This presentation was made by me as a part of marketing internship by Prof. Sameer Mathur, IIM Lucknow

1. MARKETING CAPABILITIES
CASE

2. HISTORY
Founders
Founded in 1837
Headquartered at
Cincinnati, Ohio,

3. BRANDS & PRODUCTS

4. ORGANISATIONAL
STRUCTURE (2010)

5. 42%
21%
15%
13%
9%
North America
Western Europe
Asia
Central & Eastern Europe, Middle
East & Africa
Latin America
48%
34%
18% Household care
Beauty &
Grooming
Health & well-
being
Sales
(2010)
Sales By
Region
(2010)

6. ORGANISATIONAL
STRUCTURE (2016)

7. Sales
(2016)
Sales By
Region
(2016)
Sales By Marketing
Maturity (2016)

8. Year Activity
1837 Founded
1879 Introduces IVORY soap
1911 Introduces CRISCO
1930s International Expansion
1933 Introduces DREFT
1946 Introduces TIDE
1945-1980 Enters markets in Latin
America, Western Europe and
Japan
1955 Introduces CREST
1957 Acquires Charmin Paper Mill
1960 Introduces DOWNY
1961 Introduces Head & Shoulders,
Pampers
TIMELINE OF ACTIVITIES
(1/2)

9. Year Activity
1963 Acquires Folgers Coffee
1981 Acquires Frostproof and
Norwich Eaton
Pharmaceuticals
1980s Develops global brands,
including Always/Whisper,
Pringles and Pantene
1980 Acquires Crush International
Limited
1985 Richardson Vicks
1989 Acquires Noxell
1991 Acquires Max Factor
2003 Acquires Iams
2005 Acquires Gillette
TIMELINE OF ACTIVITIES
(2/2)

11. INNOVATION AND R&D
(1/2)
Took scientific approach
Focussed on Innovation
Seven Global Business Units (GBUs)- to
support global product development
P&G Marketing’s Secret Sauce

12. 3 Teams supporting GBUs:
Business development team
Venture team
Marketing development organizations
INNOVATION AND R&D
(2/2)

13. NEW STRUCTURE AND
APPROACH TO
INNOVATION

14. (1/2)
What is it?
Making the best use of internal and external
ideas

15. The firm relied on several important global networks and
outside facilitators to make connections for them.
(2/2)

17. MARKETING STRATEGY
(1/4)
GOAL:
 To make P&G the TOP PRODUCT-
DESIGN company in the world.
To shift towards more CONSUMER-
CENTRIC marketing approach

18. STRATEGY:
Intensified focus on DESIGN
Brought DESIGN to every step of
product development
Focussed on maintaining a deep
understanding of consumers
MARKETING STRATEGY
(2/4)

19. MARKETING STRATEGY
(3/4)
Website:
reflect.com
provided
customized
cosmetics and
fragrances (shut
down after 6 years)

20. MARKETING STRATEGY
(4/4)Pampers’ 2008
Campaign
Thank you, Mom
Campaign

22. P&G
– Invested more in market research
– Conducted over 20,000 research studies each year
COMMITMENT TO THE
CUSTOMER (1/2)
Interviewed
customers at
home

23. STRATEGIES FOR UNDERSTANDING CONSUMERS
COMMITMENT TO THE
CUSTOMER (2/2)

25. ADVERTISING
1
2

26. 3

27. 4

28. 5
Taylor
Swift
Gisele Bundchen
Sofia
Vergara

29. MEDIA SPENDING
• P&G shifted to coupons and in-store
promotional activities in 2009.
• AD SPENDING
o2010 – increased by $1 billion.
o2016 – about $7 billions

31. DIGITAL MARKETING (1/3)
•
Pampers.com
BeingGirl.com
1. BRAND
WEBSITES

32. DIGITAL MARKETING (2/3)
2. WEB SERIES

33. DIGITAL MARKETING (3/3)
3. YouTube
sensation-
attracted
millions
of views
in a short
period

34. SOCIAL MEDIA
In 2007, P&G launched 2 social media
sites: Capessa for women on Yahoo! Health
and the People’s Choice Community.

35. INTERACTIVE
COMMUNITY PROMOTION
1. 2005,
T-shirts
campaign
2. 2006,
Times Square
campaign

36. P&G ICONIC
BRANDS’
MARKETING

37. 1. IVORY

38. 2. TIDE

39. 3. PAMPERS

40. 4. CREST

41. 5. ALWAYS

42. SUMMARY

43. Disclaimer
Created by Swaathi Shri TT, PSG College
of Technology during a marketing
internship by Prof. Sameer Mathur, IIM
Lucknow