PROCTER AND GAMBLE

PRESENTED BY-MAMTA GUPTATEJAS JADHAVSHRIKANT WANKHADE

The American Multinational consumer goods company Procter and Gamble was founded in 1837 by William Procter and James Gamble

It is headquartered at Cincinnati, Ohio, United States

A.G.Lafley is the current chairman ,President and CEO of the company

Globally , it employs 1,21,000 people and around 15,000 in India

The tagline of the company is “Touching lives , improving life”

P&G is one of the largest and amongst the fastest growing consumer goods companies in India.

Established in 1964,P &G India now serves over 650 million consumers across India.

Its presence spans across three major segments:

Beauty and Grooming segment

Household care

segmentHealth and well being segment

P&G operates under three entities in India - two listed entities

“Procter & Gamble Hygiene and Health Care Limited” and

‘Gillette India Limited’, as well as one 100% subsidiary of the parent company in the U.S. called ‘Procter & Gamble Home Products’.

Has a direct reach of 1.3 million outlets across India. Invested in the country via its five plants and over

nine contract manufacturing sites.

The trusted Brands include:

Vicks Tide Whisper Olay Gilette Ambipur Pampers Pantene Oral-B Head and shoulders Wella Duracell Ariel

BRAND ACTIVATION STRATEGY – SANGEETA BHABHI IN RURAL AREAS

ABOUT SANGEETA BHABHI(SB) STRATEGY

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• MARKETING STRATEGY IN THE FORM OF SANGEETA BHABHI A DEDICATED HOUSE WIFE• TO PUSH TIDE AND HEAD AND SHOULDERS AS A “KAMYABI JODI” IN RURAL AREAS• 100 VILLAGES IN CENTRAL U.P WERE COVERED AS A PILOT PROJECT• EXERCISE INVOLVED TEAMS NARRATING SANGEETA BHABHI’S STORY(AN EDUCATED MARRIED WOMEN) HIGHLIGHTS THE IMPORTANCE OF TWO BRANDS

• PURPOSE COMMUNICATE TARGET AUDIENCE THE IMPORTANCE OF HIGHER VALUED AND HIGHER PRICED BRAND LIKE TIDE

THROUGH THIS INITIATIVE PNG IS HOPING TO USER TRIALS FOR BOTH SKU PACKS AND SATCHETS

PNG PLANS TO ROLL OUT THIS STRATEGY TO 5000 VILLAGES AND HOPES THIS STRATEGY WILL“TIDE” OUT COMPETITION

PNG’S STRATEGIES FOR PAMPERS AND WHISPER

• PNG HAS EMPLOYED IT’S SMART INNOVATIVE PRICING STRATEGY

• RURAL SALES HAVE GROWN BY 150 PERCENT IN THE LAST TWO YEARS

•KEY REASON IS LOWEST PRICE OF 10 RS

•PAMPERS RURAL SALES IS NOW EXCESS OF RS. 200 CRORES

• EVEN RURAL CONSUMER HAS STARTED USING BRANDED DIPERS

• SIMILAR PRICING POLICY HERE LOWEST SKUFOR RURAL WOMEN IS 25 RS/8 PIECESAVG TURNS TO BE RS 3 PER SANITARY NAPKIN

• RURAL SANITARY NAPKIN SALES HAVE GREW 74 PERCENT OVER PREVIOUS YEAR NOW RANGING 366 CRORE PLUS

FMCG MARKET GROWTH RATES PNG DOING GOOD

C.S.R ACTIVITIES IN SPREADING AWARENESS BY PNG ESPECIALLY FOR RURAL

PROJECT SHIKSHA-

BUILT AND SUPPORTED 140 PLUS SCHOOLS ACROSS INDIA

TILL DATE HAS HELPED 2,80,000 UNPREVILEGED CHILDREN OF INDIA

SINCE INCEPTION SHIKSHA HAS DONATED AROUND 22 CRORES TO INDIA’S EDUCATION

PROJECT PARIVARTAN:WHISPER SCHOOL PROGRAMME-

PROTECTING MILLIONS OF ADOLESCENT GIRLSUSING UNHYGENIC CLOTH AS SANITARY NAPKINS

IMPROVED LIVES OF 2MILLION GIRLS ACROSS 15000 SCHOOLS IN INDIAENSURES THESE GIRLS DON’T MISS SCHOOL ON ACCOUNT OF PERIODS

THANK

YOU