P&G has grown to become a global leader in branded consumer goods known for iconic products through international expansion and acquisitions since 1945. It has transformed its marketing approach from focusing on functional benefits to becoming more consumer-centric and digital, leveraging successful campaigns like Old Spice on YouTube. Looking forward, P&G aims to continue innovating as the world's largest marketer and reach 5 billion consumers worldwide.

1. MARKETING CAPABILITIES

2. Global Leader in branded
consumer goods

3. Global Leader in branded
consumer goods
Known for iconic category-
defining products
(Crisco, Ivory, Tide)

4. COMPANY
BACKGROUND

5. 1945-
1980

6. 1945-
1980International Expansion
expanded into new lines of
business through acquisitions

7. 1945-
1980International Expansion
expanded into new lines of
business through acquisitions
Divested brands that
didn’t fit company profile

8. First Global Brands- Always, Pringles &
Pantene (in 1980s)

9. First Global Brands- Always, Pringles &
Pantene (in 1980s)
U.S.’s Top Cosmetics Company- acquisition
of Noxell (1989) and Max Factor (1991)

10. First Global Brands- Always, Pringles &
Pantene (in 1980s)
U.S.’s Top Cosmetics Company- acquisition
of Noxell (1989) and Max Factor (1991)
Entry into pet-care market: acquisition of
Iams (for $2.3 billion)

11. First Global Brands- Always, Pringles &
Pantene (in 1980s)
U.S.’s Top Cosmetics Company- acquisition
of Noxell (1989) and Max Factor (1991)
Entry into pet-care market: acquisition of
Iams (for $2.3 billion)
$57 billion acquisition of Gillette in 2005 made
P&G the Top Consumer Goods Company

12. INNOVATION R&Dand
Company
Background

13. Replacing Trial-and-Error methods R&D + Sale’s Marketing

14. Replacing Trial-and-Error methods R&D + Sale’s Marketing
In 1999, 2.6% growth reduced

15. Replacing Trial-and-Error methods R&D + Sale’s Marketing
In 1999, 2.6% growth reduced
To boost growth
7 GBUs + 3 Teams (to support GBUs)
replaced 4 demographic business units

16. Connect-and-Develop
Innovation & new products

17. Connect-and-Develop
50% 50%
Innovation & new products
From
P&G labs
Non-P&G
scientist &
engineers

18. Connect-and-Develop
50% 50%
Innovation & new products
From
P&G labs
Non-P&G
scientist &
engineers
Shift mindsets away from
resistance to
“not invented here”

19. Impact

20. Impact
R&D production increase by 60%

21. Impact
R&D production increase by 60%
Innovation success doubled

22. Impact
R&D production increase by 60%
Innovation success doubled
Cost of innovation dropped

23. Impact
R&D production increase by 60%
Innovation success doubled
Cost of innovation dropped
R&D investment (percentage of sales): 4.8% (2000) 3.4% (2006)

24. Impact
R&D production increase by 60%
Innovation success doubled
Cost of innovation dropped
R&D investment (percentage of sales): 4.8% (2000) 3.4% (2006)
Firm struggled to control costs
Stocks slid: $118 $52 (over 18 months)

25. MARKETING

26. MARKETING
FROM
Function
Performance
Price

27. MARKETING
FROM TO
Function
Performance
Price
Consumer-centric
focus on design

28. ROMI (return on market investment)
shift from TV & Print Digitize & Direct marketing
e.g. Project Apollo

29. ROMI (return on market investment)
shift from TV & Print Digitize & Direct marketing
e.g. Project Apollo
Pritchard’s “Store Back” approach
shift PG’s mind-set to shopper marketing experience
e.g. Pampers 2008 campaign

30. ROMI (return on market investment)
shift from TV & Print Digitize & Direct marketing
e.g. Project Apollo
Pritchard’s “Store Back” approach
shift PG’s mind-set to shopper marketing experience
e.g. Pampers 2008 campaign
Multi-brandingorleveragingP&G brand to derive
sales to its sub-brands
e.g. 2010 Winter Olympic campaign (18 brands under
common message)

31. COMMITMENT
TO
CONSUMER

32. $500 million spent
20,000 market research studies
5 million consumers
100 countries
1

33. $500 million spent
20,000 market research studies
5 million consumers
100 countries
Technology
stake in Ocado (2008)
partnership with Tobii (2010)
Neuromarketing (psychological surveys)
1
2

34. Qualitative
focus group discussions
customer interviews
in-store interviews
in-context visits
3

35. Qualitative
focus group discussions
customer interviews
in-store interviews
in-context visits
Quantitative
data acquisition
(habits & practices of consumers)
personal endorsement approach
(helped advertisers; e.g. VocalPoint-
P&G’s word-of-mouth program)
3
4

37. Early innovations
Daytime Radio Dramas

38. Early innovations
Daytime Radio Dramas Soap Operas

39. Early innovations
Daytime Radio Dramas Soap Operas
Developed long-standing partnerships
with advertising agencies to develop robust
Brand Identities

41. “Thank You, Mom” campaign
was one of the most successful campaigns
of P&G

42. P&G’s staple advertisements focused on its product
superiority and clear functional benefits
“Thank You, Mom” campaign
was one of the most successful campaigns
of P&G

43. While maintaining its central advertising strategy, P&G
shifted to more design- and emotion-driven
advertising
“Thank You, Mom” campaign
was one of the most successful campaigns
of P&G
P&G’s staple advertisements focused on its product
superiority and clear functional benefits

46. “Thank You, Mom” campaign
Most successful campaign in P&G’s 175 year history

47. “Thank You, Mom” campaign
Most successful campaign in P&G’s 175 year history
Delivered + $200 million incremental sales (USA)

48. “Thank You, Mom” campaign
Most successful campaign in P&G’s 175 year history
Delivered + $200 million incremental sales (USA)
17 million views on YouTube

49. “Thank You, Mom” campaign
Most successful campaign in P&G’s 175 year history
Delivered + $200 million incremental sales (USA)
17 million views on YouTube
Most shared videos of the Games

50. “Thank You, Mom” campaign
Most successful campaign in P&G’s 175 year history
Delivered + $200 million incremental sales (USA)
17 million views on YouTube
Most shared videos of the Games
33.6 billion earned media impressions

54. COVERGIRL
For 50 years, COVERGIRL has
created must-have beauty products
that bring out the best in women.
GILLETTE
Gillette YouTube channel featuring
Roger Federer commercial attracted
+ 2 million viewers.

55. MEDIA SPENDING

56. P&G maintained its marketing budget
in early 2009 recession

57. P&G maintained its marketing budget
in early 2009 recession
HOW?

58. P&G shifted to coupons and
instore promotional activities.
This maintained media pressure,
while shifting all costs.

60. P&G expanded its digital offering
with the launch of

61. P&G expanded its digital offering
with the launch of
papmers.com BeingGirl.com

62. P&G introduced
TWO
in 2010

63. BUPPIES
MY BLACK IS
BEAUTIFUL
1
2

64. BUPPIES
MY BLACK IS
BEAUTIFUL
1
2

65. The web series targeted African American women and
was a huge success

66. The web series targeted African American women and
was a huge success
Collection sales grew 20% (in the first half of 2010)

67. The web series targeted African American women and
was a huge success
Collection sales grew 20% (in the first half of 2010)
Second quarter dollar share for
Pantene were up 14%

68. The web series targeted African American women and
was a huge success
Collection sales grew 20% (in the first half of 2010)
Second quarter dollar share for
Pantene were up 14%
4% for CoverGirl
3% for Olay

69. P&G’s Old Spice

70. P&G’s Old Spice
YouTube
sensation

71. P&G’s Old Spice
Television
commercial
YouTube
sensation

72. The campaign was a MILESTONE in P&G’s
transition from

73. The campaign was a MILESTONE in P&G’s
transition from
MASS MARKETER
one-on-one DIGITIZED MARKETER

74. The campaign generated +2 billion media impressions

75. The campaign generated +2 billion media impressions
13.7 million individual views

76. The campaign generated +2 billion media impressions
13.7 million individual views
94,000 followers on Twitter

77. The campaign generated +2 billion media impressions
2,300 Twitter lists
13.7 million individual views
94,000 followers on Twitter

79. SOCIAL
MEDIA

80. In 2007,
P&G launched
TWO
social media sites

82. Capessa
For women on
Yahoo!
People’s Choice Community
associated with the
People’s Choice Awards

83. In 2010,
P&G started using Facebook
as a marketing tool

84. 15 brands with “friends” in
SIX-FIGURE range
In 2010,
P&G started using Facebook
as a marketing tool

85. 15 brands with “friends” in
SIX-FIGURE range
In 2010,
P&G started using Facebook
as a marketing tool
Manofthehouse.com
launched in 2011

86. 15 brands with “friends” in
SIX-FIGURE range
In 2010,
P&G started using Facebook
as a marketing tool
Manofthehouse.com
launched in 2011
Aimed to
“speak to the whole man”

88. Tide “Loads of Hope” campaign (2005)

89. Tide “Loads of Hope” campaign (2005)
Opened Laundromat to
wash Katrina hurricane
survivors' clothes

90. Tide “Loads of Hope” campaign (2005)
Opened Laundromat to
wash Katrina hurricane
survivors' clothes
Tide had its
best sales in
+10 years

91. Times Square campaign 2006

92. Times Square campaign 2006
Targeted holiday shoppers
aimed to attract customers
for life

93. Times Square campaign 2006
Targeted holiday shoppers
aimed to attract customers
for life
The campaign created
9 YouTube ads and
generated 20 million
views/month

95. MOVING FORWARD

96. MOVING FORWARD
P&G has proven its ability to
navigate digital environment as evident
from its campaigns

97. MOVING FORWARD
P&G continues to evolve & innovate
as
WORLD’S LARGEST MARKETER

98. MOVING FORWARD
P&G continues to push
towards reaching
5 BILLION CONSUMERS
WORLDWIDE

99. SUMMARY
MARKETING CAPABILITIES
COMPANY
BACKGROUND
MARKETING
MOVING FORWARD

100. DISCLAIMER
Created by Harshit Gupta,
IIT Roorkee,
during marketing internship
by
Prof. Sameer Mathur,
IIM Lucknow