Marketing Capabilities

Group Members

Akansha

Berly

Sandhya

Bhanu Sharma

Aadil

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 Percentage

Sales

Beauty

Grooming

Helth Care

Snacks and Pet Care

Fabric Care and Home

Care

Percentage of Earning Sales

Beauty

Grooming

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 better

meet 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 of consumers

BCG metrics

• POTER’S FIVE FORCES MODEL

• BUYERS:- LOW BARGAINING POWER

• SUPPLIERS:- LOW

• POTENTIAL ENTRANTS:- LOW AS P&G IS MARKET LEADER

• SUBSTITUTE:- MODERATE THREAT

• INDUSTRY RIVAL:- HIGH

FINANCIAL HIGHLIGHTS

Year Net Sales in Billions of Dollars

2006 $64.4

2007 $72.4

2008 $79.3

2009 $76.7

2010 $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…