Strategies company uses to make its product a SUCCESS.

1. APOORV TRIVEDI
LOVELY PROFESSIONAL UNIVERSITY

2. Can you name three
shampoo brands you remember?

3. COMPANY PROFILEProcter and Gamble
American multinational consumer goodscompany
Founded by WilliamProcter and James Gamble
In 1837, headquartered in Ohio, USA
P&G is the largest manufacturer of consumer goods
One of the top 10 companies by market capitalization
Known for its successful brands, introducing new products and
maintaining popularity

4. • P&G has operations in about 80 countries and employs 1,27,000 people
• Company has 25 billion dollar global brands and spends $2 billion
annually on R & D
• P&G’s 50 leadership brands are some of the world’s most well known
household names.
• P&G has a total of 300 brands and serves 4.8 billion people around the
world.

5. • Mission - We will provide branded products and services of superior qualityand
value that improve the lives of the world’s customers now and for generations to
come
• Vision - Be, and be Recognized as, the Best consumer products and services
Company in the world

6. Billion Dollar brands of P&G

7. MARKETING STRATEGIES
• Procter & Gamble is one of the most skilful
marketers of consumer-packaged goods in the
world and holds one of the most powerful
portfolios of trusted brands.
• Company’s sustained market leadership rests
on number of different capabilities and
philosophies.

8. Customer Knowledge
• P&G studies its customers- both the end
consumers and trade partners- through continuous
market research.
• Company annually spends $100 million on more than 101,000 formal
consumer research projects.
• For deeper understanding company also encourages its marketers to be out
in the fields and interact with consumers and retailers in their hone
environment.

9. Long-term Outlook
• P&G takes time to analyseeach opportunity carefully before acting.
• The company develops the best products possible and executes it, with a
determination to make it success.
• P&G has increased its presence in developing markets by focusing on brand
awareness, affordability and distribution through e-commerce and high-frequency
stores.

10. INNOVATION
Largely branded science
company
active productinnovator :
roughly 3,800 patents each
year
Swiffer - a cleaning system that effectively
removes dust, dirt, and hair from
floors
Ambipur - odour eliminating spray
innovationprocess:
develop brands that offer
‘new customer benefits’
Dryel - helps to dry clean clothes at
home

11. QUALITY STRATEGY
• Company design goods of above average qualityand continuously improve and
reformulates them.
• So when company says “New and Improved” it means it.
• Recent example of Pampers Rash Guard, a diaper that prevents rashes.
MULTIPLE BRAND STRATEGY
• P&G marketsseveral brands in the same product category such as Luvs and Pampers
and Oral-B and Crest toothpaste.
• Each product meets different consumer wantsand helps company to compete against
specific competitors’ brands.
• Company is also careful about not to sell too many products.

12. BRAND EXTENSION STRATEGY
• Produces its brand in several sizes and forms.
• Uses its strong brandnames in order to launch new products which helps in instant
recognition and much less advertising outlay.
• Old Spice fragrance to Deodorants.
BRAND MANAGEMENT
• One executive is responsible for each brand.
• Has volume and profit responsibility.
• Helps to sharpen strategic focus on key consumer needs and competition in the
category.

13. STRONG SALES FORCE
• P&G sales force has been named one of the top sales force.
• Success is due to the close tie between sales force and retailers.
• Sales team of 150 members works closely with the Walmart to improve
products and the process by which they get there.