Analysis of a Harvard business school case study

1. Procter and
Gamble
Marketing Capabilities

2. What is Procter and
Gamble?
One of the biggest
consumer good
company in the
world

3. Why is P&G the world’s
largest marketer?

4. P&G has
to be a big
marketer
to achieve
it’s goal of
serving
every
consumer
possible.

5. Marketing strongly impacts market share as well
as creates and develops brand awareness, image
and equity.
•

6. Need to be a big marketer
To communicate product innovations
First toothpaste
with fluoride

7. Need to be a big marketer
To communicate product innovations
Single-handedly created
the disposable diaper
category
Pampers evolved out of
P&G’s experiments in
expanding its paper
products line

8. Need to be a big marketer
To introduce breakthrough products
New synthetic formula for
detergent

9. Need to be a big marketer
To introduce breakthrough products
First female hygiene
product to be marketed
Introduced a range of
products with a variety of
innovations

10. It has to collect consumer information and
position itself to achieve a competitive edge over
it’s rivals.

11. Focus on market research
•20000 researches ever
year
•$500 million in
developing and
executing the
research studies

12. Focus on market research
Innovative ways to learn from consumers:
•Psychological surveys to understand how
consumers associate products depending on their
feeling/state/situation

13. Focus on market research
Innovative
ways to learn
from
consumers:
• Word of mouth program with 600000 women to pitch it’s
products. Gave them coupons, samples and opportunities
to share their opinions and provided them with crafted
product messages to share with their peers

14. Consumer centric
marketing
Design being one of
the criterion in product
development helped
consumers recognize,
understand and
visualize the functions
of a given product

15. Consumer centric
marketing
One of P&Gs websites allowed consumers to
customize cosmetics and fragrances

16. Consumer centric marketing
•In store promotions
•Focus on shopping experience

17. Community campaigns
T shirt purchase
proceeds went to
families affected
by hurricane
Katrina
Laundromat to
wash survivors’
clothes

19. It has to employ every
possible and sensible
communication
strategy, campaign and
action such as mass
marketing, digital
marketing and
personal marketing to
reach out to every
segment of consumers.

20. Spent $8.68 billion
on advertising in
2010

21. Advertising
•Started with daytime
radio dramas
•Practically created soap
operas to target women
consumers
•Mostly TV commercials

22. Advertising
•Use of tailored
advertising
campaigns for
specific market
segments

23. Advertising
• Use of media neutral ideas that can be translated across a range
of media channels.

24. Sponsorships

25. Endorsements
Ellen DeGeneras Drew Barrymore Sofia Vergara

26. Endorsements
Eva Mendes
Gisele Bundchen Taylor Swift

27. Endorsements
Sebastian Vettel Roger Federer Theirry Henry Tiger Woods

28. Digital marketing
• Other than brand websites, P&G launched interactive forum type
websites for expectant mothers and teenage girls
• Also launched two web series

29. • Actor from television commercial became a youtube
sensation, P&G capitalized on this by releasing more videos
of the actor interacting with fans, bloggers and celebrities.

30. •Also launched two social
media websites
•Also launched a
informational website
providing household advice
for men
•Created facebook pages for
its brands

31. References
• Harvard Business school case study 9-311-117
• https://www.google.co.in/imghp?hl=en&tab=wi&ei=MlicWNKC
NYrovgTZl7jwDQ&ved=0EKouCBQoAQ
• https://en.wikipedia.org/wiki/Procter_%26_Gamble
• https://en.wikipedia.org/wiki/List_of_Procter_%26_Gamble_bran
ds

32. DISCLAMER
Created by Udaibir Singh Sandhu, MIT
Manipal, during a marketing internship
under Professor Sameer Mathur, IIM
Lucknow