Case2 niharika p&g
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Transcript of Case2 niharika p&g
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REDEFINING YOUR MARKET
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About usTHE FIRST COMPANY TO ADVERTISE DIRECTLY TO CONSUMERS INVENTED “SOAP OPERAS” sales $78.94 billion
net income $12.74 billion
market capitalization $186.63 billion
Sales Household care , beauty and grooming health and well-being
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1980s, global expansion: developed its first global brands, including Always/Whisper, Pringles, and Pantene.1981 the citrus processing company Frostproof, prescription drug business, Norwich Eaton Pharmaceuticals and Richardson-Vicks ,G.D. Searle’s nonprescription drug division in 1985.
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1990s, U.S.’s top cosmetics company Noxell (CoverGirl and Noxzema) in 1989 and Max Factor in 1991. In 2003, pet-care market acquiring pet food manufacturer Iams (for $2.3 billion).
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Innovation and R&D: P&G Marketing’s Secret Sauce
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INNOVATE
THE IMPOSSIBLE
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Marketing Strategy CLAUDIA KOTCHKA
DESIGN
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Commitment to the Consumer VOCAL-POINTE-RETAILING
NEUROMARKETINGPSYCHOLOGICAL SURVEYS
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Advertising “If you go back at Procter & Gamble, and in a lot of the industry, we often thought of our brands in terms of functional benefits. But the equity of great brands has to be something that a consumer finds inspirational and an organization finds inspirational.”
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Advertising The first product to be advertised directly to consumerssold directly to consumers
SOUTH KOREA VS
JAPAN
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P&G-SPONSORED DAYTIME DRAMAS
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SPONSORSHIPS
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Media Spending
shifted to coupons and in-store promotional activities
shifting ad costsincreased ad spending by $1 billion20% increase in media impressions
2010shifting dollars to digital advertising and
other new media to broaden the audience.
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Digital Marketing
Social Media
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Interactive CommunityPromotion
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Moving Forward “The Man Your Man
Could Smell Like”
“Thank you, Mom”
“Loads of Hope”
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SUMMARY
Digital Marketing Social Media Interactive Community
Promotion Media Spending
Advertising
Commitment to the Consumer Innovation and R&D:
P&G Marketing’s Secret Sauce
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DISCLAIMER
CREATED BY NIHARIKA YADAV,NIT RAIPUR,DURING A MARKETING INTERNSHIP
UNDER PROF. SAMEER MATHUR, IIM LUCKNOW