Proctor and Gamble (P&G) is a global leader in branded consumer goods known for iconic products. P&G was founded in 1837 and pursued international expansion in the 1930s. P&G became successful through expansion by acquiring brands like Charmin, Folgers, and Crush. It also drove innovation by creating new product categories like disposable diapers and liquid fabric softener. Additionally, P&G utilizes a dynamic marketing strategy focused on advertising, celebrity endorsements, social media, and emphasis on design to build strong connections with consumers.

1. Proctor and Gamble:
Marketing Capabilites

2. Introduction
•Global leader in
branded consumer
goods
•Known for iconic
category-defining
products

3. Brands

4. Background
•Founded by William Proctor and James
Gamble in 1837.
•Pursuaded international expansion in the
1930s.

5. WHAT MADE
PROCTOR AND
GAMBLE
SUCCESSFUL ?

6. Expansion through acquisition
Brands acquired
• Charmin Paper Mill (1957)
• Folgers Coffee (1963)
• Crush International Limited (1980)
• Frostproof (1981)
• Norwich Eaton Pharmaceuticals (1981)

7. Innovation and R&D
Products created by P&G
• Disposable diapers
• Liquid fabric softener
• Fabric softener

8. Marketing at P&G

9. Dynamic Marketing Strategy

10. Commitment
to the
Consumer

11. Advertising

12. Sponsorships

13. Celebrity
Endorsements

14. Media Spending

15. Digital
Marketing

16. Social Media

17. Interactive Community
Promotion

18. Emphasis on Design

19. Moving Forward

20. Iconic P&G Brands

21. Ivory Soap

22. Tide Detergent

23. Pampers Diapers

24. Crest Dental Care

25. Always Sanitary Pads

26. Connect
and
Develop

27. Under this campaign which started in 1999,
P&G partnered with other companies to
develop new products

29. DISCLAIMER
Prepared by Niyor Sisodia during
IIT Lucknow Marketing Internship
under the guidance of Prof.
Sameer Mathur