Case file: P&G
Transcript of Case file: P&G
Proctre&Gamble
ABOUT
• Global leader in branded consumer goods• Category defining products• First to attempt direct advertising
Fortes:• Strong consumer research• Powerful innovation network• Evolving market strategy• Strong marketing talent• Huge commitment to advertising
BACKGROUNDCOMPANY
INTERNATIONAL EXPANSIONS
ACQUISITIONS
Charmin Paper Mill. Folgers Coffee. Pampers. Downey. Bounce. Whisper. Pringles. Pantene…
“acquisition or joint venture on a small scale, and through trial and error, learn the formula for success before making a major commitment.” – FORMULA/STRATEGY
MISSION
build on its company purpose to improve the lives of its customers through
continued innovation to reach “More Consumers, In More Parts of the World,
More Completely.”
SITUATIONANALYSIS
CHALLENGE 1.NEED FOR REPLACEMENT OF TRIAL AND ERROR BASED PRODUCT INNOVATION
SOLUTION.SETTING UP THEIR OWN ANALYTICAL LAB AND A PROFESSIONAL R&D DEPARTMENT
CHALLENGE 2.IMPLEMENTATION OF EXPANSION POLICIES
SOLUTION.SEVEN GLOBAL BUSINESS UNITS REPLACED THE FOUR GEOGRAPHICAL BUSINESS UNITS
CHALLENGE 3.IMPLEMENTATION OF INNOVATION IN PRODUCTS
SOLUTION.50% PRODUCTS FROM THE LABS AND 50% PRODUCTS THROUGH THE LAB
MAIN CASE
OBJECTIVE
MARKETING
1. MARKETING STRATEGY
• New Design Unit• Shift from Process Oriented to a Customer Centric Marketing
• Focus on Return on Market Investment (ROMI)• ‘Store Back’ approach• Successful Advertising Campaigns
2. COMMITMENT
• Extensive interaction with Users• Big data analysis from customer reviews
3. SPONSORSHIPS
• Raise its visibility in emerging markets• Featured in powerful sports attractions, as in the NFL and the Olympics
4. ENDORSEMENTS
• Exceptional Celebrities and Sportspersons alike were endorsed
• Individal Sponsorship Deals
AND MEDIA
AND…
DIGITAL MARKETING
+INTERACTIVE COMMUNITY PROMOTION
BIGGEST PROBLEM
STATEMENT?
CL ASH O F VA L U E S :Long s t a n d i n g c e n t r a l i z a t i o n
a n d i n t e r n a l f o c u s w i t h Connec t a n d Deve l o p
GROWTH IND ICATOR
CON C L US ION
P&G announced it was streamlining the company, dropping around 100 brands and
concentrating on the remaining 65 brands, which produced 95% of the company's profits
C O M P A N Y P L A N S :a much simpler, much less complex company of
leading brands that's easier to manage and operate
This presentation was created by Sayan Das, IIT Bombay, as a part of coursework for the
internship under Professor Sameer Mathur, IIMLThank You