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Procter & Gamble
Marketing Capabilities
About
 An American multinational consumer goods company, founded
by William Procter and James Gamble in 1837.
 Headquart...
Company’s Corporate mission
Bob McDonald, P&G’s CEO,2010
To improve the lives of its customers through continued
innovatio...
Products
Brands
Innovation and R&D: P&G
marketing’s seCret sauCe
 P&G took a scientific approach and connected R&D with the
company‟s sal...
Connect &
Develop
 P&G started this strategy in which 50% of innovation and new
products came from P&G‟s network of labs,...
Marketing
Strategy
 Earlier P&G had pursued a multibrand strategy, and it managed
brands across a category carefully, wit...
Research on
consumer
Qualitatively
 Group discussions
 Interviewed consumers at
home
 performed in-context visits
 in-...
Digital Marketing
 Began with the launch of
pampers.com.
 Launched BEINGGIRL.com in
2000 to provide expert advice to
tee...
 „My Black is Beautiful‟ was
launched to target African
American women and it
introduced TV series which
gathered million...
 Unique “Thank you mom”
campaign helped it to connect
with consumers emotionally.
Advertising
 First company to advertise directly to its consumers and sell its
products through “soap operas” by sponsori...
Sponsorships
 P&G, initially a U.S. Olympic team sponsor for the 2010 Games,
became a worldwide sponsor, specifically to ...
Social Media
 In 2007, P&G launched two social media sites: Capessa for women on
Yahoo! Health and the People‟s Choice Co...
Celebrity Endorsements
 P&G received a no. of celebrity
endorsers for its acquired beauty
companies and products like
Pan...
P&G Sales Percentage
Sales
Fabric &Home Care
Beauty
Health Care
Grooming
Snacks and Pet Care
Baby &Family Care
P&G Earnings Percentage
Earnings
Fabric &Home Care
Beauty
Health Care
Grooming
Snacks and Pet Care
Baby &Family Care
Next for P&G
 Building on its strengths in R&D
 Consumer research
 Product performance
 Innovate as the world‟s
larges...
 About P&G
 Company‟s Corporate mission
 Brands and Products
 Innovation and R&D: P&G Marketing‟s Secret Sauce
 Conne...
Disclaimer
Created by Vishal Gupta,IIT-BHU during a marketing
Internship under Prof Sameer Mathur IIM Lucknow.
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Procter & Gamble :HBR case study

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This presentation is based on the Harvard Business Case:Procter & Gamble: Marketing Capabilities.It was created by me during a marketing internship by Prof Sameer Mathur IIM-Lucknow

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Procter & Gamble :HBR case study

  1. 1. Procter & Gamble Marketing Capabilities
  2. 2. About  An American multinational consumer goods company, founded by William Procter and James Gamble in 1837.  Headquarters:Cincinnati,Ohio,United States.  The company manages two dozen $1 billion brands known worldwide including Gillette, Pampers etc.  A global leader in branded consumer goods, known for iconic category-defining products.
  3. 3. Company’s Corporate mission Bob McDonald, P&G’s CEO,2010 To improve the lives of its customers through continued innovation to reach “More Consumers, In More Parts of the World, More Completely”. P&G focuses on three specific choices:  to grow P&G‟s core brands and categories with an unrelenting focus on innovation  to build our business with unserved and underserved consumers  continue to grow and develop faster-growing, higher margin businesses with global leadership potential.
  4. 4. Products
  5. 5. Brands
  6. 6. Innovation and R&D: P&G marketing’s seCret sauCe  P&G took a scientific approach and connected R&D with the company‟s sales and marketing.  Seven GBUs were formed supported by three teams  Business development team which focused on innovating in existing categories.  A venture team tasked with acquiring brands in new areas.  A market development organizations that would perform intensive market research.
  7. 7. Connect & Develop  P&G started this strategy in which 50% of innovation and new products came from P&G‟s network of labs, and 50% through the labs—that is, through partnerships and connections with non-P&G scientists and engineers. This structure led to successful product introductions such as the Swiffer Dusters, Olay Regenerist, Crest Whitestrips, and Crest Spinbrush.
  8. 8. Marketing Strategy  Earlier P&G had pursued a multibrand strategy, and it managed brands across a category carefully, with each getting individual support and satisfying a segment of the market.  Kotchka brought a design culture to every step of product development and introduced it to P&G through a number of actions such as "design tasting.”  Consumer-centric marketing approach.  Return On Marketing Investment
  9. 9. Research on consumer Qualitatively  Group discussions  Interviewed consumers at home  performed in-context visits  in-store visits Quantitatively  gathered data on consumers utilizing blind tests  concept and use tests  quality monitoring  large-scale studies of the habits and practices of consumers
  10. 10. Digital Marketing  Began with the launch of pampers.com.  Launched BEINGGIRL.com in 2000 to provide expert advice to teenage girls and used it to advertise P&G tampons and offer free samples.  Launched a mobile marketing ad campaign to promote Crest Whitening Plus Scope toothpaste.
  11. 11.  „My Black is Beautiful‟ was launched to target African American women and it introduced TV series which gathered million of views resulting in increase sales.  Old spice YouTube video campaign attracted 13.7 million people. The campaign was seen as a milestone in P&G‟s transition from a mass marketer to a one-on- one digitized marketer.
  12. 12.  Unique “Thank you mom” campaign helped it to connect with consumers emotionally.
  13. 13. Advertising  First company to advertise directly to its consumers and sell its products through “soap operas” by sponsoring radio and TV programming that targeted women.  To meet challenges in new markets P&G introduced a “media neutral” idea, meaning customizing advertising campaigns for different regions.  Lafley ,Stengel and Kotchka shifted towards design and emotion driven-advertising to make the brands inspirational.
  14. 14. Sponsorships  P&G, initially a U.S. Olympic team sponsor for the 2010 Games, became a worldwide sponsor, specifically to raise its visibility in emerging markets, for the 2012 winter games to be held in Russia and the 2016 summer games in Brazil.  Sponsored NFL and engaged with consumers through national youth health and fitness campaign focused on fighting childhood obesity and increasing wellness.
  15. 15. Social Media  In 2007, P&G launched two social media sites: Capessa for women on Yahoo! Health and the People‟s Choice Community .  P&G began using Facebook as a marketing tool & used Facebook as a marketing supplement, not a replacement. It identified 2010 as the year to acquire Facebook friends, but the years beyond that were for figuring out how to use them.  In 2011, when company research showed that men were going to women‟s sites for information,P&G started Manofthehouse.com, which featured household advice for men. In contrast to other similar sites Manofthehouse.com aimed to “speak to the whole man.”
  16. 16. Celebrity Endorsements  P&G received a no. of celebrity endorsers for its acquired beauty companies and products like Pantene & Cover Girl Cosmetics.  Sports stars like Roger Federer were hired to promote brands like Gillette & Head & Shoulders shampoo in TV commercials, print and online ads .
  17. 17. P&G Sales Percentage Sales Fabric &Home Care Beauty Health Care Grooming Snacks and Pet Care Baby &Family Care
  18. 18. P&G Earnings Percentage Earnings Fabric &Home Care Beauty Health Care Grooming Snacks and Pet Care Baby &Family Care
  19. 19. Next for P&G  Building on its strengths in R&D  Consumer research  Product performance  Innovate as the world‟s largest innovator
  20. 20.  About P&G  Company‟s Corporate mission  Brands and Products  Innovation and R&D: P&G Marketing‟s Secret Sauce  Connect & Develop  Marketing Strategy  Research on consumer  Digital Marketing  Advertising  Sponsorships & Social Media  Celebrity Endorsements  P&G Sales and Earnings Percentage  Next for P&G
  21. 21. Disclaimer Created by Vishal Gupta,IIT-BHU during a marketing Internship under Prof Sameer Mathur IIM Lucknow.

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