William Procter and James Gamble founded Procter & Gamble in 1837 in Cincinnati, Ohio as a candle and soap maker. P&G has grown to be a multinational consumer goods company through innovation and international expansion starting in the 1930s. Key milestones included sales hitting $1M in 1859, developing first global brands in the 1980s, and introducing pioneering products like Crest toothpaste and Pampers diapers that connected research and development with marketing. P&G has pursued a consumer-centric approach through brand leveraging, digital and direct marketing, celebrity endorsements, interactive promotions, and studying consumer behavior with new technologies.

4. William Procter, a candle maker, and James
Gamble, a soap maker are the founding
members of P&G. Procter & Gamble was born
on 31st October 1837.
Headquarters in Cincinnati, Ohio.
In 1859, sales hit $1M.
Since then, it has been a company based on
innovation
Today it is a multinational consumer goods
company.

5.  Has pursued international expansion as early as
the 1930s, and from 1945 to 1980 it began to
enter markets in Latin America, Western
Europe, and Japan.
 In the 1980s, P&G ramped up its global
expansion and developed its first global brands,
including Always/Whisper, Pringles, and
Pantene.

10. • P&G took a scientific approach and connected
R&D with the company’s sales and marketing.
• First-time products included Crest toothpaste
(1955), the first toothpaste with fluoride; Head
& Shoulders dandruff shampoo; and Pampers
disposable diapers (1961).
• In 1887, a nephew of one of P&G’s founders,
set up an analytical lab for the company, laying
the foundation for a professional R&D
division.

14. • Multibranding, or leveraging the P&G brand to
drive sales to its sub-brands, was a strategy
that P&G tried to pursue.
• One of the first examples was P&G’s successful
advertising campaign for the 2010 Winter
Olympics, which combined 18 P&G brands
under a common message and featured a
commercial that thanked moms around the
globe for their efforts

15. • Lafley decided to make P&G the top product-
design company in the world.
• Named Claudia Kotchka as vice president for
design innovation and strategy.
• Named Jim Stengel as chief marketing officer
(CMO).
• The new emphasis shifted the company
toward a more consumer-centric marketing
approach.
• Shifted from TV and print to digital and direct
marketing.

16. COMMITMEN
T TO
CONSUMERS

17. • In June 2010, P&G announced a partnership
with Tobii, a leader in eye tracking, which
objectively identified visibility and attention
that consumers gave to packaging, displays,
and advertising.
• In 2008, P&G took a stake in Ocado, a U.K.-
based online grocer.
• P&G employed psychological surveys to
measure mood and electroencephalography
(EEG) technology to measure electrical
activity in the brain as subjects were exposed
to commercials.

22. CELEBRITY
ENDORSMENT
S

25. INTERACTIVE
COMMUNITY
PROMOTION

29. • In 2011, when company research showed that
men were going to women’s sites for information
on recipes, cleaning the house, or getting a stain
out of a shirt, P&G rounded out its earlier social
media efforts with Manofthehouse.com
• Featured household advice for men, including tips
on grilling burgers, cleaning toilets, and
disciplining children.
• In contrast to other similar sites focused on single
men and heavy on sex advice,
Manofthehouse.com aimed to “speak to the whole
man.”

30. Created by Parshva Tated, RCOEM, Nagpur, during a Marketing
Internship by Prof Sameer Mathur, IIM Lucknow.