P&G is a global leader in the FMCG sector with over two dozen $1 billion brands. It has dominated the industry through strong focus on consumer research, innovation, marketing, and advertising. P&G uses an integrated approach involving various marketing channels such as digital marketing, sponsorships, celebrity endorsements, and brand philanthropy. Key to its success is heavy investment in innovation through new product development and strategic acquisitions. A SWOT analysis finds strengths in R&D, brand portfolio, and consumer focus, but weaknesses in product recalls and website, along with opportunities and threats.
This presentation is based on a HBR case study P&G: Marketing Capabilities made by A Ankit Rao during an internship under Prof. Sameer Mathur, IIM Lucknow
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.
Procter & Gamble is one of the fastest and largest growing consumer market.
Case Study examines journey of P&G for Light Duty liquid Detergents in various aspects like promotion and development.
Here we've analysed the case, brought some hypotheses and brought some conclusions about the focus group members. Also discussed on the dynamics of focus group discussion. The segmentation for this perfume have also been identified.
This presentation is based on a HBR case study P&G: Marketing Capabilities made by A Ankit Rao during an internship under Prof. Sameer Mathur, IIM Lucknow
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.
Procter & Gamble is one of the fastest and largest growing consumer market.
Case Study examines journey of P&G for Light Duty liquid Detergents in various aspects like promotion and development.
Here we've analysed the case, brought some hypotheses and brought some conclusions about the focus group members. Also discussed on the dynamics of focus group discussion. The segmentation for this perfume have also been identified.
Tips for frugal marketing was presented to a group of women entrepreneurs as part of a program conducted by IIM Bangalore. It is derived from content from my to-be-released book, No Money Marketing, and examples from Wipro. Copying without attribution is not allowed under any circumstances, commercial or personal.
McDonald’s Case Study | McDonald’s Pest Analysis | BusinessStrategic Manageme...MyAssignmenthelp.com
Get MBA marketing strategy case study help? McDonald’s pest analysis is given as case study to management students around the globe to understand its marketing and maintaining brand loyalty concepts. Myassignmenthelp.com helps MBA students to complete their case studies on business strategic management questions.
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Case study on Nike's Marketing strategy - Nike is the top athletic apparel and footwear manufacturer in the world. This presentation will give you an insight of how Nike changed the marketing scenario of the sports equipment industry. Started off as a small company which only made running shoes for athletes by athletes, in just a short span of time, it rose to become the leading competitor of the sports industry.
Marketing management case analysis of 'NIKE'. This PPT contains Nike's Acquisitions, Pros & cons and risk faced by NIKE and spokes persons of the NIKE. SWOT analysis of ADIDAS. Purely focused on Marketing Mix and SWOT analysis of NIKE and ADIDAS.
Profitiviti - New Product Development Case Study ExampleSteve Raack
The New Product Development (NPD) process is a critical enterprise process for most product / service related companies. Understanding the true costs and talent associated with the NPD process can improve operational efficiencies and profitability. Let us know what you think.
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 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.
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- 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.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
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.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
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
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
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.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
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
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
2. CASE ANALYSIS BY :
NISHANT RAJ
IIT ROORKEE
UNDER THE GUIDANCE OF
PROF. SAMEER MATHUR
IIM LUCKNOW
3.
4. PrOCTER AND GAMBLE
• Global leader in FMCG sector
• More than 2 dozen $1 billion brands
• First company to directly advertise to its consumers in 1880s
10. SITUATIONAL ANALYSIS(2)
• Dominates FMCG sector through various sub-brands and a huge brand portfolio
• Strong focus on Consumer Research,innovation,marketing and advertisement
11. SITUATIONAL ANALYSIS(3)
• In 2010,P&G had a market capitalization of $186.63 billionwith net
income of $12.74 billionand sales of $12.74 billion
• P&G showed a global domination with more than 42% sales from
North America,21% from Western Europe and 15% from Asia
14. HISTORY(2)
• Started its international expansion in 1930s
• 1945-1980 : Entered the markets of Latin America , Western Europe and Japan
• 1957:Charpin Paper Mill acquired and 1963 : Acquired Folgers Coffee
• 1980s : Extensive global expansion
15. HISTORY(3)
• 1991: P&G became US’s
top cosmetic company
with Noxell acquisition
• 2005 : Gillette’s
acquisition made P&G top
consumer company for
$57 billion
• Company stocks lagged
and senior managers left
at that time
20. CASE OBJECTIVES :
TO UNDERSTAND
THE SECRET SAUCE
TO MARKETING
SUCCESS:
INNOVATION
21. INNOVATION :THE SECRET SAUCE(1)
• Year 1887 marked the establishment of earliest marketing division
• Replaced the existing 4 geographical units with Global Business Units
• GBU :
A three team supported unit consisting of
1.Venture teams
2.Business Development Organization
3.Market Development Organization
• Company named the strategy : “Connect to Develop”
22. INNOVATION :THE SECRET SAUCE(2)
“50% new products in 90s developed in Labs and rest with non-P&G
scientists and engineers”
&
“Products like Swiffer Duster,Olay Regenerist,Crest Whitestrips etc
came into existence”
24. MARKETING STRATEGY (1)
• Year 2000 : Lafleytook over as the new CEO of P&G
• Set up of a new product team…..and the focus shifted to
product design
25. THE NEW PRODUCT TEAM(1)
• Claudia Kotcha named as the VP for design innovation
• Jim Stangel appointed as the new CMO and shifted emphasis to consumer centric
marketing approach
26. THE NEW PRODUCT TEAM(2)
• Aim was to “design the purchasing experience” i.e. “the first moment of truth”
• P&G design board created on lines of Nike & Mattel
27. THE NEW PRODUCT TEAM(3)
• Focus laid on Return on MARKETING INVESTMENT(ROMI)-a technique to
evaluate the effectiveness of marketing strategies)
• Surveys designed, data collected and metrics developed to measure brand loyalty and
customer relationships
28. CONSUMER FOCUS
“P&G interacts with more than 5 million customers over 100 countries
and conducts more than 20,000 research studies investing more than
$500 million to execute these studies”
29. CONSUMER FOCUS
Key research outputs :
• Advocacy(word of mouth) was the most powerful marketing strategy as observed
under VocalPoint campaign
• Neuromarketing was the new research area identified
30. ADVERTISING
Media – neutral ideas used could be
translated across a range of media
In 2011,majority of the advertising was
still done through television
31. “A good brand equity is
that in which both the
consumers and the
organization feel
inspirational”
33. SPONSORSHIPS
P&G has used sponsorships to market its product very
well. It has sponsored various award shows, games and
mega events across the globe
36. MARKETING DURING RECESSION
During 2009,the time of recession, P&G
maintained its budget for marketing . It resorted
to coupons and in-store promotional campaigns
to lure in consumers during recession
37. DIGITAL MARKETING AT P&G
Earliest activities limited to websites
of brand but it was only after launch
of pampers.comP&G was able
to provide an interactive platform….
39. Mobile marketing became an integrated part
of P&G’s digital-marketing strategy. Crest
Whitening Plus marked an entry for P&G in
the mobile marketing place….
40. Because….
P&G won accolades for its TV series –
“My Black is beautiful” and this digital
marketing strategy grew its sales by 20%
in first half of 2010.
42. P&G’s OLD SPICE CAMPAIGN
Campaign went viral on Youtube and adding as
many as 94,000 followers on twitter marking a
shift for P&G from mass marketer to one-on-one
digitized marketer
46. Brand PHILANTHROPY
Brand Philanthropy helps in
creation of good image about the
brand as was the case in TIDE
whose sales got boosted after
Katrina campaign
48. IVORY-MARKETING IN A RETRO STYLE
IVORY was the first directly marketed product to consumer by P&G. The soap has seen different types of marketing – from neo-
classical marketing to modern marketing.
49. TIDE
• TIDE was a breakthrough product and passed
several tests including the risk of P&G brand’s
cannibalization
• The risk of launching the product two year early
bore heavy returndsin terms of greater market
share.
50. PAMPERS – brand that created
the diaper market
P&G has managed to keep the costs of diapers low while it has launched “Luvs” diapers for its premium
customers…
51. CREST-The FIRST FLOURIDE
TOOTHPASTE
P&G worked with American Dental Association
Fluoride toothpastes got generic status in 80s and this made it
to slip out of the market
P&G responded to the threats by introducing Crest Whitestrips
52. ALWAYS
• Always was P&G’s first global brand….Always Infinity was another remarkable
example of P&G’s innovation
56. OPPORTUNITIES
• Growing Indian FMCG market
• Expansion especially in developing
markets
• Growing interest of people in green
products
57. THREATS
• Creation of generic product
might lower its value
• Change in younger
generation preferences
• Global economic conditions
• Intense competition in industry