marketing capabilities

Marketing CAPABILITIES: Procter & Gamble Co

Marketing CAPABILITIES:Procter & Gamble CoHARVARD BUSINESS SCHOOL CASEPrakhar Kumar SinghIIT Roorkee

This work is licensed under aCreative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License.By:.com

1

BACKGROUNDFounded in 1837 by William Procter and James GambleIncorporated in Ohio on May 5, 19051985- First global brands- whispers, pantene1990s- Major acquisitions like Richardson vicks2003- Acquired Gillete for 57 $Bn, one of the largets acquisitions ever


2

FactFILEHas more than 15 billion dollar brandsOne of the first companies to advertise directly to consumersSeasoned marketer with strong consumer research, powerful innovation network and largest financial budget for advertisementsLeader in branded consumer products


3

Issues to be focusedEvaluate the marketing strategy taken by P&G during its early expansion in 1980s

Evaluate the current strategy of global expansion mainly after 2010 when McDonald took over as CEO of the company


4

VISIONTo be recognized as the best consumer and services provider in the world

MissionProvide branded products abd services of superior quality and to make an impact on peoples life


5

Expanding into new domains through acquisitionsYour Footer Goes Here6

19571960s19801980s19631981


6

SWOT Analysis of Marketing Strategy7Types of factorsLocation of factorFavourableUnfavourableInternalStrengths:-Diversified Brand portfolioResearch and DevelopmentStrong distribution networkWeakness:-Online media and leadershipMedia-social,digitalExternalOpportunites:-Diversification if its productsCapitalization of online mediaGrowth in India FMCG marketThreats:-No new innovationCompetitionGovernment regulation


7

Marketing StrategiesConsumer centric approachDesigning and innovationReturn on marketing investments

8


8

POTERS FIVE FORCES MODELBuyers:- Low bargaining powerSuppliers:- LowPotential Entrants:- Less as P&G itself is the market leaderSubstitute:- Moderate threatIndustry Rival:- High

9


9

Digital and Social Media MarketingProducts based websitesSeparate fb page for each productMobile add campaign and organize online events like quizzes, races etc.

10


10

SPONSORSHIPS11CELEBRITY ENDORSEMENTS


11

Creative Advertisement12


12

SOCIO- CULTURAL SEGMENTMost products like skin and beauty care are addressed directly to womenOther products such as food beverages are also adressed to women as primary decision makersIn addition to media choices companies have decided on the types of programme they sponsor

13


13

Technological SegmentIncorporating technology such as internet into their core branding and promotion strategyGlobal competitive pressure and heightened shareholder expectation have urged them to adopt newer technologies in this regardThese market act as hub where buyer can directly interact

14


14

How is P&G different from others?Your Footer Goes Here15


15

BRAND LOYALTYDISTRIBUTION CHANNELINNOVATIONPRICING STRATEGYQUALITY OF THE PRODUCT

Your Footer Goes Here16


16

ConclusionTreat every brand special and do full justice to it in every aspect including advertisement, promotions etc.Never give your consumer any reason to switch away from your brandAfter defining your options, always test worst case scenariosCompetition will always follow your technology, not your brand


17

marketing capabilities

Business