Strategic Marketing Defining a Marketing Case Study

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P&G has very strong technical expertise, can provide labels on the redesigned packaging of Facelle showing how it excels in biodegradability, and is good for the environment. Millennial consumers thrive on sustainability and eco-friendly labeling as well and this will increase sales in this segment (Furlow, Knott, 2009). P&G will need to be careful to not over-state the sustainability of eco-friendly nature of the brand or it could potentially lose credibility as well (Furlow, 2010). It will need to strive for honesty and truthfulness in this market position. In terms of distribution, P&G needs to get Facelle out of the stores where it is competing with generic brands and focus on higher value grocery chains and retailers.

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Conclusion

Facelle needs to have a coordinated and significant change to its marketing mix to survive. Changing the packaging to concentrate on eco-friendly messaging, increasing the price to communicate a strong price/quality relationship, and redefining the distribution strategy is essential for the brand to grow. All of these factors need to be tied together with very transparent and real data as to the sustainability and eco-friendly aspects of the brand as well......

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