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CASE STUDY
PROCTER & GAMBLE
MARKETING
CAPABILITIES
MISSION
To provide branded products and services of superior quality and value that improve the lives of the world’s
consumers, now and for generations to come.
VISION
To be the best consumer products and services company in the world
On October 31, 1837 Procter & Gamble was created by William Procter and James Gamble, both born in the United Kingdom of Great Britain and Ireland
Global leader in FMCG sector. More than 2 dozen $1 Billion
brands. First company to directly advertise to
its consumers in 1880s.
PRODUCTS
BILLION $ BRANDS
ORGANISATIONAL STRUCTURE
COMPETITORS
SITUATION ANALYSIS(1)
Domintes FMCG sector through a huge brand portfolio
SITUATION ANALYSIS(2)P&G’s economic achievements in
2010:• Sales $78.94 billion• Net income $12.74
billion• Market
capitalization $186.63 billion
SITUATION ANALYSIS(3)
P&G showed global domination with more than
42% sales in North America. 21% from Western Europe and 15% from Asia
CASE HIGHLIGHTS
P&G’s Marketing
Secret Sauce:INNOVATION
P&G’s Marketing Strategy
INNOVATION: THE SECRET SAUCE(1)
• In 1887 established one of the first corporate labs.
• Set up GLOBAL BUSINESS UNITS(GBUs) replacing Geographic Business Units
• GBU: Business Development Teams Venture teams Market Development organizations
• Strategy was named Connect to Develop
INNOVATION: THE SECRET SAUCE(2)
• 50% of innovation and new products in 90s come from P&G’s own labs and rest from associate labs.
• Successful products such as SWIFFER DUSTERS, Olay Regenerist, Crest came into existence.
CONSUMER FOCUS
P&G interacts with more than 5 million customers
in more than 100 countries and conducts more than
20000 researches each year, spending more than $500
million.
CONSUMER FOCUS
Observations from researches:
• Advocacy( word of mouth) was the most effective way of marketing, found under company’s Vocal Point campaign.
• Neuromarketing helped them understand how feelings affected decisions and human behavior.
• P&G has always been advertising trailblazer.
• Developed “media neutral” idea that can be translated
across range of media.
• Shifted towards more design and emotion driven advertising.
.
SPONSORSHIPS
CELEBRITY ENDORSMENTS
DIGITAL & SOCIAL MEDIA MARKETING
Product based websites Mobile add campaign “Irresistibility IQ Quiz” Separate Facebook page for each product Manofthehouse.com for household advice for men. Capeesa foe women on Youtube. Old spice Youtube video campaign attracted 13.7 million views
COMMUNITY PROGRAMS
sales
Huge opportunities in developing markets
STRENGTHS Focus on R&DStrong Brand portfolioConsumer FocusStrong marketing team
OPPURTUNITIESExpansion opportunities
in developing marketsGrowing interests of
consumers in organic products
WEAKNESS Increasing product recalls Environmental issues
THREATSGlobal economic
conditions Increasing competitions. Quick change in younger
generation’s preferences
WHAT’S NEXT Digital marketing along with campaigns R&D improvement Consumer research and product
performance Emotion, design and function driven
marketing strategies.
SUMMARY• Case Basics• Situational Analysis• Markeying Channels• Marketing Techniques• SWOT Analysis
Created by Ravi Prakash Singh, NIT Patna
During a marketing internship byProf. Sameer Mathur, IIM Lucknow