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P&G Procter & Gamble Harvard Case Study: Marketing Capabilities
P&G is a global consumer goods leader with more than a dozen billion-dollar brands and the largest financial commitment to marketing. In 2010, P&G had an $8.68 billion advertising budget, $78.94 billion in sales, and $12.74 billion in net sales. P&G focuses on building customer relationships, constant innovation, and a customer-centric marketing approach to satisfy customers in a way that wins over competition. The company reconsiders its advertising strategies to better meet global consumers and markets through approaches like celebrity endorsements and event sponsorships.
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P&G Procter & Gamble Harvard Case Study: Marketing Capabilities
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- 4. FACTS .GLOBAL LEADER INCONSUMER GOODS. MORE THAN A DOZEN BILLION DOLLAR BRANDS. THE FIRST COMPANY TO ADVERTISE DIRECTLY TO CONSUMER. WORLD’S LARGEST INANCIAL COMMITMENT TO MARKETING AND ADVERTISING.
- 5. Promotional Budget 8.68 BILLIONADVERTISING BUDGET (2010) 78.94 BILLION SALES HIT(2010) 12.74 BILLION -NET SALES(2010) 186.63 BILLION- MARKET CAPITALISATION
- 7. Vision statement •Who weare •What we value Strategy •What we want to become Goals & Objective •How we gauge our degree of success
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- 10. P&G MARKETING STRATEGY BUILDING CUSTOMERRELATIONSHIP MANAGEMENT(CRM) CONSTANT INNOVATION
- 11. BRAND MANAGER SYSTEM SATISFYTHE CUSTOMER IN A SUPERIOR WAY TO WIN OVER THE COMPETITION AND ACHIEVE LEADING POSITION IN THE MARKET ORGANISE QUALITATIVE CONSUMER TESTING AND RUN MONTHLY EVALUATIONS OF NEW PRODUCT LAUNCH.
- 12. Customer relationship management PURPOSE: ENABLES ORGANISATIONS TO GAIN ADVANTAGE OVER IT’S COMPETITORS. FOCUS : CREATING VALUE FOR THE CUSTOMER AND THE COMPANY OVER THE LONG TERM. CRM AND RETAINING CUSTOMERS ARE IMPORTANT FOR CORPORATE PERFORMANCE
- 13. ADVERTISING P&G reconsidered itsadvertising strategies to better meet the company: global market and consumers Celebrity Endorsement Event Sponsorship
- 14. Designing & Innovation CustomerCentric Marketing Approach Return on market investments (ROMI) MARKETING STRATERGIES
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- 16. INFERENCE P&G is acompany with a strong R&D and consumer research ,high quality performance , powerful innovation ,evolving marketing strategy ,strong marketing talent and strong commitment on media spending budget.
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