Procter & Gamble\“s marketing strategy in India demonstrates remarkable adaptation to local consumer needs. One of their most successful case studies involves the launch of Gillette Guard razor specifically designed for the Indian market.
The company conducted extensive research and found that most Indian men shave with double-edged razors and often face issues like nicks and cuts due to inadequate shaving conditions. P&G engineers developed the Gillette Guard with a single blade and an easy-rinse design that works well even with limited water availability.
Another notable success is the marketing of Pampers diapers. P&G recognized that Indian mothers prioritize dryness and comfort for their babies. They launched Pampers with a focus on these benefits and introduced smaller, more affordable pack sizes to make the product accessible to a wider consumer base.
For their detergent brand Tide, P&G created marketing campaigns that resonated with Indian housewives by showing how Tide works effectively even in hard water conditions, which is common across many parts of India. The company also introduced smaller sachet packaging to cater to price-sensitive consumers.
P&G\“s marketing approach in India emphasizes understanding local consumer behavior, adapting product formulations to local conditions, and creating pricing strategies that make premium products accessible to middle-class consumers. |
