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

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 global manufacturer of consumer goods operating in more than 80 countries with over 110000 employees. It started its operation in Germany in1960 and is ranked third in the disposable paper industry regarding market share. After introducing the nature of consumer behaviour and its linkage to Procter & Gamble's strategic marketing activities an extensive literature review will be given. The research topic is put in a conceptual and theoretical context by examining literature about the strategic the operational dimension relevant to this piece of work. The author defined the appropriate methodology and research design necessary to achieve the research objectives of this study.Firstly strategic marketing changes and the dynamics of the disposable paper industry were critically analysed based on secondary data. Secondly the gathered primary data will be presented and discussed in order to identify consumer buying behaviour concerning a product's pricing and branding strategy.Thirdly conclusions were drawn about P & G's success or failure in the industry supported by Porter's five forces model. The development of the company's 'value pricing strategy' will be outlined based on secondary data. Concluding it can be said that an effective marketing strategy considering high value manufacturer's brands is crucial for achieving a sustainable competitive position in the