procter and gamble : marketing capabilities case analysis
TRANSCRIPT
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Marketing CapabilitiesCase Analysis
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P&G?
• American multinational Consumer goods company
• Personal care products and cleaning agents
• Founders : James Gamble, William Procter
• Current CEO : David S. Taylor
• Headquarters : Ohio, US
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Current Statistics
• Global Leader in Consumer Goods
• 22 billion dollar brands( annual sales)
• Market Capitalization of $186 billion
• Served to 5 billion consumers!!
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Expansion
• Began international expansion in 1930’s and from 1945 to 1980 it started in Western Europe, Japan and Latin America
• Developed Global brands in 1980’s : Whisper, Pringles , Pantene
• “ More Customers, in more parts of the world, more completely” -2010 Mission
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SWOT Analysis
Strengths Weaknesses Opportunities Threats
Large Scale doesn’t invest in Growth in Cheaper local
weaker brands new markets competitors
Diverse Portfolio
Online Media Going eco-friendly
Strong Branding Increasing costs
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Current Statistics
Marketing Ideology
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Marketing Strategies
• Consumer Centric Approach
• Designing and Innovation
• Return on Marketing Investments
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Marketing Expenditure
• $7 billion + every year since 2010
• During Recession , shift to coupons and individual promotions
• Increase in ad spending by $1 billion in 2010, with extensive focus on digital advertising and new media to reach out to more audience
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Changing Marketing Plans
• Initially followed product marketing
• Shift to more forms of advertising in past decade
• Transition to design and emotion driven advertisements, which connects on an individual basis with people.
• Corporate Social Responsibility: Proceeds of Tide T-shirts sales went to hurricane affected families
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Advertising
• First to market and sell directly to customers
• Media Neutral Ideas in global markets ( 2002)
• Celebrity Endorsements
• Sponsorships
• Digital and Social Media
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Digital Marketing
• Websites
• Online Serials, YouTube
• Mobile advertisements
• Television Commercials
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Innovative Advertisements
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Interactive Community Promotion
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Sponsorship for Branding
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Extensive Online Campaigns
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Endorsements for Individual Brands
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Innovation and R&D
• Recruited researchers to work on design
• Opened offices for product development
• Collaborated with other researchers
• Connect + Develop Approach
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Commitment to Consumer
• Interviews and interacts with customers
• Collection of data using tests
• Analysis for implementing to provide the best
• Collaborations with companies for consumer research
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What lies ahead?!
• Global expansion to more regions
• Continued focus on innovation and research
• Region Wise consumer research and product performance
• Interactive brand communities through more social presence
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This Presentation was created by Lakshya Ghuliani ( BITS Pilani Goa) during an internship with Prof. Sameer Mathur, IIM Lucknow.