philosophy

2 The approach to the dissertation

3 Justification for research strategy selected

4 Data Collection

4.1 Sampling

4.2 Questionnaires

5 Credibility of research findings

6. Ethical Issues

IV ANALYSIS & DISCUSSION

1. Critically analyse strategic marketing changes and dynamics of the disposable paper industry

2. Analysis of Primary Data

2.1 Discussion of primary and secondary data

3 Conclusions about success or failure of P & G’s marketing strategy

V CONCLUSIN & RECOMMENDATIONS

1 Strategic marketing changes and the dynamics of the disposable paper sector

2. Consumer buying behaviour in the disposable paper sector

3. Success or Failure of P & G’s marketing strategy

4. Test of Hypothesis

5. Recommendations

6. Success of the project

7. Restricting elements and limitations

8. Areas of further study

9. Personal Reflection

Research Objectives and Themes

This research aims to investigate the influence of pricing and branding strategies on consumer buying behaviour within the disposable paper industry, specifically using Procter & Gamble's 'Charmin' brand as a case study to determine how global manufacturers can sustain competitive advantage against the growing threat of private label brands.

• Strategic marketing dynamics in the disposable paper industry
• Impact of 'value pricing' and premium branding on consumer loyalty
• Consumer buying behaviour and segmentation in the German market
• The relationship between retailer power and manufacturer strategies

Excerpt from the Book

Summary of Chapters

I INTRODUCTION: Provides the background of the research, introduces Procter & Gamble and the disposable paper industry, and defines the research aims.

II LITERATURE REVIEW: Examines strategic management, competitive advantage, marketing theories, pricing strategies, and consumer buyer behaviour in a theoretical context.

III METHODOLOGY: Details the research philosophy, the deductive approach, the multi-method research design, and data collection techniques used.

IV ANALYSIS & DISCUSSION: Presents primary and secondary data analysis concerning industry dynamics, consumer behaviour in Germany, and the effectiveness of P & G’s strategies.

V CONCLUSIN & RECOMMENDATIONS: Summarizes research findings, tests the hypothesis, and provides recommendations for Procter & Gamble regarding future market challenges.

Keywords

Procter & Gamble, Disposable Paper Industry, Value Pricing Strategy, Consumer Buying Behaviour, Brand Loyalty, Private Label Brands, Market Segmentation, Marketing Mix, Competitive Advantage, Emotional Branding, Strategic Management, Retailer Power, Brand Equity, Customer Perceived Value, Market Research

Frequently Asked Questions

What is the core focus of this dissertation?

The research investigates Procter & Gamble’s marketing strategy in the disposable paper industry, with a specific focus on pricing and its influence on consumer buying behaviour and brand loyalty in Germany.

What are the primary themes discussed?

Key themes include competitive advantage, stakeholder theory, strategic decision-making, the impact of private label brands, market segmentation, and consumer behaviour within the Western economic context.

What is the central research hypothesis?

The study tests the hypothesis that private label brands represent a significant threat to high-value manufacturer’s brands, such as 'Charmin'.

Which methodology does the author employ?

The author uses a multi-method, deductive approach characterized by positivism, triangulating qualitative and quantitative data including secondary industry reports and primary survey data from German consumers.

What does the main body of the work cover?

It covers an extensive literature review, detailed analysis of the disposable paper industry, primary research findings through consumer questionnaires, and critical discussions on P & G's strategic performance.

How is the term "consumer behaviour" characterized in this study?

It is defined as the process of acquiring, using, and disposing of products, services, or ideas, which is influenced by cultural, social, personal, and psychological factors.

How does Procter & Gamble approach pricing?

P & G utilizes a 'value pricing strategy' rather than an 'everyday low pricing' (EDLP) model, focusing on superior product quality and emotional branding to justify premium price points.

What were the findings regarding German consumer loyalty?

The research suggests a contradiction where German consumers are highly price-conscious regarding discounter shopping, yet express significant brand loyalty once a product has earned their trust.

What impact does the 'Charmin' bear mascot have on consumers?

The study notes that advertising with the 'Charmin' bears successfully facilitates emotional bonding, helping consumers associate the brand with 'cute' and soft qualities beyond just functional performance.