procter&gamble:marketing capabilities

FOUNDERS

WILLIAM PROCTER

JAMES GAMBLE

1838-P&G Print Advertisement

Known for iconic category-defining product

Global leader in branded consumer goods

Managed two dozen $1 billion brands

2010 Annual Report

COMPANY BACKGROUND

YEAR ACQUISITIONS

1957 Charmin Paper Mill

1963 Folgers coffee

1960s Market tested Pampers

1980s Always/Whispers,Pringles,Pantene

1980 Crush International Limited

1981 Frostproof

1981 Norwich Eaton Pharmaceuticals

1985 Richardson-Vicks ,G.D Searle

1989 Noxell

1991 Max Factor

2003 Iams

2005 Gillettte

Followed by Edward.G.Harness

Robert.A.McDonald

David .S.Taylor

CEOs’ of P&G

A.G.LAFLEY ROBERT MCDONALD

INNOVATION AND R&D

Crest Toothpaste

First toothpaste

with fluoride

Head &Shoulders

Dandruff shampoo

Pampers

Disposable

diapers

First time products that took a scientific approach

MARKETING AT P&G

Marketing strategy

Commitment to the consumer

Advertising

Media spending

Digital marketing

Social media

Interactive community promotion

Moving forward

P&G focussed its attention on in-store promotion

Pampers’ 2008 campaign donated funds for tetanus vaccine.

Stengel brought focus to ROMI-Return on Marketing Investment

2010 Winter Olympics campaign

featured a commercial that thanked

moms around the world

COMMITMENT TO THE CONSUMER

INTERACTED

WITH

5 MILLION

CONSUMERS

IN 100

COUNTRIES

20000

RESEARCH

STUDIES

EVERY YEAR

INVESTED $500

MILLION INTO

DEVELOPING

AND

EXECUTING

STUDIES

Enrolled 600000 women

Crafted products that

women shared with peers

Gave them

samples, coupans

First product to be advertised directly to consumers

P&G sponsored daytime dramas

Sponsorships

2010 Olympics U.S.A National Football League

Celebrity Endorsements

Roger Federer

Youtube video attracted 2 million

Visitors to Gillette channel

Sebastian Vettel

Long term sponsorship

P&G shifted to coupons and in-store promotional activities

In 2010,it increased ad spending by $1 billion

Shifting dollars to digital advertising and other new media

Digital Marketing

Launched in 2000

Provided free samples

Provided expert advice for teenage girls

Targeted African-American women

Collection grew 20% in 1st half of 2010

Transition from a mass marketer to a one-on-one digitized markets

Third-most subscribed channel

Old Spice Twitter account got 94000 followers within a week

13.7 million individual views in YouTube

Isaiah Mustafa, the star of the ads responded to tweets for 48 hours

SOCIAL MEDIA

Features household advice for men…

Interactive Community Promotion

Loads of Hope Campaign

Laundromat to wash survivors’ clothes and sold

T-shirts that went towards families affected by hurricane

Moving Forward

The firm has proved its ability through

“The Man Your Man Could Smell Like”

Manofthehouse.com

“Thankyou,Mom”

“Loads of Hope”

Iconic Brands

1.The message that IVORY equalled purity

withstood the test of time

2.TIDE was a break-through product after the World War II

3.PAMPERS is a blockbuster brand that

created the disposable diaper category

4.CREST was the first toothpaste

with fluoride

5.ALWAYS is P&GS first

truly global product

Summary

DISCLAIMER

CREATED BY PAYESVINI BABU,PSG COLLEGE OF

TECHNOLOGY ,DURING A MARKETING

INTERNSHIP BY PROF.SAMEER MATHUR,IIM

LUCKNOW