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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