P&G HBS CASE STUDY : Understanding Market Capabilities
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Transcript of P&G HBS CASE STUDY : Understanding Market Capabilities
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MARKETING CAPABILITIES
HBS CASE STUDY
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COMPANY
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THE FOUNDERS OF
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IT ALL STARTED WITH
SOAPS &CANDLES
IN 1837
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HOW BIG A COMPANY IS TODAY?
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OVER 300 BRANDS
140 COUNTRIES
OVER 5 BILLION
CONSUMERS
EMPLOYS OVER
138,000
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MAIN BUSINESS SEGMENTS1. BEAUTY CARE 2. HOUSEHOLD CARE 3. BABY CARE & FAMILY CARE
23% Net Earnings 28% Net Earnings 17% Net Earnings
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OTHER BUSINESS SEGMENTS4. HEALTH CARE 5. GROOMING 6. SNACKS & PET CARE
16% Net Earnings 13% Net Earnings 3% Net Earnings
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SOME BIG & MAJOR BRANDS
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WHAT ARE THE CORE STRENGTHS OF
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WELL…HERE IT IS…….
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IS THE LARGEST SPENDER ON MARKETING ACTIVITIES IN THE WORLD.
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CUSTOMER-CENTRIC MARKETING
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1. STRONG FOCUS ON PRODUCT-DESIGN
DESIGN DEFINES “THE FIRST MOMENT OF TRUTH” OF THE PRODUCT
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2. PRODUCT FUNCTIONALITY
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3. PRICE
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SMALLER BRANDS OF RELY MAINLY ON DIGITAL MARKETING
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IT MAY DEPEND ON BRAND POSITIONING WHICH TOO VARIES FROM MARKETS TO MARKETS
TIDE AND ARIEL BOTH BEING P&G BRANDS ARE POSITIONED DIFFERNTLY AS A WHITENER AND STAIN REMOVER RESPECTIVELY IN INDIA
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P&G’s Old Spice television commercial and YouTube sensation, “The Man Your Man Could Smell Like,” gave P&G its greatest exposure in the online community in 2010, and bridged the power of digital and social media
The campaign was seen as a milestone in P&G’s transition from a mass marketer to a one-on-one digitized marketer
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HAS BEEN A SPONSOR FOR MANY SPORTS EVENTS INCLUDING THE OLYMPICS AND NFL TO NAME A FEW.
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has come to realize that the equity of great brands has to be something that a consumer finds inspirational and an organization finds inspirational.Thus pursuing an emotion-driven advertising through the “Thank-you Mom” campaign
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THE ACQUISITION
BIGGEST MERGER IN THE HISTORY OF
CONSUMER GOODS.
ACQUIRED
FOR $57 BILLION TO BECOME THE WORLD’S LARGEST CONSUMER
GOODS COMPANY
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WHY
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STRENGTH
WOMEN PERSONAL CARE PRODUCTS
MEN GROOMING PRODUCTS
COMPLEMENTARY IN STRENGTH CULTURES & A VISION TO CREATE POTENTIAL FOR SUPERIOR
SUSTAINABLE GROWTH
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R&D CONNECTED WITH SALES & MARKETING
PARTNERSHIPS & CONNECTIONS WITH NON-P&G RESEARCHERS
CONNECT & DEVELOP
Identify proven technologies, packages, and products that P&G could improve, scale up, and market on its own or through partnerships
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TO MAKE THE MOST TECHNOLOGICALLY ENABLED BUSINESS IN THE WORLD
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WHY DIGITALREVOLUTION?
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1. BETTER INNOVATION 2. HIGHER PRODUCTIVITY
3. LOWER COSTS 4. PROMISE OF FASTER GROWTH
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HOW WOULD DRIVE GROWTH IN THE FUTURE???
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1. PRESENT PRODUCTS
COULD GENERATE NEW SALES WITH INCREASED EMPHASIS ON HEALTH CARE AND BEAUTY CARE PRODUCTS.
EXISTING BRANDS HAVE THE POTENTIAL TO GROW 4-6% A YEAR IN SALES.
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2. NEW PRODUCTS
NEEDS NEW PRODUCTS TO ADD TO THEIR REVENUE.
THE EQUIVALENT OF 2 SWIFFER INTRODUCTIONS A YEAR WOULD MAKE THEIR GOAL
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3. ACQUISITIONS
COULD PROBABLY USE SMALL TARGETED ACQUISITIONS LIKE THE ONE THAT PRODUCED $200 MILLION-A-YEARTHE CREST SPIN-BRUSH
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CONCLUSION
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This presentation is created by Aditya Chaturvedi, IIT Roorkee during a Marketing Internship under the guidance of Prof. Sameer Mathur, IIM Lucknow