Case2 niharika p&g

REDEFINING YOUR MARKET

About usTHE FIRST COMPANY TO ADVERTISE DIRECTLY TO CONSUMERS INVENTED “SOAP OPERAS” sales $78.94 billion

net income $12.74 billion

market capitalization $186.63 billion

Sales Household care , beauty and grooming health and well-being

1980s, global expansion: developed its first global brands, including Always/Whisper, Pringles, and Pantene.1981 the citrus processing company Frostproof, prescription drug business, Norwich Eaton Pharmaceuticals and Richardson-Vicks ,G.D. Searle’s nonprescription drug division in 1985.

1990s, U.S.’s top cosmetics company Noxell (CoverGirl and Noxzema) in 1989 and Max Factor in 1991. In 2003, pet-care market acquiring pet food manufacturer Iams (for $2.3 billion).

Innovation and R&D: P&G Marketing’s Secret Sauce

INNOVATE

THE IMPOSSIBLE

Marketing Strategy CLAUDIA KOTCHKA

DESIGN

Commitment to the Consumer VOCAL-POINTE-RETAILING

NEUROMARKETINGPSYCHOLOGICAL SURVEYS

Advertising “If you go back at Procter & Gamble, and in a lot of the industry, we often thought of our brands in terms of functional benefits. But the equity of great brands has to be something that a consumer finds inspirational and an organization finds inspirational.”

Advertising The first product to be advertised directly to consumerssold directly to consumers

SOUTH KOREA VS

JAPAN

P&G-SPONSORED DAYTIME DRAMAS

SPONSORSHIPS

Media Spending

shifted to coupons and in-store promotional activities

shifting ad costsincreased ad spending by $1 billion20% increase in media impressions

2010shifting dollars to digital advertising and

other new media to broaden the audience.

Digital Marketing

Social Media

Interactive CommunityPromotion

Moving Forward “The Man Your Man

Could Smell Like”

“Thank you, Mom”

“Loads of Hope”

SUMMARY

Digital Marketing Social Media Interactive Community

Promotion Media Spending

Advertising

Commitment to the Consumer Innovation and R&D:

P&G Marketing’s Secret Sauce

DISCLAIMER

CREATED BY NIHARIKA YADAV,NIT RAIPUR,DURING A MARKETING INTERNSHIP

UNDER PROF. SAMEER MATHUR, IIM LUCKNOW