Miriam Mennen
Broschiertes Buch

Private label brands are a threat for high value manufacturer's brands such as "Charmin"!

An investigation of Procter & Gamble's marketing strategy focusing on 'pricing', under critical consideration of consumer buying behaviour and brand loyalty

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Master's Thesis from the year 2007 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1.0, University of Sunderland, language: English, abstract: This research project presents the outcomes of a case study analysis of Procter and Gamble's operations in the disposable paper industry, focussing on consumer buying behaviour, branding and pricing as strategic elements in marketing. The dynamics of the industry, as well as challenges faced by manufacturers towards the growing threat of private label brands will be outlined. Procter & Gamble, founded in 1837 is a glob...