Procter and Gamble: Marketing Capabilities

1. Marketing
Capabilities

2. Company
background
Marketing
strategy
Consumer
commitment
advertising
Digital &
social
media
Content:

3. Company
Background

4. Founders
1837

5. During 1945-1980

6. Business Acquisitions
1957
1960’s
1980’s
1985
1990’s
2003
2005

7. Marketing’s Secret Sauce:
Innovation
•
•
•

8. Marketing Strategy

9. Focused on d esign innovation
The actions that followed this strategy:-
 Design Tasting
 P&G Design Board
 Clay Street Project

10. Customer Centric mar k eting
 Deeper understanding of consumers
needs
 Focus on brand loyalty and customer
relationship.
 Focused on having the end in mind
 Focused on ROMI…

11. M u ltib randing
P&g advertising campaign

12. Consumer
Commitment
Interacting today with 5 million
consumers in almost 100 countries. . . .

13. Focused on Market Research
using different methods
Qualitative:
 Group discussions
 In-store interviews
 Interviewed consumers at
home…
Quantitative:
 Blind tests
 Concept and use tests
 Quality monitoring

14. Partner ship with
Tobii and Ocado

15. Advertising



16. Wor ldwi d e sponsor

17. Celeb rity endor sement

18. Digital
and
Social
Media

19. My b lack is b eautifu l

20. Old spice

21. Moving Forward

22. Created by Garima Sharma, BIT Mesra
during a marketing internship,
by Prof. Sameer Mathur, IIM Lucknow.