Procter & Gamble Project made by Sirbu Eugenia FB-29G
Founded in USA
H as 17 3 years of history
Provides products in household’s cleaning and maintenance, personal and baby care and foodstuff in over 180 countries
P&G brands serve about 4.2 billion of the 6.5 billion people on the planet today
What’s the hidden secret of P&G’s success?
C onsumer research
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 .
Learning From Failure
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.
In 2001, a new approach to product development: “Delight, don’t dilute.” (cheap + keep a baby dry for 10 hours)
dialed down the plastic feel
increased the absorption capability of the diaper
t o bring down the cost, the company developed more efficient technology platforms
moved manufacturing operations to China to eliminate shipping costs.
1 diaper in China = 2 diapers in USA
B igger challenge : to convince someone that they need this thing
“ Moms say the same things over and ove r: we want more sleep!”
T he Beijing Children’s Hospital’s Sleep Research Center
P&G reported that the babies who wore the disposables fell asleep 30 percent faster and slept an extra 30 minutes every night.
Sleep is worth its weight in gold !
The “Golden Sleep” campaign in 2007
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
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.”
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.
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.
They did it!
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.
“ 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.
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.
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.
Most coupons are valid until November 30, 2010.
Smarter savings, better brands!
The Have You Tried This Yet? came to life:
product samples ( participating Laundromats in locations throughout Los Angeles, Dallas and Houston )
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.
A vailable products in the “ Have You Tried This Yet? ”:
Tide® Stain Release
Head & Shoulders® Smooth & Silky
Olay® Total Effects
Crest® 3-D Whitestrips
Bounce® Dryer Bar
COVERGIRL® Clean Foundation ,…
Ranked #2 among “Top Companies for Leaders” (according to Fortune)
Ranked #6 among the “Global Most Admired Companies” (Fortune)
Ranked #3 on the “World’s Most Respected Companies List” (Barron’s)
Ranked #12 among the “World’s Most Innovative Companies” (Bloomberg Bussinessweek)
Recognized as one of the 40 Best Companies for Diversity (Black Enterprise)