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PROCTOR & GAMBLE:
MARKETING CAPABILITIESHarvard Business School Case
P&G’s Mission and Vision
“MORE CUSTOMERS , IN MORE PARTS OF THE WORLD,
MORE COMPLETELY”
A dozen $1 billion brands
Overall Sales: $78.94 billion
Net Income: $12.74 billion
Market Capitalization: $186.63 billion
Developed markets make 66% of total sales
Current Standing
Geographical Market Share
KEY HIGHLIGHT Great opportunity to further increase its share in developing markets
Industry-wise Market Share
KEY HIGHLIGHT Great opportunity to further increase its share in Snacks and Pet Care
Marketing Insights and Key Features
Research and Development
Market Segmentation
Sponsorships
Celebrity Endorsements
Product Diversification
Product Diversification
MU
LTI-B
RAN
D ST
RATE
GY
Market Segmentation
MANAGED BRANDS ACROSS A CATEGORY CAREFULLY WITH EACH GETIING INDIVIDUAL SUPPORT AND SATISFYING A PARTICULAR SEGMENT IN THE MARKET
ENSURED THAT ITS PRODUCTS DID NOT CANNIBALIZE EACH OTHERS’ SALES
TIDE WAS THE PREMIUM BRAND.CHEER WAS DEDICATED TO CLEANING
SENSITIVE COLOURS SAFELY.GAIN HAD A FRESH SCENT.
OXYDOL WAS USED FOR BLEACHING.
EXAMPLE
Research & Development
P&G WAS THE FIRST COMPANY WHO REPLACED TRIAL AND ERROR METHOD TO TAKE UP A SCIENTIFIC
APPROACH HENCE, CONNECTING R&D WITH THE COMPANY’S SALES AND MARKETING.
SEVEN GLOBAL BUSINESS UNITS (GBUs) BASED ON PRODUCT CATEGORIES REPLACED THE COMPANY’S
FOUR GEOGRAPHIC BUSINESS UNITS.
THEY HOPED FOR“BIGGER INNOVATIONS,FASTER SPEED TO MARKETS,
GREATER GROWTH – INNOVATION VITALITY”
Sponsorships
• P&G’s BUSINESS GREW WITH SEVERAL SPONSORSHIP OPPORTUNITIES
• IT INCLUDED THE OLYMPICS AS WELL AS THE NFL.
Celebrity Endorsements
ACQUISITION OF SEVERAL BEAUTY BRANDS IN THE
1990s BROUGHT VARIOUS CELEBRITY ENDORSERS
WHICH INCLUDED NAMES LIKE ELLEN De GENERES ,
TAYLOR SWIFT, NAOMI WATTS & EVA MENDES.
CHALLENGES FACED
CHINA REMAINS A VERY TOUGH MARKET MAINLY DUE TO :
SLOWER CONSUMER SPENDING, HEIGHTENED COMPETITION AND RAPID
SHIFT TOWARDS ONLINE SHOPPING.
.
THE CHINESE MARKET
THE INDIAN MARKETP&G ARE LOSING OUT TO HUL AND OTHER GIANT LOCAL COMPETITORS IN TERMS OF -
RELEVANT MARKETING STRATEGIES AND BETTER DISTRIBUTION CHANNELS.
SOLUTIONS PROPOSED
SEPARATE ONLINE PLATFORM FOR
SALES
EMOTIONAL BRANDING
ENVIRONMENTAL ASPECTS CAN BE FOCUSED ON TO ATTRACT
CONSUMERS
ADVERTISEMENTS TO SENSITIZE PEOPLE USING HUMAN-RELATIONS
BASED CAMPAIGNS
PRODUCT LINE EXTENSIONINTRODUCE MORE PRODUCTS
AND BRANDS FOR MEN
DISCLAIMER
This presentation was created during a Marketing internship with Dr Sameer Mathur, IIM Lucknow
Binayjeet Singh (student at NSIT)