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Global Leader in branded consumer goods

Known for iconic category-defining products (Crisco, Ivory, Tide)

COMPANY BACKGROUND

First Global Brands- Always, Pringles & Pantene (in 1980s)

Connect-and-Develop50%50%Innovation & new productsFrom P&G labsNon-P&G scientist & engineersShift mindsets away from resistance to not invented here

IMPACT

R&D investment (percentage of sales): 4.8% (2000) increases 3.4% (2006)Firm struggled to control costsStocks slid: $118 increases $52 (over 18 months)

COMMITMENT TO CONSUMER

AD AND SOCIAL MEDIA PRESENCE

While maintaining its central advertising strategy, P&G shifted to focus more design- and emotion-driven advertisingP&Gs staple advertisements focused on its product superiority and clear functional benefits

Most successful campaign in P&Gs 175 year history

Delivered + $200 million incremental sales (USA)

17 million views on YouTube

Most shared videos of the Games33.6 billion earned media impressions

COVERGIRLFor 50 years, COVERGIRL has created must-have beauty products that bring out the best in women.

GILLETTE Gillette YouTube channel featuringRoger Federer commercial attracted+ 2 million viewers.

P&G shifted to coupons and instore promotional activities.This maintained media pressure, while shifting all costs.P&G maintained its marketing budget in early 2009 recession

P&G expanded its digital offeringWEB SERIES

P&G expanded its digital offeringWEB SITES

INTERACTIVE COMMUNITY PROMOTION

MOVING FORWARD

DisclaimerThank You

Created by Fazal Ahmad, VIT UNIVERSITY, during a marketing Internship by Prof. Sameer Mathur, IIM Lucknow.