P&G :MARKETING CAPABILITIES ,HARVARD BUSINESS SCHOOL CASE STUDY

2. SO HOW IT
WAS STARTED?

5. GLOBAL LEADER IN BRANDED CONSUMER GOODS
HAS
TWO
DOZEN
BRANDS
WITH
WORTH
MORE
THAN
$1BILLION

6.
CURRENTLY
OPERATES
IN
MORE
THAN
80
COUNTRIES

7.
FINANCIAL
HIGHLIGHTS
OF
P&G
IN
YEAR
2016

8. WHAT MADE IT SO SUCCESSFUL?

9. INNOVATION
AND
R&D
1

10. IN
1887,P&G
STARTED
FIRST
CORPORATE
R&D
LAB
IN
FIELD
OF
CONSUMER
GOODS

11. CONNECT AND DEVELOP
50% OF INNOVATION AND NEW PRODUCTS COME FROM P&G NETWORK
OF LABS AND ANOTHER 50% THROUGH PARTNERSHIPS AND CONNECTIONS
WITH NON P&G SCIENTISTS AND ENGINEERS

12. FIRST
TOOTH
PASTE
WITH
FLOURIDE
1955
FIRST
DISPOSABLE
DIAPERS
1961
ANTI
DANDRUFF
SHAMPOO
1961
SOME OF RENOWNED PRODUCTS DEVELOPED BY R&D TEAM OF P&G

13. 2

14. INNOVATION IN MARKETING APPROACH
• FIRST PRODUCT ADVERTISED DIRECTLY TO CONSUMERS
• SPONSORSHIP OF DAYTIME RADIO DRAMAS AND TELEVISION
COMMERCIALS

15. LAUNCHING PRODUCT AT RIGHT TIME BEFORE COMPETITORS
THE LAUNCH OF TIDE BEFORE COLGATE OR LEVER COULD LAUNCH THEIR
OWN VERSIONS HELPED TIDE IN GAINING TWO YEAR LEAD ON THE
COMPETITION

16. INCREASED EMPHASIS ON PRODUCT DESIGN
INTENSIFIED
FOCUS
ON
DESIGN
IS
MARRIED
TO
COMPANY’S
LONG
STANDING
FOCUS
ON
PRODUCT
FUNCTIONALITY
AND
PRICE

17. CUSTOMER CENTRIC MARKETING
DURING
2009
RECESSION
,THROUGH
VARIOUS
SALES
PROMOTIONAL
ACTIVITIES
LIKE
COUPONS,SPECIAL
OFFERS,P&G
WAS
ABLE
TO
ATTRACT
RECESSION-­‐
WARY
CONSUMERS

18. SHARP FOCUS ON RETURN ON MARKETING INVESTMENT
LEAD
TO
A
SHIFT
FROM
TRADITIONAL
TV
AND
PRINT
MEDIA
MARKETING
TO
DIGITAL
AND
DIRECT
MARKETING

19. ENTERING INTO NEW PRODUCT CATEGEORY THROUGH
MERGERS AND ASSOCIATIONS

20. SOME BRANDS ACQUIRED BY P&G

21. DIGITAL
MEDIA
ENABLED
A
RAFT
OF
NICHE
EXPERIMENTATION
TARGETED
TO
SPECIFIC
CUSTOMERS
INCLUDING
ONLINE
SERIALS,VIDEO
GAMES
AND
YOUTUBE
CHANNELS
FOR
SPECIFIC
PRODUCTS

22. USE
OF
SOCIAL
MEDIA
AND
BLOGS
FOR
ACTIVELY
CONNECTING
WITH
PEOPLE

23. TO RAISE ITS VISIBILITY IN EMERGING MARKETS

24. HELPS
IN
CREATING
BRAND
AWARENESS
AND
CONNECTING
WITH
CUSTOMERS
IN
EMERGING
MARKETS

25. Helps
in
Establishing
faith
and
respect
for
brand
there
by
increasing
brand
equity

26. COMMITMENT TO CONSUMER
3
P&G
CONDUCTS
20000
RESEARCH
STUDIES
EVERY
YEAR
AND
INVESTS
NEAR
ABOUT
$500
MILLION
FOR
DEVELOPING
AND
EXECUTING
THESE
STUDIES

27. TYPES OF MARKET RESEARCH TOOLS
USED BY P&G

28. PROVIDED NEW MARKETING AND PROMOTIONAL
OPPORTUNITIES