Proctor & Gamble is a global leader in branded consumer goods with two dozen $1 billion brands. The presentation discusses several of P&G's major brands such as Tide, Pampers, Always and how they were successfully marketed and innovated over time. It also covers P&G's expansion strategies through acquisitions in the 1980s such as Gillette, and focus on research and development as well as design to drive continuous innovation. The presentation concludes that while P&G has established itself as a world leading consumer goods company, it still faces ongoing challenges to innovate and adapt brands for the future.

1. Proctor
&
Gamble
Presentation by:
Shubham
Agnihotri

2. Introduction
Global leader in branded
consumer goods
Two dozen brands worth $1
billion worldwide
Holds many category
defining brands

3. Brands

4. P&G has managed its
brands very well….

5. P&G
exploits
unmet
costumer
needs

6. Constant
innovation
in brands

7. Every brand for a specific
market segment

8. Ivory
How it was marketed?
Direct Marketing
Promotion on the basis
of Purity
Contests and
Merchandising

9. Tide
It was launched
directly without
market testing
Gave P&G a 2 year
lead over its
competitors

10. Pampers
Evolved out of P&G’s
experiments with paper
products
Manufactured efficiently
with low cost
Pampers.com – an online
community for mothers
was launched in 1999

11. Always
First global product of
P&G
Brought about the
introduction of winged
pads in 1985 and ultra-
thin pads in 1990

12. P&G pursued international expansion in the
1930’s and from 1945 to 1980 began to enter
markets in Latin America, Western Europe
and Japan.

13. P&G created many product
categories through innovation
Disposable Diapers
Liquid fabric softners
Fabric softner sheets

14. P&Gs Global Expansion in
1980s

15. P&G further expanded
through Acquisitions

16. Brands acquired in the 1980s
Crush International limited (1980)
Frostproof (1981)
Norwich Eaton Pharmaceuticals
Richardson-Vicks

17. P&G became U.S.’s top cosmetics
company by 1990

18. Acquisition of Gillette
in 2005 made P&G the
top consumer goods
company

19. Direct to Customer
Through Sponsorships
Through Celebrity endorsements
P&G’s Advertising
Strategy

20. Direct Customer Advertising was used for
Ivory, Crisco, Camay and Oxydol

21. Sponsored U.S. Olympic
Team for the 2010 Games
Sponsored Winter 2012
Games in Russia
Sponsored Summer 2016
Games in Brazil
Sponsored NFL
(National Football
League)

22. P&G has
always
valued R&D

23. P&G founded its first R&D division
in 1887
Developed many first time products
such as Crest toothpaste, Head &
Shoulders shampoo and Pampers
disposable diapers
Developed seven Global Business
Units based on product categories

24. P&G undertook the
Connect-and-Develop
campaign in 1999

25. Under Connect-and-Develop…

26. P&G partnered with outside
firms to develop new
products

27. Prepared the list of top 10 products
where innovation is possible

28. Established region wise
Connect-and-Develop
hubs

29. P&G has paid
special attention to
Design

30. Created new Design units
Developed P&G Design board
Clay Street Project – Top 200
executives are invited to HQ to
work on design
Incorporated Design innovation in
every component

31. P&G takes efforts towards
customer orientation and
understanding

32. Developed Faux homes and Stores to
obtain real market feel for employees
Lets costumers customize the
products
Does analysis of Return of
Marketing Investment

33. Carries out
Costumer
interviews to get
feedback

34. P&G has established itself as
world’s leading consumer goods
company
But it faces many challenges for
the future….

35. Continuous pressure to innovate

36. Decision regarding which brands
to retain and which to drop

38. And finally…
Keeping an eye on costs

39. THANK YOU

40. DISCLAIMER
Created by Shubham Agnihotri, IIT(BHU), Varanasi
during a marketing internship by Prof. Sameer Mathur, IIM
Lucknow.