Proctor and Gamble:

Marketing Capabilites

Introduction•Global leader in branded consumer goods

•Known for iconic category-defining products

Brands

Background•Founded by William Proctor and James Gamble in 1837.

•Pursuaded international expansion in the 1930s.

WHAT MADE PROCTOR AND GAMBLE SUCCESSFUL ?

Expansion through acquisition Brands acquired• Charmin Paper Mill (1957)• Folgers Coffee (1963)• Crush International Limited (1980)• Frostproof (1981)• Norwich Eaton Pharmaceuticals (1981)

Innovation and R&D

Products created by P&G• Disposable diapers• Liquid fabric softener• Fabric softener

Marketing at P&G

Dynamic Marketing Strategy

Commitment to the Consumer

Advertising

Sponsorships

CelebrityEndorsements

Media Spending

Digital Marketing

Social Media

Interactive Community Promotion

Emphasis on Design

Moving Forward

Iconic P&G Brands

Ivory Soap

Tide Detergent

Pampers Diapers

Crest Dental Care

Always Sanitary Pads

Connect and Develop

Under this campaign which started in 1999, P&G partnered with other companies to develop new products

DISCLAIMER

Prepared by Niyor Sisodia during IIT Lucknow Marketing Internship under the guidance of Prof. Sameer Mathur