P&G introduced soap operas on radio and TV in the late 1800s to directly advertise to consumers, becoming the first company to do so. In the 1980s, P&G ramped up its global expansion with brands like Whisper, Pantene, and Pringles becoming global. To boost growth, P&G reorganized in 1999 to focus more on innovation through seven global business units and teams focused on business development, ventures, and market development. P&G pursued a consumer-centric, multi-brand strategy through carefully managing its brands across categories to satisfy different consumer segments.

3. Introduced “soap operas” by
sponsoring radio and tv programs
that targeted women. First company
to advertise directly to consumers in
1880.

4. The company ramped up Global
expansion in 1980.
*Whisper ,Pantene and Pringles were
the “global” brands.

5. Innovation and R&D:
P&G Marketing’s Secret
Sauce

6. P&G took a
scientific
approach and
connected
R&D with the
company’s
sales and
marketing.

7. *In June 1999, P&G reorganized to boost growth
after net sales slowed to 2.6% growth from the
previous year.
*P&G cut staff and promised to deliver more
innovation . Seven global business units (GBUs)
based on product categories replaced the
company’s four geographic business units.
*Three new teams supported the GBUs: a
business development team ; a venture team; and
market development organizations

8. 50% of innovation and
new products to come
from P&G’s network of
labs.
50% of new products to
come through the labs.

10. Building brands is not a marketing
activity.
P&G 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.

12. A new, intensified focus on design,
married to P&G’s long-standing focus
on product functionality and price.
design
Functionality
and price
New
product

13. How was the culture of design
inculcated in PnG?

14. • A “design tasting,” featuring design case studies for
P&G’s top 200 executives
• A P&G design board, similar to Mattel and Nike,
both notoriously strong in design.
• The Clay Street Project, bringing cross-functional
teams from their jobs elsewhere across the firm’s
global footprint to Cincinnati for 10 weeks to create
new brands based on design.

15. Consumer-centric
marketing

16. ‘Who is your consumer, and what’s
different about her?’

17. coupons, displays, special offers, and other
promotional materials

18. When people
know a brand
is from P&G,
they feel
better about
the brand.

19. 2010 WINTER OLYMPICS
,VANCOUVER

20. 5 million consumers in almost
100 countries.

21. VOCALPOINT

22. PnG’s word-of-mouth program.
600,000 females enrolled.
Coupons , samples and
opportunities.
Most powerful form of marketing
is an advocacy message from a
trusted friend.

26. MEDIA SPENDING

36. DISCLAIMER
Created by Arohi
Prabhune,VNIT,Nagpur,as a part of a
marketing Management internship under
Prof. Sameer Mathur,IIM Lucknow.