Marketing capabilities : Harvard business review : Procter and Gamble

3. YEAR 1837
The story began with a simple
handshake between two men:
William Procter and James
Gamble.
As partners, they put their soap
and candle business on the map,
spawning a period of steady
growth.
It was during these formative
years the Procter & Gamble
Company was born.

6. P&GTOUCHES 2 BILLION LIVES EVERYDAY.

7. APPROACH
“ We will provide quality products and services of
superior quality and value that improves the lives
of world’s consumers.As a result consumers will
provide us with leadership sales, profit and value
creation, allowing our people , our shareholders,
and the communities in which we live and work
to prosper.”

8. PURPOSE
 “Improve lives of customers through continued innovation to reach more
consumers, in more parts of world, more completely.”
• Growth of core brands and categories with unrelenting focus on innovation. •
Building business with unserved and undeserved consumers. • Continuous growth
and development of faster growing , higher margin businesses with

9. PNG SECRET !

10. INNOVATION AND RND
 Innovation and RnD are the two biggest strengths of PnG.

12. MARKETING STRATEGY

13. Multi brand strategy

14. PRODUCT DESIGN

15. Invested $500 million , more than any company in the
world in market research interacting with more than 5
million consumers in almost 100 countries.
CUSTOMER CENTRIC MARKETING

16. • Psychological surveys to measure
mood of consumers.
• Identified the visibility & attention
consumers gave to packaging &
advertising.
• Understood how consumers used
internet and engaged in e-retailing.
NEUROMARKETING

17. ADVERTISING

24. FUTURE STRATEGY
 P&G should focus on individual
brands and assume and it is the
only brand it has.
 Continue large investments in
innovations and RnD, to keep
offering something new to the
customers.
 Should adapt to digital
marketing and develop
interactive brand communitites
 Focus on customer needs and
satisfactions

25. DISCLAIMER
 CREATED by Dipit Sharma, Manipal Institute of technology , Manipal during
marketing internship under Prof. Sameer Mathur, IIM Lucknow