A Harvard case study of P&G analysed during marketing internship under Prof. Sameer Mathur, IIM Lucknow

1. Procter & Gamble : Marketing
Capabilities
Harvard Business School Case

2. Company
Overview

3. A FMCG
GIANT

4. The Humble Beginning
Back in 1837 the story began
with a simple handshake
between two men: William
Procter and James Gamble.
As partners, they put their
soap and candle business on
the map, spawning a period of
steady growth. It was during
these formative years the
Procter & Gamble Company
was born.

5. & Today,
Just numbers speak it

6. Approach

7. Since 1837, they have built a rich heritage
of positively impacting consumers’ lives with
Brands that make each day a little better.

9. What is
P&G’s
marketing
secret?
How did
they become
so
successful?

10. Is
there
any
secret
?

11. Well remember
,

12. P&G’s major
asset is their
never
ending
innovation

15. What are
P&G’s
marketing
strategies
?

16. 1. MULTIBRAND STRATEGY

17. 2. EFFECTIVE MARKET
SEGMENTATION
• TIDE was a premium brand
• CHEER was for cleaning sensitive
colors.
• GAIN had afresh scent.
• OXYDOL was used for bleaching.

18. 3. FOCUSED ON PRODUCT DESIGN
P&G didn’t use design as an antidote to
its function driven process but rather as a
compliment to help customers to
recognize, understand and imagine the
functions of the product.

19. 4. CUSTOMER CENTRIC
MARKETING
Invested $500 million , more than any company
in the world in market research interacting
with more than 5 million consumers in almost
100 countries.
COCREATE & CODESIGN along with
customers .
“ CONSUMERS
ARE THE
BOSS”

20. 5. NEUROMARKETING
• Psychological surveys to measure mood of
consumers.
• Identified the visibility & attention
consumers gave to packaging & advertising.
• Understood how consumers used internet
and engaged in e-retailing.

21. What are
P&G’s
advertising
strategies?

22. Blend of both functional
and emotional driven
advertising

23. 1. SPONSORSHIPS

24. 2. CELEBRITY ENDORSEMENTS

26. 3. DIGITAL MARKETING

33. What might be
the
challenges?

34. 1. CHALLENGES OVERSEAS : CHINA
• Fierce competition
• Slow consumer spending
• Online shopping
• Highly volatile market
• Much to improve
• Substitutes easily
available

35. 2. CHALLENGES OVERSEAS : INDIA
• Biggest threat from HUL
• Market leaders in 6/11
categories
• Lack of distribution channels
• Targeting less income group
• Wide scope of improvement

36. FUTURE
PREFERENCE

37.  P&G overview
 Brand Portfolio
 P&G’s approach
 Its marketing
secret
 Marketing
strategies
 Advertising
strategies
 Challenges

38. CREATED by Sumedh Choudhari, Nirma
University, Ahmedabad during marketing
internship under Prof. Sameer Mathur, IIM
Lucknow.