Procter & Gamble is an American multinational consumer goods company known for its portfolio of trusted brands. It takes a scientific approach to product development and marketing through research and innovation. P&G shifted from product-based marketing to a consumer-centric approach using digital marketing, emotional advertising, design-driven innovation, and social media to build direct relationships with consumers.
This presentation is based on the Harvard Business Case:Procter & Gamble: Marketing Capabilities.It was created by me during a marketing internship by Prof Sameer Mathur IIM-Lucknow
This presentation is based on the Harvard Business Case:Procter & Gamble: Marketing Capabilities.It was created by me during a marketing internship by Prof Sameer Mathur IIM-Lucknow
Analysis of a Harvard Business School case study on Procter & Gamble: Marketing Capabilities.
The analysis and the corresponding evidences from statistics will help one to understand how P&G continued to evolve and innovate as the world's largest marketer.
P & G is one of the major players in the industry of consumer goods,its one of the most valued company globally,i have disclosed many details like history,key people,products,strategies,awards,controversies,statistics,founders,logo evolution etc,hope efforts of mine vl b useful to u
Analysis of a Harvard Business School case study on Procter & Gamble: Marketing Capabilities.
The analysis and the corresponding evidences from statistics will help one to understand how P&G continued to evolve and innovate as the world's largest marketer.
P & G is one of the major players in the industry of consumer goods,its one of the most valued company globally,i have disclosed many details like history,key people,products,strategies,awards,controversies,statistics,founders,logo evolution etc,hope efforts of mine vl b useful to u
This presentation gives insight into the marketing strategy of P&G.
It deals with various marketing capabilities which the P&G is exploring to continue to be the world leader in consumer goods market.
Case Study : Procter and Gamble (P&G) Marketing CapabilitiesSarthak Rahate
Case Analysis of the Business case provided by Harvard business school; on the well-known consumer goods brand named Procter and Gamble (P&G).This case study shows how P&G excelled in reaching out to customers by various methods and advanced techniques. Further, the presentation tells about the journey of marketing progress made by P&G.
A detailed analysis of Harvard Business School's case study of Procter and Gamble. Prepared by Kandukuri Sai Omkar a 3rd yr Undergraduate student at BITS Pilani K.K Birla Goa Campus during an marketing internship under Prof. Sameer Mathur.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
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Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
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Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
5. 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.
It holds one of the most powerful portfolios
of trusted brands.
9. •CEO A.G. Lafley
• CEO Bob McDonald
• CEO Durk Jager
• CEO Jim Stengel
• Claudia Kotchka,
o Vice-president, Design
unit
• Marc Pritchard,
o Global Brand Building
Officer
14. 1. Know about the design , implementation
& interpretation of product development &
marketing strategies
2. Evaluate primary and unique
communication strategies and money
spending
3. Innovation , R&D and acquisition
OBJECTIVES
16. 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
19. • In 1887 – nephew of one of the P&G’s founders – who had
chemistry degree – set up analytical lab - establishing one of
the first corporate lab.
• Replaced the trial and error method and took a scientific
approach – connected with company’s sales and marketing.
• First time products included Crest toothpaste (1995), Head
and shoulders dandruff shampoo, Pampers disposable
diapers (1961).
21. • P&G pursued international expansion as early as the 1930s,
and from 1945 to 1980 it began to enter markets in Latin
America, Western Europe, and Japan.
• P&G’s approach to entering new markets was via
“acquisition or joint venture on a small scale, and through
trial and error, learn the formula for success before making a
major commitment.”
• In 2010, P&G’s stated corporate mission was to build on its
company purpose to improve the lives of its customers
through continued innovation to reach “More Consumers, In
More Parts of the World, More Completely.”
• Connect and Develop : A step towards innovation ,
research and development of products
28. • 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.
30. • 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 behaviour.
• 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.
32. • 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.
34. •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.
37. • P&G endorsed many celebrities and spokesmodels
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.
39. • During recession in 2009 , P&G shifted to coupons
and in-store promotional activities to maintain its
media presence while shifting ad costs.
• In 2010, P&G increased ad spending by $1 billion,
with a 20% increase in media impressions; higher
revenues led to an increase in dollars spent.
McDonald, who became CEO in 2010, stated that
P&G would maintain the same level of spending,
while shifting dollars to digital advertising and
other new media to broaden the audience.
42. • 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.
• From mass marketer , P&G became one-to-one digitized marketer.
44. • In 2007, P&G launched two social media sites: Capessa for
women on Yahoo! Health and the People’s Choice
Community, associated with the People’s Choice awards.
• P&G used Facebook as a marketing supplement, not a
replacement. It identified 2010 as the year to acquire
Facebook friends, but the years beyond that were for figuring
out how to use them.
• In 2011, when research showed that men were interested in
work generally done by women in houses , P&G rounded out
its earlier social media efforts with Manofthehouse.com,
which featured household advice for men .
• Social media was a way to speak to its audience virtually.
46. • 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.
47. Digital marketing with campaigns, Emotional, design and
function driven marketing, R&D, consumer research and
product performance.
48. DISCLAIMER
CREATED BY SWAROOP CHANDWASKAR, NIT
RAIPUR DURING MARKETING INTERNSHIP UNDER
PROFESSOR SAMEER MATHUR, IIM LUCKNOW