p&g 165 yillik serÜvenİ

7/30/2019 P&G 165 YILLIK SERVEN

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Veysel TEKTA

mer Yeke


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Type : Public ( NYSE:PG)

Founded: 1837

Headquarter: Cincinnati , Ohio ,USA

Key people: Bob McDonald (Chairman ,Presidentand CEO )

Industry: Consumer Goods

Total Revenue: US$ 19,416 billion (jan-march

quarter 2012)Net income: US$ 2,411 billion

Full time Employees:129.000


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History

William Procter, a candlemaker, and James Gamble asoapmaker, emigrated from England and Ireland respectively.They settled in Cincinnati initially and met when they marriedsisters, Olivia and Elizabeth Norris.

Alexander Norris, their father-in-law, called a meeting inwhich he persuaded his new sons-in-law to become businesspartners. On October 31,1837, as a result of the suggestion, Procter & Gamble wasborn.

initial capital :7.192,24 $


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Cincinnati,Ohio,USAAdvantages

Logistics

Raw material

Disadvantages

Climate


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1865

CIVILWARDuring the American Civil War, the company won

contracts to supply the Union Army with soap and candles.In addition to the increased profits experienced during thewar, the military contracts introduced soldiers from all overthe country to Procter & Gamble's products.

New opportunities

Goverment policy Raw material

1859 petrol

Railroads


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Ivory

^^Btn esvabn mr,d,tarn kokar.Fildiisaraylardan sazlar senielendirir^^.

To learn branding Marketing

(magazine,newspaper) Education to wholesaler

and retailer 14 strike Dividend


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1890-1945

Go to public

Innovation

Research and development

New Advertising(radio)

Krisko

Direct sale


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Market research

market research

departmentestablished(1926)

Hiring 34 new skilledwomen

1930-1942(45-200 $)


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Tide

Tide ^^the washingmiracle ^^ isintroduced.Tide incorporatesa new formula that cleans

better than anythingcurrently on the market .itssuperior performance at areasonable price makes tidethe countrys leading

laundry product by 1950.


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1945-1980

Competitors: lever brothers andcolgate

Crest ,charmin,bountry,pampers,pringles,folg

ers,downy and bounceNet Sales increase ( 342,5

millon-10,8 billion$)New advertisement (tv)

New law against monopolisticncreasing environmental

consciousness


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From teel to Crest

Product development

Crest anduniversity(indiana )

cooperationApproved by ADA (

American DentalAssociation )

Marketing of crest todentists andconsumers .


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Employment policy

Business law andresponsibilities

Performance

Overtime Annual bonus

Firing

Woman rate inbusiness life

Discrimination


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Globalization 1980-1990

Acquisition : Norwich Eaton,Searle ,RVI

Foreign sale .10,8-21,4

billion$ Countries :20-40

Global brands :liquid tide,Crest ,Ultra pampers,Always/whisper, Pringles


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Learning competition fromjapan

market characteristics annual growt : %15Budizm , intoizmWomans per consumption(

soap,detergent,cleaner,personal careproduct)Local big competitor: Kao

,Lio,Nippon sunhome,NihonYushiAcquisition :Nippon Sunhome


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5 Strategic warning1-Low preferability not depend on any products

2-All brands should protect like single brand3-New features are instrinsic to brand or generic

4-Competition follow your technology5-Test the worst scenario


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Mexico

First entry -1948

Radio advertisement

Competitors (Rapido)

Fab (sold by weight)

Price control

Economic crisis Domestic raw material


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Overseas Marketpercentages

-1990

%38 sales

%47-assets


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1998-99

O-2005 powerful product groups and vegeographically market organizations come

into prominence in a global matrix Lines of business portfolio and commercial

customers seperated

Training Advertising campaigns for the creating a

brand and sales promotion


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Contd

Sector is king

Consumers are boss

Huge region huge sector


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Supply Chain

CBD Customer Business Development Value pricing

ECR Efficient Consumer Reaction SGE global eficiency Domestic investments JIT Higher brand value No stock boredom for merchants CNV


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White spaces

Group A Czechoslovak Hungary PolandRussia (some urban parts)

Group B Balkans Baltic Soviet Russia(other urban parts)

Group C


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Russia

Weak economy

Low GDP

Uncertain direction of politic reforms

Develuation

Price sensitivity of consumers

Western firms exit from the market andthe firm become smaller


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Healthcare Products

Huge market and demographic tendencycheering (end of 30s begining of 40s)

Many firms but neither of them have an10% market sharing

Unsatisfied needs

Potential snergy of technical power


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China

Local competitors out of modernmarketing strategies

Government support (14 free trade area )Causes of success

1-Best technology with existing products

2-Strong relation with government on thelevel of national and local

3-Strongest local organization


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China

Long term plan

Competition for low price products so

brand fulfillment and higher eficiency Loyalty of consumer norms


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Strategies

1 Doing the right thing 2 Gaining passion

3 Sustentation of brands 4 Consumers are boss 5 Persons make difference 6 Discipline

7 Innovation everywhere 8 To lead the innovation 9 Alliances offer advantages 10 Community with customers


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Competitors


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Stocks of UN and PG

p&g 165 yillik serÜvenİ

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