MARKETING CAPABILITIES

•OUTLINE p&g Fact Company background Main problem marketing at p&G conclusion

Global Leader in branded in consumer goods

Seasoned marketer with strong consumer research

The world’s largest financialcommitment to advertising

Company BACKGROUND

VisionTo be recognized as , the best consumer products and services company in the world

MissionWe will provide branded products and services of superior quality and value that improve the lives of the world's consumers . 

1837- P&G FOUNDER

P&G’s approach to entering new markets was via, “acquisition or joint venture on a small scale, through trial and error, learn the formula of success before making a major commitment.”

in a “not

invented here”

approach R&D Connect-and-develop

MARKETING STRATEGY

P&G used design as a complement, helping consumers recognize, understand, and in some cases even imagine the functions of a given product.

Innovative approaches to consumer engagement

Word-of-mouth

Eye tracking to identify attention that consum

ers gave to packaging

20,000 research studies each year, and invested nearly $500 million into developing and executing these studies.39

Social Media

Interactive community promotion

While facing rivalry, it taught P&G five strategic lessons

• Never give your consumer a product-based reason to switch away from your brand.

• Think of every brand that we have, 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.

OUR BILLION DOLLAR BRANDS

DISCLAMER Created by Tanya Gidwani, RCOEM

Nagpur, during an internship on marketing management by Prof.

Sameer Mathur