This document provides a SWOT analysis for Crest toothpaste by Procter & Gamble. It identifies several strengths, including Crest's superior products through innovation, diverse product line that appeals to all ages, and strong advertising. Weaknesses include a lack of recognizable endorsements and strong product competition. Opportunities include utilizing social media, catering to the growing elderly population, and expanding the Crest Be line. Threats include a limited children's line, challenges with brand recognition globally, and competition in the global market. The document recommends strategies like expanding demographics, merging Crest and Scope brands, and creating a Crest chewing gum.
2. Table of Contents
Overview: Procter & Gamble…………………………………………………………………...3
Strengths………………………………………………………………………………………….4
I. Introduction
II. Superior Products, Innovation, and Company Standing
III. Diverse Product Line
IV. Advertising
V. Conclusion
Weaknesses……………………………………………………………………………………….8
I. Introduction
II. Lack of Recognizable Endorsements
III. Product Competition
IV. Conclusion
Opportunities………………………………………………………………………………...…11
I. Introduction
II. Social Media
III. Growing Elderly Population
IV. Crest Be
V. Conclusion
Threats…………………………………………………………………………………………..14
I. Introduction
II. Limited Children’s Line
III. Brand Recognition
IV. Crest in the Global Market
V. Conclusion
Strategic Recommendations……………………………………………………………………18
I. Introduction
II. Expanding the Demographic
III. Merge Crest and Scope
IV. Crest Chewing Gum
V. Conclusion
References……………………………………………………………………………………….22
Appendix………………………………………………………………………………………...26
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26. Appendix
A. “Look Mom No Cavities” Advertisement (“Look MomNo Cavities!”)
B. P&G Statistics 2012 vs. 1987 (Johnson)
2012 1987
Worldwide sales ($B) $83.680 $17.000
U.S. sales ($B) $29.500 $11.805
U.S. as % of worldwide sales 35.3% 69.4%
Worldwide ad spending ($B) $9.345 $1.386
Ad spending as % of sales 11.2% 8.2%
Research and development expenses ($B) $2.029 $0.576
R&D as % of sales 2.4% 3.4%
Worldwide employees 126,000 73,000
Fiscal years ended June 30. Source: Ad Age DataCenter analysis of Procter & Gamble
Co.'s 10K and annual report disclosures.
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27. C. P&G Worldwide Ad Spending as Percent of Sales (Johnson)
Year Sales ($B) Ad expenses ($B)
Ad spending
as % of sales
1987 17.000 1.386 8.2%
1988 19.336 1.594 8.2%
1989 21.398 1.660 7.8%
1990 24.081 2.059 8.6%
1991 27.026 2.511 9.3%
1992 29.390 2.693 9.2%
1993 30.498 2.973 9.7%
1994 30.385 2.996 9.9%
1995 33.482 3.284 9.8%
1996 35.284 3.374 9.6%
1997 35.764 3.414 9.5%
1998 37.154 3.638 9.8%
1999 36 .710 3.471 9.5%
2000 38.545 3.828 9.9%
2001 37.855 3.654 9.7%
2002 38.965 3.696 9.5%
2003 42.133 4.406 10.5%
2004 50.128 5.401 10.8%
2005 53.210 5.804 10.9%
2006 64.416 7.010 10.9%
2007 71.095 7.714 10.9%
2008 77.714 8.426 10.8%
2009 75.295 7.453 9.9%
2010 77.567 8.475 10.9%
2011 81.104 9.210 11.4%
2012 83.680 9.345 11.2%
Fiscal years ended June 30. Source: Ad Age DataCenter
analysis of Procter & Gamble Co.'s 10K and annual report
disclosures. Some data reflect restated P&G figures.
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