p&g marketing capabilities case study
TRANSCRIPT
Procter & Gamble Company · pg.com
Procter & Gamble Co., also known as P&G, is an American multinational consumer goods company headquartered in downtown Cincinnati, Ohio, United States, founded by William Procter and James Gamble, both from the United Kingdom.
CEO : Alan G. Lafley
Stock price : PG (NYSE) US$ 75.82 -0.40 (-0.52%) 20 Nov, 4:00 PM GMT-5 - Disclaimer
Headquarters : Cincinnati, Ohio, United States
Founded : October 31, 1837, Cincinnati, Ohio, United States
Subsidiaries : Wella, Braun, Max Factor, Clairol, Gillette India Ltd., more
Founders : James Gamble , William Procter
Mission statement:
.who we are
.what we value
Vision statement:
.what we want to become
Strategy:
.how we will achieve our vision
Goals & objectives:
. How we gauge our degree of success
Mission
• To Provide branded products and services of superior quality and value that improve the lives of the world’s consumers, now and for generations to come.
Vision • To be the best consumer products and services company
in the world.
Values • Integrity
• Leadership
• Ownership
• Passion for winning
• Trust
Case Facts
Global Leader in Branded Consumer goods
Has 2 dozen $1bn brands known worldwide
First company to advertise directly to consumers.
2010, total sales=$78.94bn
Net Income=$12 bn
Market capitalization=$186.63bn
Percentage of Earning Sales
Beauty
Grooming
Helth Care
Snacks and Peet Care
Fabric Care and Home
Care
Marketing Strategies
• Designing & Innovation
• Consumer centric marketing approach
• Return on marketing investments (ROMI)
Advertising • P&G reconsidered its advertising strategies to better
meet the company’s global market and consumers
Digital and social media marketing
Product based web sites
Mobile add campaign “Irresistibility quiz”
Old spice youtube video campaign attracted 13.7
million people
Separate facebook page for each product
Manofthehouse.com for house hold advice to man
Capessa for women on youtube
Research Methods
• Qualitative Group discussions
Interviewed consumers at home
In store interviews
• Quantitatively Gathered data on consumers utilizing blind tests
Concept and use test
Quality monitoring
Large scale studies of the habits and practices of consumers
• POTER’S FIVE FORCES MODEL
• BUYERS:- LOW BARGAINING POWER
• SUPPLIERS:- LOW
• POTENTIAL ENTRANTS:- LOW AS P&G IS MARKET LEADER
• SUBSTITUTE:- MODERATE THREAT
• INDUSTRY RIVAL:- HIGH
CONCLUSION • Never give your consumer a product based reason
to switch away from your brand
• Think of every brand of P&G, and treat every brand that we have, as though it were our only brand.
• Always determine whether a product innovation is brand-specific or generic.
• Competition will always follow your technology, not your brand
• After you have defined your options, always test your worst-case scenario in the market. If you don’t, and if you have made the wrong move, the market will be the worst case scenario.