This document summarizes a company's background in marketing from 1837 to present day. It discusses the company's founders and acquisitions from 1945 to 2005. The marketing strategy focuses on design innovation, customer-centric marketing through understanding consumer needs, and maintaining brand loyalty. The company conducts extensive market research using qualitative and quantitative methods and partners with other companies. It engages in digital marketing, social media campaigns, celebrity endorsements, and worldwide sponsorships to promote its brands.

1. Marketing
Capabilities

2. Company
background
Marketing
strategy
Consumer
commitment
advertising
Digital &
social
media
Content:

3. Company
Background

4. Founders
1837

5. During 1945-1980

6. Business Acquisitions
1957
1960’s
1980’s
1985
1990’s
2003
2005

7. Marketing’s Secret Sauce:
Innovation
•
•
•

8. Marketing Strategy

9. Focused on d esign innovation
The actions that followed this strategy:-
 Design Tasting
 P&G Design Board
 Clay Street Project

10. Customer Centric mar k eting
 Deeper understanding of consumers
needs
 Focus on brand loyalty and customer
relationship.
 Focused on having the end in mind
 Focused on ROMI…

11. M u ltib randing
P&g advertising campaign

12. Consumer
Commitment
Interacting today with 5 million
consumers in almost 100 countries. . . .

13. Focused on Market Research
using different methods
Qualitative:
 Group discussions
 In-store interviews
 Interviewed consumers at
home…
Quantitative:
 Blind tests
 Concept and use tests
 Quality monitoring

14. Partner ship with
Tobii and Ocado

15. Advertising



16. Wor ldwi d e sponsor

17. Celeb rity endor sement

18. Digital
and
Social
Media

19. My b lack is b eautifu l

20. Old spice

21. Moving Forward

22. Created by Garima Sharma, BIT Mesra
during a marketing internship,
by Prof. Sameer Mathur, IIM Lucknow.