case file: p&g

Proctre&Gamble

ABOUT

• Global leader in branded consumer goods• Category defining products• First to attempt direct advertising

Fortes:• Strong consumer research• Powerful innovation network• Evolving market strategy• Strong marketing talent• Huge commitment to advertising

BACKGROUNDCOMPANY

INTERNATIONAL EXPANSIONS

ACQUISITIONS

Charmin Paper Mill. Folgers Coffee. Pampers. Downey. Bounce. Whisper. Pringles. Pantene…

“acquisition or joint venture on a small scale, and through trial and error, learn the formula for success before making a major commitment.” – FORMULA/STRATEGY

MISSION

build on its company purpose to improve the lives of its customers through

continued innovation to reach “More Consumers, In More Parts of the World,

More Completely.”

SITUATIONANALYSIS

CHALLENGE 1.NEED FOR REPLACEMENT OF TRIAL AND ERROR BASED PRODUCT INNOVATION

SOLUTION.SETTING UP THEIR OWN ANALYTICAL LAB AND A PROFESSIONAL R&D DEPARTMENT

CHALLENGE 2.IMPLEMENTATION OF EXPANSION POLICIES

SOLUTION.SEVEN GLOBAL BUSINESS UNITS REPLACED THE FOUR GEOGRAPHICAL BUSINESS UNITS

CHALLENGE 3.IMPLEMENTATION OF INNOVATION IN PRODUCTS

SOLUTION.50% PRODUCTS FROM THE LABS AND 50% PRODUCTS THROUGH THE LAB

MAIN CASE

OBJECTIVE

MARKETING

1. MARKETING STRATEGY

• New Design Unit• Shift from Process Oriented to a Customer Centric Marketing

• Focus on Return on Market Investment (ROMI)• ‘Store Back’ approach• Successful Advertising Campaigns

2. COMMITMENT

• Extensive interaction with Users• Big data analysis from customer reviews

3. SPONSORSHIPS

• Raise its visibility in emerging markets• Featured in powerful sports attractions, as in the NFL and the Olympics

4. ENDORSEMENTS

• Exceptional Celebrities and Sportspersons alike were endorsed

• Individal Sponsorship Deals

AND MEDIA

AND…

DIGITAL MARKETING

+INTERACTIVE COMMUNITY PROMOTION

BIGGEST PROBLEM

STATEMENT?

CL ASH O F VA L U E S :Long s t a n d i n g c e n t r a l i z a t i o n

a n d i n t e r n a l f o c u s w i t h Connec t a n d Deve l o p

GROWTH IND ICATOR

CON C L US ION

P&G announced it was streamlining the company, dropping around 100 brands and

concentrating on the remaining 65 brands, which produced 95% of the company's profits

C O M P A N Y P L A N S :a much simpler, much less complex company of

leading brands that's easier to manage and operate

This presentation was created by Sayan Das, IIT Bombay, as a part of coursework for the

internship under Professor Sameer Mathur, IIMLThank You