Procter & Chance which released its Constantly brand in Russian market in August 1995 achieved the market command in early 1998. In May 1998, P& G was considering 3 essential issues. To begin with, P& G needs to decide whether it should continue prices Always at the same level since Western European countries or help to make it as being a mid-priced brand. Second issue was the sustainability of the distinct marketing strategies in Russia. Finally Procter & Gamble must decide if to extend the portfolio by simply launching Alldays or Tampax. SITUATION ANALYSIS
Always is definitely the current market innovator in Russia with its high quality positioning. Based on the researches, Russian consumers have a very rational approach towards products and their decisions about the brands are not affected by the emotional attributes. Therefore , it is crucial to have superior quality and convey the correct meaning to the Russian consumers. Promoting has a wonderful importance in Russian market. Therefore , P& G has to try to maintain its share of voice although deciding the marketing strategy. ALTERNATIVES
In terms of pricing, a single alternative will be decreasing the amount paid of Usually and situation it as being a mid-priced brand. This action will make them gain more business and since the prices won't be much higher than Especially, wholesalers will eradicate buying via Poland and begin buying from P& G Russia again. However , lessening prices may well have some downsides. It is likely that buyers perceive this course of action as a reduction in the quality. As Russian people are quality mindful, this understanding will cause a decrease in the sales. The other option is to create another brand and position it as a mid range brand by keeping the Always brand because premium. Considering that the two significant competitors have prices more than Always, it will be possible to increase the amount paid of all types of products 5%. By this way, P& G will be able to contend in two different segments which will enable them to gain more market share...