Procter & Gamble Co. is an American multinational consumer goods company founded in Cincinnati, Ohio in 1837. It enters new markets with a mission to connect with consumers through scientific product development and a new design unit's marketing strategies. P&G pursues a consumer-centric approach using multibranding, digital marketing, sponsorship, celebrity endorsements, and interactive promotions. Its goal is to reach 5 billion new consumers and grow its core brands through innovation.

2. What is

3. Procter & Gamble Co. , also known as P&G , is an
American multinational consumer goods company
headquartered in downtown Cincinnati , Ohio , the
U.S. , founded by William Procter and James
Gamble.

6. Who are the players?
•CEO A.G Lafley
•CEO Bob McDonald
•CEO Durk Jager
•CEO Jim Stengel
•Vice President Design Unit-
Claudia Kotchka

7. SITUATION
ANALYSIS

8. Has good company
background
Enters new market
with a mission and
decisions
Takes scientific
approach to connect
with people
Brings in a design
unit as a part of
marketing strategy
Shift from product
based marketing to
consumer-centric
marketing
Communication
through direct &
digital marketing &
sales promotion
Multibranding
Tries to move
forward with an aim
to reach 5 billion
new consumers
Connect
&
Develop

10. Know about the design , implementation & interpretation
of product development & marketing strategies
Evaluate primary and unique communication strategies
and money spending
Innovation , R&D and acquisition

11. ANALYSIS OF NET
SALES AND
EARNINGS

12. MAJOR
ISSUES

13. 1. Growth of P&G’s core brands & categories with an
unrelenting focus on innovation & design.
2. Building business with unserved & underserved consumers
through consumer-centric , digital & direct and
neuromarketing , multibranding and interactive community
promotion.
3. Continue to grow & develop faster-growing higher margin
businesses with global leadership potential.

14. MARKETING
STRATEGY

15. • Historically, P&G had pursued a multibrand strategy, and it
managed brands across a category carefully, with each getting
individual support and satisfying a segment of the market.
• A new design unit was created for design innovation & strategy. A
culture of design was introduced in P&G which complemented
function-driven process.
• A consumer-centric marketing approach was followed which
allowed customization on the basis of needs of people.
• The firm leveraged its products through multibranding , focused
on “Return On Marketing Investment” and shopper marketing
experience.

16. COMMITMENT
TO
CONSUMER

17. • A lot of innovative approaches were introduced in product and
market research that gained qualitative and quantitative
information from the consumers , in-turn resulting in better
products and positive buying behavior.
• Word-of-mouth advertising was followed , especially in relation
with females through campaigns like “Thank you Mom” & “Loads
of Hope” which acted as a means of emotional branding.
• The pre and post purchase behavior towards products were
measured by online grocer sites & Neuromarketing which helped
in building one-to-one relationship with customers.

18. ADVERTISING

19. • It was the first company to sell its products directly to consumers
through dramas , T.V commercials and operas instead of including
wholesalers and retailers in the chain.
• To compete in less familiar markets , it developed “Media neutral”
idea that could be advertised in different and relevant local
languages.
• Lafley , Stengel and Kotchka aimed towards design and emotion
driven-advertising along with benefits and function driven one.

20. SPONSORSHIP

21. • It sponsored the U.S. Olympic team in 2010 and
raised its visibility as a worldwide sponsor for 2012
winter games in Russia and 2016 summer games
summer games in Brazil.
• It engaged its consumers in fitness campaign
through NFL sponsorship whereas the major
campaign “Thank you Mom” still remained the best
in touching everyone’s heart.

22. CELEBRITY
ENDORSEMENTS

23. • P&G endorsed many celebrities and models for its
acquired beauty companies and products like CoverGirl
cosmetics and Pantene shampoo.
• Gillette and Head & Shoulders ads featuring
sportspersons were advertised through YouTube, T.V. ,
online and print media.
• P&G also pursued a host of promotion, sponsorship, and
endorsement relationships as well as other nontraditional
outlets, such as product placement in television and film.

24. DIGITAL
MARKETING

25. • Digital media enabled niche experimentation targeted to specific
customers, including online serials , video games, and YouTube
channels for specific products.
• P&G launched its first mobile marketing ad campaign in 2006 . The
campaign also released TV commercials and print advertisements, and
had an online presence.
• P&G’s line of “My Black is Beautiful” products, introduced two web
series in 2010 to showcase its products. This attracted a lot of views
online . Collection sales and market share increased.
• P&G’s Old Spice television commercial and YouTube sensation, “The
Man Your Man Could Smell Like,” gave P&G its greatest exposure in the
online community and bridged the power of digital and social media.

26. INTERACTIVE
COMMUNITY
PROMOTION

27. • P&G used T-shirts having slogans and endorsed celebrities like
Katrina Kaif to promote sale of products like Tide. The T-shirts
were worn by celebrities and were sold online and proceeds
went to hurricane affected families.
• A similar mass promotional activity was held in Times Square
in 2006 , targeting holiday shoppers. It generated YouTube ads
and attracted a lot of viewers , mainly youth.
• A large blue neon sign in the middle of a Broadway block read
“Restrooms” and led people up an escalator into a lounge with
flat-screen TVs, leather couches, a fireplace, and 20 shiny,
spotless toilets. The ad was used to promote Charmin toilet
paper, and tourists loved it.

28. THE END