A brief case study of the marketing management of P&G.

1. P&G
Touching lives, improving life.
P&G

2. Company
Background

3. Acquisitions...

4. Charmin Paper mill -
Household paper products

5. Others include
Crush International Limited - soft drinks
Frostproof - citrus processing company
Norwich Eaton Pharmaceuticals - prescription drug
business
Richardson-Vicks and
G.D. Searle - Non-prescription drug business

6. Corporate Mission :
“More Consumers, In More Parts of the World, More
Completely.”

7. P&G is the leader of branded
consumer goods.
WHY ???

8. 1.

9. Wide product mix.

10. 2.

11. Selected marketing
campaigns.

12. Examples......

13. IVORY SOAPS
Marketed through magazines and
direct communications targeting
with it's purity and simplicity.

14. TIDE
A new synthetic formula for a
detergent.
Was introduced
straight to
market for
lead on competition.

15. PAMPERS
Disposable diapers.
Manufacturing efficiency made it
affordable.

16. CREST
First toothpaste with fluoride.
Highly improved dental health.

17. ALWAYS
Sanitary Pads.
Biggest innovation in feminine
hygiene history

18. 3.

19. Connect and Develop
Strategy.

20. P&G selects potential
partnership products
which.....

21. A)
Has some degree of success
(prototype, consumer interest)

22. B)
Represents ideas that could benefit
from existing P&G capabilities.

23. P&G
Relies on global networks
and outside facilitators to
make connections for
them...

25. As a result of this,
Innovation success doubled
alongwith
simultaneous drop in cost of innovation.

26. Innovation and R&D
at P&G

28. 7 global business units (GBUs)
replaced
the 4 geographic business units.

29. 50% of innovation - from P&G’s network of
labs.
Rest 50% - through partnerships with non-
P&G scientists and engineers.

30. P&G'S
BRILLIANT MARKETING
MANAGEMENT

31. THE
MARKETING
STRATEGY

32. Aim to become
the leading
product design
company.

33. So design was also involved in
P&G's long-standing focus on
functionality and price.

34. P&G's brands faced 2 moments of
truth...

35. First on store shelf.
Second when customer uses the
product.

36. Also P&G's sub-brands take leverage
from the parent, i.e multi-branding.

37. COMMITMENT
TO
CONSUMER

38. Conducts group discussions,
interviews consumers at home, and
performs in-context visits and in-
store interviews.

39. Carries out Neuromarketing and
Psychological surveys to measure
mood and electric activity in brain
subjected to commercials.

40. ADVERTISING

41. Early innovations were sponsorship of
daytime radio dramas and television
commercials.
Also Soap Opera was first introduced.

42. More design and emotion driven
advertisements to inspire customers
and employees.

43. First a "media neutral" idea is
developed and then translated across
a range of media.

44. US Olympics team in 2010.
SPONSORSHIP

45. Few automatic endorsements due to
acquisitions of other companies
while all other endorsements are
developed.
ENDORSEMENTS

46. DIGITAL
MARKETING

47. People conduct research online for
easy information.
Thus websites were launched serving
as help forums and community
developers.

48. Ex.
The Old Spice you-tube sensation.
Two web series under it's product line
"My black is beautiful".
Pampers.com

50. SOCIAL MEDIA
P&G used Facebook as a marketing
supplement.
Manofthehouse.com aimed to speak to
the whole man was introduced to help
men who use women sites for family care
duties.

52. DISCLAIMER
This case analysis on P&G was performed by Pranjal Singh,
(IIT Delhi) as a part of marketing management intern under
Prof. Sameer Mathur, IIM Lucknow.