TITLE

P&G and Unilever's Giant headaches

AUTHOR(S)
Neff, Jack
PUB. DATE
May 1999
SOURCE
Advertising Age;5/24/1999, Vol. 70 Issue 22, p22
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article discusses how rivals Procter & Gamble Co. (P&G) and Unilever share the problems of slow sales and decreasing market share in the U.S. as of May 1999. In a report last year from PaineWebber covering market share across a wide spectrum of household and personal care categories totaling more than $38 billion annual in retail sales, the dollar share of P&G declined 2.4% to 26.6%. Unilever's share was down 0.8% to 8.2%. Instead of dominating the package-goods business, the two biggest players have each shed roughly 10% of their market share in the past five years, while rivals such as Bristol-Myers Squibb Co., Clorox Co., Colgate-Palmolive Co., S. C. Johnson, L'Oreal and Revlon gained ground. Although taking different paths, both companies are trying to fix their marketing processes and solve long-simmering problems with advertising agencies. Among the solutions: A swifter, more accurate product development process and a more holistic, less TV-centric media approach that forces both marketer and agency to respond to the realities of an evolving retail environment. INSETS: Rivals step up pace of product launches;P&G cuts layers to speed ad process.
ACCESSION #
1873525

 

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