procter&gamble:marketing capabilities
TRANSCRIPT
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