P&G is a global leader in consumer goods known for brands like Tide, Crest, and Pampers. It pioneered marketing strategies and considers consumer needs. P&G expanded globally through acquisitions like Gillette. It focuses on innovation through R&D and partnerships. P&G uses extensive consumer research and neuromarketing to develop emotionally resonant products. It employs a multi-pronged marketing mix including advertising, sponsorships, celebrity endorsements, and digital/social media. P&G continues innovating through modern marketing approaches to reach more consumers worldwide.
Case Study : Procter and Gamble (P&G) Marketing CapabilitiesSarthak Rahate
Case Analysis of the Business case provided by Harvard business school; on the well-known consumer goods brand named Procter and Gamble (P&G).This case study shows how P&G excelled in reaching out to customers by various methods and advanced techniques. Further, the presentation tells about the journey of marketing progress made by P&G.
Procter & Gamble: Marketing Capabilities Case StudyOmkar Nawlakhe
Procter & Gamble: Marketing Capabilities Harvard Business School Case Study. This presentation is created during IIM Lucknow Marketing Internship under guidance of Prof. Sameer Mathur.
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
This a case study review of a Harvard Business School:Procter & Gamble: Marketing Capabilities. Done under the Marketing internship of Prof Smaeer Mathur ( IIM L professor).
Case Study : Procter and Gamble (P&G) Marketing CapabilitiesSarthak Rahate
Case Analysis of the Business case provided by Harvard business school; on the well-known consumer goods brand named Procter and Gamble (P&G).This case study shows how P&G excelled in reaching out to customers by various methods and advanced techniques. Further, the presentation tells about the journey of marketing progress made by P&G.
Procter & Gamble: Marketing Capabilities Case StudyOmkar Nawlakhe
Procter & Gamble: Marketing Capabilities Harvard Business School Case Study. This presentation is created during IIM Lucknow Marketing Internship under guidance of Prof. Sameer Mathur.
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
This a case study review of a Harvard Business School:Procter & Gamble: Marketing Capabilities. Done under the Marketing internship of Prof Smaeer Mathur ( IIM L professor).
Gillette India Social Media Analysis Q4 2015Unmetric
Take a deep dive into the social media performance of Gillette India and see how the shaving brand talks product features to engage its audience on Twitter and Facebook
Gillette, Market Research Report, Spring 2014:
- Worked with a team of three to complete a market research report for Gillette
- Utilized a focus group for qualitative research
- Used a Qualtrics survey for quantitative research
- Performed data analysis in order to create insight from research information
It's about marketing strategy opted by Procter & Gamble for becoming more globalized, enhancing sales, improving their global leadership potential, connecting with customers to understand their needs and to market & develop their products accordingly.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
3. ‣ a global leader in branded consumer goods
‣ two dozen $1 billion brands known worldwide
‣ pioneered marketing strategies - considered a standard
industry practice
What is P&G?
7. Early marketing campaigns like Ivory,Tide, Crest, Pampers, Always
Pursued international expansion - entered markets in Latin America, Western Europe, Japan
Extended into new lines of businesses through expansions
Innovations round out company’s portfolio - entered new categories
In the 1980s, P&G ramped up global expansion - developed first global brands, Always/
Whisper, Pringles, and Pantene.
In the early 1990s, the U.S.’s top cosmetics company with the acquisition of Noxell and
Max Factor.
Acquisition of Gillette in 2005 made P&G the top consumer goods company
In 2010, P&G’s stated corporate mission to reach “More Consumers, In More Parts of the
World, More Completely.” through continued innovation.
Pushing towards reaching 5 billion consumers
P&G’s 2010 sales hit $78.94 B; net income, $12.74 B; and market capitalization, $186.63 B
9. Sales By Category
Health & Well Being
24%
Beauty & Grooming
31%
Household Care
44%
Sales By Region
Latin America
9%
Central & Eastern Europe, Middle East & Africa
13%
Asia
15%
Western Europe
21%
North America
42%
Situational Analysis - 3/3
11. Understanding the reasons behind P&G’s
massive success in the Consumer Goods
Sector
Using qualitative analysis to evaluate and
compare the outcomes of various
methodologies
Understanding the evolving Marketing
Capabilities & Strategies
15. Innovation and R&D
• P&G marketing’s secret sauce.
• Replaced the trial and error methods
• Took a scientific approach - connected R&D with company’s sales and
marketing
• Crest toothpaste - first toothpaste with fluoride
• Head and Shoulders dandruff shampoo
• Pampers - disposable diapers
16. Innovation and R&D - Connect and Develop
• 50% of innovation and new products to come from P&G’s network of labs,
and 50% through the labs
• Convince the company, stuck in a “not invented here” approach
• R&D organization now included 7,500 inside the firm and 1.5 million
beyond
Objectives
17. • The firm instituted a top-10 needs list, one for each business and one for the company
overall
• Included things such as “reduce wrinkles, improve skin texture and tone” and “create
softer paper products with lower lint and higher wet strength”
• Use of technology game boards
• Network of 70 technology entrepreneurs - located in six connect-and-develop hubs (in
China, India, Japan, Western Europe, Latin America, and the U.S.)
Strategy
Innovation and R&D - Connect and Develop
18. Innovation and R&D - Connect and Develop
• Identified proven technologies, packages, and products that P&G could improve, scale up, and
market on its own or through partnerships
• Swiffer Dusters, Olay Regenerist, Crest Whitestrips, and Crest Spinbrush
• R&D productivity increased by nearly 60%
• The firm’s innovation success doubled
• Drop in cost of innovation.
• R&D investment as a percentage of sales dropped from 4.8% in 2000 to 3.4% in 2006.
Outcome
Originated Outside Firm
Key Elements Discovered Externally
Others
But…
The firm struggled to control costs, and its stock
slid from $118 to $52 over 18 months.
22. Marketing Strategy - Design
Objectives
• To make P&G the top product-design company in the world
• Departure from P&G’s past focus on function, performance, and price
• Not use design as an antidote to its function-driven process but rather as a complement
“We have an innovation process and we
want to make sure that design is plugged
in at the front end” - Lafley
23. Strategy
Marketing Strategy - Design
• “Design Tasting” - featuring design case studies for P&G’s top 200 executives
• P&G design board
• The Clay Street Project
• Lobby of P&G’s Cincinnati headquarters featured a faux home and store so that
employees could physically view and experience the “two moments of truth” every day.
24. Marketing Strategy - Design
Consumer’s use of
product and decision
whether it delivered on it’s
promise
On the store shelf
2
M
o
m
e
n
t
s
o
f
T
r
u
t
h
25. Outcome
Marketing Strategy - Design
The new
emphasis shifted
the company
toward a more
consumer-centric
marketing
approach
27. Consumer-Centric Approach
• More focused attention to in-store promotions such as coupons, displays,
special offers, and other promotional materials
• Pampers’ 2008 campaign
28. Consumer-Centric Approach - Consumer Research
Quantitative
• Blind Tests
• Concept and Use Tests
• Quality monitoring
• Large-scale studies of habits
and practices of regular
customers
Qualitative
• Focus Group Discussions
• Personal Interviews of
customers at home
• In context visits
• In-store interviews
• 20,000 research studies each year
• Invested nearly $500 million into developing and executing these studies
Strategy
29. Consumer-Centric Approach - Consumer Research
• New marketing and promotional opportunities: VocalPoint
• P&G’s word-of-mouth program that enrolled more than 600,000 women to pitch its products
• P&G also gave them samples, coupons, and opportunities to share their opinions with P&G
Outcome
30. Consumer-Centric Approach - Neuromarketing
• Feelings affected decisions and human behavior
• Psychological surveys to measure mood
• Electroencephalography (EEG) technology to measure electrical activity in the brain
as subjects were exposed to commercials
To better understand how its
customers felt—not about a
product such as Pantene, but
about having a “bad hair
day.”
The study found that users of
a new version of Pantene
“reported more joy than those
in the control group.
32. Marketing Mix - Advertising
• Ivory, the first product to be advertised directly to consumers
• Soap operas owed their existence to P&G
• Developing a “media neutral” idea
• Bulk of spending towards television
• Other modes - outdoor displays, mobile devices - Japan VS
• Shift toward more design- and emotion-driven advertising -
transformational approach
33. Marketing Mix - Sponsorships
• P&G, a U.S. Olympic team sponsor for the 2010 Games, became a worldwide sponsor
• National Football League (NFL) sponsorship gave consumers opportunities to engage with the
NFL, “just for choosing P&G brands”
36. Digital Marketing
• P&G’s digital activity had been limited to its operation of brand websites
• Expanded its digital content offering in 1999 with the launch of pampers.com
• Provided information for new and expectant mothers and served as an
interactive forum
• BeingGirl.com, launched in 2000
37. Digital Marketing
• First mobile marketing ad campaign in 2006 to promote
Crest Whitening Plus Scope toothpaste.
• “My Black is Beautiful” products, targeting African
American women, introduced two web series in 2010 to
showcase its products: Buppies and My Black is
Beautiful
P&G’s Old Spice television commercial and YouTube
sensation, “The Man Your Man Could Smell Like”
• Old Spice - 3rd most subscribed channel
• 1.37 million individual views in 3 days
• 94,000 followers on twitter - response campaign
• A milestone
38. Social Media Marketing
• In 2010, P&G began using Facebook as a marketing tool
• Pringles and Old Spice had 9 million and 1.3 million fans
• P&G used Facebook as a marketing supplement, not a replacement
• Manofthehouse.com aimed to “speak to the whole man.”
• Featured household advice for men, including tips on grilling burgers, cleaning toilets, and disciplining
children
39. Building on its
strengths in R&D,
consumer
research, and
product
performance,
P&G continued to
evolve and
innovate as the
world’s largest
marketer.
40. Disclaimer
Created by Kanika Gupta, JIIT Noida during a
Marketing Internship under Prof. Sameer Mathur,
IIM Lucknow