Download - Procter&Gamble:Marketing Capabilities
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FOUNDERS
WILLIAM PROCTER
JAMES GAMBLE
1838-P&G Print Advertisement
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Known for iconic category-defining product
Global leader in branded consumer goods
Managed two dozen $1 billion brands
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2010 Annual Report
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COMPANY BACKGROUND
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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
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Followed by Edward.G.Harness
Robert.A.McDonald
David .S.Taylor
CEOs’ of P&G
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A.G.LAFLEY ROBERT MCDONALD
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INNOVATION AND R&D
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Crest Toothpaste
First toothpaste
with fluoride
Head &Shoulders
Dandruff shampoo
Pampers
Disposable
diapers
First time products that took a scientific approach
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MARKETING AT P&G
Marketing strategy
Commitment to the consumer
Advertising
Media spending
Digital marketing
Social media
Interactive community promotion
Moving forward
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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
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2010 Winter Olympics campaign
featured a commercial that thanked
moms around the world
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COMMITMENT TO THE CONSUMER
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INTERACTED
WITH
5 MILLION
CONSUMERS
IN 100
COUNTRIES
20000
RESEARCH
STUDIES
EVERY YEAR
INVESTED $500
MILLION INTO
DEVELOPING
AND
EXECUTING
STUDIES
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Enrolled 600000 women
Crafted products that
women shared with peers
Gave them
samples, coupans
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First product to be advertised directly to consumers
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P&G sponsored daytime dramas
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Sponsorships
2010 Olympics U.S.A National Football League
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Celebrity Endorsements
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Roger Federer
Youtube video attracted 2 million
Visitors to Gillette channel
Sebastian Vettel
Long term sponsorship
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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
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Digital Marketing
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Launched in 2000
Provided free samples
Provided expert advice for teenage girls
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Targeted African-American women
Collection grew 20% in 1st half of 2010
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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
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SOCIAL MEDIA
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Features household advice for men…
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Interactive Community Promotion
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Loads of Hope Campaign
Laundromat to wash survivors’ clothes and sold
T-shirts that went towards families affected by hurricane
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Moving Forward
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The firm has proved its ability through
“The Man Your Man Could Smell Like”
Manofthehouse.com
“Thankyou,Mom”
“Loads of Hope”
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Iconic Brands
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1.The message that IVORY equalled purity
withstood the test of time
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2.TIDE was a break-through product after the World War II
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3.PAMPERS is a blockbuster brand that
created the disposable diaper category
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4.CREST was the first toothpaste
with fluoride
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5.ALWAYS is P&GS first
truly global product
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Summary
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DISCLAIMER
CREATED BY PAYESVINI BABU,PSG COLLEGE OF
TECHNOLOGY ,DURING A MARKETING
INTERNSHIP BY PROF.SAMEER MATHUR,IIM
LUCKNOW