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Marketing Communication Plan

1-Situation Analysis

1.1 Internal Analysis

Resource capabilities

y Financial Resources

Oral-B is a part of the Procter & Gamble Company since 2006. In the year of 2009, the turnover

was about $76.78 billion for $13.05 billion of profits. Procter & Gamble is a Fortune 500American multinational corporation and it is 5th in Fortunes Most admired Companies (2011 list).

Oral-B is a worldwide leader in the over $5 billion brushing market.

y Human Resources

Procter & Gamble was founded by William Procter and James Gamble in 1837. The board of

directors of the company currently has twelve members. Procter & Gamble is named in different

classifications which reward the best company in Human Resources. For instance, in 2008, the

company was named one of Canadas Top 100 Employers by Mediacorp Canada Inc.

In 2010, there were 127 000 employees in the P&G company.

y Manufacturing and Production Resources

Procter & Gamble is divided into three global units: the beauty and grooming, the household

care and the health and well-being (the Company also makes pet food and water filters), and

produces a soap opera.

The CEO wants simplifying the business by creating standardized manufacturing platforms

(reducing from 500 to 150 platforms by 2014) to facilitate brands optimization.

The Company has 150 brands around the world.

y R&D Resources

At the beginning of its history, Procter & Gamble did the R&D inside its own walls, but with the

evolution of the market and the expansion of the company, P&G has directed its searches outward

since 2000. In fact, the company couldnt meet its growth objectives by spending a lot of money for

Research and development for fewer results. Today, more than 35% of the new products have

elements from outside P&G.

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References:

LEcho, 2011, Procter & Gamble, Belgium, viewed 23 March 2011,

Larry Huston and Nabil Sakkab, "Connect and Develop: Inside Procter & Gamble's New

Model for Innovation," Harvard Business Review, Vol. 84, No. 3, March 2006