PowerPoint Presentation

PROCTOR & GAMBLE:MARKETING CAPABILITIES

CASE STUDY

INTRODUCTIONAmerican multinational FMCG.Headquarter in Cincinnati, Ohio, USA.

SO HOW ITS JOUNEY STARTED??

FOUNDED IN 1837 BY BROTHERS-IN-LAWWILLIAM PROCTORJAMES GAMBLE

EARLY DAYSEXPANDED IN 1930s.ENTERED LATIN AMERICA, WEST EUROPE AND JAPAN.

PRODUCT RANGECURRENTLY OPERATES IN MORE THAN 80 COUNTRIES.

SUCCESS STRATIGIESSO WHAT HAD MADE IT SO SUCCESSFUL ??

A

1. MARKETING STRATEGY

USE OF PRODUCT DESIGN TO COMPLEMENT PRIMARY GOALS OF FUNCTION, PERFORMANCE AND PRICE OF COMPANY.

PURCHASING EXPERIENCE=THUS, THROUGH DESIGNING FOCUSSING TO IMPROVE

USE OF SPONSORSHIPS FOR EXAMPLE, U.S. OLYMPIC TEAM SPONSOR FOR 2010 GAMES, NFL, ETC. TO RAISE ITS VISIBILITY IN EMERGING MARKETS.

USE OF CELEBRITY ENDORSEMENTS

FOR EXAMPLE,ROGER FEDERER FEATURED IN GILETTE FUSION PRODUCTS ADS IN UK IN 2010. THIS HELPS CREATE AWARENESS AND CONNECT WITH CUSTOMERS AMONG EMERGING MARKETS.

USE OF EXPANSION AND ACQUISITIONS TO INCREASE ITS MARKET REACH TO VARIOUS SECTIONS OF CUSTOMERS.FOR EXAMPLE, VICKS, FROSTPROOF, CHARMINETC.

USE OF SOCIAL WELFARE CAUSES LIKE SHIKSHA USED IN INDIA TO CREATE BUZZ AND TO ESTABLISH FAITH AND RESPECT FOR BRAND THUS INCREASING BRAND EQUITY.

2. COMMITMENT TO CONSUMERS

HUGE INVESTMENT OF $500 MILLION IN MARKET RESEARCH MORE THAN ANY OTHER COMPANY FOCUSSED TO UNDERSTAND AND LEARN DIRECTLY FROM CONSUMERS.

3. INNOVATION AND R&D

IDEA OF CONNECT AND DEVELOP I.E., 50% INNOVATION FROM P&Gs NETWORK OF LABS AND 50% THROUGH CONNECTION FROM NON-P&G SCIENTISTS AND ENGINEERS WHICH HAS ALSO BEEN ADOPTED AS A GOLDEN RULE BY COMPANIES AFTER THAT.

FIRST TO INTRODUCE AND SETUP CORPORATE LABS IN 1887 ADOPTING A SCIENTIFIC APPROACH AND CONNECTING R&D WITH SALES AND MARKETING WHICH NOW HAS BECOME A TREND.

4. ADVERTISING AND PROMOTION

USE OF SOCIAL MEDIA LIKE FACEBOOK, TWITTER, BLOGS TO CONNECT WITH PEOPLE.

IMPRESSIVE USE OF DIGITAL MEDIA MARKETING LIKE NEWS PAPERS, MAGAZINES,TV, RADIOs, GAMES, APPS ETC.

USE OF WORD OF MOUTH.REALISED ITS IMPORTANCE AND POWER SO FORMED A SPECIAL CAMPAIGN.

INTELLIGENT USE OF EMOTIONAL TV ADS TO COMPLIMENT STRONG MARKETING BACKGROUND LIKE THANK YOU MOM.

SO WHAT HAS IT ACCOMPLISHED THROUGH THOSE STRATEGIES??

STATS PROVE THAT STRATIGIES AND DECISIONS ADOPTED BY FIRM OVER YEARS HAVE BEEN EXTREMELY SUCCESSFUL.

VARIOUS BRANDS SUCCESS UNDER ONE BELT SHOWS ITS EXCELLENT MULTI BRAND MARKETING MANAGEMENT STRATEGY.

HIKE IN NET SALES DEVELOPING MARKETS INDICATOR OF SUCCESSFUL DECISIONS

WHAT ARE SOME ICONIC BRANDSIT HAS PRODUCED ANDMAINTAINED OVER YEARS??

IVORY SOAPs

KNOWN FOR BEING MARKETED AS 99.44% PURE.

TIDE CALLED ALSO (PRODUCT X)

WAS ORIGINALLY DEVELOPED DURING WORLD WAR II WAS LATEST SYNTHHETIC FORMULA.

CREST

WAS THE FIRST TOOTH-PASTE WITH FLUORIDEAND WHITE STRIPS WERE AN EXPANSION TO ITS FRANCHISE.

RECAP !!

INTRODUCTION TO P&GITS SUCCESS STRATEGIESITS ACCOMPLISHMENTS

DISCLAIMER

CREATED BY AKASH YADAV, IIT BOMBAY during a marketing internshipunder guidance of Prof. Sameer Mathur, IIM LUCKNOW.