This presentation was created by Aditya Chaturvedi during a Marketing Internship under the guidance of Prof. Sameer Mathur

1. MARKETING CAPABILITIES
HBS CASE STUDY

3. COMPANY

4. THE FOUNDERS OF

5. IT ALL STARTED WITH
SOAPS
&
CANDLES
IN 1837

6. HOW BIG A COMPANY IS TODAY?

7. OVER 300
BRANDS
140
COUNTRIES
OVER 5
BILLION
CONSUMERS
EMPLOYS
OVER
138,000

8. MAIN BUSINESS SEGMENTS
1. BEAUTY CARE 2. HOUSEHOLD CARE 3. BABY CARE & FAMILY CARE
23% Net Earnings 28% Net Earnings 17% Net Earnings

9. OTHER BUSINESS SEGMENTS
4. HEALTH CARE 5. GROOMING 6. SNACKS & PET CARE
16% Net Earnings 13% Net Earnings 3% Net Earnings

10. SOME BIG & MAJOR BRANDS

12. WHAT ARE THE CORE STRENGTHS OF

13. WELL…HERE IT IS…….

15. IS THE LARGEST
SPENDER ON MARKETING
ACTIVITIES IN THE WORLD.

16. CUSTOMER-CENTRIC MARKETING

17. 1. STRONG FOCUS ON PRODUCT-DESIGN
DESIGN DEFINES “THE FIRST MOMENT OF TRUTH” OF THE PRODUCT

18. 2. PRODUCT FUNCTIONALITY

19. 3. PRICE

21. SMALLER BRANDS OF RELY MAINLY
ON DIGITAL MARKETING

23. IT MAY DEPEND ON BRAND POSITIONING
WHICH TOO VARIES FROM MARKETS TO
MARKETS
TIDE AND ARIEL BOTH BEING P&G BRANDS ARE POSITIONED DIFFERNTLY AS A WHITENER AND STAIN REMOVER
RESPECTIVELY IN INDIA

24. P&G’s Old Spice television commercial
and YouTube sensation, “The Man Your
Man Could Smell Like,” gave P&G its
greatest exposure in the online
community in 2010, and bridged the
power of digital and social media
The campaign was seen as a
milestone in P&G’s transition
from a mass marketer to a one-
on-one digitized marketer

26. HAS BEEN A SPONSOR FOR MANY SPORTS EVENTS
INCLUDING THE OLYMPICS AND NFL TO NAME A FEW.

27. has come to realize that the equity of great brands has to be something that a
consumer finds inspirational and an organization finds inspirational.
Thus pursuing an emotion-driven advertising through the “Thank-you Mom”
campaign

28. THE ACQUISITION
BIGGEST MERGER IN
THE HISTORY OF
CONSUMER GOODS.
ACQUIRED
FOR $57 BILLION TO
BECOME THE WORLD’S
LARGEST CONSUMER
GOODS COMPANY

29. WHY

30. STRENGTH
WOMEN PERSONAL
CARE PRODUCTS
MEN GROOMING
PRODUCTS
COMPLEMENTARY IN STRENGTH CULTURES & A
VISION TO CREATE POTENTIAL FOR SUPERIOR
SUSTAINABLE GROWTH

32. R&D CONNECTED
WITH SALES &
MARKETING
PARTNERSHIPS &
CONNECTIONS
WITH NON-P&G
RESEARCHERS
CONNECT &
DEVELOP
Identify proven technologies, packages, and products that
P&G could improve, scale up, and market on its own or
through partnerships

34. TO MAKE THE MOST TECHNOLOGICALLY
ENABLED BUSINESS IN THE WORLD

35. WHY
DIGITAL
REVOLUTION?

36. 1. BETTER INNOVATION 2. HIGHER PRODUCTIVITY
3. LOWER COSTS 4. PROMISE OF FASTER GROWTH

37. HOW WOULD DRIVE GROWTH IN THE
FUTURE???

38. 1. PRESENT PRODUCTS
COULD GENERATE NEW
SALES WITH INCREASED
EMPHASIS ON HEALTH CARE
AND BEAUTY CARE
PRODUCTS.
EXISTING BRANDS HAVE THE
POTENTIAL TO GROW 4-6% A
YEAR IN SALES.

39. 2. NEW PRODUCTS
NEEDS NEW PRODUCTS TO ADD
TO THEIR REVENUE.
THE EQUIVALENT OF 2 SWIFFER
INTRODUCTIONS A YEAR WOULD
MAKE THEIR GOAL

40. 3. ACQUISITIONS
COULD PROBABLY USE
SMALL TARGETED
ACQUISITIONS LIKE THE ONE
THAT PRODUCED $200 MILLION-
A-YEAR
THE CREST SPIN-BRUSH

41. CONCLUSION

42. This presentation is created by Aditya Chaturvedi, IIT Roorkee during a
Marketing Internship under the guidance of Prof. Sameer Mathur, IIM Lucknow