Moving Towards 5 billion Consumers: P&G

Moving Towards 5 billion Consumers : Procter & Gamble

Core Values:1. Unrelenting Focus on Innovation2. Build the business with unserved and underserved consumers 3. Continue to grow and develop faster-growing, higher margin businesses with global leadership potential.

Entering Into New Line of Business

through Acquisition

“acquisition or joint venture on a small scale, and through trial and error, learn the formula for success before making a major commitment.”

Building the world’s first

Global Brands

Connecting R&D with the company’s Sales and Marketing

Crest toothpaste (1955), the first toothpaste with fluoride; Head & Shoulders dandruff shampoo; and Pampers disposable diapers (1961).

Global Business Units were set up

Business Development Team(innovation in existing technologies)

Venture Team(acquiring brands in new areas and nurturing ideas)

Market Development Organization(intensive market research to ensure global products’ success in local markets)

InnovationVitality

“for every P&G researcher there were 200 scientists or engineers elsewhere in the world who were just as good,”

Connect-and-Develop

P&G as the top Product Design company in the world

Who the product was for?What was different about the consumer?How that consumer expected to use that product?

Two moments of truth:1. on the store shelf2. when the consumer used

the product and decided whether it delivered on its promise

Clay Street Project(bringing cross-functional teams from their jobs across the firm’s global footprint to Cincinnati for 10 weeks to create new brands based on design)

Sharper focus on Return on Marketing Investment

Project Apollo(a joint venture between media and marketing research firm Arbitron Inc. and VNU, the Dutch media company that owned Nielsen, tracked the media habits of 30,000 households representing 70,000 consumers. )

“Because too much we focus on a bustle of activities, not the few things that drive growth of brand. Sales are important but if you don’t look at other measures of brand health, you are being short sighted.”

P&G invested more in Market Research than any company in the world(interacting with more than 5 million consumers in almost 100 countries)

“We know that the most powerful form of marketing is an advocacy message from a trusted friend.”- Vocal Point, CEO

New technologies also continued to provide P&G with ways to engage and measure consumer interests, habits, and satisfaction.

P&G had been a marketing trailblazer from the outset

“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.’’

Major Pillars of Advertisement:1. Celebrity Endorsements2. Sponsorships

1999- pampers.com (advise for new and expectant mothers)2000- beinggirl.com (issues that teenage girls face)2006- campaign for Prilosec based on a market research2006- first mobile marketing campaign for Crest Whitening Plus)2010- ‘My Black is Beautiful’ webs series

The era of Digital Marketing

DisclaimerCreated by Rohan Bhatial, IIIT Hyderabad, during a marketing internship under Prof. Sameer Mathur, IIM Lucknow.