Procter & Gamble: Always Russia

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Student Name: Program: MBA

Date of submission: 28.10.2013

Academic Year 2012-2013

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Procter & Gamble: Always Russia

P & G has rapidly gained market leadership in Russia is always feminine protection brand. Distinctive emerging strategies used P & G discussed. In planning the future development of the market, the management team, there are three solutions:

1) whether to keep the price premium is always trying to develop and medium-sized businesses through the cheaper brands,

2) whether the different marketing strategies employed in various countries in Central and Eastern Europe should be harmonized especially in light of the current parallel import problems,

3) whether women’s portfolio protection should be extended to run either Allways pantiliners and / or tampons Tampax .

Always is the current market leader in Russia with its premium positioning. According to the researches, Russian consumers have a very rational approach towards products and their decisions about the brands are not affected by the emotional attributes. Therefore, it is important to have high quality and convey the correct message to the Russian consumers. 

Advertising has a great importance in Russian market. Therefore, P&G needs to try to maintain its share of voice while deciding its marketing strategy. 

In terms of pricing, one alternative would be decreasing the prices of Always and position it as a mid-priced brand. This action may make them gain more market share and since the prices won’t be much higher than Poland, wholesalers will stop buying from Poland and start buying from P&G Russia again. However, decreasing prices may have some drawbacks. It is likely that consumers perceive this action as a decrease in the quality. Since Russian consumers are quality conscious,...