P&G is notorious for personal care and hygiene products. As the Free Clean Wipes are the first product in the home goods market, getting this product in front of the right audience is of utmost importance. Brand recognition won’t be hard to establish, but it is product reliability consumers are most likely to be concerned with. This new product would be an internal weakness as P&G has never introduced a cleaning product of this nature. While the company is certain innovation is the cornerstone of their success, P&G is still conscious of external factors.
P&G publicizes their intent to “improve the lives of the world’s consumers, now and for generations to come” (P&G, 2022). Procter & Gamble strives to improve day to day life in small, meaningful ways by following five strict core values: integrity, leadership, ownership, passion for winning and above all, trust.
With this second round of COVID outbreaks, industry trends are still showing a large demand for disinfecting wipes and other sanitizing products. The most affordable brands during the pandemic were often store brands like Walmart’s Equate or Target’s Up & Up, rather than name brands like Lysol or Clorox. To maximize market reach, this new line of wipes will need to be competitively priced and available both online and in brick-and-mortar locations. As many households are still feeling the financial impacts of the pandemic, sales promotions may be the most profit-driven advertisement at this time. With Global Warming being both a fore and after thought in today’s world, eco-friendly products are constantly in demand. This wipe would be entirely biodegradable and pet-safe so that the environment, including wile animals, will be safe during the disposal of this product.
Legally, P&G could be held responsible for negative reactions in animals caused by the chemicals and agents used in this product. However, P&G is focused on improving the lives of their consumers, so any necessary research and testing would be executed and perfected before this product touches the market. Additionally, animal testing would be held to the highest standards to ensure no animals would be harmed. Disclaimers may also be necessary to ensure product safety, while addressing the risk of potential allergens.
Some limitations I’ve encountered is accumulating accurate data following the jump in sales from the COVID-19 outbreaks. It was a struggle to establish a target market for the Free Clean Wipes; residential pet owners come in all ages and social statuses, whereas only specific organizations would benefit from this niche-oriented cleaning product.
References
Babin, B. J., & Zikmund, W. G. (2019). Essentials of marketing research. Cengage.
Fry, R. (2020, April 28). Millennials overtake Baby Boomers as America’s largest generation. In Pew Research Center. Retrieved from https://www.pewresearch.org/fact-tank/2020/04/28/millennials-overtake-baby-boomers-as-americas-largest-generation/
P&G. (2022). Policies & practices. In P&G. Retrieved from https://us.pg.com/policies-and-practices/purpose-values-and-principles/
Thompson, A. (2017, May 25). Procter & Gamble’s marketing mix (4Ps) analysis. In P&G. Retrieved from https://panmore.com/procter-gamble-marketing-mix-4ps-analysis
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