Procter & Gamble Internship Assessment: India Market Simulation Game Answer Guide
Objective:
This assessment simulates a strategic business scenario where you must launch a P&G product in the Indian market. Your goal is to maximize market share, brand equity, and profitability within a 12-month period.
Key Steps to Solve the Game
Market Research Phase
Analyze Demographics: India’s population (1.4B), urbanization rate (35% urban, 65% rural), and income distribution (large middle class growth).
Competitor Landscape: Study P&G’s existing products (e.g., Pampers, Tide, Olay) and local competitors (e.g., HUL’s Sunlight, MRF, or Parachute).
Cultural Insights:
Rural vs. urban consumption patterns (e.g., rural focus on affordability, urban preference for premiumization).
Key triggers: Family-centric marketing, festivals (Diwali, Holi), and digital adoption (91% internet penetration).
Product Selection & Pricing
Choose Product: Opt for a product aligned with India’s growth drivers (e.g., Tide Ultra for fast-growing urban laundry market or Pampers Active for premium baby care).
Pricing Strategy:
Penetration Pricing: Undercut competitors (e.g., Rs. 199 for 1kg洗衣液 vs. HUL’s Rs. 219).
Value Pricing: Bundle products (e.g., "Buy 2 Pampers packs, get 1 free" for Diwali).
Distribution Channel Optimization
Urban Markets: Partner with e-commerce platforms (Amazon, Flipkart) and hypermarkets (Aldi, Reliance Retail).
Rural Markets: Collaborate with local Kirana stores and use P&G’s Shiksha initiative for product training.
Digital Integration: Leverage WhatsApp Business for order tracking and UPI payments.
Marketing & Promotions
Campaign Themes:
Tide: “Dhoom Akad, Laundry Perfect” (emphasize speed and cleanliness).
Pampers: “Care for Every Step” (highlight baby safety and parent convenience).
Budget Allocation:
40% digital ads (Facebook/Instagram), 30% TV/Radio (for rural reach), 20% influencer partnerships (e.g., parenting bloggers), 10% CSR (e.g., hygiene drives).
Promotions:
Free samples during festivals.
Referral discounts (e.g., “Refer a friend, get Rs. 100 off”).
Risk Mitigation
Regulatory Compliance: Ensure FSSAI certification for food products.
Supply Chain: Partner with local manufacturers (e.g., Aditya Birla) to reduce costs.
Crisis Management: Prepare for price wars or supply delays (e.g., backup suppliers).
Performance Metrics & KPIs
Short-Term: Market share (target 8% in 6 months), social media engagement (10K+ followers in 3 months).
Long-Term: Repeat purchase rate (50%+), brand recall (top 3 in category).
Sample Answer for a Game Scenario
Scenario: Launch Pampers Active in Mumbai with a $500k budget.
Action Plan:
Pricing: Rs. 699 for a 12-pack (vs. HUL’s Rs. 799).
Distribution: Partner with Reliance JioMart for last-mile delivery.
Marketing:
YouTube ads featuring Indian mothers (e.g., “Raise Active Kids”).
Collaborate with parenting influencers like Aanchal Arora (1M+ Instagram followers).
Promotion: “Buy 1, Get 1 Free” during Diwali (Q4 peak).
ROI Target: 15% within 6 months.
Outcome:
Captures 12% urban market share in 6 months.
20% increase in social media engagement.
35% repeat purchase rate.
Final Tips for Success
Data-Driven Decisions: Use tools like Google Analytics for digital campaigns.
Local Partnerships: Collaborate with NGOs (e.g., Bharat BillPay for rural financial inclusion).
Agility: Adapt quickly to market shifts (e.g., COVID-19 pivot to e-commerce).
Good Luck!
This framework balances analytical rigor with creative execution—key traits P&G values in interns. Focus on scalability, sustainability, and consumer-centricity.
Let me know if you need help with specific game rules or case studies! 🚀
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