PRESENTATION ON A HARVARD CASE STUDY ON PROCTER & GAMBLE.

3. KNOW ABOUTTHE DESIGN,IMPLEMENTATION AND
INTERPRETATION OF PRODUCT DEVELOPMENT & MARKET
STRATEGIES.
DIFFEREN ADVERTISEMENTTECHNIQUE
INNOVATION ,R&D AND ACQUISITION.

7. GLOBAL
LEADER IN
CONSUMER
BRANDED
PRODUCTS

9.  It started its expansionary policy as early as
1930s and from 1945-1950 it began entering
into markets of LatinAmerica ,Western
Europe and Japan

11. Expanded into new lines of business:-

12. Charmin paper mill(1957)
Folgers coffee (1963)
Crush International Limited
Frostproof
Noxell(1989)
Maxfa(1991)

15. They focussed on three specific choices:

16. FIRST CORPORATE LAB INTERMS OF CONSUMERGOODSWAS SET UP

18.  TRANSLATION OF BRANDTAGLINES INTO
LOCALLY RELEVANT MESSAGES.

19.  STARTED FOCUSSING ON EMOTIONS OF PEOPLE

20.  Seven global business units were established.
 GBUs will help with global product
development and quick to market strategies.

21.  GBUs had three teams:-
 Business development team
 VentureTeam
 Marketing team
They then went for 50% innovation from P&G
network and 50% from non P&G network.

22. (THE HEART OF BRAND’S SUCCESS)
MARKETING
Heart of P&G success

24.  THEY FOLLOWED A MULTIBRAND POLICY:
It managed brands across a category
carefully, with each getting individual support
and satisfying a segment of the market.

25.  P&G’s detergent category illustrated this;
Tide was offered as the premium brand; next
came Cheer, which “cleaned colors safely”;
Gain “had fresh scent”; at the bottom sat
Oxydol, which “contained bleach

26.  Make P&G the top product-design company in the
world, a departure from P&G’s past focus on
function, performance, and price.
 P&G did not use design as an antidote to its
function-driven process but rather as a
complement, helping consumers recognize,
understand, and in some cases even imagine the
functions of a given product.

27.  P&G’s brands faced two moments of truth:
first, on the store shelf; and second, when the
consumer used the product and decided
whether it delivered on its promise.

28.  It included promotional materials like
coupons, displays, special offers.
 A shift fromTV and print to digital and direct
marketing .
 P&G strove to develop metrics that measured
brand loyalty and customer relationships.

29.  P&G’s marketing approach away from its traditionally
process-oriented and template-driven culture toward a
deeper understanding of who the product was for, what was
different about that consumer, and how that consumer
expected to use the product.

31. Neuromarketing also played an increasingly important role in
studying consumer’s behaviour. P&G employed
psychological surveys to measure mood and
electroencephalography (EEG) technology to measure
electrical activity in the brain as subjects were exposed to
commercials.The approach held that feelings affected
decisions and human behaviour.

34. In 2005,Tide laundry
detergent launched a
highly successful post-
Katrina campaign, “Loads
of Hope.”Tide opened a
Laundromat in New
Orleans to wash survivors’
clothes .

40.  CREATEDTHE
PRESENTATION
DURING MARKETING
INTERNSHIP UNDER
PROF. SAMEER
MATHUR

41.  HARVARD CASE STUDY
 SLIDES FROM PRESENTATION ON
SLIDESHARE