Marketing Capabilities

Procter & Gamble Company · pg.com

Procter & Gamble Co., also known as P&G, is an American multinational consumer goods company headquartered in downtown Cincinnati, Ohio, United States, founded by William Procter and James Gamble, both from the United Kingdom.

CEO : Alan G. Lafley Stock price : PG (NYSE) US$ 75.82 -0.40 (-0.52%)

20 Nov, 4:00 PM GMT-5 - Disclaimer Headquarters : Cincinnati, Ohio, United States Founded : October 31, 1837, Cincinnati, Ohio, United

States Subsidiaries : Wella, Braun, Max Factor, Clairol, Gillette

India Ltd., more Founders : James Gamble , William Procter

Mission statement:.who we are

.what we value

Vision statement:.what we want to become

Strategy:.how we will achieve our

vision

Goals & objectives:. How we gauge our degree of

success

Mission• To Provide branded products and services of

superior quality and value that improve the lives of the world’s consumers, now and for generations to come.

Vision• To be the best consumer products and services

company in the world.Values• Integrity• Leadership• Ownership• Passion for winning• Trust

Products

Brands

Case Facts Global Leader in Branded Consumer goods Has 2 dozen $1bn brands known worldwide First company to advertise directly to

consumers. 2010, total sales=$78.94bn Net Income=$12 bn Market capitalization=$186.63bn

Sales PercentageSales

Beauty

Groomin

g

Helth

Care

Snacks and Pet Care

Fabric Care and Home Care

Percentage of EarningSales

Beauty

Groomin

g

Helth

Care

Snacks and Peet Care

Fabric Care and Home Care

SWOT

Marketing Strategies

• Designing & Innovation• Consumer centric marketing approach• Return on marketing investments

(ROMI)

Advertising• P&G reconsidered its advertising strategies to

bettermeet the company’s global market and consumers

Digital and social media marketing Product based web sites Mobile add campaign “Irresistibility quiz” Old spice youtube video campaign attracted 13.7

million people Separate facebook page for each product Manofthehouse.com for house hold advice to man Capessa for women on youtube

Research Methods

• Qualitative Group discussions Interviewed consumers at home In store interviews

• Quantitatively Gathered data on consumers utilizing blind

tests Concept and use test Quality monitoring Large scale studies of the habits and practices

ofconsumers

BCG metrics

• POTER’S FIVE FORCES MODEL• BUYERS:-

• SUPPLIERS:-

•••

LOW BARGAINING POWER LOW

POTENTIAL ENTRANTS:- LOW AS P&G IS MARKET LEADERSUBSTITUTE:-INDUSTRY RIVAL:-

MODERATE THREATHIGH

FINANCIAL HIGHLIGHTS

Year

Net Sales in Billions ofDollars

20062007200820092010

$64.4$72.4$79.3$76.7$78.9

CONCLUSION• Never give your consumer a product based reason

to switch away from your brand• Think of every brand of P&G, and treat every

brand that we have, as though it were our only brand.

• Always determine whether a product innovation is brand-specific or generic.

• Competition will always follow your technology, not your brand

• After you have defined your options, always test your worst-case scenario in the market. If you don’t, and if you have made the wrong move, the market will be the worst case scenario.

Thank you…