P&G is an American multinational consumer goods company known for its powerful portfolio of trusted brands. It focuses on innovation and design-driven marketing strategies through new product development, effective communication, and strategic spending. P&G leverages its brands through multibranding, consumer-centric approaches, digital and social media marketing, celebrity endorsements, and sponsorship of major events. This case study examines how P&G's relentless focus on innovation, new marketing techniques, and redefining consumer engagement have helped grow its core brands and expand into new markets.

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

6. Procter & Gamble Co. , also known as P&G , is an
American multinational consumer goods company
headquartered in downtown Cincinnati , Ohio , U.S. ,
founded by William Procter and James Gamble.
It holds one of the most powerful portfolios of trusted
brands.

8. P&G’s Billion- and Half-Billion-Dollar Brands

10. • CEO A.G. LAFLEY
• CEO BOB MCDONALD
• CEO DURK JAGER
• CEO JIM STANGEL
• CLAUDIA KOTCHA
• VICE PRESIDENT
• DESIGN UNIT
• MARC PRITCHARD
• GLOBAL BRAND BUILDING OFFICER

16.  Know about the design , implementation &
interpretation of product development &
marketing strategies.
 Evaluate primary and unique
communication strategies and money
spending.
 Innovation , R&D and acquisition.

17. WHAT IS THE
CURRENT
SCENARIO - 2010

18. 2010 Sales
Household Cares
Beauty &
Grooming
Health & well
being

20. CASE
STUDY

23. 1. Growth of P&G’s core brands & categories with an
unrelenting focus on innovation & design .
2. Building business with unserved & undeserved
consumers through consumer-centric , digital &
direct and neuromarketing , multibranding &
interactive community promotion .
3. Continue to grow & develop faster-growing higher
margin businesses with global leadership
potential .

24. ONE MAJOR

25. IS “INNOVATION AND
R&D” THE SECRET
SAUCE OF
MARKETING FOR P&G
?

28. • Historically , P&G had pursued a multibrand strategy , and it
managed brands across a category carefully , with each
getting individual support and satisfying a segment of the
market .
• A new design unit was created for design innovation &
strategy . A culture of design was introduced in P&G which
complemented function-driven process .
• A consumer-centric marketing approach was followed
which allowed customization on the basis of needs of people .
•The firm leveraged its products through multibranding ,
focused on “Return On Marketing Investment” and shopper
marketing experience .

32. • Products sold directly through dramas , T.V.
Commercials and operas instead of including
wholesalers and retailers in the chain .
• “Media Neutral” advertised in different and
relevant local languages in less familiar markets .
• Lafley , Stengel and Kotchka aimed towards
design and emotion-driven advertising along
with benefits and functionality .

34. • Sponsored the U.S. Olympics in 2010 ,
2012 winter games , Russia and 2016
summer games , Brazil .
• Fitness Campaign through NFL
sponsorship and major campaign
“Thank You Mom” touched everyone’s
heart .

37. • Endorsement of celebrities and spokesmodels for
beauty companies and product like CoverGirl cosmetics
and Pantene shampoo .
• Gillette and Head & Shoulders ads featuring
sportspersons were advertised through Youtube , T.V. ,
online and print media .
• Promotion , sponsorship and endorsement relationships
and nontradition outlets such as product placement in
television and film .

41. • Niche experimentation through online serials , video
games and Youtube channels for secific products .
• Mobile marketing and campaign , TV commercials and
print advertisements had an online presence .
• “My Black Is Beautiful” products – two web series
showcased products and attracted views online . Collection
sales and market shares increased .
• Old Spice television commercial and Youtube sensation ,
“The Man Your Man Could Smell Like” bridged the power of
digital and social media .
• One-to-one digitized marketer .

43. • Launched two social media sites : Capessa for
women on Yahoo! Health and the people’s choice
community , associated with the People’s Choice
Award .
• Facebook as a marketing suppliment : Acquired
facebook friends and figured out how to use them .
• In 2011 , 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 audiance
virtually .

45. • T-shirts having slogans and endorsed celebrities
used to promote sale of products like Tide . The t-
shirts were worn by celebrities , sold online and
proceeds went to hurricane affected people .
• A mass promotional activity held in Times Square
targeted holiday shoppers , generated Youtube ads
and attracted youths .
• An innovative ad including restrooms and spotless
toilets used to promote Charmin toilet paper , and
tourists loved it .

47. DISCLAIMER
CREATED BY SWARANG CHANDWASKAR , NIT SURAT
DURING MARKETING MANAGEMENT INTERNSHIP
UNDER PROFESSOR SAMEER MATHUR , IIM LUCKNOW