Procter & Gamble: Marketing Capabilities
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This document provides an overview of a company's marketing capabilities and strategies. It discusses the company's history of building around two dozen billion dollar brands in iconic categories. The expansion strategy involves small scale acquisitions and joint ventures to learn success formulas before major commitments. The corporate mission is to reach "More consumers in more parts of the world, more completely." Innovation and research are connected to marketing through focus on the scientific approach and replacing trial and error with research.
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Real juice history,branding strategy of real,Ansoff model,
real brand communication,real brand competitor, Did you facts about real juice,history of dabur
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Christie communications ncn_building your brand for growth july 2013
NCN and NCN Communications Partner Christie Communications present a free educational interactive conference call to provide results-oriented, actionable tools to most effectively build your brand for growth. Join us for dynamic, innovative, proven insights to engage your ecosystem and maximize growth from industry veteran Gillian Christie, Founder & CEO of Christie Communications, who has built iconic brands in the natural products industry and beyond for more than 30 years.
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Procter & Gamble: Marketing Capabilities
- 2. HISTORY
- 3. Around Two Dozen Billion Dollar Brands Iconic Category Defining Products
- 4. 23% 13% 16% 3% 28% 17% %Net Earnings Beauty Grooming Health Care Snacks & Pet Care Fabric Care & Home Care Baby Care & Family Care
- 6. Pioneer in Marketing Strategies Invented “Soap Operas”
- 7. EXPANSION STRATEGY Acquisition or joint venture on a small scale, and through trial and error, learn the formula for success before making a major commitment
- 8. Established Acquisitions Established brand image Already formed consumer base to test upon Bypasses the setup process
- 9. CORPORATE MISSION “More consumers in more parts of the world, more completely”
- 10. Innovation & R&D • Took the scientific approach • Replaced trial & error with research • Connected R&D with marketing
- 11. ORGANISATIONAL STRUCTURE • Formed Global Business Units • 3 teams were formed for 1.Business Development 2.New Acquirements and to nurture new ideas 3.Market Research
- 13. Marketing Strategy • Multibrand Strategy • Brands lead themselves: Formed by Innovation, not plain Marketing
- 14. Focus on Design • Aims to be top product design company • Taught design to top managers through case studies
- 16. ROMIReturn On Marketing Investment • More focus on promotions • Coupons, special offers during recession • Leverage the P&G brand
- 18. Elaborate Market Research activities: •EyeTracking: partnered with Tobii •Neuromarketing
- 19. Bought a stake in Ocado “very fertile testing ground” For e-retailing consumer research
- 20. Marketing Activities • Advertisements • Sponsorships • Social Media • Interactive Community Promotion