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Procter & Gamble Case Study
Procter & Gamble, an American multinational consumer goods company, focuses on innovation and design in its product development and marketing strategies to reach underserved consumers. The company's marketing approach has shifted to a consumer-centric model emphasizing direct and digital marketing, emotional branding, and social media engagement. Key initiatives include multibranding, sponsorship of major events, and leveraging celebrity endorsements to enhance brand visibility and connection with customers.
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Procter & Gamble Case Study
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- 2. Procter & Gambleis an American multinational consumer goods founded by William Procter and James Gamble. Its products include cleaning agents and personal care
- 3. Who are the players•CEOA.G. Lafley • CEO Bob McDonald • CEO Durk Jager • CEO Jim Stengel • Claudia Kotchka, o Vice-president, Design unit • Marc Pritchard, o Global Brand Building Officer
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- 5. Know about thedesign , implementation & interpretation of product development & marketing strategies Evaluate primary and unique communication strategies and money spending Innovation , R&D and acquisition
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- 7. Has good company background Entersnew market with a mission and decisions Takes scientific approach to connect with people Brings in a design unit as a part of marketing strategy Shift from product based marketing to consumer- centric marketing Communication through direct & digital marketing & sales promotion Multibranding Tries to move forward with an aim to reach 5 billion new consumers Connect & Develop
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- 9. 1. Growth ofP&G’s core brands & categories with an unrelenting focus on innovation & design. 2. Building business with unserved & underserved consumers through consumer-centric , digital & direct and neuromarketing , multibranding and interactive community promotion. 3. Continue to grow & develop faster-growing higher margin businesses with global leadership potential.
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- 11. •Historically, P&G hadpursued 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.
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- 13. • A lotof 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.
- 14. ADVERTISING •It was thefirst company to sell its products directly to consumers through dramas , T.V commercials and operas instead of including wholesalers and retailers in the chain. • To compete in less familiar markets , it developed “Media neutral” idea that could be advertised in different and relevant local languages. • Lafley , Stengel and Kotchka aimed towards design and emotion driven- advertising along with benefits and function driven one.
- 15. SPONSORSHIP • It sponsoredthe U.S. Olympic team in 2010 and raised its visibility as a worldwide sponsor for 2012 winter games in Russia and 2016 summer games 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.
- 16. CELEBRITY ENDORSEMENTS • P&Gendorsed many celebrities and spokes models for its acquired beauty companies and products like Cover Girl cosmetics and Pantene shampoo. • Gillette and Head & Shoulders ads featuring sportspersons were advertised through YouTube, T.V. , online and print media.
- 17. DIGITAL MARKETING • P&Glaunched its first mobile marketing ad campaign in 2006 . The campaign also released TV commercials and print advertisements, and had an online presence. • P&G’s line of “My Black is Beautiful” products, introduced two web series in 2010 to showcase its products. This attracted a lot of views online . Collection sales and market share increased. • 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 and bridged the power of digital and social media.
- 18. SOCIAL MEDIA •In 2007,P&G launched two social media sites: Capessa for women on Yahoo! Health and the People’s Choice Community, associated with the People’s Choice awards. • P&G used Facebook as a marketing supplement, not a replacement. It identified 2010 as the year to acquire Facebook friends, but the years beyond that were for figuring out how to use them. • In 2011, when research showed that men were interested in work generally done by women in houses , P&G rounded out its earlier social media efforts with Manofthehouse.com, which featured household advice for men .
- 19. WHAT’S NEXT • Digitalmarketing with campaigns campaigns • Emotional, design and function driven driven marketing • R&D • Consumer research & product performance.
- 20. SUMMARY • Introduction • CEO •Objectives • Situation Analysis • Major Issues • Consumer Relationship • Marketing Strategies Advertising Sponsorship Digital Marketing Social Media • What’s Next
- 21. DISCLAIMER Created By VikashKumar,NIT RAIPUR during A marketing internship by Prof Sameer Mathur IIM LUCKNOW See (http://www.IIMLinternship.com)