P&G operates in multiple consumer product segments including fabric and home care, beauty and grooming, healthcare, snacks and pet care. The fabric and home care segment, which includes brands like Ariel, Dawn, and Tide, is the most profitable division accounting for 30% of net sales. P&G aims to expand globally and enter new markets through small acquisitions and trials. Strategies to engage customers include customized advertising, sponsorships, digital marketing, and integrated marketing communications across multiple brands. The company also focuses on product development through connecting R&D with sales and marketing and adopting a customer-centric approach. P&G is analyzing underperforming segments like snacks and pet care and considering addressing challenges through sponsorship

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A Case study on

2. Who arethe key people...?
1 DurkJager (CEO)
2 Lafley(CEO)
3 Stengel(CMO)
4 Kotchka(Head of R&D & Design)
5 Pritchard (Multibrand manager)
6 McDonalds (Current CEO)
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3. Businesses
Beauty Segment
Grooming Segment
Healthcare segment
Snacks& Pet care segment
Fabriccare &Homecare segment
Baby Care & Family Home care segment
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4. Fabricand Homecare
Fabric and homecare segment is the most profitable division with
30 % of net sales
Billion Dollar Brands
•Ariel
•Dawn
•Downy
•Duracell
•Gain
•Tide
Half billion dollar brands
•Ace
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5. Beauty andGrooming
This Division accounted for 24% of netsales and contributed
for 23% of netearnings
Billion Dollar Brands
•Head& Shoulders
•Olay
•Wella
•Pantene
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6. Objectives
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7. Global expansion
North America represented 42% of sales; Western Europe, 21%; Asia, 15%; Central
and Eastern Europe and the Middle East and Africa, 13%; and Latin America, 9%;
Developed markets represented 66% of 2010 sales.
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8. Entering new markets
“P&G’s approach to entering new markets was via
“acquisition or joint venture on a small scale, and through trial and error,
Learn the formula for success before making a major commitment.”
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9. Attaining Growth
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10. Figures
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11. What are the strategies taken up bythe
companyto Appeal to it‘s customers ?
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12. WhyGeographicand Demographic marketing..?
Customized by region. In South Korea, P&G limited advertising to a few niche television
channels, with greater emphasis on huge outdoor displays at a Seoul shopping center
In Japan, the campaign focused on mobile devices.50 For Safeguard soap in Pakistan,
the firm created a superhero, Commander Safeguard, with his own television show,
music videos and website
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13. Advertising through Television ..?
Daytime Dramas- As the World Turns, Soap operas, Another World,
The Young and the Restless, and Guiding Light(1956)
Web series - My Black is Beautiful, Buppies(2010)
Though conventional, mass marketing always helps to reach to wide range of customers
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14. Why Sponsorships?
U.S. Olympic team sponsor for the 2010 Games, 2012 winter games in Russia,
2016 summer games in Brazil, National Football League (NFL) sponsorship gave
consumers opportunities to engage with the NFL
Sponsorships help in a way to enhance a more friendly image, increase the
word of mouth, reinforce the perception made by the customer and
expressing commitment on social issues
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15. Digital marketing …?
BeingGirl.com: Launched in 2000, provided information and expert advice
on “issues that Teenage girls might be too embarrassed to ask a parent or doctor about,
such as menstruation, Eating disorders, acne and dating.
Pampers.com: The website contained product information, similar to the other brand
websites under P&G, but also provided information for new and expectant mothers and
served as an interactive forum.
Manofthehouse.com : Which featured household advice for men, including tips on grilling
burgers cleaning toilets, and disciplining children. In contrast to other similar sites focused
on single men and heavy on sex advice.
Reflect.com: Lets customers customize P&G cosmetics and fragrances.
Create awareness, show points of differences, product choices against competitive
Brands. Virtual marketing lowers the investment and proven to be efficient way of
marketing when selected in a particular geography.
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16. Integrated marketing
communications(advertising,
promotion, sales, events and
public relations) : pampers, Pepto-Bismol, Braun, old spice,
Pantene, cover girl
Interactive Community Promotion : Tide, Charmin
(Ad campaigns which emphasizes
emotional branding)
(Thank you mom, Loads of hope)
Integrated marketing communications
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Multi-Branding
Multi-Branding particularly helps in repositioning the company according to the
customer needs.
(1) Obtaining greater shelf space and leaving little for competitors' product
(2) Saturating a market by filling all price and quality gaps,
(3) Catering to brand-switchers users who like to experiment with different brands, and
(4) Keeping the firm's managers on their toes by generating internal competition.

18. Product developmentStrategies
•Connect and develop
•Customer centric marketing
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19. Connect & develop
Replacing the trial-and-error methods commonly pursued at the time, P&G took a
scientific approach and connected R&D with the company’s sales and marketing.
First-time products included Crest toothpaste (1955),the first toothpaste with fluoride
,Head & Shoulders dandruff shampoo; and Pampers disposable diapers (1961).
(Durk Jager)
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20. Customer-centric marketing
Customer centric marketing : Why customer experience is necessary
because it builds the brand equity and brand’s competitive edge
over the other companies
Two moments of truth: First, on the store shelf; and Second, when the consumer
used the product and decided whether it delivered on its promise.
“Consumer-centric marketing makes no assumptions. It begins with
‘Who is your consumer, and what’s different about her?’ It sounds like such a
simple question, but if you went to most companies and asked that question, you
wouldn’t get a very satisfactory answer.
(Lafley,Stengel)
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Analysis
From the exhibits, we observe that P&G is a market leader in the fabric and home care
segment.
•The company is struggling to secure a position in the snacks and pet care segment(with
4% and 3% in the sales and earnings.
• While losing these markets is one such option,
P&G can tackle these challenges through ad campaigns

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Strategies to upliftthe under performing markets
Events:
•Sponsorships
•Ad campaigns

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Sponsorships
Sponsoring an event improves the perception of the market about their company.
It improves the visibility of the company and impacts the sales indirectly.

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Ad campaigns
Ad campaigns include social activities, merchandise to
promote it’s products.

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A Presentation by
S. Rahul Nanda,
VIT university,
Vellore.