• Introduction• Pillars of Sustained Market Leadership• Questions• Summary
CONTENTS
INTRODUCTION• A small company formed by William Procter and James
Gamble.
• Acquired Richardson-Vicks, Old Spice, Gillette etc.
• Employs 138,000 people from 80 countries worldwide.
• It serves 4 Billion people in 180 different countries.
PILLARS OF MARKETING STRATEGY
Pillars of Sustained
Market Leadership
1.
LONG TERM OUTLOOK
2.
QUALITY STRATEGY
3.
PRODUCT INNOVATION 4.
5.BRAND EXTENSION STRATEGY
MULTIBRAND STRATEGY 6.
COMMUNICATION MODEL 7.
AGGRESSIVE SALES FORCE 8.
“THANK YOU, MOM” ADVT. CAMPAIGN – RIO OLYMPIC 2016
QUESTIONS
P&G’s impressive portfolio includes some of the strongest brand names in the world. What are
some of the challenges and risks are associated with being the market leader in so many
categories?
• Increasing retailer dependence.• Increasing internal competition within the brand.• Declining profits in FMCG markets.• Brand Dilution• Prioritizing market shares over profits.
With Social Media becoming increasingly important and fewer people watching traditional commercials on television, what does P&G need to
maintain its strong brand images ?
• Marketing tactics using platforms like Facebook, Google etc.
• Online shopping must be made easier.• Social media should manage online word of mouth.• Online platform should be manipulated to disseminate information. • Extra incentives like coupons, buying points should be given etc.
What risks do you feel that P&G will face going forward?
• Cut throat competition from Nestle, ITC, Hindustan Unilever Limited etc.
• Relative prices & Performance from unbranded local products.
• Risk of Brand Equity.• Legal Barriers• Limited room for expansion & growth.
SUMMARY
DISCLAIMER Created by Harsh Mansuriya,
GCET, during a Marketing Management Internship under
Prof. Sameer Mathur, IIM Lucknow.
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