p & g ( procter and gamble ) tide :- marketing management

MINDS BEHIND THE GIANT

WILLIAM PROCTER JAMES GAMBLE

FACTFILE

Established Year 1837

Head Quarter Ohio, Cincinnati, USA

Sales Number $ 82,559 million

Product Available Area Over 80 countries

CategorySkin care, Hair Care, House Care, Health Care, Oral Care, food… etc

Brands About 300 brands

Employee Numbers About 127,00 employees

Board chairman Robert A. McDonald

CEO Robert A. McDonald

Global Technical Centers

28

Billion US dollar Brands

24

HEADQUATER

P&G General office & world headquarter,

- Cincinnati, Ohio, USA

DRIVEN BY VISION

Be, and be recognized as, the best consumer

products and services company in the world.

MISSION

The Company’s goal is to win consumers for its products by virtue of the products’ quality

and value, and not by creating unfair disadvantage for its competitors.

MOTTO

“ touching consumer’s Lives with brands that make life a

little better every day ”

CONSUMER ORIENTED BRAND

CONSUMER CONCERN

CONSUMER CONCERN P&G TO THE RESCUE

Ageing Olay

Child Care Pampers

Energy Saving Tide Cold Water

Packaged Food Pringles Potato Chips

GLOBAL BRANDS

P&G GLOBAL

1. Fortune 500 :- Ranked #5 among the “Global Most Admired Companies” Consistent #1 ranking within industry on “Most Admired” list for 26 of

27 total years and for 14 years in a row

2. National Association for Female Executives: Recognized by the National Association for Female Executives as one of

the Top 50 Companies for Executive Women

P&G GLOBAL

3. Diversity Inc: Ranked #25 among the Top 50 Companies for Diversity

Ranked #9 on the Top Companies for Recruitment and Retention

4. Bloomberg Business week: Ranked #25 among the “World’s Most Innovative

Companies”

5. Business Today: Business Today has rated P&G amongst the most

preferred companies by management students across India

P&G INDIA

P&G INDIA

A. Infrastructure and Facility Manager Association:

P&G Mumbai GO awarded “Annual Excellence Award for Best Effort toward Power Conservation” during the Future Workplace Conference, for consistent efforts resulting in overall 27% reduction of energy consumption

B. Readers Digest: Silver Award for Corporate Social Responsibility

Programs by Readers Digest, 2008

MARKETING POLICIES

Respect in the Marketplace

1. Product Safety2. Fair Dealing with Suppliers and

Customers3. Confidentiality and Consumer Privacy4. Communicating with the Media

MARKETING POLICIES

“Do more less with less and get more.”

o P&G InternallyI. 9000 researchers

II. 150 technologies

III. 40 communities of practice

SUSTAINABILITY IN INDIA

OVERVIEW

ENVIROMENTAL SUSTAINABILITY

SOCIAL RESPONSIBILITY

SOCIAL RESPONSIBILTY

P&G’s Live, Learn and Thrive has improved life for more than 300 million children.

PHILANTROPHY PROGRAM IN INDIA

Padhega India, Tabhi Toh Badhega

India

PILLARS OF P&G INDIA

BRAND RANK #

ARIEL 20

DURACELL 40

GILETTE 16

HEAD & SHOULDERS 89

OLAY 19

ORAL-B 66

PAMPERS 29

PANTENE 7

TIDE 41

VICKS 98

TIDE

WHY ?

TIDE- OVERVIEW

Product Overviewi. Launched in India in mid-2000, Tide provides

‘Outstanding Whiteness’ on white clothes & excellent cleaning on coloured clothes as well.

ii. Tide’s Fabric Whitening Agents clean clothes without bleaching or removing colour from a garment.

iii. The Tide range in India includes Tide (Detergent) and Tide (Bar with Whitens).

iv. Tide Naturals was launched in India in December 2009. Packed with the benefits of lemon and sandalwood

MARKET RESEARCH

INDIAN LAUNDRY MARKET Indian laundry market is Rs.5000 crore in size.

Third largest detergent market.

More than 10 brands available in the Indian market.

HUL lead the market with highest % of market share i.e.38%, followed by P&G, Nirma, Ghari.

Detergent bar comprises 43% of market share and powder enjoying the rest 57%.

CONSUMER RESEARCH

Various consumer research shows : Indian women plays vital role in taking

decision regarding home products. Homemaker’s primary concern is her

family’s well being Maximum value from the products they

use. Indians love tough and long lasting

things in all their choices

PRICING STRATEGY

PRICING

PREMIUM

Ariel, Surf

MID-PRICE

Rin, Henko

POPULAR SEGMENTNirma, Wheel

4P’S OF MARKETING

PRODUCTSPRICEPLACEPROMOTION

PRODUCT

PRICE

PLACE

PROMOTION

TARGET MARKET

PRODUCT

PRODUCTDETERGENT POWDER

BAR

PRICE TABLE

PRODUCT 500GMS 1KG 2KG 4KG 6KG

TIDE PLUS46 90 166 341 474

TIDE JASMINE & ROSE

41 91.50 183 337 506

TIDE NIMBU CHANDAN

25 52 NA NA NA

TIDE TALCUM POWDER

46 92 184 387 460

PLACE

In India, the company uses the traditional way to reach customer :

FACTORY

DISTRIBUTOR

WHOLESELLER

RETAILER

PROMOTION

ATL

BTL

TTL

PROMOTION

E-MARKETING

PROMOTION WAR

Direct attack of HUL ON P&G CLAIM

Rin gives better whiteness then tide

Ad released on 26th February ,2010- Friday

FINANCIAL STATEMENT OF P&G( AMOUNT IN MILLIONS )

2012 2011 2010 2009 2008

Net Sales $83,680 $82,559 $78,938 $76,694 $79,257

Operating Income 13,292 15,818 16,021 15,374 15,979

Net Earnings 10,756 11,797 12,736 13,436 12,075

Net Earnings Margin from Continuing Operations 11.1% 14.3% 13.9% 13.9% 14.2%

Diluted Net Earnings per Common Share 3.66 3.93 4.11 4.26 3.64

Dividends Per Common Share 2.14 1.97 1.80 1.64

1.45

MARKET SHARE

17.30%

16.90%

13.50%

6.00%6.00%

40.30%

Market share

GhariWheelTideArielNirmaHUL

STRONG COMPETITOR

UPPER CLASS

MIDDLE CLASS

LOWER CLASS

COMPETITIVE ADVANTAGE

a) P&G have long standing reputation of having family of product, having excellent quality

b) Intensive research to determine their target market and type of product would best fit their need

c) P&G have product for both the market segment, economic and Luxury.

SWOC ANALYSIS

STRENGTHS

• Benefit or attribute over other products in the same category

• Leading market position

• Lower price and good quality

• Most popular and widely patronized detergent in the world and a flagship brand of P&G

• Renowned by its reputation of complimenting the ever-changing people’s temperaments for fashion

WEAKNESSES

• Strong competitors

• Substitute products available at the same price

• Increased promotional spending to keep healthy sales

SWOC ANALYSIS

OPPORTUNITIES

High potential of rural market has a lot of opportunities

Changing lifestyle of people want cheap product with good quality

Introduction of better variants by technology development and innovations

CHALLENGES

Price wars with competitors

Aggressive promotion by competitors , harming the reputation of the product and ambush marketing

Counterfeit products in the rural market

THANKYOU

PRATIKHA SALVI

SONAL JOSHI

RIDDHI SHAH

SUSHMITA DAS

SANCHIT GANGAR