Key learning:
- Utilizing outside source to determine the true root cause of the actual decline in profit share was an extremely valuable expenditure for Procter and Gamble.
- This broad market view actually pinpointed the areas of improvement in regards to Pantene's market share decline as well as giving them insight to other product lines and how they fair in the market overall.
- This study identified packaging issues or improvements that could increase customer appeal.
- Indicated that Garnier's entrance into the US market was not the real issue behind the decline.
- Proved that cost was not an issue but the need to promote the brand was needed. Our group felt that coupons and limited time offers would help to increase product flowing to more homes without decreasing price.
- We never pondered the facts in regards to the other product lines and other ways to increase revenue on their behalf to offset this fact. Dr. Kohne brought this to our attention as another way of viewing the data provided by Nielsen.
Group collaboration:
- The group agreed that the method of using Nielsen Research to determine the root cause was important. This enabled Procter and Gamble the much needed data to make an educated decision as to how to correct this issue.
- The method of utilizing "winning Brands" to find the solution was ingenious.
- For the most part we agreed that the issues, stated per the graphs, was packaging and promotion. Our solution to reinvent the packaging and develop a sale/coupon program to bring in additional customers was the best way to correct the situation.
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