MARKETING CAPABILITIES

PROCTER & GAMBLE

P&G is an American Multinational Consumer Goods Company.

Founders : William Procter James Gamble

Headquarters : Cincinnati, Ohio, United States

CEO : David S. Taylor

VISION

MISSIONTo be recognized as, the best consumer products and services company in the world by providing branded products and services of superior quality and value that improve the lives of the world's consumers. 

To be the market leader in consumer goods and services with leadership sales, profit, and value creation, allowing our people, our shareholders, and the communities in which we live and work to prosper.

PRODUCTS

BRANDS

Strengths

Over 300 brands globally which are available in over 180 countries.

Its brands have a high recall, high visibility due to excellent marketing and advertising.

Sponsorships of lifestyle events, competitions etc have helped the brand to build a connect with the people.

Excellent distribution and availability of P&G products through supermarkets, groceries, online etc

Weaknesses

Fake products sold under the name of their brand name is a big concern for P&G.

Its products have stiff competition from big domestic players and international brands

Opportunities

P&G can tap rural markets and increase penetration in urban areas

Mergers and acquisitions can be done to strengthen the brand

Increasing purchasing power of people thereby increasing demand

P&G can leverage its strong name and powerful brands to diversify into more consumer products

Threats Intense and increasing

competition amongst other FMCG companies can affect the market share of Procter and Gamble

Competition from unbranded and local products

Since P&G is a global brand, recessions, fluctuating dollar prices, economic crisis etc can affect its business operations

Focus on R&D and Development. Successful strategy of Connect-and-Develop.

Lowering manufacturing costs and expanding its market.

Product design driven approach complementing the traditional function, performance and price driven approach.

Focus on Return On Marketing Investment (ROMI).

Shifting From TV/Print to Digital and Direct marketing.

Customer-Centric marketing.

Multibranding and leveraging its brand to drive sales of its sub-brands.

One of the first examples was P&G’s successful advertising campaign for the 2010 Winter Olympics.

COMMITMENT TO CONSUMERS

P&G invested more in market research than any company in the world, interacting with more than 5 million consumers in almost 100 countries.

Qualitatively:It ran focus group discussions.Interviewed consumers at home.Performed in-context visits and in-store interviews.

Quantitatively:Data on consumers utilizing blind tests.Concept and use tests, and quality monitoring. Doing large-scale studies of the habits and practices of consumers who purchased P&G products.

Innovative approaches to consumer engagement led to new marketing and promotional opportunities: one example was VocalPoint

Using new technologies like eye tracking, NeuroMarketing to analyze consumer behavior.

Integrating these new technologies created more direct, one-on-one relationships with the target audiences.

ADVERTISING

To meet the company’s global markets and to connect with the consumers on a local level.

Ads that help to connect with the target markets at a emotional level for creating consumer loyalty and long lasting profitable relationship.

CELEBRITY ENDORSMENTS

SPONSORSHIPS AND CAMPAIGNS

DIGITAL MARKETINGLaunched “pampers.com” which also served as a interactive forum.

Launched mobile marketing ad campaign to promote Crest toothpaste.

Launched web series to promote beauty products

The YouTube and TV commercial “The Man Your Man Could Smell Like” was seen as a milestone in P&G’s transition from a mass marketer to a one-on-one digitized marketer.

Made Facebook page for each of its brands with each having a huge base of followers.

In 2007, P&G launched two social media sites: ‘Capessa’ for women on Yahoo! Health and the People’s Choice Community, associated with the People’s Choice awards.

Another successful social media site by P&G : Manofthehouse.com

INTERACTIVE COMMUNITY PROMOTION WITH CAMPINGS LIKE “LOADS OF HOPE”.

SUMMARY We saw P&G’s history, vision, mission and facts about sales and earnings w.r.t various segments.

P&G has a broad portfolio of brands with as many as 20-25 ‘Billion-Dollar’ Brands.

SWOT analysis of P&G.

Marketing Strategy, analysis and research of consumer markets and consumer behavior, advertising, celebrity endorsements & sponsorships.

Exploiting Digital and Social Media Marketing.

CONCLUSION

Building on its strengths in R&D, consumer research, product performance and its evolving marketing capabilities, P&G continues to evolve and innovate as the world’s largest marketer.

DISCLAIMERCreated by Sourab Mangrulkar, NIT Goa, during a Marketing internship by Prof Sameer Mathur, IIM Lucknow