PROCTER AND GAMBLECase Study

WHAT IS P AND G ??

• Procter and gamble (P and G) is the largest manufacturer of consumer products.• Its is best known for its iconic category-defining products.• One of the top 10 largest companies by market capitalization.

ITS PRODUCTS :

THE PLAYERS!

• A.G Lafley (CEO)• Bob McDonald(CEO)• Durk Jager (CEO)• Jim Stengel (CMO)• Claudia Kotchka (Vice president

for design and strategy)• Marc Pritchard (Global Brand

Building Officer)

THE HISTORY OF P AND G

SWOT Analysis:

COMPETITORS:

ISSUES OF FOCUS:

1.INNOVATION AND R&D.

2. SERVING UNSERVED CUSTOMERS.

3. GROW AND DEVELOP THE BUSSINESS.

1. INNOVATION AND R&D:

GOALS:1. Penetrating into new and local markets.2. Widen the R&D base, so as to encourage

innovation.

STEPS TAKEN:1.Combining R&D with sales and marketing.2.To build global product development and

quick-to-market strategies.3. Connect snd develop with non-P&G scientists

RESULTS:1. Products like the crest

toothpaste, Head and Shoulders shampoo and Pampers diapers were successful.

2. Wide R&D led to introduction of products like Swiffer dusters, Olay regenerist and the crest spin brush.

2. SERVING UNSERVED

CUSTOMERS.GOALS:1.To communicate to new

and existing consumers that P&G is a pioneer in innovation.

2. To reach out to consumers by conducting one-on-one marketing.

STEPS TAKEN TO REACH OUT:1. Very detailed building of brands.2. Emphasis on designing products to

communicate innovativeness.3. Customer-centric marketing.

RESULTS:1. The influx of design had a strong impact on

P&G’s product development.2. Design informed the process and even

changed the function of some products.

3. GROW AND DEVELOP THE BUSSINESS.GOALS:

1. Have good brand image and hence , positioning the brand well.

2. Making P&G locally and globally relevant.

STEPS TAKEN TO ENSURE GLOBAL PRESENCE:

1. LOCAL ADVERTISING • Sponsoring soap operas.• TV-commercials• Developed relationships with ad agencies.

2. SPONSORSHIPS:• Sponsoring popular events and causes.• Celebrity endorsements.• Media promotions –Digital and social media.

1. What is P&G?2. The players!3. History of P&G.4. Objectives.5. SWOT analysis6. Issues of focus• Innovation and R&D• Serving Unserved Customers• Grow And Develop The Business.

DISCLAIMER:• Created by Pranavi Rao Kaluri, Jawaharlal

Nehru Technological University, Hyderabad (JNTUHCEH), during a marketing internship by Prof. Sameer Mathur, IIM Lucknow.