KNOW ABOUT THE DESIGN,IMPLEMENTATION AND INTERPRETATION OF PRODUCT DEVELOPMENT & MARKET STRATEGIES.

DIFFEREN ADVERTISEMENT TECHNIQUE

INNOVATION ,R&D AND ACQUISITION.

GLOBAL LEADER IN CONSUMER BRANDED PRODUCTS

It started its expansionary policy as early as 1930s and from 1945-1950 it began entering into markets of Latin America , Western Europe and Japan

COMPANY’S BACKGROUND

Expanded into new lines of business:-

Acquisition policy

Charmin paper mill(1957)Folgers coffee (1963)Crush International LimitedFrostproofNoxell(1989)Maxfa(1991)

They focussed on three specific choices:

Innovation and R&DFIRST CORPORATE LAB IN TERMS OF CONSUMER GOODS WAS SET UP

HOW DID P&G OVERCOME THE CHALLENGES?

MEDIA NEUTARLITY

TRANSLATION OF BRAND TAGLINES INTO LOCALLY RELEVANT MESSAGES.

EMOTIONAL MARKETING STARTED FOCUSSING ON EMOTIONS OF

PEOPLE

GBUs

Seven global business units were established.

GBUs will help with global product development and quick to market strategies.

GBUs

GBUs had three teams:- Business development team Venture Team Marketing team

They then went for 50% innovation from P&G network and 50% from non P&G network.

(THE HEART OF BRAND’S SUCCESS)

MARKETING Heart of P&G

success

MULTIBRAND STRATEGY

MULTIBRAND STRATEGY

THEY FOLLOWED A MULTIBRAND POLICY:

It managed brands across a category carefully, with each getting individual support and satisfying a segment of the market.

MULTIBRAND STRATEGY

P&G’s detergent category illustrated this; Tide was offered as the premium brand; next came Cheer, which “cleaned colors safely”; Gain “had fresh scent”; at the bottom sat Oxydol, which “contained bleach

LAFLEY’S MARKETING STRATEGY Make P&G the top product-design company

in the world, a departure from P&G’s past focus on function, performance, and price.

P&G did not use design as an antidote to its function-driven process but rather as a complement, helping consumers recognize, understand, and in some cases even imagine the functions of a given product.

CONSUMER CENTRIC MARKETING P&G’s brands faced two moments of

truth: first, on the store shelf; and second, when the consumer used the product and decided whether it delivered on its promise.

Consumer centric marketing It included promotional materials like

coupons, displays, special offers. A shift from TV and print to digital

and direct marketing . P&G strove to develop metrics that

measured brand loyalty and customer relationships.

SHIFT IN MARKETING APPROACH P&G’s marketing approach away from its

traditionally process-oriented and template-driven culture toward a deeper understanding of who the product was for, what was different about that consumer, and how that consumer expected to use the product.

Neuromarketing

Neuromarketing also played an increasingly

important role in studying consumer’s behaviour. P&G employed psychological surveys to measure mood and electroencephalography (EEG) technology to measure electrical activity in the brain as subjects were exposed to commercials. The approach held that feelings affected decisions and human behaviour.

Digital advertisement

INTERACTIVE COMMUNITY PROMOTION

In 2005, Tide laundry detergent launched a highly successful post-Katrina campaign, “Loads of Hope.” Tide opened a Laundromat in New Orleans to wash survivors’ clothes .

SOCIAL MEDIA

CONCLUSION

ACKNOWLEDGEMENT CREATED THE

PRESENTATION DURING

MARKETING INTERNSHIP UNDER PROF. SAMEER MATHUR

REFERENCES

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