This is a part of the internship done under Dr. Sameer Mathur.

1. Global Leader in branded consumer goods
Known for iconic category-defining products
(Crisco, Ivory, Tide)

2. 1945-1980
International Expansion expanded into
new lines of business through acquisitions
Divested brands that didnt fit company
profile

3. U.S.’s Top Cosmetics
Company- acquisition of
Noxell (1989) and Max
Factor (1991)
Entry into pet-
care market:
acquisition of
Iams (for $2.3
billion)
$57 billion
acquisition of
Gillette in 2005
made P&G the
Top Consumer
Goods Company

5. Connect-and-Develop

6. Innovation
success
doubled
Innovation
success
doubled
R&D investment (percentage of
sales): 4.8% (2000) increases 3.4%
(2006)
Firm struggled to control costs
Stocks slid: $118 increases $52
(over 18 months)

7. $500 million
spent 20,000
market research
studies 5 million
consumers 100
countries
Stake in Ocado
(2008)
partnership
with Tobii (2010)
Neuromarketin
g (psychological
surveys)
Qualitative
focus group
discussions
customer
interviews in-
store interviews
in-context visits
Quantitative
data acquisition
(habits &
practices of
consumers)
personal
endorsement
approach
(helped
advertisers; e.g.
VocalPoint-
P&G’s word-of-
mouth program)

9. While maintaining its central advertising
strategy, P&G shifted to focus more design-
and emotion-driven advertising
P&G’s staple advertisements focused on its
product superiority and clear
functional benefits

10. Most successful campaign in P&G’s 175 year history
Delivered + $200 million incremental
sales (USA)
17 million views
on YouTube
Most shared videos of the Games
33.6 billion earned media impressions

11. COVERGIRL
For 50 years, COVERGIRL has
created must-have beauty products
that bring out the best in women.
GILLETTE
Gillette YouTube channel featuring
Roger Federer commercial attracted
+ 2 million viewers.

12. •P&G shifted to coupons and instore
promotional activities.
•This maintained media pressure, while
shifting all costs.

16. Tide “Loads
of Hope”
campaign
(2005)
Times Square
campaign
2006

17. P&G has proven
its ability to
navigate digital
environment as
evidentfrom its
campaigns
P&G continues
to evolve &
innovate As
WORLD’S
LARGEST
MARKETER
P&G continues
to push
towards
reaching5
BILLION
CONSUMERS
WORLDWIDE

18. Disclaimer
Thank You
• Created by Fazal Ahmad, VIT UNIVERSITY,
during a marketing Internship by Prof.
Sameer Mathur, IIM Lucknow.