P&G case study under Prof. Sameer Mathur

1. Marketing Capabilities

2. A Global leader in branded consumer
goods
• Ivory soap
• Tide laundry detergent

3. Company background
• Pursued international expansion in 1930s
• Developed its first global brands,
including Always/Whisper , Pringles , and
Pantene.
• Approach to entering new markets was
via “acquisition or joint venture on a
small scale and through trial and error ,
learn the formula for success before a
major commitment.”

4. • Three specific choices of the company:
• To grow P&G’s core brands and categories
with an unrelenting focus on innovation
• To build our business with unserved and
undeserved consumers
• To continue to grow and develop faster-
growing, higher margin businesses with
global leadership potential.

6. Innovation and R&D
Seven Global Business Units(GBUs) based
on product categories were set up with
three new supporting teams:
• A business development team
• A venture team
• Market development organizations.

7. • The new structure and approach to
innovation, called connect-and-develop,
identified proven technologies, packages,
and products that P&G could improve,
scale up, and market on its own or through
partnerships.

8. Marketing at P&G
• Brands lay at the heart of P&G’s success
• Most of the biggest brands are category
killers.
• Better brands are based on innovation and
continuous improvement throughout.

9. Marketing strategy
• Created a P&G design board and created
the Clay Street Project
• Design was used as a complement , helping
consumers recognize, understand, and in
some cases even imagine the functions of a
given product.

10. Consumer centric marketing
• Moved the marketing approach away from
its traditionally process-oriented and
template driven culture towards a deeper
understanding from the perspective of
consumers.
• During the recession period, P&G wooed
consumers with more focused attention to
in store promotions such as coupons ,
display, special offers.

11. Advertising
P&G constantly built on its experience with
broadcast media, it also relied heavily on
developing long standing partnerships with
advertising agencies to develop robust brand
identities for its portfolios of consumer goods.

12. Advertising
• Use of locally relevant messages for its
expansion in various areas of the
world.(Radical shift in the use of traditional
media or experiments in new outlets).
• It was successful in building a brand equity
such that the consumer find it inspirational
and an organization finds inspirational.

13. Sponsorships
• P&G, a U.S Olympic team sponsor for the
2010 Games became a worldwide sponsor
for the 2010 games became a worldwide
sponsor and also sponsored the 2016
games in Brazil.

14. Celebrity endorsements
• P&G also endorsed many celebrities such as
Roger Federer, Taylor Swift and others. Actress
Sofia Vergera was named spokesmodel for
covergirl cosmetics in May 2011 for an ad
campaign launching in January 2012.

15. Digital marketing
• The company focused its efforts primarily on
“proven media” television and print
advertisements along with its product websites.
• Smaller P&G brands(Pepti-Bismol, Braun )
relied primarily on digital media for their
marketing campaigns.

16. • “the man your man could smell like”
• https://www.youtube.com/watch?v=o
wGykVbfgUE
• A highly successful advertising by P&G

17. • The benefits of social media also bought some
risks with it. Along with its successes, P&G
garnered its share of negative consumer reaction
to its ads.
• P&G used facebook as a marketing supplement,
not a replacement.

18. shiksha

19. Iconic Brands’ Marketing
IVORY
• Relied on magazine advertising
• Mass mailing enclosing samples of Ivory.
• Ivory was featured on P&G’s various social
media sites such as Manofthehouse.com.

20. • PAMPERS
• Blockbuster brand that almost single-handedly
created the disposable diaper category for the
mass market.
• An online community created for mothers.

21. FUTURE
• The company has continued to push forward
reaching 5 billion consumers.
• “the man your man could smell like”,
Manofthehouse.com had incorporated a
sense of design into its culture, and aimed
to complement its strong function driven
marketing background.

22. Disclaimer
Made by Ayushi Tripathi (IITK) under
Prof. Sameer Mathur during a Marketing
Internship.