This is a brief presentation about the Marketing Excellence of the FMCG conglomerate Procter & Gamble.

1. The Marketing
Revolutionaries

2. Started in 1837
by William
Procter and
James Gamble,
P&G is today a
global leader in
branded
consumer goods
with a market
capitalization of
$231.98 billion.

3. P&G is a
Marketing
Behemoth
with the world’s
largest
advertising
budget of
$8.68 billion as of
2010

4. P&G is a pioneer
with a number
of industry-
firsts in the
marketing and
manufacturing
processes
divisions.

5. In 1887, P&G established a
professional R&D division
boasting one of the first
corporate labs for
consumer goods, replacing
the age old trial and error
testing method.
Innovation and
R&D

6. P&G’s dedication to innovation created new categories of
products like disposable diapers (Pampers) and Liquid
Fabric Softeners (Downy).

7. Connect-and-Develop
In 2000, P&G introduced a new
structure and innovation
approach which involved –
50% of innovation and new
products coming from P&Gs
network of labs, and the rest
50% through non-P&G labs.
This structure led to a very
successful product innovation
across its various categories.

8. P&G experimented with several now-classic marketing
tools in its effort to promote and market its Ivory Soap.
IN THE 1880S, THIS WAS THE FIRST PRODUCT TO BE
DIRECTLY MARKETED TO THE CONSUMERS.
P&G used –
• Magazine Advertisements
• Mass Mailing samples of Ivory along with a booklet
• Follow up letters and making women ambassadors
called “Patronesses”
• Used contests to highlight the functionality of the
“floating” property of the soap.
• The term “Soap Opera” has its origin in this period
when P&G sponsored radio and TV programs that
targeted women, to advertise its products.

10. A shift in the Marketing
Strategy
The year 2000, under CEO A.G. Lafley,
saw a shift for P&G from its past focus on
function, performance, and price;
towards a more customer centric
approach, with the goal to make P&G the
top product design company in the world.

11. The new design emphasis
shifted the company
towards a more consumer
centric marketing
approach.
This marked a shift from
the traditional process-
oriented and template
driven culture towards one
involving deeper
understanding of the
customer.

12. P&G developed
metrics to measure
brand loyalty and
customer
relationships, arising
from the need to
measure the Returns
on Marketing
Investment.

13. P&G invested hugely in
Market Research,
interacting with more than
5 million consumers
across more than 100
countries.
It conducted over 20,000
research studies each year,
and invested nearly $500
million into developing
and executing these
studies.

14. Advertising
P&G has been a marketing trailblazer from the
outset –
• Ivory, the first product to be advertised to
customers directly subverted dependence
on wholesalers, distributors and retailers.
• Soap operas owed their existence to P&G.
• It managed several brands in the same
category by uniquely positioning them and
advertising their chief differentiator.
• Post 2000s, P&G’s advertising strategies
shifted from functionality advertising to
more design and emotion driven
advertising, which is apparent from its tag
line today – Touching Lives, Improving lives.

15. P&G leveraged a
number of
sponsorship
opportunities
across its
portfolio.
• Sponsor for the Olympics
Games 2010
• 2012 Winter Games in
Russia
• 2016 Summer Games in
Brazil
• National Football League
Sponsorship
• Celebrity endorsements
• Sports star endorsements

16. P&G took care of its Digital Marketing meticulously
• 1990s – Digital activity limited to brand websites
• 1999 – It formed an interactive forum with pampers.com,
which was followed by beinggirl.com in 2000.
• 2006 – A leap in the company’s digital activities, it
undertook online research, online serials, video games
and a YouTube channel for its heartburn treatment
Prilosec.
• 2006 – The company also entered into an SMS contest to
promote the Crest Toothpaste.
• 2007 – Launched 2 Social Media sites for women.
• 2010 – It initiated a web series to showcase its products
Its Old Spice TV commercial and YouTube adv.
went viral with immense feedback and the
company initiated a feedback campaign which
subsequently led to great promotion on Twitter.
• 2011 – Launched Social Media site for Men.

17. P&G began expanding into international
markets in the early 1930s.
It carried out its business diversification
primarily through careful acquisitions
and also through R&D.
The Acquisition of Charmin Paper Mill
(1957) and the Folgers Coffee (1963) are
some of the initial noteworthy
acquisitions among giants like Gillette
(2005) and CoverGirl (1989)

18. P&G maintained its
Marketing Budget
even when recession
hit the economy in
2009, by shifting its
costs.

19. Community Initiatives

21. Since 1837, P&G has built a rich heritage of
touching consumers’ lives with brands that
make life a little better every day.
P&G touches and improves the lives of about 4.4
billion people around the world with its
portfolio of trusted, quality brands with a record
24 billion dollar brands.
With operations in about 80 countries, P&G
brands are available in more than 180 countries
worldwide.
These facts make P&G the ultimate marketing
pioneers and a company to look up to and learn
from.

22. A PRESENTATION BY ANIRUDDHA
PODDAR.
CREATED DURING A MARKETING
INTERNSHIP UNDER
PROF. SAMEER MATHUR, IIM
LUCKNOW.