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P & G ( Procter & Gamble ) Tide :- Marketing Management

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Proctor & Gamble
Tide Marketing Strategy

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P & G ( Procter & Gamble ) Tide :- Marketing Management

  1. 1. MINDS BEHIND THE GIANT WILLIAM PROCTER JAMES GAMBLE
  2. 2. FACTFILE Established Year 1837 Head Quarter Ohio, Cincinnati, USA Sales Number $ 82,559 million Product Available Area Over 80 countries Category Skin care, Hair Care, House Care, Health Care, Oral Care, food… etc Brands About 300 brands Employee Numbers About 127,00 employees Board chairman Robert A. McDonald CEO Robert A. McDonald Global Technical Centers 28 Billion US dollar Brands 24
  3. 3. HEADQUATER P&G General office & world headquarter, - Cincinnati, Ohio, USA
  4. 4. DRIVEN BY VISION Be, and be recognized as, the best consumer products and services company in the world.
  5. 5. MISSION The Company’s goal is to win consumers for its products by virtue of the products’ quality and value, and not by creating unfair disadvantage for its competitors.
  6. 6. MOTTO “ touching consumer’s Lives with brands that make life a little better every day ”
  7. 7. CONSUMER ORIENTED BRAND
  8. 8. CONSUMER CONCERN CONSUMER CONCERN P&G TO THE RESCUE Ageing Olay Child Care Pampers Energy Saving Tide Cold Water Packaged Food Pringles Potato Chips
  9. 9. GLOBAL BRANDS
  10. 10. P&G GLOBAL 1. Fortune 500 :-  Ranked #5 among the “Global Most Admired Companies”  Consistent #1 ranking within industry on “Most Admired” list for 26 of 27 total years and for 14 years in a row 2. National Association for Female Executives:  Recognized by the National Association for Female Executives as one of the Top 50 Companies for Executive Women
  11. 11. P&G GLOBAL 3. Diversity Inc:  Ranked #25 among the Top 50 Companies for Diversity  Ranked #9 on the Top Companies for Recruitment and Retention 4. Bloomberg Business week:  Ranked #25 among the “World’s Most Innovative Companies” Companies” 5. Business Today:  Business Today has rated P&G amongst the most preferred companies by management students across across India
  12. 12. P&G INDIA
  13. 13. P&G INDIA A. Infrastructure and Facility Manager Association:  P&G Mumbai GO awarded “Annual Excellence Award for Award for Best Effort toward Power Conservation” during during the Future Workplace Conference, for consistent consistent efforts resulting in overall 27% reduction of energy consumption B. Readers Digest:  Silver Award for Corporate Social Responsibility Programs Programs by Readers Digest, 2008
  14. 14. MARKETING POLICIES  Respect in the Marketplace 1. Product Safety 2. Fair Dealing with Suppliers and Customers 3. Confidentiality and Consumer Privacy 4. Communicating with the Media
  15. 15. MARKETING POLICIES “Do more less with less and get more.” o P&G Internally I. 9000 researchers II. 150 technologies III. 40 communities of practice
  16. 16. SUSTAINABILITY IN INDIA  OVERVIEW  ENVIROMENTAL SUSTAINABILITY  SOCIAL RESPONSIBILITY
  17. 17. SOCIAL RESPONSIBILTY P&G’s Live, Learn and Thrive has improved life for more than 300 million children.
  18. 18. PHILANTROPHY PROGRAM IN INDIA Padhega India, Tabhi Toh Badhega India
  19. 19. PILLARS OF P&G INDIA BRAND RANK # ARIEL 20 DURACELL 40 GILETTE 16 HEAD & SHOULDERS 89 OLAY 19 ORAL-B 66 PAMPERS 29 PANTENE 7 TIDE 41 VICKS 98
  20. 20. TIDE
  21. 21. WHY ?
  22. 22. TIDE- OVERVIEW Product Overview i. Launched in India in mid-2000, Tide provides ‘Outstanding Whiteness’ on white clothes & excellent cleaning on coloured clothes as well. ii. Tide’s Fabric Whitening Agents clean clothes without bleaching or removing colour from a garment. iii. The Tide range in India includes Tide (Detergent) and Tide (Bar with Whitens). iv. Tide Naturals was launched in India in December 2009. Packed with the benefits of lemon and
  23. 23. MARKET RESEARCH INDIAN LAUNDRY MARKET  Indian laundry market is Rs.5000 crore in size.  Third largest detergent market.  More than 10 brands available in the Indian market.  HUL lead the market with highest % of market share i.e.38%, followed by P&G, Nirma, Ghari.  Detergent bar comprises 43% of market share and powder enjoying the rest 57%.
  24. 24. CONSUMER RESEARCH  Various consumer research shows :  Indian women plays vital role in taking decision regarding home products.  Homemaker’s primary concern is her family’s well being  Maximum value from the products they use.  Indians love tough and long lasting things in all their choices
  25. 25. PRICING STRATEGY PRICING PREMIUM Ariel, Surf MID-PRICE Rin, Henko POPULAR SEGMENT Nirma, Wheel
  26. 26. 4P’S OF MARKETING  PRODUCTS  PRICE  PLACE  PROMOTION
  27. 27. PRODUCT PRODUCT DETERGENT POWDER BAR
  28. 28. PRICE TABLE PRODUCT 500GMS 1KG 2KG 4KG 6KG TIDE PLUS 46 90 166 341 474 TIDE JASMINE & ROSE 41 91.50 183 337 506 TIDE NIMBU CHANDAN 25 52 NA NA NA TIDE TALCUM POWDER 46 92 184 387 460
  29. 29. PLACE In India, the company uses the traditional way to reach customer : FACTORY DISTRIBUTOR WHOLESELLER RETAILER
  30. 30. PROMOTION ATL BTL TTL
  31. 31. PROMOTION
  32. 32. E-MARKETING
  33. 33. PROMOTION WAR Direct attack of HUL ON P&G CLAIM  Rin gives better whiteness then tide  Ad released on 26th February ,2010- Friday
  34. 34. FINANCIAL STATEMENT OF P&G ( AMOUNT IN MILLIONS ) 2012 2011 2010 2009 2008 Net Sales $83,680 $82,559 $78,938 $76,694 $79,257 Operating Income 13,292 15,818 16,021 15,374 15,979 Net Earnings 10,756 11,797 12,736 13,436 12,075 Net Earnings Margin from Continuing Operations 11.1% 14.3% 13.9% 13.9% 14.2% Diluted Net Earnings per Common Share 3.66 3.93 4.11 4.26 3.64 Dividends Per Common Share 2.14 1.97 1.80 1.64 1.45
  35. 35. MARKET SHARE 17.30% 16.90% 13.50% 6% 6% 40.30% Market share Ghari Wheel Tide Ariel Nirma HUL
  36. 36. STRONG COMPETITOR UPPER CLASS MIDDLE CLASS LOWER CLASS
  37. 37. COMPETITIVE ADVANTAGE a) P&G have long standing reputation of having family of product, having excellent quality b) Intensive research to determine their target market and type of product would best fit their need c) P&G have product for both the market segment, economic and Luxury.
  38. 38. SWOC ANALYSIS STRENGTHS • Benefit or attribute over other products in the same category • Leading market position • Lower price and good quality • Most popular and widely patronized detergent in the world and a flagship brand of P&G • Renowned by its reputation of complimenting the ever- changing people’s WEAKNESSES • Strong competitors • Substitute products available at the same price • Increased promotional spending to keep healthy sales
  39. 39. SWOC ANALYSIS OPPORTUNITIES  High potential of rural market has a lot of opportunities  Changing lifestyle of people want cheap product with good quality  Introduction of better variants by technology development and innovations CHALLENGES  Price wars with competitors  Aggressive promotion by competitors , harming the reputation of the product and ambush marketing  Counterfeit products in the rural market
  40. 40. THANKYOU  PRATIKHA SALVI  SONAL JOSHI  RIDDHI SHAH  SUSHMITA DAS  SANCHIT GANGAR

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