Procter & gamble marketing strtergy MBA PPT OF MARKETING


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Procter & gamble marketing strtergy MBA PPT OF MARKETING

  1. 1. Presentation On Procter & Gamble 4/9/2013
  2. 2. 4/9/2013
  3. 3. Contents  Industry Introduction  Company Introduction  Core and Auxiliary needs  Orientation and philosophy company adopted  Company SWOT analysis  Different brands and features  Punchline and brand ambassador 4/9/2013
  4. 4.  Industry Competitors  Brand Competitors  Competitors Objectives  Strength and Weakness of Competitors  Whom to attack and Whom to avoid  Marketing Mix  Factors affecting Buyer behavior  Buyer decision process  Conclusion4/9/2013
  5. 5. INDUSTRY INTRODUCTION The Fast Moving Consumer Goods (FMCG) industry in India is one of the largest sectors in the country and over the years has been growing at a very steady pace. The sector basically consists of consumer non-durable products which broadly consists, personal care, household care and food & beverages. The Indian FMCG industry is largely classified as organized and unorganized. 4/9/2013
  6. 6. Evolution  India has always been a country with a big chunk of world population, be it the 1950‟s or the twenty first century.  In that sense, the FMCG market potential has always been very big.  One of the biggest changes to hit the FMCG industry was the „sachet‟ bug. 4/9/2013
  7. 7.  In the last 3 years, detergent companies, shampoo companies, hair oil companies, biscuit companies, chocolate companies and a host of others, have introduced products in smaller package sizes, at lower price points.  This is the single big innovation to reach new users and expand market share for value added products in urban India.  For general FMCG products like detergents, soaps and oral care in rural India. 4/9/2013
  8. 8. Major Players Major players in FMCG sector are Britannia India ltd Dabur India ltd. Marico Nirma ltd. Cadbury India ltd Cargill Coca-cola Colgate-Palmolive India HLL Nestle Pepsi co. Procter & Gamble Samsung LG Videocon Jyothy Laboratories 4/9/2013
  9. 9. COMPANY INTRODUCTION HISTORY P&G was founded in 1837, Procter & Gamble is one of the largest consumer products companies in the world. It is very big in the area of consumer goods. One of the leading company of household products in the world, It has operations in nearly 80 countries around the world and markets its nearly 300 brands in more than 160 countries. 4/9/2013
  10. 10. VISION “Be, and be recognized as, the best consumer products and services in the world” 4/9/2013
  11. 11. MISSION “Procter and Gamble will continue to serve consumers by continuously innovating products that will allow us to be leaders in household and personal care, health care, and food products. To produce products with the at most care to give nothing but quality to our communities. And to continue to grow so that we can maximize our shareholder‟s wealth.” 4/9/2013
  12. 12. Objectives • We will 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. • As a result, consumers will reward us with leadership sales, profit and value creation, allowing our people, our shareholders and the communities in which we live and work to prosper. • They place great value on new customer innovations. 4/9/2013
  13. 13. Awards  Feminine won Gold in the Personal Care Segment, narrowly edging out COVERGIRL & Olay Simply Ageless Foundation which took Silver.  Align Probiotic Food Supplement won Gold in the Consumer Drug Segment.  Bounce Dryer Bar took home Silver and Febreze Flameless Luminary In-Home Scent Delivery System in the Household Segment category. 4/9/2013
  14. 14. Core and Auxiliary Needs Brand Core need Auxiliary need Pantene Strengthens hair Makes hair shining and silky, protects from dandruff. Olay Protect skin Removes dark spots, wrinkles, soften the skin. Ivory cleanness Fragrances Rejoice Strengthen hairs Smooth hair and long hair Beauty and Grooming 4/9/2013
  15. 15. hh Brand Core need Auxiliary need Vicks Protects from cold, sneezing, cough No side effects, free from viral infection, easy breathing Oral-B Protects strong teeth Prevents toothache Crest Healthy Whiteness and cleanliness Eukanuba Health of pets Enhanced the lives of dogs and cat Pepto Health Nausea, heart burn, Indigestion, upset stomach PUR water filter Health safety Filteration,childrens safe drinking water,equivalent to boiled water Health and well being 4/9/2013
  16. 16. Household care Bold Cleaning Softness and freshness Gain Cleaning Laundry along with cleaning and softening Febreze Fragrance Used for refreshing the home Tide Prevents from dirty clothes Shining clothes, fresh clothes Bounty Protects hands from infection Smooth, we can use easily 4/9/2013
  17. 17. ORIENTATION or PHILOSOPHY YOUR COMPANY ADOPTED ORIENTATION EXTENT JUSTIFICATION Production concept Fully adopted(F) P&G have justified that production concept will be in the favor of customers and there satisfaction. P&G makes bulk productions because it produces daily used items. Product concept Fully adopted(F) The company has improved quality products and depending on growth of economy ARIAL (POWDER,SOAP) 4/9/2013
  18. 18. Cont…. Selling concept Fully adopted(F) P&G products are daily used products and used regularly, it doesn’t have any season . Marketing concept Fully adopted(F) Marketing concept starts from customers and ends to customer Ex…. Pringles Societal marketing concept Partially adopted (P) It has done many well fare programs 4/9/2013
  19. 19. SWOT Analysis Strengths – product variety and diversification. – Line of shaving /grooming products. – Leading market position. – Strong finance in past years. Weaknesses – Quality control problem . – Decreased revenue in their north East Asian market. 4/9/2013
  20. 20. Opportunities – Globalization – Developing market. – Demographic trends across the world. Threats – Private labels – Rising cost of energy prices. – New regulations – Competitors 4/9/2013
  21. 21. Different Brands and its Features Pantene Pantene focuses on providing customized hair care products that empower women to look and feel their best every day. 4/9/2013
  22. 22. Tide Tide Total Care to our new Tide Stain Release in-wash booster, Tide believes in the importance of clean, fresh clothes that make you feel your best and most confident. 4/9/2013
  23. 23. Duracell Our products serve as the heart of devices that keep people connected, protect their families, entertain them and simplify there increasingly mobil lifestyles. 4/9/2013
  24. 24. Vicks Provides safe and effective multi- symptom relief from the six symptoms of cold, namely – blocked nose, cough, body ache, headache, muscle-stiffness and breathing difficulty. 4/9/2013
  25. 25. Oral-B Oral-B brand includes manual and power toothbrushes for children and adults, oral irrigators, oral care centers, and interdentally products, such as dental floss. 4/9/2013
  26. 26. Gillette With the number of men engaging in facial and body grooming on a daily, weekly or monthly basis. Gillette understands that when men look good, they feel good and they perform well. 4/9/2013
  27. 27. Ariel The first detergent with stain-removing enzymes. It was a powder designed for twin-tub and top-loading washing machine 4/9/2013
  28. 28. Head and shoulder Head & Shoulders is a brand of anti-dandruff shampoo. 4/9/2013
  29. 29. Pringles •Its crispy and very much tasty to eat •Every one demands for it. 4/9/2013
  30. 30. Iams Dog food, cat food, animal health products. Iams has an extensive line of pet food for cats and dogs specially formulated for every life stage, including puppy, adult and mature. 4/9/2013
  31. 31. Wella One of the world‟s leading cosmetics suppliers. Protector & Gamble acquired a controlling interest in Wella AG, giving Procter and Gamble a major presence in the fast growing professional hair care segment. 4/9/2013
  32. 32. Pepto- Bismol It is Used for nausea, heartburn, indigestion, upset stomach 4/9/2013
  33. 33. Bold It brings out the sensorial side of clean laundry, enriching both laundry and life. Also used for cleaning, softness and freshness. 4/9/2013
  34. 34. Punchline and brand ambassador 4/9/2013
  35. 35. Punchline ng your live” 4/9/2013
  36. 36. Industry Competitors 4/9/2013
  37. 37. • Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods Company, touching the lives of two out of three Indians with over 20 distinct categories in Home & Personal Care Products and Foods & Beverages. • The company‟s Turnover is Rs. 17,523 crores (for the financial year 2009 - 2010) 4/9/2013
  38. 38. • Clorox is one of P&G's main competitors, specifically the two companies compete directly in the household products market, especially in household cleaning products. • Although much of the two companies' product catalogs overlap, there are significant differences that prevent Clorox from being in complete, direct competition with P&G. • For example, one of the largest sectors of P&G's business is beauty products, which are not part of Clorox's product offerings. 4/9/2013
  39. 39. • Kimberly Clark competes with P&G in the household products market, particularly in tissues, paper towels, diapers, and feminine products. • Kimberly Clark sells its products to both consumers and large businesses. 4/9/2013
  40. 40. • Colgate Palmolive produces a product catalog that most overlaps with P&G's product lineup relative to other competitors. • Colgate is best known for its flagship toothpaste, which had a 44.4% global market share in 2009. • The company also manufactures toothbrushes, dental floss, detergents, soap, and pet care products. 4/9/2013
  41. 41. • L‟Oreal Company competes with P&G in the beauty products market. • L'Oreal's two biggest product categories are skincare and haircare products. • Unlike diversified companies like P&G, L'Oreal is purely a beauty and cosmetics company with its product catalog centered around skincare, haircare, make-up, perfume and other beauty products. 4/9/2013
  42. 42. BRAND COMPETITORS P&G Brands HUL brands Clorox brand Kimberly Clark brand Colgate Palmolive L’Oreal Clinic plus − − − Garnier Fructis − − Scott Paper Towels − − Close-up − − Colgate toothpast e − AXE − − Speed stick Deodrant − − − Huggies − − 4/9/2013
  43. 43. - - - Colgate Toothbrush - Rin - - - - Puriet water filter Brita water filter - - - Dove - - Palmolive soap - 4/9/2013
  44. 44. COMPETITORS OBJECTIVES Hindustan Unilever Company • Always working with integrity. • Positive impact. • Setting out our aspirations. • Working with others. • Reduce waste, conserve energy and explore opportunities for reuse and recycle. 4/9/2013
  45. 45. Clorox Company Objective To build brand awareness of the relatively new Green Works cleaning products line through special offers. 4/9/2013
  46. 46. Kimberly Clark company objective • KC have strengthened our brands, increased our exposure to faster-growing, higher-margin businesses and markets. • KC continuously improve the effectiveness and efficiency of our organization as we create a stronger and faster company. 4/9/2013
  47. 47. Colgate Palmolive Company Objective • They wanted to have the maximum space they could get at these retailers. • Another objective of this company was obtaining the proper positioning, the final objective was to maintain pricing strategy. They did not want to compete on price, as they wanted to position Cleopatra soap as premium quality soap and to generate interest in their brand through strong media and consumer promotions. 4/9/2013
  48. 48. L‟Oreal Company Objective • The dominant player in the market. • To be the number one in the market share. • Easy to use. • It is ultra effective. • It has a unique hydrating formulas. 4/9/2013
  49. 49. STRENGTH & WEAKNESS OF COMPETITORS Hindustan Unilever Company Strengths • HUL covers over 3400 distributors and 16 million outlets. • The new sales organization named 'One HUL' brings "Household and Personal Care" and foods distribution networks together, there by aligning all the units towards the common goal of achieving success. Weakness • HUL's weakness was its inability to transform its strategies at the right time. • Lack of pricing power in core business and absence of growth drivers have put HUL on a deflationary mode.4/9/2013
  50. 50. Clorox Company Strengths • Leading market position. • Strong Research & Development . Weakness • High dependency in the US market. • Concentrated - Top 5 customers account for almost 45% of revenue. 4/9/2013
  51. 51. Kimberly Clark Company Strengths • Cost advantage. • Effective communication. • Loyal customers. • Strong financial position. • Unique products. Weaknesses • Not innovative • Not diversified • Poor supply chain 4/9/2013
  52. 52. Colgate Palmolive Company Strengths  Highly Qualified Staff.  Reasonable Prices.  Over 20 years experience in the business.  Good relationship or communication with customers Weakness  Lack of competition  Lack of mission statement on the website  Limited funds (Typical in small businesses) 4/9/2013
  53. 53. L‟Oreal Company Strengths • Professional hair care with a 30% market share • Acquired or developed brands in all of the key markets that served the professional segment • L'Oreal was the only cosmetics group present in every distribution channel • Strong relationship between marketers and R&D Teams Weaknesses • Minimal product differentiation between cosmetics companies 4/9/2013
  54. 54. WHOM TO ATTACK & WHOM TO AVOID Compiti tors Strong weak Close Distant Good Bad Attack Avoid HUL  − - − - −  − Clorox − -  _ - −  - Kimberl y-clark - − - −  −  − Colgate- palmoliv e _  − − - − −  L’Oreal  − - − - −  − 4/9/2013
  55. 55. Justification HUL  As reference to brand competitors for most of the P&G brands they are providing substitute with equal features. So HUL is strong, close and good competitors for P&G. Clorox  This company is mainly concentrated on household product marketing especially in household cleaning product.  One of the largest sector of P&G‟s is beauty products which are not part of Clorox product offerings. 4/9/2013
  56. 56. Kimberly-Clark  This company competes with P&G in the household products market, particularly in tissue papers, towel etc.  KC sells it products to both consumers and large business. Colgate-Palmolive  This company Colgate is best known for its flagship toothpaste which had a 44.4% global market share in 2009. L‟Oreal  This company competes with P&G in the beauty products market.  Its two biggest product categories are skincare and hair care products. 4/9/2013
  57. 57. MARKETING MIX PRODUCT PRICE PLACE PROMOTION Rs 3, Rs69, Rs117, Rs 1.5 Manufacturer Distributor Whole seller Retailer Consumer The promotional activities which the company conducting are Like giving advertisements in Television, Internet and Newspapers, Magazines. Rs. 98 -200ml , Rs.51- 100ml. and Rs. 3 for a 7.5ml sachet. Rs 69, Rs 149, Rs299 for 50 gm Rs 10,Rs 20, Rs 35 Rs20, Rs24, Rs30 small size-Rs135 medium size-Rs155 4/9/2013
  58. 58. FACTORS AFFECTING BUYING BEHAVIOUR FACTORS HIGH/MEDIUM/ LOW IMPACT JUSTIFICATION CULTURAL FACTORS HIGH P&G brands cover upper class people like Olay, Pantene. Lower class people of low income can affort P&G brands like Pantene sachet, Tide sachet. SOCIAL FACTORS MEDIUM People buy P&G brands because factors like on their parents, friends, Relatives opinions. 4/9/2013
  59. 59. PERSONAL FACTORS HIGH These factors varying from person to person. Demographic factors such as sex, age, gender etc played major role in buying the products for individual use. PSYCHOLOGICAL FACTORS MEDIUM People purchase P&G products because they had sense of fashion. They see features of the product and services provided by the companies and want their product to be good. They compare the different brands like Pantene & Clinic plus, Rin & Tide. 4/9/2013
  61. 61. 1.Need Recognition The Buying process begins with recognition on the part of the buyer. Needs of Buyers are as follows: • Strengthens hair • Protect skin • Cleanness • Protects strong teeth • Health safety 4/9/2013
  62. 62. 2. Information Search • Personal Sources (Family, Friends, Neighbors, Relatives ) • Commercial Sources(Magazines, Promotional Materials, Advertising, Dealers, Sales person, Display etc) • Public Sources(Newspapers, T.V commercial, Internet, Mass media) 4/9/2013
  63. 63. 3.Evaluations of alternatives Buyers prefer various Brands like Pantene, Olay, Ivory, Rejoice etc..Some of the alternatives are: For Strengthens hair • Superior • Pantene • Clinic-plus For Protect skin • Fair & lovely • Olay 4/9/2013
  64. 64. For Cleanness • Tide • Aerial • Rin For Protects strong teeth • Oral-b • Close-up • Crest For Health safety • PUR water filter • Puriet water filter 4/9/2013
  65. 65. 4.Purchase Decision After the brand choice, the customer forms the intention to buy the P&G products depending on his/her income level, payment method decision, quantity decision, timing decision etc. 5.Post Purchase After purchasing P&G product the customer will experience some level of satisfaction or dissatisfaction. If P&G products meet the expectation of the customer means he is satisfied. 4/9/2013
  66. 66. CONCLUSION Procter & Gamble is one of the largest consumer products Companies in the world. The P&G is very big in the area of consumer goods. One of the leading company of household products in the world. Among its products, which fall into the main categories of fabric care, home care, beauty care, baby care, family care, health care, snacks, and beverages. P&G is one of the most aggressive marketers and is the largest advertiser in the world 4/9/2013
  67. 67. It is responsive that I should come up with more profitability with more products .I came to know about products, price, quality, features. P&G company will come up with more innovative products. Lastly I conclude that P&G is one of most leading consumer product company in the world. 4/9/2013
  68. 68. 4/9/2013