15. 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.
17. 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.
19. • 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.
20. 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. 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.
24. 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.
25. 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
26.
27.
28.
29. 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.