Procter & Gamble is one of the largest consumer goods companies in the world with a portfolio of trusted brands. It has a strong commitment to marketing and advertising, spending $8.68 billion on advertising in 2010. P&G utilizes best practices like connecting R&D to sales and marketing, establishing global business units, and partnering with external innovators. While traditionally focusing on television advertising, P&G is shifting more resources to digital marketing to better track return on investment. Potential risks include increased competition, limited innovation satisfaction, and inefficient management of a large brand portfolio.
A complete analysis of P&G - one of the top FMCG companies in the world, how it is doing against competition, the reasons behind its success, SWOT Analysis, etc.
A complete analysis of P&G - one of the top FMCG companies in the world, how it is doing against competition, the reasons behind its success, SWOT Analysis, etc.
Comprehensive marketing plan created in my Intro to Marketing course covering a SWOT Analysis, Competitive Review, 5 Ps of marketing, an Integrated Marketing Communications Strategy, Budget, Controls and a Channels/Logistics Review
Marketing Management of P&G India by AKSHAY GAUTAMAkshay Gautam
I have made this ppt for my marketing management project. Do share it only for reference. Show some hard work and make one(better than this) on your own. Good Luck!!!
Whether the level of innovation has reached to peak for Gillette?
Whether Gillette should reduce the price?
What should Gillette do to fight low-cost competitors like Dollar Shave Club?
What should be strategy for Gillette in long term
Procter & Gamble is one of the fastest and largest growing consumer market.
Case Study examines journey of P&G for Light Duty liquid Detergents in various aspects like promotion and development.
MBA Strategic Management Individual project on Procter & Gamble. I performed a strategic situation analysis of both internal and external factors for the purpose of value creation through strategic formulation and implementation.
Highly appreciated in the market for wholesaling and distributing an extensive range of supreme quality Bottles and Jars, Ajanta Packaging Company was set up at vast area of Paharganj at New Delhi in the year 1981.
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.
Comprehensive marketing plan created in my Intro to Marketing course covering a SWOT Analysis, Competitive Review, 5 Ps of marketing, an Integrated Marketing Communications Strategy, Budget, Controls and a Channels/Logistics Review
Marketing Management of P&G India by AKSHAY GAUTAMAkshay Gautam
I have made this ppt for my marketing management project. Do share it only for reference. Show some hard work and make one(better than this) on your own. Good Luck!!!
Whether the level of innovation has reached to peak for Gillette?
Whether Gillette should reduce the price?
What should Gillette do to fight low-cost competitors like Dollar Shave Club?
What should be strategy for Gillette in long term
Procter & Gamble is one of the fastest and largest growing consumer market.
Case Study examines journey of P&G for Light Duty liquid Detergents in various aspects like promotion and development.
MBA Strategic Management Individual project on Procter & Gamble. I performed a strategic situation analysis of both internal and external factors for the purpose of value creation through strategic formulation and implementation.
Highly appreciated in the market for wholesaling and distributing an extensive range of supreme quality Bottles and Jars, Ajanta Packaging Company was set up at vast area of Paharganj at New Delhi in the year 1981.
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.
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Proctor & Gamble Strategic Analysis
1
Outline
Introduction
History of P&G
SWOT Analysis
Balanced Scorecard
Communication
Marketing
PEST Analysis
Ethics
Conclusion
Outline of Power Point Presentation
2
Introduction
Looking at internal and external strategies
Developing Markets
Competitive advantage
This report provides a thorough internal as well as external analysis of P&G, identifies its mandate, along with certain strategies that would help it increase its profitability, profit growth and sustain its competitive advantage in both developed and developing markets. Although, P&G has world renowned brands, P&G needs to adopt strategies that enable it to maintain its competitive advantage over its rival.
3
History of P&G
William Procter & James Gamble were founders in 1837.
Total assets at that time:$7,192.24
William A. Procter became first president in 1890.
Ivory soap was first branded product launched in 1879.
(Procter & Gamble, 2012)
Procter & Gamble is a US Global company that provides consumer products in the areas of pharmaceuticals goods founded in 1837.P&G processes operations in more than 80 countries thanks to 300 brands on market
Procter & Gamble is a multinational corporation with more than 300 successful brands worldwide. The company is earning trust of its clients in every part of the world and famous for its steady innovations in all areas of the company. More than 4 billion people use the products of Procter & Gamble daily.
The company has offices in Johannesburg and Cape Town. P& G has its Headquarters in Ohio, US.
4
SWOT Analysis
Strengths:
Diversified brand portfolio
Research and Development
Global Operation
Strong Distribution Network
Weakness:
Online media & Leadership
Dependency
Missing Opportunity
Weakness in beauty care division
Opportunity:
Diversification
Capitalizing on online media
Environment concern
Threats:
Competition
No new innovation
Government regulation
SWOT analysis serves to summarize all of the key findings from the entire situation analysis process including important information about the company’s
internal strengths and weaknesses and important information about external opportunities and threats in the form of consumer trends, competition, and macro
environmental trends.
Strengths: include diverse portfolios, global operations, and strong distribution in which P&G uses to distribute their products and stay ahead of the competition.
Weakness: include a poor online presence, missing opportunity from lack of internet resources, and improvement needed in beauty products.
Opportunity: include P&G’s ability to reach out to ...
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4. P&G is one of the largest and amongst the fastest
growing consumer goods companies
in the world. P&G touches and improves the lives
of about 4.4 billionpeople in 180 countries
around the world with its portfolio of trusted,
quality brands.
Your Footer Goes Here 4
6. P&G Facts
• P&G was a global leader in branded consumer goods.
• Has many > $ 1 billion brand known worldwide.
• First company that advertised directly to customers.
• P&G was a seasoned marketer with strong consumer
research, a powerful innovation network, an
evolving marketing strategy, strong marketing talent,
and the world’s largest financial commitment to
advertising.
7. P&G Financial Commitment to Advertising
• $8.68 billion ADVERTISING BUDGET (2010).
• $78.94 billion SALES HIT (2010)
• $12.74 billion NET INCOME (2010)
• $186.63 billion MARKET CAPITALIZATION
9. P&G Vision and Mission
Vision
Be, and be recognized as, the best consumer products and
services company in the world.
Mission
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.”
12. 1945 to 1980 it began to
enter markets in Latin
America, Western Europe, and
Japan.
13. Expanded new lines of business through acquisitions
P&G’s approach to entering new markets was via acquisition or
joint venture on a small scale.
14.
15. Today…
Procter & Gamble is one of the most skilful marketers
of consumer-packaged goods in the world and hold one of the
most powerful portfolios of trusted brands.
It sustained market leadership rests on a number of
different capabilities and philosophies.
17. Objectives of the Case (1/4)
To learnfrom and analysethe best practices
of P&G the world's largest advertising spender and a renowned
marketer of consumer products.
18. Objectives of the Case (2/4)
To understand their marketing strategies:
• where marketing innovation is developed
• how it is applied across different categories
• and how marketing shifts with changes in structure
and culture.
19. Objectives of the Case (3/4)
To analyse the gapsin their marketing strategies and
suggest improvement points.
20. Objectives of the Case (4/4)
To understand and analyze the potential risksP&G may
face in future.
21. BEST PRACTICES (1/4)1
Innovation and R&D
Trial-and-error methods
for new products.
P&G took a scientific
approach and connected
R&D with the company’s
sales and marketing.
Better brands are based on innovations and continuous
improvement that delivers the customer value.
22. BEST PRACTICES (2/4)1
Global Business Units
Seven global business units (GBUs) based on
product categories replaced the company’s
four geographic business units. P&G felt the
GBUs would help with global product
development and quick-to-market strategies.
23.
24. BEST PRACTICES (3/4)1
Sub-divisions under GBUs
1. a business development team focused on innovating in existing
categories
2. a venture team tasked with acquiring brands in new areas and
nurturing ideas created by the business development team that did
not relate to an existing brand
3. and market development organizations that would perform
intensive market research to ensure global products’ success in
local markets.
P&G hoped the net result would be “bigger innovations, faster speed to
market, greater growth—innovation vitality.”
25. BEST PRACTICES (4/4)1
P&G aims to partner with the world’s most innovative minds– from
individual inventors and small businesses, to Fortune 500 companies–
to deliver on the company’s most challenging opportunities.
Connect + Develop helps P&G engage with innovators and patent-
holders to meet needs across the P&G business: for products,
technology, in-store, ecommerce and the supply chain.
26. Results of connect + develop
By 2006,
• more than 35%of P&G’s new products had elements that originated
from outsidethe firm
•45% of P&G’s initiatives had key elements discovered externally
• P&G’s R&D productivityincreased by nearly 60%
• firm’s innovation success doubled
• drop in cost of innovation
27. P&G had pursued a multi-brand strategy, and it managed
brands across a category carefully, with each getting individual
support and satisfying a segment of the market. P&G’s detergent
category illustrated this:
MARKETING STRATEGIES2
Premium brand “cleaned colours safely” “had fresh scent” “contained bleach”
30. Design every component of the product:
communication experience
user experience
The influx of design had a strong impact on
P&G’s product development; design informed
the innovation process and even changed the
function of some products .
31. The new emphasis shifted the company towards a more
consumer-centric marketing approach.
38. How does this helps?
The data collected, along with information
about online usage and grocery purchases,
and frequent surveys of attitudes and lifestyle
choices, helped subscribers such as P&G
understand its marketing tactics’ performance.
39. P&G’s Tide #LoadsofHope team providing
relief services by washing laundry for
families impacted by the #TexasFloods.
Social Cause Marketing
45. Traditionally….
• P&G ran focus group discussions,
•interviewed consumers at home, and performed in-context
visits and in- store interviews .
• Quantitatively, the firm gathered data on consumers utilizing
blind tests, concept and use tests, and quality monitoring, and
doing large-scale studies of the habits and practices of
consumers who purchased P&G products.
47. New technologies also continued to provide P&G with
ways to engage and measure consumer interests, habits,
and satisfaction.
48. Insights from new technologies….
Integrating these new technologies in an attempt to gain more hard data on
consumers dovetailed with P&G’s culture of performance-driven products, as the
firm leveraged new and innovative ways to learn directly from
consumers, while also building the opportunity to create more direct, one-on-
one relationships with the target audiences.
Eye tracking Neuromarketing EEG
49. P&G sought to better understand how its customers
felt—not about a product such as Pantene, but about
having a “bad hair day.”
50. P&G maintains its level of
media spending, while
shifting $s to digital and other
new media to broaden the
audience.
51. Gaps in Marketing Strategies (1/2)3
Across the industry, many were finding that
while television was still the best way to reach
many customers at once, they were not
necessarily all repeat customers. Still, in 2011,
the bulk of P&G’s advertising spending went
toward television.
Excessive focus on Television
52. Gaps in Marketing Strategies (2/2)3
Digital marketing efforts were a large part of
P&G’s plan. Although, in 2010, only 5% of
P&G’s $3.2 billion was spent on online
marketing.
Less emphasis on Digital and Social Media
53. Though…
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 in 2010,
and bridged the power of digital and social media.
And more efforts like Mobile Advertising, YouTube , Expert Advise
websites etc. have changed the way P&G advertise.
Still…
54. To maintain its brand image, it has to
increase its presence online…
55. Improvement points
• P&G should partner with e-commerce websites to increase its presence online.
• A stronger presence could be ensured by marketing using Twitter, Pinterest,
Facebook, YouTube , Instagram etc.
• A strong Ad Words campaign for its core products can strengthen its online
presence.
• Applications could be launched pertaining to specific product categories.
• Extra incentives and offers like coupons, loyalty points or cards etc. could be
incorporated.
• Social cause marketing campaigns for best performing brands can be launched.
• Online quizzes or competitions (Selfie Contest with product) or flash sales on
Facebook pages, Twitter can be immensely helpful.
56. Potential Risks4
Competition from local products which may offer a cheaper price.
Limited growth for innovation may not satisfy customer’s expectation.
Customer Knowledge: It might be difficult to maintain a face-to-face
interaction of R&D team with customers and trade partners for feedback,
owing to increasing number of brands.
Numerous line extensions may cause the brand name to be less strongly
identified with any one product.
Marketing of such a large pool of brands, especially with the rise of social
media.
Brand Dilution
Brand extension harming the parent brand in case of failure.
Inefficient Brand-Management system for large number of brands