This presentation gives insight into the marketing strategy of P&G. It deals with various marketing capabilities which the P&G is exploring to continue to be the world leader in consumer goods market.

1. MARKETING CAPABILITIES

2. PROCTER &
GAMBLE
 P&G is an American Multinational Consumer Goods Company.
 Founders : William Procter
James Gamble
 Headquarters : Cincinnati, Ohio, United States
 CEO : David S. Taylor

4. VISION MISSION
To be recognized as, the best
consumer products and
services company in the world
by providing branded products
and services of superior quality
and value that improve the
lives of the world's consumers.
To be the market leader in
consumer goods and services
with leadership sales, profit,
and value creation, allowing
our people, our shareholders,
and the communities in which
we live and work to prosper.

9. PRODUCTS

10. BRANDS

13. Strengths
 Over 300 brands globally which are
available in over 180 countries.
 Its brands have a high recall, high
visibility due to excellent marketing
and advertising.
 Sponsorships of lifestyle events,
competitions etc have helped the
brand to build a connect with the
people.
 Excellent distribution and
availability of P&G products
through supermarkets, groceries,
online etc
Weaknesses
 Fake products sold under the
name of their brand name is a big
concern for P&G.
 Its products have stiff competition
from big domestic players and
international brands

14. Opportunities
 P&G can tap rural markets and
increase penetration in urban
areas
 Mergers and acquisitions can be
done to strengthen the brand
 Increasing purchasing power of
people thereby increasing demand
 P&G can leverage its strong name
and powerful brands to diversify
into more consumer products
Threats
 Intense and increasing
competition amongst other FMCG
companies can affect the market
share of Procter and Gamble
 Competition from unbranded and
local products
 Since P&G is a global brand,
recessions, fluctuating dollar
prices, economic crisis etc can
affect its business operations

15.  Focus on R&D and Development. Successful strategy
of Connect-and-Develop.
 Lowering manufacturing costs and expanding its
market.
 Product design driven approach complementing the
traditional function, performance and price driven
approach.

16.  Focus on Return On Marketing Investment (ROMI).
 Shifting From TV/Print to Digital and Direct
marketing.
 Customer-Centric marketing.
 Multibranding and leveraging its brand to drive sales
of its sub-brands.
One of the first examples was P&G’s successful
advertising campaign for the 2010 Winter Olympics.

18. COMMITMENT TO
CONSUMERS
P&G invested more in market research than any company in the world,
interacting with more than 5 million consumers in almost 100 countries.
Qualitatively:
It ran focus group discussions.
Interviewed consumers at home.
Performed in-context visits and in-store interviews.
Quantitatively:
Data on consumers utilizing blind tests.
Concept and use tests, and quality monitoring.
 Doing large-scale studies of the habits and practices of consumers who
purchased P&G products.

19. Innovative approaches to consumer engagement led to new
marketing and promotional opportunities: one example was
VocalPoint
Using new technologies like eye tracking, NeuroMarketing
to analyze consumer behavior.
Integrating these new technologies created more direct, one-
on-one relationships with the target audiences.

20. ADVERTISING
To meet the company’s global markets and to connect with
the consumers on a local level.
Ads that help to connect with the target markets at a
emotional level for creating consumer loyalty and long
lasting profitable relationship.

21. CELEBRITY ENDORSMENTS

22. SPONSORSHIPS AND CAMPAIGNS

23. DIGITAL MARKETING
Launched “pampers.com” which also served as a
interactive forum.
 Launched mobile marketing ad campaign to promote
Crest toothpaste.
Launched web series to promote beauty products
The YouTube and TV commercial “The Man Your Man
Could Smell Like” was seen as a milestone in P&G’s
transition from a mass marketer to a one-on-one digitized
marketer.

24. Made Facebook page for each of its brands with each having
a huge base of followers.
In 2007, P&G launched two social media sites: ‘Capessa’ for
women on Yahoo! Health and the People’s Choice
Community, associated with the People’s Choice awards.
Another successful social media site by P&G :
Manofthehouse.com

25. INTERACTIVE COMMUNITY
PROMOTION WITH
CAMPINGS LIKE “LOADS
OF HOPE”.

26. SUMMARY
 We saw P&G’s history, vision, mission and facts about sales and
earnings w.r.t various segments.
 P&G has a broad portfolio of brands with as many as 20-25
‘Billion-Dollar’ Brands.
 SWOT analysis of P&G.
 Marketing Strategy, analysis and research of consumer markets
and consumer behavior, advertising, celebrity endorsements &
sponsorships.
 Exploiting Digital and Social Media Marketing.

27. CONCLUSION
Building on its strengths in R&D, consumer research, product
performance and its evolving marketing capabilities, P&G
continues to evolve and innovate as the world’s largest
marketer.

29. DISCLAIMER
Created by Sourab Mangrulkar, NIT Goa, during a Marketing
internship by Prof Sameer Mathur, IIM Lucknow