This is a presentation made by me to the Emami Brand Team on the book "Rising Tide - Lessons from 165 years of Brand Building at Procter & Gamble"
This document discusses different terms related to hydropower plants that utilize tides. It explains that during high tide, water from the sea flows into the bay and turns turbines to generate power. During low tide, water flows back from the basin to the sea, and can also generate power if turbines are installed in the opposite direction. Turbines can be installed to take advantage of water flows in both directions.
P&G Marketing Capabilities Case Study PresentationAnurag Roy
P&G is a global consumer goods leader known for brands like Tide, Crest, and Pampers. It was founded in the 1800s and pursued international expansion starting in the 1930s. Through acquisitions and innovation, P&G grew its product lines and became the top cosmetics company by the 1990s. Currently, P&G spends heavily on R&D and marketing with a focus on design and consumer insights to drive new product introductions. Some of its most iconic brands like Tide, Pampers, and Always helped define their product categories through manufacturing innovations.
P&G is a global consumer goods leader known for brands like Tide, Crest, and Pampers. It was founded in the 1800s and pursued international expansion starting in the 1930s. Through acquisitions, P&G expanded into new product categories. Today it manages over $1 billion brands and spends heavily on marketing, R&D, and consumer insights. P&G's success stems from innovation, strong brands, and marketing strategies that focus on design and building direct relationships with consumers.
William Procter and James Gamble founded Procter & Gamble in Cincinnati in 1837 by making and selling soap and candles. They formalized their partnership in 1837. In the 1850s, the moon and stars symbol began being used unofficially to mark P&G boxes. P&G incorporated in 1890 and expanded nationally and internationally in the following decades, innovating new products like Ivory soap, Crisco, and Tide. It has grown to be a massive multinational corporation with many leading brands in home, health, beauty and other products.
William Procter and James Gamble founded Procter & Gamble in Cincinnati in 1837 by making and selling soap and candles. They formalized their partnership in 1837. In the 1850s, the moon and stars symbol began being used unofficially to mark P&G boxes. P&G incorporated in 1890 and expanded nationally and internationally in the following decades, innovating new products like Ivory soap, Crisco, and Tide. It has grown to be a massive multinational corporation with many leading brands in home, health, beauty and other products.
This document provides an overview of soaps in India, including their history and marketing. It discusses the major soap categories and brands in India, how soaps are sold through different retail outlets like general stores and pan shops, and consumer preferences that vary by region. It also provides background on leading soap companies like Johnson & Johnson, describing their history and operations in India. The document contains detailed information on popular health soap brands Savlon, Dettol, and Lifebuoy, including their various product lines and ingredients.
Procter And Gamble : Marketing capabilitiesAjinkya Pujari
P&G is a global consumer goods leader known for iconic brands like Tide, Crest, and Pampers. It was an early innovator in consumer advertising. Through acquisitions and innovation, P&G expanded globally and into new product categories. P&G utilizes extensive market research and testing to develop products that meet consumer needs. Its marketing capabilities include celebrity endorsements, digital/social media campaigns, and sponsorship to build brand awareness worldwide. Moving forward, P&G will continue innovating to reach more global consumers through new marketing approaches.
Procter & Gamble (P&G) is a global leader in branded consumer goods known for iconic products like Ivory soap and Tide laundry detergent. It was an early innovator in consumer advertising. Through acquisitions from 1945-1980, P&G expanded globally and established market dominance. Its 2010 sales were $78.94 billion with household care, beauty, and health as core businesses. P&G focuses on innovation, serving unmet consumer needs, and developing high-growth brands through extensive marketing capabilities and $500 million annual investment in research.
This document discusses different terms related to hydropower plants that utilize tides. It explains that during high tide, water from the sea flows into the bay and turns turbines to generate power. During low tide, water flows back from the basin to the sea, and can also generate power if turbines are installed in the opposite direction. Turbines can be installed to take advantage of water flows in both directions.
P&G Marketing Capabilities Case Study PresentationAnurag Roy
P&G is a global consumer goods leader known for brands like Tide, Crest, and Pampers. It was founded in the 1800s and pursued international expansion starting in the 1930s. Through acquisitions and innovation, P&G grew its product lines and became the top cosmetics company by the 1990s. Currently, P&G spends heavily on R&D and marketing with a focus on design and consumer insights to drive new product introductions. Some of its most iconic brands like Tide, Pampers, and Always helped define their product categories through manufacturing innovations.
P&G is a global consumer goods leader known for brands like Tide, Crest, and Pampers. It was founded in the 1800s and pursued international expansion starting in the 1930s. Through acquisitions, P&G expanded into new product categories. Today it manages over $1 billion brands and spends heavily on marketing, R&D, and consumer insights. P&G's success stems from innovation, strong brands, and marketing strategies that focus on design and building direct relationships with consumers.
William Procter and James Gamble founded Procter & Gamble in Cincinnati in 1837 by making and selling soap and candles. They formalized their partnership in 1837. In the 1850s, the moon and stars symbol began being used unofficially to mark P&G boxes. P&G incorporated in 1890 and expanded nationally and internationally in the following decades, innovating new products like Ivory soap, Crisco, and Tide. It has grown to be a massive multinational corporation with many leading brands in home, health, beauty and other products.
William Procter and James Gamble founded Procter & Gamble in Cincinnati in 1837 by making and selling soap and candles. They formalized their partnership in 1837. In the 1850s, the moon and stars symbol began being used unofficially to mark P&G boxes. P&G incorporated in 1890 and expanded nationally and internationally in the following decades, innovating new products like Ivory soap, Crisco, and Tide. It has grown to be a massive multinational corporation with many leading brands in home, health, beauty and other products.
This document provides an overview of soaps in India, including their history and marketing. It discusses the major soap categories and brands in India, how soaps are sold through different retail outlets like general stores and pan shops, and consumer preferences that vary by region. It also provides background on leading soap companies like Johnson & Johnson, describing their history and operations in India. The document contains detailed information on popular health soap brands Savlon, Dettol, and Lifebuoy, including their various product lines and ingredients.
Procter And Gamble : Marketing capabilitiesAjinkya Pujari
P&G is a global consumer goods leader known for iconic brands like Tide, Crest, and Pampers. It was an early innovator in consumer advertising. Through acquisitions and innovation, P&G expanded globally and into new product categories. P&G utilizes extensive market research and testing to develop products that meet consumer needs. Its marketing capabilities include celebrity endorsements, digital/social media campaigns, and sponsorship to build brand awareness worldwide. Moving forward, P&G will continue innovating to reach more global consumers through new marketing approaches.
Procter & Gamble (P&G) is a global leader in branded consumer goods known for iconic products like Ivory soap and Tide laundry detergent. It was an early innovator in consumer advertising. Through acquisitions from 1945-1980, P&G expanded globally and established market dominance. Its 2010 sales were $78.94 billion with household care, beauty, and health as core businesses. P&G focuses on innovation, serving unmet consumer needs, and developing high-growth brands through extensive marketing capabilities and $500 million annual investment in research.
Unilever's Pond's toothpaste failed in the Indian market due to brand perception issues. As a skin cream and soap brand, Pond's was associated with smell and topical use, whereas toothpaste is associated with taste and internal mouth use. Customers did not find the brand attributes of Pond's suitable for toothpaste. Similarly, Tata Nano failed due to incorrect positioning as a budget upgrade from two-wheelers, when customers instead aspired to own a regular car. Kellogg's cereal also failed in India by not recognizing that Indians prefer a filling breakfast like chapatis over corn flakes, and by not adapting products to local tastes.
Procter & Gamble is a large multinational consumer goods company founded in 1837 and headquartered in Cincinnati, Ohio. It employs over 138,000 people worldwide and has a wide range of popular brands such as Tide, Crest, Bounty, Pampers, Gillette, and Olay. P&G has annual revenues of over $83 billion and is one of the largest companies in the world. It began as a partnership between two immigrants, William Procter and James Gamble, and has grown significantly over the past 180 years through brand management, acquisitions, and expansion into international markets.
Procter & Gamble is a global leader in consumer goods that markets over 300 brands in over 180 countries. Founded in 1837 by William Procter and James Gamble, it has grown from a small family soap and candle business into a company that touches the lives of billions through products used nearly two billion times daily. P&G markets superior products across multiple categories including fabric and home care, baby care, beauty care, health care, and snacks. With over 138,000 employees worldwide, P&G continues to innovate and develop high quality products that improve lives around the world.
Procter & Gamble (P&G) is an American multinational consumer goods company founded in 1837. It produces a wide range of cleaning agents and personal care products. P&G has expanded internationally through acquisitions and now sells products in over 180 countries. Some of P&G's major brand acquisitions include Gillette, which added brands like Gillette razors and Duracell batteries. P&G focuses on building strong brands, consumer understanding through market research, innovation, and global marketing and distribution capabilities.
Procter & Gamble is a large multinational consumer goods company founded in 1837. It has annual revenues of over $83 billion and employs over 138,000 people worldwide. P&G manufactures a wide range of products across several brands, including Crest, Tide, Bounty, Pampers, Gillette, Olay, and Pantene. It pioneered brand management and soap operas as advertising vehicles. P&G has a long history of acquisitions that have expanded its product portfolio.
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.
The document provides an overview of the Tide brand of laundry detergent. It discusses Tide's early history when it was first introduced in the US in 1920. It evolved over time and was launched in India in 2000. The document outlines Tide's initial positioning as a premium product and its subsequent repositioning to target mass market segments. It also discusses Tide's advertising, sales promotion, and market segmentation strategies over time. The brand faces competition from other detergents like Rin and aims to expand its market reach through various initiatives.
Procter & Gamble: Marketing Capabilities Harvard Business School CaseNaresh R
P&G is an American multinational consumer goods company founded in 1837. It has grown to be a global leader in branded consumer goods with over $78 billion in annual sales and dozens of $1 billion brands. Under the leadership of A.G. Lafley since 2000, P&G has focused on innovation as a core strength by making it part of daily routine and establishing an innovation culture. This focus on innovation has helped drive average organic sales growth of 6% through new product development. P&G pursues a multi-brand strategy with individual support for each brand to satisfy different consumer segments globally.
This ppt will take you through the journey of the life of P&G as a company, from its conception to its winning business mantras. Procter & Gamble Co., also known as P&G, is an American multinational consumer goods company . In 2014, P&G recorded $83.1 billion in sales. It owns about more than 300 brands under its name through mergers and acquisitions. however, in the past decade, the company began to sell most of its brands to other companies, this was however, one of the most intriguing business funda the company has ever used.
Report on Management and HRM of P&G. Its History, introduction, internal and external environments,product line, marketing, pricing, promoting strategies with video ads, HR functions and methods, organizational structure......
P&G began in 1837 as a small family-owned soap and candle company in Cincinnati, Ohio. It has since grown into one of the largest consumer goods companies in the world with products sold in over 140 countries. P&G entered the Pakistani market in 1991 and has invested over $100 million in Pakistan. It owns a manufacturing facility in Hub, Balochistan that produces Safeguard and Camay soap. P&G remains committed to business growth, consumer satisfaction, and community development in Pakistan.
P&G is an American consumer goods company founded in 1837 and headquartered in Cincinnati, Ohio. It has a presence in 80 countries with over $78 billion in annual revenue and 100,000 employees. P&G has a dozen $1 billion brands in its portfolio like Tide, Gillette, and Ivory. The company invests $2 billion annually in R&D and partners with third parties for over 80% of its innovation. P&G uses consumer insights and celebrity endorsements to build strong brands and employs digital and social media marketing. It faces competition from other consumer goods companies and risks from product recalls and mergers.
tide detergent ... explaining how the company create the product according the consumer need and how company build a strong relation ship with customers
This document summarizes key points from the 1981 book "Positioning: The Battle for your Mind" by Al Ries and Jack Trout. It discusses how positioning involves claiming a unique place for a product in the consumer's mind. Being first helps establish leadership, but later entrants can succeed by finding an unoccupied position. The summary also covers strategies for market leaders to maintain their position, tactics for later entrants to find their own position, and potential pitfalls to avoid like using line extensions improperly.
The document discusses the horizontal expansion strategy of Advance Sales & Service Pvt. Ltd., a franchise of Brindavan Bottlers Pvt. Ltd. It provides background on the company and analyzes the beverage industry environment using Porter's Five Forces model. Key challenges discussed are declining carbonated drink sales, health and wellness trends, and increased competition from PepsiCo. The document recommends focusing on non-carbonated drinks, providing healthier options, and expanding related businesses to maintain competitive advantage.
1) Cadbury was founded in 1824 in Birmingham, England by John Cadbury as a grocer's shop selling tea, coffee, and cocoa. It eventually began producing chocolate and grew into a global confectionery company.
2) The company pioneered innovative production and marketing techniques. In 1866, it introduced a new cocoa pressing technique and marketed the resulting Cocoa Essence as "absolutely pure," fueling the company's growth.
3) Cadbury has a long history of innovation in products, marketing, and social welfare. Iconic products include Dairy Milk chocolate, launched in 1905. The company also built the model village of Bournville for its workers.
P&G is a global consumer goods leader known for iconic brands like Tide, Crest, and Pampers. It pioneered consumer marketing strategies in the late 19th century. Today, P&G's marketing emphasizes deep consumer insights, brand innovation, and a multichannel approach including digital and social media. Key to its success has been continuous investment in R&D, manufacturing improvements, and understanding moments of truth when consumers interact with its products.
Unilever's Pond's toothpaste failed in the Indian market due to brand perception issues. As a skin cream and soap brand, Pond's was associated with smell and topical use, whereas toothpaste is associated with taste and internal mouth use. Customers did not find the brand attributes of Pond's suitable for toothpaste. Similarly, Tata Nano failed due to incorrect positioning as a budget upgrade from two-wheelers, when customers instead aspired to own a regular car. Kellogg's cereal also failed in India by not recognizing that Indians prefer a filling breakfast like chapatis over corn flakes, and by not adapting products to local tastes.
Procter & Gamble is a large multinational consumer goods company founded in 1837 and headquartered in Cincinnati, Ohio. It employs over 138,000 people worldwide and has a wide range of popular brands such as Tide, Crest, Bounty, Pampers, Gillette, and Olay. P&G has annual revenues of over $83 billion and is one of the largest companies in the world. It began as a partnership between two immigrants, William Procter and James Gamble, and has grown significantly over the past 180 years through brand management, acquisitions, and expansion into international markets.
Procter & Gamble is a global leader in consumer goods that markets over 300 brands in over 180 countries. Founded in 1837 by William Procter and James Gamble, it has grown from a small family soap and candle business into a company that touches the lives of billions through products used nearly two billion times daily. P&G markets superior products across multiple categories including fabric and home care, baby care, beauty care, health care, and snacks. With over 138,000 employees worldwide, P&G continues to innovate and develop high quality products that improve lives around the world.
Procter & Gamble (P&G) is an American multinational consumer goods company founded in 1837. It produces a wide range of cleaning agents and personal care products. P&G has expanded internationally through acquisitions and now sells products in over 180 countries. Some of P&G's major brand acquisitions include Gillette, which added brands like Gillette razors and Duracell batteries. P&G focuses on building strong brands, consumer understanding through market research, innovation, and global marketing and distribution capabilities.
Procter & Gamble is a large multinational consumer goods company founded in 1837. It has annual revenues of over $83 billion and employs over 138,000 people worldwide. P&G manufactures a wide range of products across several brands, including Crest, Tide, Bounty, Pampers, Gillette, Olay, and Pantene. It pioneered brand management and soap operas as advertising vehicles. P&G has a long history of acquisitions that have expanded its product portfolio.
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.
The document provides an overview of the Tide brand of laundry detergent. It discusses Tide's early history when it was first introduced in the US in 1920. It evolved over time and was launched in India in 2000. The document outlines Tide's initial positioning as a premium product and its subsequent repositioning to target mass market segments. It also discusses Tide's advertising, sales promotion, and market segmentation strategies over time. The brand faces competition from other detergents like Rin and aims to expand its market reach through various initiatives.
Procter & Gamble: Marketing Capabilities Harvard Business School CaseNaresh R
P&G is an American multinational consumer goods company founded in 1837. It has grown to be a global leader in branded consumer goods with over $78 billion in annual sales and dozens of $1 billion brands. Under the leadership of A.G. Lafley since 2000, P&G has focused on innovation as a core strength by making it part of daily routine and establishing an innovation culture. This focus on innovation has helped drive average organic sales growth of 6% through new product development. P&G pursues a multi-brand strategy with individual support for each brand to satisfy different consumer segments globally.
This ppt will take you through the journey of the life of P&G as a company, from its conception to its winning business mantras. Procter & Gamble Co., also known as P&G, is an American multinational consumer goods company . In 2014, P&G recorded $83.1 billion in sales. It owns about more than 300 brands under its name through mergers and acquisitions. however, in the past decade, the company began to sell most of its brands to other companies, this was however, one of the most intriguing business funda the company has ever used.
Report on Management and HRM of P&G. Its History, introduction, internal and external environments,product line, marketing, pricing, promoting strategies with video ads, HR functions and methods, organizational structure......
P&G began in 1837 as a small family-owned soap and candle company in Cincinnati, Ohio. It has since grown into one of the largest consumer goods companies in the world with products sold in over 140 countries. P&G entered the Pakistani market in 1991 and has invested over $100 million in Pakistan. It owns a manufacturing facility in Hub, Balochistan that produces Safeguard and Camay soap. P&G remains committed to business growth, consumer satisfaction, and community development in Pakistan.
P&G is an American consumer goods company founded in 1837 and headquartered in Cincinnati, Ohio. It has a presence in 80 countries with over $78 billion in annual revenue and 100,000 employees. P&G has a dozen $1 billion brands in its portfolio like Tide, Gillette, and Ivory. The company invests $2 billion annually in R&D and partners with third parties for over 80% of its innovation. P&G uses consumer insights and celebrity endorsements to build strong brands and employs digital and social media marketing. It faces competition from other consumer goods companies and risks from product recalls and mergers.
tide detergent ... explaining how the company create the product according the consumer need and how company build a strong relation ship with customers
This document summarizes key points from the 1981 book "Positioning: The Battle for your Mind" by Al Ries and Jack Trout. It discusses how positioning involves claiming a unique place for a product in the consumer's mind. Being first helps establish leadership, but later entrants can succeed by finding an unoccupied position. The summary also covers strategies for market leaders to maintain their position, tactics for later entrants to find their own position, and potential pitfalls to avoid like using line extensions improperly.
The document discusses the horizontal expansion strategy of Advance Sales & Service Pvt. Ltd., a franchise of Brindavan Bottlers Pvt. Ltd. It provides background on the company and analyzes the beverage industry environment using Porter's Five Forces model. Key challenges discussed are declining carbonated drink sales, health and wellness trends, and increased competition from PepsiCo. The document recommends focusing on non-carbonated drinks, providing healthier options, and expanding related businesses to maintain competitive advantage.
1) Cadbury was founded in 1824 in Birmingham, England by John Cadbury as a grocer's shop selling tea, coffee, and cocoa. It eventually began producing chocolate and grew into a global confectionery company.
2) The company pioneered innovative production and marketing techniques. In 1866, it introduced a new cocoa pressing technique and marketed the resulting Cocoa Essence as "absolutely pure," fueling the company's growth.
3) Cadbury has a long history of innovation in products, marketing, and social welfare. Iconic products include Dairy Milk chocolate, launched in 1905. The company also built the model village of Bournville for its workers.
P&G is a global consumer goods leader known for iconic brands like Tide, Crest, and Pampers. It pioneered consumer marketing strategies in the late 19th century. Today, P&G's marketing emphasizes deep consumer insights, brand innovation, and a multichannel approach including digital and social media. Key to its success has been continuous investment in R&D, manufacturing improvements, and understanding moments of truth when consumers interact with its products.
3. Brief History Getting Started Ivory Soap Story of Tide: Detergent Wars Learning to Compete in Japan Success in Shampoos (80s) Diaper Wars Success in Mexico The Russian Experience Restructuring P&G Million Dollar Brands
4. Brief History William Procter, an English storekeeper & candle maker and James Gamble, a Irish soap maker settled in Cincinnati, set up their business and married sisters Olivia and Elizabeth Ann Norris Father-in-law Alexander Norris (also a candle maker) suggested that they join hands to survive the banking crisis of 1837 P&G was born with the commodity business of soaps and candles Cincinnati – the largest meat packing center in the US was a hub for Soap and Candle makers who depending on the byproducts
5. Humble Beginnings The development of Rail Roads helped P&G transport their commodities to markets beyond Cincinnati Manufacturing Unit was set up in Central Avenue, Downtown CCN Through most of the 19th century, P&G continued to sell unbranded soaps and candles The first movement from commodities to consumer goods came with the launch of Ivory (1870s) and now the company has evolved into a Global Giant with over 33 million dollar brands
6. Brief History Getting Started Ivory Soap Story of Tide: Detergent Wars Learning to Compete in Japan Success in Shampoos (80s) Diaper Wars Success in Mexico The Russian Experience Restructuring P&G Million Dollar Brands
7. Getting Started: Rising Tide This book chronicles the evolution of P&G from local candle maker to global multinational Second purpose of the book is to explain the company’s success in its core business of building consumer brands Research for the book done through a series of interviews conducted with a host of senior and middle managers
8. Some shortcomings Despite having documented data, the authors have relied on interviews with P&G managers ….managers employed with P&G, while being interviewed Therefore success is attributed to hard work and resourcefulness of enterprising employees And failures are put down to reasons beyond management control or shown as “lessons” which enabled the company to become stronger
9. Why read this book? Story of how P&G succeeded in building strong brands 1879 1946 1961 1955 1990
10. Why read this book? Succeeded against the worthy competitors
11. Why read this book? And built an organization, admired by many
12. Brief History Getting Started Ivory Soap Story of Tide: Detergent Wars Learning to Compete in Japan Success in Shampoos (80s) Diaper Wars Success in Mexico The Russian Experience Restructuring P&G Million Dollar Brands
13. History of Ivory Soap In 1879, a soap maker at P&G forgot to turn off the soap mixer, during lunch. More than the usual amount of air was shipped into the batch of “The White Soap” To cover up his mistake, the soap maker packaged & shipped the air-filled soap to customers around the country. Soon customers were asking for more "soap that floats." When company officials found out what happened, they turned it into one of the company’s most successful products - Ivory Soap.
14. Excellent Laundry Soap, of great purity and more than average cleansing power “It Floats” / Purity 99 44/100 % “Suitable for all kinds of washing needs: face and hands, clothing and delicate articles….” Earliest Advertising in all Leading Magazines of US “If your grocer does not keep the Ivory Soap and declines to get it for you, the manufacturer (P&G, Cincinnati) will furnish it direct”
15. Crisis in Production In 1884, a fire broke out in the downtown factory consuming a sizable portion of the soap operations This disaster gave P&G an opportunity to overhaul their soap production setup. The opportunities in the market were immense and the competition high. “IvoryDale” Unit built in the outskirts of Cincinnati helped Ivory move into the next level of readiness in terms of product availability Ivory defined and taught P&G to get over initial setbacks and prepare for bigger businesses
16. Brief History Getting Started Ivory Soap Story of Tide: Detergent Wars Learning to Compete in Japan Success in Shampoos (80s) Diaper Wars Success in Mexico The Russian Experience Restructuring P&G Million Dollar Brands
17. Detergent Wars: The early days In the 1920s, Americans used soap flakes to clean their laundry. The flakes performed poorly in hard water, leaving a ring in the washing machine, dulling colors, and turning whites gray. P&G began an ambitious mission to change the way Americans washed their clothes. Researchers discovered two-part molecules which they called synthetic surfactants. Each part of the "miracle molecules" executed a specific function--one pulled grease and dirt from the clothes, while the other suspended dirt until it could be rinsed away. In 1933, this discovery was introduced in a detergent called "Dreft," but it could only handle lightly soiled jobs. The next goal was to create a detergent that could clean heavily soiled clothes. That detergent was Tide®.
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19. Detergent Wars: The Tide Revolution Created in 1943, Tide detergent was the combination of synthetic surfactants and "builders." The builders helped the synthetic surfactants penetrate the clothes more deeply to attack greasy, difficult stains. Introduced to test markets in October 1946 as the world’s first heavy-duty detergent, consumer response to Tide was immediate and intense. Tide detergent outsold every other brand within weeks. It became so popular that store owners were forced to limit the quantity purchased per customer. Tide detergent was improved 22 times during its first 21 years on the market, and P&G still strives for perfection. Each year, researchers duplicate the mineral content of water from all parts of the United States and wash 50,000 loads of laundry to test Tide detergent’s consistency and performance
20. Brief History Getting Started Ivory Soap Story of Tide: Detergent Wars Learning to Compete in Japan Success in Shampoos (80s) Diaper Wars Success in Mexico The Russian Experience Restructuring P&G Million Dollar Brands
21. Learning to compete in Japan “If you cant compete with them in Japan, you cant compete with them anywhere” P&G entered Japanese market by acquiring Nippon Sunhome Ltd in 1973 – and in three years their laundry powder “Cheer” become a best seller Understanding Japanese Culture: Mistakes in Advertising Understanding Local Customs and Culture – instead of adapting American way of working helped P&G gain a foothold in the Japan market.
22. “The Great Flying Leap” 5 Key Points for Growth in Japan Understand Japanese Consumers Tailor Products To Japan Market With Sensitivity To Culture Sell The Company’s Image Penetrate The Japanese Distribution System
23. Innovation in Japan On Kao / Lion: By attacking them on their home turf P&G weakened its rivals, delayed their international expansion and P&G gained deep insight into the local marketplace Febreze odor removing fabric spray is P&G’s crowning glory in innovative marketing
24. Brief History Getting Started Ivory Soap Story of Tide: Detergent Wars Learning to Compete in Japan Success in Shampoos (80s) Diaper Wars Success in Mexico The Russian Experience Restructuring P&G Million Dollar Brands
25. Success in Shampoos (80s) Market Scenario Pantene: Acquired by Richardson Vicks Inc in 1985 Other Brands - Head & Shoulders : had a 25% MS in the early 60s Prell: Had a 22% MS in the 70s By the 80s – Hair styles had changed/ aggressive new competition / P&G responding sluggishly Most products in hair care were “very similar, without much differentiation” Manufacturing of shampoos inexpensive – low entry barriers compared to the other categories of P&G
26. Evolution of P&G Shampoos Pert – BC18 – Pert Plus – Pantene Pro V Pert, launched in 1979 to turn the tide. Campaign line “Coast for your hair” The brand was positioned on refreshment and a green hi-scent formulation. With competitors adding and communicating the component of conditioner more aggressively; Pert quickly changed its brand promise to “Wash & Go” Since conditioner was seen as a very important aspect; Pert failed to evoke a strong response amongst consumers Though P&G had a proven track record with technological breakthroughs (synthetic cleaning – Drene 1930s & dandruff control – Head & Shoulders 1960s), it seemed to have lost its technological edginess
27. Technology Breakthrough Testing (Beauty Care Product 18) BC18 : HPT , Focus Response Success of Pert Plus – First Shampoo + Conditioner Entry into Taiwan Market – Pantene Pro V Pantene Pro V : “Don’t‘ hate me because I’m beautiful” / Selling on the aura of beauty instead of functional performance Going Global
28. Brief History Getting Started Ivory Soap Story of Tide: Detergent Wars Learning to Compete in Japan Success in Shampoos (80s) Diaper Wars Success in Mexico The Russian Experience Restructuring P&G Million Dollar Brands
29. Diaper Wars Primary Competitor - Huggies (Kimberly Clark) Introduction of Luvs – a premium diaper brand Learning from detergent category on multiple brand in a single category (Tide = premium , Cheer = safe on colors, Gain = fresh scent , Oxydol = bleach) P&G worked on a strategy that Pampers stands for VFM and Luvs – a more premium offering
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32. Brief History Getting Started Ivory Soap Story of Tide: Detergent Wars Learning to Compete in Japan Success in Shampoos (80s) Diaper Wars Success in Mexico The Russian Experience Restructuring P&G Million Dollar Brands
33. Success in Mexico Strong competition from Colgate – Entrenched Player Advertising Council Issues – Get the Language Right Turning Point – Rapido Detergent / Perfect for local water conditions Followed by the success of Ariel Mexico seen as a entry point / Hub to Latin America
34. Ariel become P&G’s first Blockbuster Brand in Mexico Based on Enzyme Formulations originally developed in Europe
35. Brief History Getting Started Ivory Soap Story of Tide: Detergent Wars Learning to Compete in Japan Success in Shampoos (80s) Diaper Wars Success in Mexico The Russian Experience Restructuring P&G Million Dollar Brands
36. Russia Market Tracking the breakdown of communist Russia Division of markets & setting objectives Test Launches based on set objectives Values of Company communicated
37. Crash of the Russian Market Agree on Realistic Volume Forecasts Restructure Internal Process and Workloads Re-evaluation Of Supply Chain / Economize & Simplify Operations Severance Package To Reduce Workload Localize Management and Production
38. Brief History Getting Started Ivory Soap Story of Tide: Detergent Wars Learning to Compete in Japan Success in Shampoos (80s) Diaper Wars Success in Mexico Business with WallMart The Russian Experience Restructuring P&G Million Dollar Brands
39. Restructuring P&G Strategic Acquisitions Pruning Low Potential SBUs / Exit Options Supply Chain Reconfiguration – Understanding Issues Deal with Wall Mart Understanding & Implementing Value Pricing Lafleys 10 beliefs Values of P&G
40. Strategic Acquisitions By 2K – P&G has a fast growing brands in beauty & health care (including oral care) and had traditional strong brands in fabric care, home care and paper products (including feminine protection) Major Acquisitions of the period : Max Factor (1991), Tambrands (1997), Iams (1999), Clariol (2001) and Wella (2003)
41. Pruning Low Potential SBUs P&G departed from Crisco, Spic and Span, Biz, Duncan Hines and Jif Hard Look at Food & Beverage Business / No Power Brands apart from Folgers and Pringles Concerns on Citrus Hill Orange Juice (planned entry into Juices) and Fisher Nuts (planned entry to complement Pringles in the salty snack category) Sept ‘92 – P&G liquidated Citrus Hill (along with selling off other minor Juice Brands) & in ‘95 after accumulating modest losses sold Nuts business to John B San Filippo
42. Supply Chain Reconfiguration The era of passing out costs increases to consumers was over, so what were the avenues of cost control? If orders were primarily coming through Electronic Orders, what was the role of the modern salesman? Customers were getting more sophisticated in their use of IT and inventory management Purchasing decisions in customer organizations were shifting from traditional criteria such as price and allowances to a more holistic set of criteria
43. Value Pricing Look at the Market Value of the Company and subtract what the Balance Sheet says – the difference is the future earning power at NPV If Brands are your source of Value Creation – then you have to ask “What are we doing to create strong brands” The stronger you make the more value you add to the company” Strong Brand Franchises are created by creating strong consumer loyalty. “As a consumer if I came to a store and saw Tide at half the price I pad the week before, I’d be angry”
44. Bold Move and Subsequent Repercussion Between 1989 – 90, P&G shifted virtually all its offerings to value pricing – attracting strong reactions SUPERVALU added a Surcharge to P&G products / Certified Growers Midwest, a big distributor removed 40 P&G products off the list / Von’s a leading grocery chain in New England removed 13 products off the shelf / “P&G is acting like a dictator, and like all dictators, they will fail. We will do everything in our power to undermine their plan” – Stop & Shop, leading grocery chain
45. Deal with Wal-Mart In 2002, it took 117 prime time ads to reach 80% of 18-49 yr By Comparison, 50% of the US Households shopped at Wal-Mart every week / 80% shopped at WM every month Walton & Pritchett’s Canoe trip Deal on Knowledge Transfer, Total System Efficiency, Total Quality Sharing of experiences in Electronic Ordering, Custom Built Displays and New Sources of Cost Control
46. 10 things I believe – A.G. Lafley Lead change: Change is inevitable The consumer is boss Innovation is our lifeblood Power of strategy: Where to play and how to win Power of execution: Win in the store Power of brands Power of knowledge and learning Power of P&G people: Without us, no strategies, no brands, no execution Direct, simple and transparent: What you see is what you get Take purpose, values and principles seriously
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48. Brief History Getting Started Ivory Soap Story of Tide: Detergent Wars Learning to Compete in Japan Success in Shampoos (80s) Diaper Wars Success in Mexico Business with WallMart The Russian Experience Million Dollar Brands