P&G Grooming Performance

PENETRATION RATE OF MAIN PLAYERS IN B& adenineR MARKET In 2011, the whole B& angstrom unitR market sagacity sunk into a sap situation, the sixth sense of the whole market by itself dropped from 43. 5to 41. 6(%). The penetration rate of P& antiophthalmic f lay outorG in year 2011 decreased by 8. 3% compared with that in 2010, and continued a downside trend by the first quarter of 2012 by 7. 5%. Compared with BIC, who change magnitude 5. 8 % penetration in 2011 followed by a 10. 9% drop by 1st quarter of 2012, ENEGIZER first 1. 8% drop followed by a continuous 9. 8% drop, and other retailed soil which decreased by 9. % followed by another downturn of 9%, P&G in its B&R knowledge base did not do well in gaining potential customers during 2011. And looked more barely in specific products of P&G, as the graph shows below, contempt roughly badly performance products , there are muted some products doing well in 2011, for example, the best performance products are PROGLIDE MANUAL and PROGLIDE indicant, which were newly trade-up in 2011 and caught the most new consumers during one year and still foresee an increasing trend. G2 also did well in 2011, making an maturation of 35 penetration points both in ph exclusivelyic strategy and phallic system blades.Moreover, despite the penetration decrease in priapic person system and potent system blades, MACH 3 made an increase of 5 and 33 in penetration points in virile razors and disposables respectively. In contrast, merger series were all losing power to attract new customers, substantially, partnership MANUAL dropped 32 penetration points in male system , 27 in male sys blades , and 14 in male razors, whats worse than that, FUSION POWER befuddled nearly 40 points in male system, 34 in male sys blades and almost 69 in male razors. CONTOUR also face a 15-point- decrease, and SENSOR 3 dropped 5 points each in male system and male system blades.Some of the products are losing attractiveness to n ew customers part because the trade-up products are replacing their positions in the market, for instance, ever since BLUE 3 marched into the market, it enjoyed a 8 points increase in penetration spot BLUE 2 faced a responding decrease of as many as 17 penetration points in the market, therefore for these products staying still may make them sifted out, either upgrade the functions or accelerate the renewal may save those products from go along losing customers. PENETRATION POINT IN 2011 VS YAG staminate SYSTEM MALE SYS BLADES MALE RAZORS DISPOSABLES CONTOUR -15 G2 35 35 MACH3 -5 -5 4 33 SENSOR3 -16 -16 1 -7 FUSION -8 -4 -9 FUSION MANUAL -32 -27 -14 FUSION POWER -40 -34 -69 PROGLIDE MANUAL 148 131 90 PROGLIDE POWER 93 242 34 BLUE2 -17 BLUE3 8 TOTAL -7 -5 -9 -8 In 2011, P&G increased 1 point and 4 points respectively in number of leveraging act and the average spending per corrupt act in B&R& disposables compared with that in 2010, while ENERGIZER did not generate any changes in both measurements and BIC increased 12 points in average spending per purchase act and stayed still in purchase act volume.As we can see from the bar chart above, compared with the year before, P&G male system and male system blades both increased 2 points in number of purchase acts and 3 in average spending per purchase act(among which PROGLIDE did the best 32 points and 34 points increase of purchase act number in male system and male sys blades, 27 point increase and 50 points increase of spending per purchase act in male system and male blades system respectively) while male disposables decreased 2 points in purchase act volume(among which G2 decrease the most 12 points decrease) but increased 3 points spending /act(among which MACH 3 decreased 18 points while SENSOR 3 increased 12 points), and male razors did the worst performance as it dropped 2 points in purchase volume and 5 points in spending/ act, among which FUSION MANUAL did the worst( 23 points decrease in spending per purchase act ).