Marketing research on the case study

1. Moving Towards 5 billion
Consumers : Procter & Gamble

2. Core Values:
1. Unrelenting Focus on Innovation
2. Build the business with unserved and
underserved consumers
3. Continue to grow and develop faster-
growing, higher margin businesses with
global leadership potential.

3. Entering Into New Line of Business
through Acquisition
“acquisition or joint venture on a small scale, and
through trial and error, learn the formula for success
before making a major commitment.”

4. Building the world’s first
Global Brands

5. Connecting R&Dwith the
company’s Sales and Marketing
Crest toothpaste (1955), the first toothpaste with
fluoride; Head & Shoulders dandruff shampoo; and
Pampers disposable diapers (1961).

6. Global Business Units were set up
Business Development Team
(innovation in existing technologies)
Venture Team
(acquiring brands in new areas
and nurturing ideas)
Market Development Organization
(intensive market research to ensure global products’ success
in local markets)
Innovation
Vitality

7. “for every P&G researcher there were 200
scientists or engineers elsewhere in the
world who were just as good,”
Connect-and-Develop

8. P&G as the top Product Design
company in the world
Who the product was for?
What was different about the consumer?
How that consumer expected to use that product?
Two moments of truth:
1. on the store shelf
2. when the consumer used
the product and decided
whether it delivered on its
promise
Clay Street Project
(bringing cross-functional teams from their jobs
across the firm’s global footprint to Cincinnati
for 10 weeks to create new brands based on
design)

9. Sharper focus on Return on
Marketing Investment
Project Apollo
(a joint venture between media and
marketing research firm Arbitron Inc.
and VNU, the Dutch media company
that owned Nielsen, tracked the
media habits of 30,000 households
representing 70,000 consumers. )
“Because too much we focus on a bustle of activities,
not the few things that drive growth of brand. Sales
are important but if you don’t look at other measures
of brand health, you are being short sighted.”

10. P&G invested more in Market
Research than any company
in the world
(interacting with more than 5 million consumers in
almost 100 countries)
“We know that the most powerful
form of marketing is an advocacy
message from a trusted friend.”
- Vocal Point, CEO
New technologies also
continued to provide P&G with
ways to engage and measure
consumer interests, habits, and
satisfaction.

11. P&G had been a marketing
trailblazer from the outset
“If you go back at Procter & Gamble, and in a
lot of the industry, we often thought of our
brands in terms of functional benefits. But the
equity of great brands has to be something
that a consumer finds inspirational and an
organization finds inspirational.’’
Major Pillars of Advertisement:
1. Celebrity Endorsements
2. Sponsorships

12. 1999- pampers.com (advise for new and expectant mothers)
2000- beinggirl.com (issues that teenage girls face)
2006- campaign for Prilosec based on a market research
2006- first mobile marketing campaign for Crest Whitening Plus)
2010- ‘My Black is Beautiful’ webs series
The era of Digital Marketing

13. Disclaimer
Created by Rohan Bhatial, IIIT Hyderabad,
during a marketing internship under Prof.
Sameer Mathur, IIM Lucknow.