case file: p&g
TRANSCRIPT
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Proctre&Gamble
ABOUT
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• Global leader in branded consumer goods• Category defining products• First to attempt direct advertising
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Fortes:• Strong consumer research• Powerful innovation network• Evolving market strategy• Strong marketing talent• Huge commitment to advertising
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BACKGROUNDCOMPANY
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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
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MISSION
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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.”
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SITUATIONANALYSIS
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CHALLENGE 1.NEED FOR REPLACEMENT OF TRIAL AND ERROR BASED PRODUCT INNOVATION
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SOLUTION.SETTING UP THEIR OWN ANALYTICAL LAB AND A PROFESSIONAL R&D DEPARTMENT
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CHALLENGE 2.IMPLEMENTATION OF EXPANSION POLICIES
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SOLUTION.SEVEN GLOBAL BUSINESS UNITS REPLACED THE FOUR GEOGRAPHICAL BUSINESS UNITS
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CHALLENGE 3.IMPLEMENTATION OF INNOVATION IN PRODUCTS
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SOLUTION.50% PRODUCTS FROM THE LABS AND 50% PRODUCTS THROUGH THE LAB
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MAIN CASE
OBJECTIVE
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MARKETING
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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
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2. COMMITMENT
• Extensive interaction with Users• Big data analysis from customer reviews
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3. SPONSORSHIPS
• Raise its visibility in emerging markets• Featured in powerful sports attractions, as in the NFL and the Olympics
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4. ENDORSEMENTS
• Exceptional Celebrities and Sportspersons alike were endorsed
• Individal Sponsorship Deals
AND MEDIA
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AND…
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DIGITAL MARKETING
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+INTERACTIVE COMMUNITY PROMOTION
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BIGGEST PROBLEM
STATEMENT?
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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
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GROWTH IND ICATOR
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CON C L US ION
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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
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This presentation was created by Sayan Das, IIT Bombay, as a part of coursework for the
internship under Professor Sameer Mathur, IIMLThank You