The document summarizes P&G's marketing strategies and efforts over time. It discusses P&G's focus on innovation, consumer research, brand-building, advertising including celebrity endorsements, social media efforts, mobile marketing, and interactive community promotions. The goal was to evolve marketing capabilities to reach 5 billion consumers worldwide while maintaining strengths in research, product design, and performance.

7. To grow P&G’s core brands
and categories with an
unrelenting focus on
innovation.
To build business with
unserved and underserved
consumers
To build business with
unserved and underserved
consumers.
To continue to grow and
develop faster growing,
higher margin businesses
with global leadership
potential.

16. Brand’s lay at the heart of P&G ‘s success. It has a
multibrand strategy.
 In 2000 focus shifted from function, promotion and
price to product design company.
 Design tasting, clay street project were started.
Design was used as a complement to function,helping
consumers recognize,understand the product.
 It led to a more consumer centric approach. • Sharper
focus to return on market investing (ROMI)
Focused on in the shopping experience

17. TO CONSUMERS

18. P&G invested more in market research than any company in the
world.20,000 research studies each year and $500 million into developing
and executing these studies.
 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.

20. P&G had been a marketing trailblazer from the outset.
 It was the first company to advertise directly to
consumers through radio dramas and television
commercials.
 P&G develop a “media neutral” that could be translated
across a range of media.
 Strong connection to functionality remained central to
P&G advertising ,Lafley,kotchka aimed to shift it towards
design and emotion driven advertising.

22. 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 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.

23. Celebrity Endorsements

24. 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.

26. During recession in 2009 , P&G
shifted to coupons and in-store
promotional activities .
In 2010, P&G increased ad spending
by $1 billion, with a 20% increase in
media impressions .
McDonald, who became CEO in
2010, stated that P&G would
maintain the same level of spending,
while shifting dollars to digital
advertising

28. In 2007, P&G launched two social media sites: Capessa for
women on Yahoo!
P&G used Facebook as a marketing supplement, not a
replacement
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

30. BeingGirl.com, launched in 2000, provided information and
expert advice on “issues that teenage girls might be too
embarrassed to ask a parent or doctor about, such as
menstruation, eating disorders, acne and dating.”
 P&G launched its first mobile marketing ad campaign in
2006 to promote Crest Whitening Plus Scope toothpaste.
The campaign advertised on bar napkins and club
bathroom mirrors to encourage customers to text the words
“IQ” or “Extreme” to 27378 (C-R-E-S-T) and take an
“Irresistibility IQ quiz.”

31. Interactive Community Promotions

32. As P&G continued to push toward reaching
5 billion consumers served worldwide, its
evolving marketing capabilities took center
stage.
 The firm had proven its ability to navigate
the digital environment with efforts like
“The Man Your Man Could Smell Like” and
Manofthehouse.com, had incorporated a
sense of design into its culture, and aimed
to complement its strong function-driven
marketing background by adding emotional
efforts.
Building on its strengths in R&D, consumer
research, and product performance, P&G
continued to evolve and innovate as the
world’s largest marketer.