Case Study: Procter and Gamble - Marketing capabilities

1. Marketing
Capabilities
Case Study

3. The Founders

4. What is P&G?
• Procter & Gamble Co., also known as P&G, is an American
multinational consumer goods company headquartered in downtown
Cincinnati, Ohio, United States, founded by William Procter and James
Gamble, both from the United Kingdom.
• It holds one of the most powerful portfolios of trusted brands.

5. Family of Brands

6. P&G Today

7. Why Study this case?

9. Company Background

10. Notable People in the Company
Name Designation
A.G. Lafley CEO
Bob McDonald CEO
Durk Jager CEO
Jim Stengel CEO
Claudia Kotchka Vice-president, Design unit
Marc Pritchard Global Brand Building Officer

11. P&G Vision and Mission
• Vision
To be recognized as , the best consumer products and Services
Company in the world
• Mission
We will provide branded products and services of superior quality and
value that improve the lives of the world's consumers .

12. 1930s: it started International Expansion
1940-1980s: began to enter market in many countries

13. Expanded new lines of business through
Acquisitions

14. Secret Sauce
•R&D : P&G took a scientific
approach and connected R&D
with the company sales and
marketing replacing older
methods of trial and error.
•Innovation : innovation
vitality- bigger innovations,
faster speed to market , greater
growth.

15. On its road to Success

16. Connect and develop
New approach to innovation
• Identification of proven technologies
• Improve, scale up and market on its own or through
partnerships
• Selecting potential partnership products
• Represent ideas and products that could benefits from firm
capabilities.

17. Problems faced on the way

18. • Net sales slowed to 2.6% growth
from previous.
• Struggled to control costs
• Stock slid from $118 to $52 over
18 months.

19. So, what all did P&G do to become
market leader in more than 100 brands?

21. Intensified focus on design
• “Design tasting” hosted
• P&G design board created
• Creation of Clay Street Project
• Designed communication
experience and user experience

22. Customer centric approach

23. Multi-branding or Leveraging the
P&G brand

24. Commitment To Consumer

25. Market Research
• Extensive investment in market research
• More than 20,000 research studies conducted each year.
• Qualitatively: group discussions, interviewed customers, in-
context visits, in-store interviews.
• Quantitatively: blind tests, concept and use tests, quality
monitoring, study of consumer habits and practices.

26. Advertising

27. Product Superiority and functionality

28. Sponsorship

30. Celebrity Endorsement

31. Digital Advertising

32. Interactive Community Promotion

33. Moving Forward

34. • As P&G continued to push toward
reaching 5 billion customers its marketing
capabilities took the 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.

35. Recap
• What is P&G?
• Why Study this case?
• Company background
• Problems
• Road to success
• Strategies
• Moving Forward

36. DISCLAIMER
This Presentation is based on the knowledge and experience
gained by Rishabh Bhutani , MSIT Delhi, during an internship on
“Marketing Management” under Prof. Sameer Mathur, IIM-L.