Procter and Gamble: Marketing Capabilities HBS case analysis
Procter and Gamble : Marketing Capabilities
-
Upload
sumedh-choudhary -
Category
Marketing
-
view
24 -
download
3
Transcript of Procter and Gamble : Marketing Capabilities
Procter & Gamble : Marketing CapabilitiesHarvard Business School Case
Company Overview
A FMCG GIANT
The Humble Beginning Back in 1837 the story began with a simple handshake between two men: William Procter and James Gamble. As partners, they put their soap and candle business on the map, spawning a period of steady growth. It was during these formative years the Procter & Gamble Company was born.
& Today,
Just numbers speak it all !!
Approach
Since 1837, they have built a rich heritage of positively impacting consumers’ lives with Brands that make each day a little better.
What is P&G’s
marketing secret?
How did they
become so successful
?
Is there any secret?
Well
remember,
P&G’s major asset is their never ending innovation and R&D.
What are P&G’s
marketing
strategies?
1. MULTIBRAND STRATEGY
2. EFFECTIVE MARKET SEGMENTATION
• TIDE was a premium brand• CHEER was for cleaning sensitive colors.• GAIN had afresh scent.• OXYDOL was used for bleaching.
3. FOCUSED ON PRODUCT DESIGNP&G didn’t use design as an antidote to its function driven process but rather as a compliment to help customers to recognize, understand and imagine the functions of the product.
4. CUSTOMER CENTRIC MARKETING
Invested $500 million , more than any company in the world in market research interacting with more than 5 million consumers in almost 100 countries.
COCREATE & CODESIGN along with customers . “ CONSUMERS
ARE THE BOSS”
5. NEUROMARKETING • Psychological surveys to measure mood of consumers.• Identified the visibility & attention consumers gave to packaging & advertising.• Understood how consumers used internet and engaged in e-retailing.
What are P&G’s
advertising
strategies?
Blend of both functional and
emotional driven advertising
1. SPONSORSHIPS
2. CELEBRITY ENDORSEMENTS
3. DIGITAL MARKETING
What might be the
challenges?
1. CHALLENGES OVERSEAS : CHINA
• Fierce competition• Slow consumer spending• Online shopping• Highly volatile market• Much to improve• Substitutes easily available
2. CHALLENGES OVERSEAS : INDIA
• Biggest threat from HUL• Market leaders in 6/11 categories• Lack of distribution channels• Targeting less income group• Wide scope of improvement
FUTURE PREFERENCE
P&G overview Brand Portfolio P&G’s approach Its marketing secret Marketing strategies Advertising strategies Challenges Future scope
CREATED by Sumedh Choudhari, Nirma University, Ahmedabad during marketing
internship under Prof. Sameer Mathur, IIM Lucknow.