PROCTER AND

GAMBLE

MARKETING CAPABILITIES!

THE ORIGIN

– The origin was initiated 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

– Procter & Gamble Company was born on 31 October 1837,

Cincinnati, Ohio, United States

About The Founders– William Procter, emigrating from England, established himself as a

candle maker in Cincinnati. James Gamble, an immigrant from Ireland, apprenticed himself as a soap maker. They might never have met had they not married sisters — Olivia and Elizabeth Norris.

– What began as a family-run candle and soap business would eventually grow into the largest and most profitable consumer goods company in the world.

P&G’s Farsighted Goals

– To grow P&G’s core brands and categories with an unrelenting focus on innovation

– To build our business with un-served and underserved consumers

– To continue to grow and develop faster-growing, higher margin businesses with global leadership potential.

Evolution At A Glimpse

P&G has two dozen $1 billion brands and has 19 brands generating about $500 million worldwide;Under its canopy.

Global Business Units

– It works as three teams:

– A Business Development Team Focus on innovation

– A Venture Team Acquisition and nurturing

– Market Development Teams Market research

Marketing Strategies

– Steadily lowering the costs of manufacturing and distribution

– To design the communication experience and the user experience along with the product experience

– Focussing on the end in mind while planning the marketing idea

– Using all possible marketing media effectively

– To not use the design as an antidote to its function-driven process but rather as a complement

Innovation And R&D– It was driven and drunk with the ambition of

intensified focus on design, married to P&G’s long standing focus on product functionality and price.

– It not only innovated its consumer products but also to the consumer experience and in new ways of consumer-centric marketing approach.

A Giant In The Market

– P&G spends more in market research and advertising than any other company in the world.

– It invests as much as $773.8 million in advertising and $500 in market research.

– It aims at interacting with more than 5 million customers across 100 countries.

Adept Marketing

Connect And Develop

P&G’s R&D productivity increased by nearly 60%, and the firm’s innovation success doubled, with a simultaneous drop in cost of innovation.

Celebrity Endorsements

Sponsorships

Digital Marketing

– “Touching lives, all the time, everywhere through digital market” P&G realised its connectivity motto.

– It had covered; Product websites for individual brands and to the P&G holistically.

– P&G everyday App and reaching blogs and bloggers.– It’s domain in leading social media such as Facebook, Twitter

etc.

Neuro-Marketing :

It is the field of marketing research which studies consumer’s sensory, motor, cognitive skills and affect of marketing stimuli.

And P&G does it through EEG, eye-tracking, fMRI and emotional engagement.

Emotional Efforts P&G achieved a sense of belonging through campaigns such as ThankYouMom & LoadsOfHope etc

It’s Commitment To Customers

– Qualitatively, it ran focus group discussions, interviewed consumers at home, and performed in-context visits and in- store interviews.

– Quantitatively, the firm gathered data on consumers utilizing blind tests, concept and use tests, and quality monitoring, and doing large-scale studies of the habits and practices of consumers

Future Ahead!

DISCLAIMERCreated by Vyshnavi Veluri, Vasavi College of Engineering(Hyderabad) during a marketing internship by Prof. Sameer Mathur, IIM Lucknow.