Presentation made by Siddhant Mishra (NIT Patna) under Harvard Business case Proctor & Gamble, during Winter Internship on Marketing by Prof. Sameer Mathur (IIM L)

2. • Founded in 1837, headquartered inn Cincinnati, Ohio by a
candy maker William Procter and a soap maker James
Gamble

3. Timeline

4. P&G rich brand heritage

5. P&G manages over two dozen billion dollar brands
Brands! Brands! Brands!

6. How Big P&G actually is?

7. •P&G is the global leader in Branded consumer goods
•In total sales were US$78.94 billion which helped it
earn a profit of US$12 billion in the year 2010.
Well, its quite big!

9. Sales
Percentage Sales
Beauty
Grooming
Helth Care
Snacks and Pet Care
Fabric Care and Home
Care

10. Percentage of
Earning

11. Major Competitors

12. What is P&G’s Marketing Secret Sauce?

13. Well, there is no
secret ingredient

14. One of the main reason is their success is
their elaborate R&D spending

16. What is P&G’s marketing strategy?

17. Shift in approach
• Throughout its history, P&G had pursued a multi brand strategy and with each brand
satisfying a segment of the market.
• In 2000, it challenged itself to become a top product design company in the world, with a
departure from focus on Function, Performance and Price.
• Shifting to design complemented the earlier function driven process, helping consumer
recognize, understand and even sometimes imagine the function of a product.
• New emphasis shifted the company towards more Consumer-centric approach.

18. What is Consumer-centric marketing?

19. Consumer Satisfaction
• The common theme is a deep understanding of the consumers which
offered the potential for growth.
• P&G strove to develop the metrics that measured brand loyalty.
• In 2008, P&G wooed recession-wary consumers with more focused
attention to in-store promotions such as coupons, displays, etc.

20. What is P&G’s advertising strategy?

21. • P&G have relied heavily on developing long standing partnerships with advertising
agencies to develop robust brand identities for its portfolio of consumer goods.
• P&G’s advertising has been built around the idea that functionality would sell over
emotional connection.
• For instance, 2010 Winter Olympics featured the commercial that thanked moms around
the world for their effort.

22. Sponsorships
• US Olympic team sponsor for the 2010 Games
• Worldwide sponsor for the 2012 winter games and also
2016 summer games in Brazil
• P&G sponsors NFL and is tied in with the NFL’s Play 60
initiative.

23. Celebrity
Endorsments
P&G brought together a number of
celebrity endorsers from Hollywood
and Sports

24. Digital Marketing and Social Media

25. P&G’s line of “My Black is Beautiful” products, targeting
African American women, introduced two web series in
2010 to showcase its products: Buppies, a scripted drama
that integrated CoverGirl’s Queen collection on BET.com;
and My Black is Beautiful, a TV series on BET (also available
online) by the same name, showcasing the collection of
P&G products in a makeover setting.

26. P&G’s Old Spice television commercial and YouTube
sensation, “The Man Your Man Could Smell Like,” gave P&G
its greatest exposure in the online community in 2010, and
bridged the power of digital and social media.

27. Social Media
• P&G used Facebook as a marketing supplement,
not a replacement.
• Manofthehouse.com was its one of the first social
media effort which featured household advice for
men

31. Operating Principles
• Never give your consumer a product based reason
to switch away from your brand
• Think of every brand of P&G, and treat every brand that we have,
as though it were our only brand.
• Always determine whether a product innovation is brand-specific
or generic.
• Competition will always follow your technology, not your brand
• After you have defined your options, always test your worst-case
scenario in the market. If you don’t, and if you have made the
wrong move, the market will be the worst case scenario.