Marketing Capabilities

A Global leader in branded consumer goods

• Ivory soap• Tide laundry detergent

Company background• Pursued international expansion in 1930s • Developed its first global brands,

including Always/Whisper , Pringles , and Pantene.• Approach to entering new markets was

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

• Three specific choices of the company:

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

• To build our business with unserved and undeserved consumers

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

Innovation and R&DSeven Global Business Units(GBUs)

based on product categories were set up with three new supporting teams:

• A business development team • A venture team• Market development

organizations.

• The new structure and approach to innovation, called connect-and-develop, identified proven technologies, packages, and products that P&G could improve, scale up, and market on its own or through partnerships.

Marketing at P&G• Brands lay at the heart of P&G’s

success • Most of the biggest brands are

category killers.• Better brands are based on

innovation and continuous improvement throughout.

Marketing strategy• Created a P&G design board and

created the Clay Street Project• Design was used as a

complement , helping consumers recognize, understand, and in some cases even imagine the functions of a given product.

Consumer centric marketing

• Moved the marketing approach away from its traditionally process-oriented and template driven culture towards a deeper understanding from the perspective of consumers.

• During the recession period, P&G wooed consumers with more focused attention to in store promotions such as coupons , display, special offers.

AdvertisingP&G constantly built on its experience

with broadcast media, it also relied heavily on developing long standing partnerships with advertising agencies to develop robust brand identities for its portfolios of consumer goods.

Advertising• Use of locally relevant messages

for its expansion in various areas of the world.(Radical shift in the use of traditional media or experiments in new outlets).

• It was successful in building a brand equity such that the consumer find it inspirational and an organization finds inspirational.

Sponsorships• P&G, a U.S Olympic team

sponsor for the 2010 Games became a worldwide sponsor for the 2010 games became a worldwide sponsor and also sponsored the 2016 games in Brazil.

Celebrity endorsements• P&G also endorsed many celebrities

such as Roger Federer, Taylor Swift and others. Actress Sofia Vergera was named spokesmodel for covergirl cosmetics in May 2011 for an ad campaign launching in January 2012.

Digital marketing• The company focused its efforts

primarily on “proven media” television and print advertisements along with its product websites.

• Smaller P&G brands(Pepti-Bismol, Braun ) relied primarily on digital media for their marketing campaigns.

• “the man your man could smell like”

• https://www.youtube.com/watch?v=owGykVbfgUE

• A highly successful advertising by P&G

• The benefits of social media also bought some risks with it. Along with its successes, P&G garnered its share of negative consumer reaction to its ads.

• P&G used facebook as a marketing supplement, not a replacement.

shiksha

Iconic Brands’ MarketingIVORY• Relied on magazine advertising• Mass mailing enclosing samples of

Ivory.• Ivory was featured on P&G’s various

social media sites such as Manofthehouse.com.

• PAMPERS• Blockbuster brand that almost

single-handedly created the disposable diaper category for the mass market.

• An online community created for mothers.

FUTURE • The company has continued to

push forward reaching 5 billion consumers.

• “the man your man could smell like”, Manofthehouse.com had incorporated a sense of design into its culture, and aimed to complement its strong function driven marketing background.

Disclaimer

Made by Ayushi Tripathi (IITK) under

Prof. Sameer Mathur during a Marketing

Internship.