proctor & gamble : marketing capabilities
TRANSCRIPT
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Proctor & Gamble
Presentation by:Shubham Agnihotri
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IntroductionGlobal leader in branded consumer
goods
Two dozen brands worth $1 billion
worldwide
Holds many category defining brands
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Brands
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P&G has managed its brands very
well….
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P&G exploits unmet
costumer needs
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Constant innovati
on in brands
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Every brand for a specific market
segment
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Ivory How it was marketed?
Direct Marketing
Promotion on the basis of Purity
Contests and Merchandising
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Tide
It was launched directly without market testing
Gave P&G a 2 year lead over its competitors
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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
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Always
First global product of P&G
Brought about the introduction of winged pads in 1985 and ultra-
thin pads in 1990
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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.
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P&G created many product categories through innovation
Disposable Diapers
Liquid fabric softners
Fabric softner sheets
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P&Gs Global Expansion in 1980s
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P&G further expanded through
Acquisitions
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Brands acquired in the 1980s
Crush International limited (1980)
Frostproof (1981)
Norwich Eaton Pharmaceuticals
Richardson-Vicks
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P&G became U.S.’s top cosmetics company by
1990
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Acquisition of Gillette in 2005 made P&G the top consumer
goods company
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Direct to Customer
Through Sponsorships
Through Celebrity endorsements
P&G’s Advertising
Strategy
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Direct Customer Advertising was used for Ivory, Crisco,
Camay and Oxydol
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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)
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P&G has always valued R&D
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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
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P&G undertook the Connect-and-
Develop campaign in
1999
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Under Connect-and-Develop…
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P&G partnered with outside firms to
develop new products
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Prepared the list of top 10 products where
innovation is possible
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Established region wise Connect-and-
Develop hubs
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P&G has paid special attention to Design
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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
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P&G takes efforts towards customer orientation and understanding
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Developed Faux homes and Stores to obtain real market
feel for employees
Lets costumers customize the products
Does analysis of Return of Marketing Investment
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Carries out Costumer
interviews to get feedback
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P&G has established itself as world’s leading consumer goods
company
But it faces many challenges for the future….
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Continuous pressure to innovate
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Decision regarding which brands to retain and
which to drop
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And finally…
Keeping an eye on costs
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THANK YOU
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DISCLAIMER Created by Shubham Agnihotri, IIT(BHU), Varanasi during a marketing internship by Prof. Sameer Mathur, IIM Lucknow.