SO HOW IT WAS STARTED?

GLOBAL LEADER IN BRANDED CONSUMER GOODS HAS  TWO  DOZEN  BRANDS  WITH  WORTH  MORE  THAN  $1BILLION  

     CURRENTLY  OPERATES                                                                        IN  MORE  THAN  80  COUNTRIES  

                                   FINANCIAL  HIGHLIGHTS  OF  P&G  IN  YEAR  2016  

WHAT MADE IT SO SUCCESSFUL?

INNOVATION AND R&D

 1  

IN  1887,P&G  STARTED    FIRST  CORPORATE  R&D  LAB  IN  FIELD  OF  CONSUMER  GOODS  

CONNECT AND DEVELOP

50% OF INNOVATION AND NEW PRODUCTS COME FROM P&G NETWORK OF LABS AND ANOTHER 50% THROUGH PARTNERSHIPS AND CONNECTIONSWITH NON P&G SCIENTISTS AND ENGINEERS

FIRST  TOOTH  PASTE  WITH  FLOURIDE  

1955  

                     FIRST  DISPOSABLE  DIAPERS  

         1961   ANTI  DANDRUFF  SHAMPOO  

1961  

SOME OF RENOWNED PRODUCTS DEVELOPED BY R&D TEAM OF P&G

2

INNOVATION IN MARKETING APPROACH

•  FIRST PRODUCT ADVERTISED DIRECTLY TO CONSUMERS

•  SPONSORSHIP OF DAYTIME RADIO DRAMAS AND TELEVISION COMMERCIALS

 

LAUNCHING PRODUCT AT RIGHT TIME BEFORE COMPETITORS

THE LAUNCH OF TIDE BEFORE COLGATE OR LEVER COULD LAUNCH THEIR OWN VERSIONS HELPED TIDE IN GAINING TWO YEAR LEAD ON THE COMPETITION

INCREASED EMPHASIS ON PRODUCT DESIGN

INTENSIFIED  FOCUS  ON  DESIGN  IS  MARRIED  TO  COMPANY’S  LONG  STANDING  FOCUS  ON  PRODUCT  FUNCTIONALITY  AND  PRICE    

CUSTOMER CENTRIC MARKETING

DURING  2009  RECESSION  ,THROUGH  VARIOUS  SALES  PROMOTIONAL  ACTIVITIES  LIKE  COUPONS,SPECIAL  OFFERS,P&G  WAS  ABLE  TO  ATTRACT  RECESSION-­‐  WARY  CONSUMERS  

SHARP FOCUS ON RETURN ON MARKETING INVESTMENT

LEAD  TO  A  SHIFT  FROM  TRADITIONAL  TV  AND  PRINT  MEDIA  MARKETING  TO  DIGITAL  AND  DIRECT  MARKETING    

ENTERING INTO NEW PRODUCT CATEGEORY THROUGH MERGERS AND ASSOCIATIONS

SOME BRANDS ACQUIRED BY P&G

DIGITAL  MEDIA  ENABLED  A  RAFT  OF  NICHE  EXPERIMENTATION  TARGETED  TO  SPECIFIC  CUSTOMERS  INCLUDING  ONLINE  SERIALS,VIDEO  GAMES  AND  YOUTUBE  CHANNELS  FOR  SPECIFIC  PRODUCTS  

USE  OF  SOCIAL  MEDIA  AND  BLOGS  FOR  ACTIVELY  CONNECTING    WITH  PEOPLE  

TO RAISE ITS VISIBILITY IN EMERGING MARKETS

HELPS  IN  CREATING  BRAND  AWARENESS  AND  CONNECTING  WITH  CUSTOMERS  IN  EMERGING  MARKETS  

Helps  in  Establishing  faith  and  respect  for  brand    there  by  increasing  brand  equity  

COMMITMENT TO CONSUMER 3  

P&G  CONDUCTS  20000  RESEARCH  STUDIES  EVERY  YEAR  AND  INVESTS    NEAR  ABOUT  $500  MILLION  FOR  DEVELOPING  AND  EXECUTING  THESE    STUDIES  

TYPES OF MARKET RESEARCH TOOLS USED BY P&G

PROVIDED NEW MARKETING AND PROMOTIONAL OPPORTUNITIES