proctor & gamble : marketing capabilities

Proctor & Gamble

Presentation by:Shubham Agnihotri

IntroductionGlobal leader in branded consumer

goods

Two dozen brands worth $1 billion

worldwide

Holds many category defining brands

Brands

P&G has managed its brands very

well….

P&G exploits unmet

costumer needs

Constant innovati

on in brands

Every brand for a specific market

segment

Ivory How it was marketed?

Direct Marketing

Promotion on the basis of Purity

Contests and Merchandising

Tide

It was launched directly without market testing

Gave P&G a 2 year lead over its competitors

Pampers Evolved out of P&G’s experiments with paper

products

Manufactured efficiently with low cost

Pampers.com – an online community for mothers

was launched in 1999

Always

First global product of P&G

Brought about the introduction of winged pads in 1985 and ultra-

thin pads in 1990

P&G pursued international expansion in the 1930’s and from 1945 to 1980 began to enter markets in Latin America, Western Europe and Japan.

P&G created many product categories through innovation

Disposable Diapers

Liquid fabric softners

Fabric softner sheets

P&Gs Global Expansion in 1980s

P&G further expanded through

Acquisitions

Brands acquired in the 1980s

Crush International limited (1980)

Frostproof (1981)

Norwich Eaton Pharmaceuticals

Richardson-Vicks

P&G became U.S.’s top cosmetics company by

1990

Acquisition of Gillette in 2005 made P&G the top consumer

goods company

Direct to Customer

Through Sponsorships

Through Celebrity endorsements

P&G’s Advertising

Strategy

Direct Customer Advertising was used for Ivory, Crisco,

Camay and Oxydol

Sponsored U.S. Olympic Team for the 2010 Games

Sponsored Winter 2012 Games in

Russia

Sponsored Summer 2016 Games in

Brazil

Sponsored NFL (National Football

League)

P&G has always valued R&D

P&G founded its first R&D division in 1887

Developed many first time products such as Crest

toothpaste, Head & Shoulders shampoo and

Pampers disposable diapers

Developed seven Global Business Units based on

product categories

P&G undertook the Connect-and-

Develop campaign in

1999

Under Connect-and-Develop…

P&G partnered with outside firms to

develop new products

Prepared the list of top 10 products where

innovation is possible

Established region wise Connect-and-

Develop hubs

P&G has paid special attention to Design

Created new Design units

Developed P&G Design board

Clay Street Project – Top 200 executives are invited to HQ to work on design

Incorporated Design innovation in every

component

P&G takes efforts towards customer orientation and understanding

Developed Faux homes and Stores to obtain real market

feel for employees

Lets costumers customize the products

Does analysis of Return of Marketing Investment

Carries out Costumer

interviews to get feedback

P&G has established itself as world’s leading consumer goods

company

But it faces many challenges for the future….

Continuous pressure to innovate

Decision regarding which brands to retain and

which to drop

And finally…

Keeping an eye on costs

THANK YOU

DISCLAIMER Created by Shubham Agnihotri, IIT(BHU), Varanasi during a marketing internship by Prof. Sameer Mathur, IIM Lucknow.