P&G has a long history of innovation in product development and marketing dating back to 1887. It focuses on maintaining existing popular products, developing new related products, and innovating new products from scratch. P&G invests heavily in R&D and consumer research, conducting over 20,000 studies annually. It aims to have a deep understanding of customers and their needs. P&G uses a variety of marketing strategies including brand management, celebrity endorsements, digital/social media, and interactive community promotions. It strives to reach 5 billion consumers worldwide through continuously evolving its innovative marketing capabilities.

1. Procter & Gamble:
Marketing Capabilities
Harvard Business School Case

4. What we offer for you ?

5. History

7. P&G Products

11. Business Goals
The three main focuses…
• Maintaining popularity of exiting product
• Developing New related product
• Innovating and introducing new products from scratch

12. Objective

13. Know about the design, implementation &
interpretation of product development & marketing
strategies.
Evaluate primary and unique communication
strategies and money spending .
Innovation R&D and acquisition .

14. Innovation and R&D

15. In 1887,a nephew of one of P&G’s founders, who had
a chemistry degree, Set up an analytical lab for the
company, laying the foundation for a professional
R&D division and establishing one of the first
corporate labs in the field of consumer goods.

16. • CEO- Durk Jager, Introduced a
new permeable boundary
between P&G Scientists and
other non P&G ones.
• In June 1999 under the CEO-
Durk Jager, P&G recognized to
boost growth after net sales
slowed to 2.6% growth from
previous year, then P&G cuts
15,000 staff and promised to
deliver more innovation

19. P&G was known for a brand which was based on innovation and
continuous improvement throughout the company’s operations and
activities, starting with developed or acquired products with
performance featured that customer value.
P&G had pursued a multibrand strategy and it managed brands across a
category carefully, with each getting individual support and satisfying a
segment of the market.

20. Marketing strategy

21.  Procter and gamble have the highest ranking in the world’s consumer good
production means that they are at the top marketers in the world.
 They are strongly incorporated with the best sellers across the world
especially in US.
 The strategies made by the management are highly appreciated because of
strong managerial functions.
 Different types of innovations in the product are taken into functionality,
which is liked by the customers.
 The services of the company are paid across the world.

22. Commitment to Customers

23.  P &G invested more in market research than any company in the
world, interacting with more than 5 million consumers in almost 100
countries.
 The firm conducted over 20,000 research studies each year, and
invested nearly $ 500 million into developing and executing these
studies.
 It ran focus group discussion, interviewed consumer at home, and
performed in-context visits and in-store interviews.
 Neuro marketing which helped in one to one relationship with
customers.
 Campaign like “ Thank you mom” and Loads of hope acted as means of
emotional branding .

25. Advertising

26. • The first company who advertised its product directly to consumers
using dramas, TV commercials.
• To compete in less familiar market, it developed “media neutral” idea
that could be advertised in regional local languages.
• P&G marketing had been built around the idea that functionality
would sell over emotional connection, However the strong connection
to functionality and benefits remained central to P&G advertising,
Lefley, Stengel, and Kotchka aimed to shift P&G towards more design
and emotion driven advertising.

28.  P&G sponsored U.S Olympic team in 2010, became a world wide
sponsor, specially to raise its visibility in emerging markets for the
2012 winters games held in Russia and 2016 summer game in Brazil.
 A national Football League (NFL) sponsorships gave consumers
opportunities to engage with the NFL, “ just for choosing P&G brands”
and tied in with the NFL’s Play 60 initiative, a national youth health
and fitness campaign focused on fighting childhood obesity and
increasing wellness by encouraging youths to be active an hours a day.

29. Celebrity Endorsement

31. • P&G endorsed many celebrities and many spokespersons for its acquired beauty
companies like CoverGirl spokespersons Christie Brinkley, Drew Barrymore, Ellen
DeGeneres, and Queen Latifah.
• Tennis star Roger Federer was featured in Gillette Fusion Products ads in the U.K in
2010.
• Television show Modern Family actress Sofia Vergara was named spokesmodel for
CoverGirl cosmetic in May 2011 for an ad campaign launching in January 2012.
• Taylor Swift also joined the company for the CoverGirl.
• Eva Mendes and Naomi Watts were announced as new spokesmodels for Pantene
shampoo in spring of 2011.

32. Marketing Spending

33. During recession in 2009 CEO Lafley announced
that despite the poor economic climate, P&G
would maintain its marketing budget.
P&G shifted to coupons and in-store promotional
activities to maintain the same media presence
while shifting ad cost.
In 2010 P&G increased ad spending by $1 billion,
with a 20% increased in media impression
McDonald, who became CEO in 2010, stated that
P&G would maintain the same level of spending ,
while shifting dollars to digital advertising and
other new media to broaden the audience

35.  The Digital marketing of P&G started with launching of pampers.com in 1999,
the website contained product information similar to other brand website
under P&G. By 2007 the site was translated for 49 countries.
 BeingGirl.com, launched in 2000, provided information and expert advice on
“issues that teenage girl might be too embarrassed to ask a parent or doctor
about, such as menstruation, eating disorders, acne and dating, the
advertised P&G tampons and offer free samples.
 P&G launched its first mobile marketing ad campaign in 2006 to promote
Crest Whitening Plus Scope toothpaste.
 P&G lines of “My Black is Beautiful ” products, targeting African women,
introduced two web series in 2010 to showcase its products
 P&G Old Spice television commercial and YouTube sensation “ The Man Could
Smell Like “ gave P&G its greatest exposure in the online community in 2010,
and bridge power of digital and social media .

36. Social Media

37. • IN 2007, P&G Launched two social media sites: Capessa for women on
Yahoo ! Health and the People’s Choice community, associated with the
People’s choice awards.
• One blog noted that watching P&G’s online Serial “ Sunset Heat”
promoting Escada perfume was “ more painful than reading Ulysses at
beach.
• In 2010, P&G began using Facebook as a marketing tool and, by 2011, had
15 brands with “friends” in the six-figure range.

38. Interactive Community
Promotion

39.  In 2006, P&G unveiled a major campaign in Times Square targeting
Holiday shoppers. A large blue Neon sign in the middle of a Broadway
block read “ Restrooms” and led people up an escalator into a lounge
with flat-screen TVs, leather couches, a fireplace, and 20 shiny
spotless toilets.
 The ad was to promote Charmin toilet paper, and tourist loved it. The
times square campaign created nine YouTube ad and generated 20
million views per month.
 P &G used T- shirt having slogans and endorsed celebrities like Katrina
kaif to promote sale of its product like Tide.

40. P&G continued to push towards reaching 5 billion consumers served worldwide, its evolving marketing capabilities
took center stage.
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.

42. Created by Bijendra Kumar Ray of NIT Hamirpur ,during a Marketing internship
by Prof. Sameer Mathur, IIM Lucknow