This document discusses a global leader in fast-moving consumer goods (FMCG) that has over two dozen $1 billion brands and was the first company to directly advertise to consumers. It has a huge brand portfolio distributed across North America, Western Europe, Asia, Central and Eastern Europe, the Middle East, and Africa. The company has a large market capitalization and annual sales and income. It uses an integrated marketing strategy across channels that takes a scientific approach, replacing trial and error. The new CEO implemented a new product team and unique digital marketing strategy through specialized websites. The company conducts extensive consumer research and advertising through TV and sponsored events to market its products.

2. GLOBAL LEADER IN FMCG
MORE THAN 2 DOZEN $1 BILLION BRANDS
FIRST COMPANY TO DIRECTLY ADVERTISE
TO CONSUMERS

6. HUGE BRAND PORTFOLIO

7. • North America represented
42% of sales
• Western Europe, 21%; Asia,
15%;
• Central and Eastern Europe
and the Middle East and
Africa, 13%

8. ARKET CAPITALIZATION : $186.63 BILLIO
LES : 78.94 BILLION
T NCOME : 12.94 BILLION

11. MARKETING SECRET SAUCE ?
MARKETING STRATEGY ?
INTEGRATED MARKETING CHANNELS ?

13. • SCIENTIFIC APPROACH
• REPLACED TRIAL & ERROR METHOD
• CONNECT TO DEVELOP STRATEGY

15. LAFLEY : The New CEO
A New Product Team

16. 5 MILLION CONSUMERS
100 COUNTRIES
20,000 RESEARCH STUDIES

18. ADVERTISING MAJORLY THROUGH TV

20. Sponsored Major Events
to market its products

23. UNIQUE DIGITAL MARKETING
STRATEGY BY LAUNCHING
SITES LIKE PAMPERS.COM AND
BEINGGIRL.COM

27. MARKETING CAMPAIGNS

29. • FACTS
• SITUATION ANALYSIS
• MARKETING STRATEGY
• MARKETING CAMPAIGNS
• SALES

30. DISCLAIMER
Created by Parul Kaushal, NSIT Delhi during a
marketing internship by Prof. Sameer Mathur, IIM
Lucknow.