P&G is a multinational consumer goods company founded in 1837. It has a large portfolio of brands and focuses on innovation through design-led product development and understanding consumers. P&G reorganized into global business units in 2007 and increased focus on design thinking. It uses various marketing strategies like multi-branding, celebrity endorsements, sponsorships, digital marketing and social media. Areas for improvement include increasing social media activity, monitoring consumers, and reducing costs.
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.
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 shows the marketing plan of my proposed app idea "Dr Droid", the ppt deals with the basic app idea, how it can be marketed without spending much money and many other things.
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
Foodgasm | Android App Marketing Plan | Final ProjectManal Shah
This is my Final Project of the online marketing Internship under Prof. Sameer Mathur(IIM Lucknow). I have proposed an idea for android app and prepared its marketing plan.
Report on Management and HRM of P&G. Its History, introduction, internal and external environments,product line, marketing, pricing, promoting strategies with video ads, HR functions and methods, organizational structure......
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
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
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.
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
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
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
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
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.
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.
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
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.
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.
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
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.
3. Founded on October 21st 1837 by candlemaker William Procter and soapmaker
James Gamble.
It is a company that makes mostly daily use products.
History of P&G
4. It was the first American Multinational company to advertise directly to the consumers ,in the
1880’s.
Started it’s international expansion in the 1930’s and by 1945-1980,it had made entry to
market’s in Latin America,Western Europe and Japan.
It is considered as a global leader in branded consumer goods and known for category defining
products.
History of P&G
5. • The company is known for it’s enormous brand portfolio.
• The company produces brands in several sizes and forms and use its
parent brands to launch new products.
• Some of the well known brands of P&G are Tide,Gillette,Vicks etc.
Brands
6. • Has more than two dozen 1 billion dollar brands known worldwide.
Brands
7.
8. • P&G is a company with good company background and is also the market leader in the Fast-Moving Consumer
Goods(FMCG) sector.
• The company has a firm belief in innovating and constantly improving their products & brands.
• The company aims to serve 5 Billion consumers worldwide.
• The company has very great brand portfolio and also,great application of brand extension and multi branding
strategy.
Situation Analysis
9. • Given below are the net sales and organisation structure.
• Net sales in developing countries has increased marginally from 2008 to 2010.
Situation Analysis
10. • North America represented 42% of net sales Western
Europe represented 21% of net sales,Asia 15%,Central
and Eastern Europe and Middle East and Africa 13%
and Latin America 9%.
• Developed countries represent 66% of total sales in
2010.
Situation Analysis
11.
12. • To know about the different marketing channels used by P&G.
• To know marketing strategies used by P & G .
• To know about the significance of innovation and R&D in success of P&G.
Objectives of case study
13. • P&G reorganised itself to boost growth after the net sales slowed down to 2.6%
• P&G felt the GBUs would help with global product development and quick-to-market
strategies.
• Seven global business units (GBUs) based on product categories replaced the
company’s four geographic business units.
Innovation and R&D
14. • Three new teams supported the GBU’s :
• Business development team focussed on innovating in existing
categories.
• A venture team tasked with acquiring brands in new areas.
• Market development organisations to perform the intensive
research to ensure global products’ success in local markets.
• 50% of the innovation came from P&G’s labs and 50 %
of innovation came through the labs -partnership and
connections with non P&G scientists.
Innovation and R&D
15. • This strategy was called the “Connect & Develop “ strategy.
• However , firm struggled to control costs and it’s stock slid
from $118 to $52 in 18 months.
• But, CEO Lafley remained committed to reorganisation and
believed that it would deliver the innovations promised.
Innovation and R&D
16.
17. • Lafley created a new design unit different from other business units for
design innovation and strategy .
• Lafley made Claudia Kotchka as the Vice president for the design
innovation unit.
• Lafley also appointed Jim stangel as the new CMO.
Focus on design
18. • Claudia Kotchka tried to introduce a culture of design through a number of steps such as-
• “Design tasting” featuring design case study for P&G’s top 200 marketing executives.
• Creation of “clay street “project bringing cross functional teams to create new brands based on
design.
• P&G used design as a complement helping consumers recognize,understand and in some cases ,even
imagine the functions of a given product.
• The influx of design had a strong impact on product development of P&G.
Focus on design
19. Claudia Kotchka tried to introduce a culture of design through a number of steps
such as-
“Design tasting” featuring design case study for P&G’s top 200 marketing executives.
Creation of “clay street “project bringing cross functional teams to create new
brands based on design.
P&G used design as a complement helping consumers recognize,understand and
in some cases ,even imagine the functions of a given product.
The focus on design
20. • This kind of emphasis on design moved the P&G towards a more consumer centric
approach .
• Now , the focus of company shifted from product development to the design innovation and
consumer centric approach.
• Also brought their focus on Return on Marketing Investment(ROMI).
• Also associated themselves with “Project Apollo” which helped themselves understand
consumers better.
Consumer centric approach
21. • Qualitatively,it ran focus group discussions,interviews of customers at home and in-store
interviews.
• Quantitatively, they gathered data on consumers,did large scale study of habits and
practices of the consumers who purchased P&G products.
• Used the emotional branding .
Consumer centric approach
22. • The firm is well known for marketing several brands in the same product category.
• Some examples are Head & shoulders and pantene, OralB and crest , Tide & Ariel etc.
• They are also known for producing brands in several sizes and forms and launching of new brands
under the name of parent brand.
• They also used emotional branding which is evident from “Thank You Mom” campaign.
Multi brand Strategy & Brand Extension
23.
24. • P&G mostly relied on television commercials,dramas and operas to sell their products .
• The ads were based on their product superiority and clear functional benefits of the product.
• P&G ,with the help of other agencies tried to develop the media neutral idea that could be
translated across a range of media
• They created a brand character named “commander safeguard “ in Pakistan “ for safeguard
soap.
Advertising
25.
26. • P&G has been involved in many sponsorship activities.
• The firm was the US team sponsor in the 2010 games , also sponsored in 2012 winter games
in Russia , and 2016 summer games in Brazil.
• This helped the firm to increase its visibility .
• They also tied in with NFL’s play 60 initiative.
Sponsorships
27. P&G has been involved in many sponsorship activities.
The firm was the US team sponsor in the 2010 games , also sponsored in 2012
winter games in Russia , and 2016 summer games in Brazil.
This helped the firm to increase its visibility .
They also tied in with NFL’s play 60 initiative.
Sponsorships
28. • The firm used the celebrity endorsements to promote their brands.
• This help them affect the opinion leaders which helps in the growth of brands .
• Roger Federer featured in gillette fusion product ads .
• NHL player named Alex Ovechkin was named the brand ambassador of Gillette and starred in
TV commercials promoting gillette fusion razors and other new products.
• Many similar kind of endorsements was done by P&G for different brands.
Celebrity endorsements
29. The firm used the celebrity endorsements to promote their brands.
This help them affect the opinion leaders which helps in the growth of brands .
Roger Federer featured in gillette fusion product ads .
NHL player named Alex Ovechkin was named the brand ambassador of Gillette
and starred in TV commercials promoting gillette fusion razors and other new
products.
Many similar kind of endorsements was done by P&G for different brands.
Celebrity endorsements
30. • The firm launched websites such as pampers.com which provided product
information and also served as interacting forum.
• P&G also used mobile marketing campaigns to publicize crest whitening plus
toothpaste in 2006.
• Digital marketing enabled a raft of niche segmentation targeted to specific
consumers including online serials , video games and youtube channels for specific
products.
Digital Marketing
31. • Old spice television commercial “the man your man could smell like “ gave the
greatest exposure to the company.
• It was a successful campaign and also the video was one of the most viewed videos of
youtube.
• This campaign was seen as a milestone in P&G’s transition from mass marketer to
one to one digitized marketer.
Digital Marketing
32. • P&G maintained it’s marketing budget despite the recession in 2009.After that , it also started
advertising on the social media.
• P&G launched two campaigns, capessa for women on yahoo! Health and People’s choice community
associated with people’s choice awards.
• Facebook was used as marketing supplement .
• P&G is known for identifying the needs of their consumers and providing an alternative for it.
• An example of this is “manofthehouse.com”.
Social Media
33. • P&G needs to get more active on social media and work out on more effective ways to reach people
through social media.
• They should also develop their website.
• They should monitor their consumers time to time and understand their needs .They should also try to
reduce their cost of products.
• They should also keep a close eye on their competitors and just be ready to answer their any move.
Certain areas P&G should focus on
34. P&G maintained it’s marketing budget despite the recession in 2009 .After that , it
also started advertising on the social media.
P&G launched two campaigns, capessa for women on yahoo! Health and People’s
choice community associated with people’s choice awards.
Facebook was used as marketing supplement .
Social Media
35. Disclaimer
This presentation is made by Upkar Singh, SRM University under the guidance of
Professor Sameer Mathur,IIM Lucknow during an internship of marketing
management.