Procter&Gamble.

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  • Procter&Gamble.

    1. 1. Procter & Gamble Project made by Sirbu Eugenia FB-29G
    2. 2. <ul><li>Founded in USA </li></ul><ul><li>H as 17 3 years of history </li></ul><ul><li>Provides products in household’s cleaning and maintenance, personal and baby care and foodstuff in over 180 countries </li></ul><ul><li>P&G brands serve about 4.2 billion of the 6.5 billion people on the planet today </li></ul>
    3. 3. What’s the hidden secret of P&G’s success? <ul><li>Diversity </li></ul><ul><li>Attractive campaigns </li></ul><ul><li>Innovation </li></ul><ul><li>C onsumer research </li></ul><ul><li>A dvertising </li></ul>
    4. 4. How did P&G b r ing the Diaper Revolution to China ? P&G didn’t just have to persuade parents that its diapers were the best. It had to persuade many of them that they needed diapers at al l. Chinese split-pants, or kaidangku .
    5. 5. Learning From Failure <ul><li>After in 1988 P&G first launched Pampers in China , the effort flopped as it made a lower-quality version of U.S. and European diapers, wrongly assuming that parents would buy them if they were cheap enough. </li></ul><ul><li>In 2001, a new approach to product development: “Delight, don’t dilute.” (cheap + keep a baby dry for 10 hours) </li></ul>
    6. 6. So P&G: <ul><li>added softness </li></ul><ul><li>dialed down the plastic feel </li></ul><ul><li>increased the absorption capability of the diaper </li></ul><ul><li>t o bring down the cost, the company developed more efficient technology platforms </li></ul><ul><li>moved manufacturing operations to China to eliminate shipping costs. </li></ul>1 diaper in China = 2 diapers in USA
    7. 7. B igger challenge : to convince someone that they need this thing <ul><li>“ Moms say the same things over and ove r: we want more sleep!” </li></ul><ul><li>T he Beijing Children’s Hospital’s Sleep Research Center </li></ul><ul><li>P&G reported that the babies who wore the disposables fell asleep 30 percent faster and slept an extra 30 minutes every night. </li></ul>Sleep is worth its weight in gold !
    8. 8. The “Golden Sleep” campaign in 2007 <ul><li>A viral campaign on the Pampers Chinese web site asked parents to upload photos of their sleeping babies to drive home the study’s sleep message </li></ul><ul><li>200,000 photos, which P&G used to create a 660-square-meter photomontage at a retail store in Shanghai. The ad campaign boasted “scientific” results, such as “Baby Sleeps with 50% Less Disruption” and “Baby Falls Asleep 30% Faster.” </li></ul>
    9. 9. Advertising <ul><li>No diaper brand, not even rival Kimberly-Clark, maker of Huggies, has come close to spending as much on advertising in China, according to CTR Market Research, the China-based division of American media researcher TNS Media Intelligence. </li></ul><ul><li>Since 2006, Pampers’ measured media spend topped 3.2 billion yuan, or about $476 million — more than three times as much as any other brand. In 2009 alone, P&G spent $69 million, compared to Kimberly-Clark’s $12 million spend for Huggies. </li></ul>
    10. 10. They did it! <ul><li>Today, Pampers is the top-selling brand in China, a country where about a decade ago the disposable diaper category hardly existed. P&G does not release sales figures for specific countries, but Datamonitor estimates that the company has captured more than 30 percent of the $1.4 billion market. </li></ul>
    11. 11. “ HAVE YOU TRIED THIS YET?” campaign P&GbrandSAVER is a coupon book in most local Sunday newspapers that provides valuable savings on P&G products in one convenient place.
    12. 12. <ul><li>The Procter & Gamble Co mpany release d its P&G brandSAVER coupon booklet on Sunday, October 31, with more than $113 in savings featuring the Have You Tried This Yet? campaign. </li></ul><ul><li>It h elp s shoppers cut through the clutter and make informed purchase decisions by bundling some of P&G's most innovative products launched over the past 6 to 18 months in one campaign. </li></ul><ul><li>Most coupons are valid until November 30, 2010. </li></ul>Smarter savings, better brands!
    13. 13. The Have You Tried This Yet? came to life: <ul><li>via posters </li></ul><ul><li>handouts </li></ul><ul><li>product samples ( participating Laundromats in locations throughout Los Angeles, Dallas and Houston ) </li></ul><ul><li>a free, interactive Have You Tried This Yet? Pop-Up experience open ed to the public in New York City ; offers free demonstrations and product samples from different brands allowing consumers to experience first-hand the innovations and value each product offers. </li></ul>
    14. 14. A vailable products in the “ Have You Tried This Yet? ”: <ul><li>Tide® Stain Release </li></ul><ul><li>Pringles® Multigrain </li></ul><ul><li>Charmin® Sensitive </li></ul><ul><li>Head & Shoulders® Smooth & Silky </li></ul><ul><li>Olay® Total Effects </li></ul><ul><li>Body Wash </li></ul><ul><li>Crest® 3-D Whitestrips </li></ul><ul><li>Bounce® Dryer Bar </li></ul><ul><li>COVERGIRL® Clean Foundation ,… </li></ul>
    15. 15. External recognition <ul><li>Ranked #2 among “Top Companies for Leaders” (according to Fortune) </li></ul><ul><li>Ranked #6 among the “Global Most Admired Companies” (Fortune) </li></ul><ul><li>Ranked #3 on the “World’s Most Respected Companies List” (Barron’s) </li></ul><ul><li>Ranked #12 among the “World’s Most Innovative Companies” (Bloomberg Bussinessweek) </li></ul><ul><li>Recognized as one of the 40 Best Companies for Diversity (Black Enterprise) </li></ul>
    16. 16. <ul><li>Thank you! </li></ul>

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