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Consumer Advantage: Tulsi & Savita to endorse P&G

28-February-2004
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Consumer Advantage: Tulsi & Savita to endorse P&G

If Procter & Gamble (P&G) is a challenger in India and not a market leader, it was clearly by design. P&G’s focus has been strictly honed on China in the past few years. However, that strategy is about to take a U-turn.

P&G is planning to shed its premium image and reach out to the masses in India. Sources reveal that P&G India is going to reposition a number of brands and fix new price levels to make them fly off the shelves. A host of consumer initiatives will follow suit.

Although company officials declined to reveal their marketing strategy when contacted, the conglomerate intends to leverage the success of Smriti Iraani (Tulsi) and Apara Mehta (Savita) of ‘Kyunki Saas Bhi Kabhi Bahu Thi’ fame as part of their forthcoming ‘consumer advantage’ campaign.

Procter & Gamble Hygiene and Health Care Ltd (P&G) has posted a higher net profit at Rs 39.32 crore for the second quarter ended December 31, 2003 as against Rs 35.35 crore in the same period last fiscal. The total income for the reporting quarter rose to Rs 170.19 crore from Rs 141.81 crore in October-December 2002, the company informed the Stock Exchange, Mumbai late last month.

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