p&g procter & gamble harvard case study: marketing capabilities
TRANSCRIPT
CONTENT
COMPANY FACTS
P&G BACKGRO
UNDISSUES
MARKETING AT P&G
INFERENCE
Company’s Timeline
FACTS.GLOBAL LEADER IN CONSUMER GOODS.
MORE THAN A DOZEN BILLION DOLLAR BRANDS.
THE FIRST COMPANY TO ADVERTISE DIRECTLY TO CONSUMER.
WORLD’S LARGEST INANCIAL COMMITMENT TO MARKETING AND ADVERTISING.
Promotional Budget
8.68 BILLION ADVERTISING BUDGET (2010)78.94 BILLION SALES HIT(2010)
12.74 BILLION -NET SALES(2010)186.63 BILLION- MARKET CAPITALISATION
Vision statement• Who we are• What we value
Strategy• What we want to become
Goals & Objective• How we gauge our degree of success
HEALTH CARE
Segmented Market
EXPANSION THROUGH ACQUISITIONS
P&G MARKETING STRATEGYBUILDING
CUSTOMER RELATIONSHIP MANAGEMENT(CRM)
CONSTANT INNOVATION
BRAND MANAGER SYSTEM
SATISFY THE CUSTOMER IN A SUPERIOR WAY TO WIN OVER THE COMPETITION AND ACHIEVE LEADING POSITION IN THE MARKET
ORGANISE QUALITATIVE CONSUMER TESTING AND RUN MONTHLY EVALUATIONS OF NEW PRODUCT LAUNCH.
Customer relationship managementPURPOSE : ENABLES ORGANISATIONS TO GAIN
ADVANTAGE OVER IT’S COMPETITORS.
FOCUS : CREATING VALUE FOR THE CUSTOMER AND THE COMPANY OVER THE LONG TERM.
CRM AND RETAINING CUSTOMERS ARE IMPORTANT FOR CORPORATE PERFORMANCE
ADVERTISING
P&G reconsidered its advertising strategies to better meet the company: global market and consumers
Celebrity Endorsement
Event Sponsorship
Designing & Innovation
Customer Centric Marketing Approach
Return on market investments (ROMI)
MARKETING STRATERGIES
SOCIAL MEDIA MARKETING
INFERENCE
P&G is a company with a strong R&D and consumer research ,high quality performance , powerful innovation ,evolving marketing strategy ,strong marketing talent and strong commitment on media spending budget.
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