P&G – Marketing Capabilities

Current Situation

Innovation based brands

Lowering the cost

Each brand

serves a segment

Customer Centric

Design + functional excellence

Leveraging the P&G

brand name

Commitment to customers Know customers through focus groups,

discussion, in-store interviews. Recruit market research agencies

Believes in direct Marketing

Innovative techniques,

example- Soap operas

Maintains Relations with advertising

agencies

Also Relies on… Sponsorship of events to enter and brand in new

markets

Celebrity endorsements

Firm on marketing budget

Did not change marketing

spending during crisis

Shifted means of promotion

That promoted P&G to wider

audience

Digital and Social Media Social media was never made primary medium by

P&G, it was always a supplement It created digital platform to promote 2-way

interaction. It always lays emphasis on research to understand

customer behavior on digital platforms and designs strategies accordingly

Used scientific approach Connected research to sales and marketing

GBUs

A business development

teamVenture team

Market development organization

Time for a fewquestions

What exactly this case focuses on?

This case focuses on Marketing strategies of P&G, its core values, its innovation in marketing

and its evolution over the years

Strengths of P&G? Product R&D orientation Constant innovation Customer loyalty

Weaknesses? According to the case there appears to be very

little weakness of P&G

Opportunities? Exploring more markets and developing new ones!

Threats? Being copied by competitors

Never give the customer a reason to switch away from your brand.

Always determine if an innovation is brand specific or generic.

Competition will always follow your technology not your brand.

Always test your worst case scenario before launching your product