Download - 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.