Title: How can a company increase its market share? The case of Procter & Gamble

Authors: Mary Viterouli

Addresses: Hellenic Open University, Parodos Aristotelous 18, Patras 26335, Greece

Abstract: Competition in the fast moving consumer goods (FMCG) industry has been greatly intensified in recent years mainly due to the economic recession and decreasing purchasing power of consumers. Companies in the industry have been engaging themselves in endless battles based mainly on pricing, promotion and naturally innovation in order to maintain and even increase their market share, basically by 'snatching share' away from competitors. One of such companies is Procter & Gamble, which is considered to be the leader of the FMCG industry. This paper seeks to show, by examining P&G's course of action, that there is room for improvement and achievement (even in saturated industries such as the FMCG), since this company continually reforms and reshapes, seeking new investment and innovation opportunities and business ventures, and renewing its positioning methods and target groups with the aim of increasing its clientele-base and consequently its market share, though not unchallenged.

Keywords: FMCG industry; fast moving consumer goods; market share; crowdsourcing; P&G; Procter & Gamble; strategies; stage gate; innovation; idea-to-launch framework; competition; developing countries.

DOI: 10.1504/IJDSRM.2014.068159

International Journal of Decision Sciences, Risk and Management, 2014 Vol.5 No.4, pp.421 - 438

Received: 07 Aug 2014
Accepted: 25 Dec 2014

Published online: 18 Mar 2015 *

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