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

Inhaltsverzeichnis (Table of Contents)

• INTRODUCTION
• Nature of Study
• Company Profile - Procter & Gamble
• Procter & Gamble - Germany
• The brand 'Charmin'
• The Disposable Paper Industry
• Aims of Study
• Structure of Study
• LITERATURE REVIEW
• Strategic integration of the research topic
• Competitive advantage in an organisational context
• Stakeholder theory relevant to Procter & Gamble
• Decision Making & Value Innovation
• Operational dimension relevant to Procter & Gamble
• Marketing - A General Introduction
• Branding
• Emotional Branding
• Private Label Brands
• Private Label Brands vs. Manufacturer's Brands in Germany
• Pricing
• Value-based pricing approach
• Value-based pricing strategy
• The role of consumer buyer behaviour
• Market Segmentation

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This dissertation examines the marketing strategies employed by Procter & Gamble in the disposable paper industry, focusing on consumer buying behavior, branding, and pricing. The study aims to assess the effectiveness of P&G's strategies in the face of growing competition from private label brands. Key themes explored in the dissertation include:

• The dynamics of the disposable paper industry
• The impact of private label brands on manufacturer's brands
• Consumer buying behavior and its influence on pricing and branding strategies
• The role of value-based pricing in achieving competitive advantage
• The importance of effective marketing strategies for achieving sustainable success in the marketplace

Zusammenfassung der Kapitel (Chapter Summaries)

The dissertation's introduction provides a comprehensive overview of the research topic, outlining the company profile of Procter & Gamble, particularly its German operations, and its flagship brand, Charmin. It also details the disposable paper industry and its evolving competitive landscape. The literature review section delves into the strategic and operational dimensions relevant to the study. It examines various frameworks and theories, including competitive advantage, stakeholder theory, decision-making processes, value innovation, and branding strategies, specifically exploring emotional branding and the rise of private label brands. The chapter also discusses pricing strategies, focusing on value-based approaches. The final section of the dissertation delves into the critical role of consumer buying behavior in shaping successful marketing strategies. It examines the significance of market segmentation and its implications for product development, pricing, and branding.

Schlüsselwörter (Keywords)

This dissertation focuses on key concepts within the realm of marketing strategy, particularly in the context of the disposable paper industry. Core terms and concepts include private label brands, manufacturer's brands, consumer buying behavior, value-based pricing, brand loyalty, competitive advantage, and stakeholder theory.