Download - P&G 165 YILLIK SERÜVENİ
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Veysel TEKTA
mer Yeke
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Type : Public ( NYSE:PG)
Founded: 1837
Headquarter: Cincinnati , Ohio ,USA
Key people: Bob McDonald (Chairman ,Presidentand CEO )
Industry: Consumer Goods
Total Revenue: US$ 19,416 billion (jan-march
quarter 2012)Net income: US$ 2,411 billion
Full time Employees:129.000
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History
William Procter, a candlemaker, and James Gamble asoapmaker, emigrated from England and Ireland respectively.They settled in Cincinnati initially and met when they marriedsisters, Olivia and Elizabeth Norris.
Alexander Norris, their father-in-law, called a meeting inwhich he persuaded his new sons-in-law to become businesspartners. On October 31,1837, as a result of the suggestion, Procter & Gamble wasborn.
initial capital :7.192,24 $
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Cincinnati,Ohio,USAAdvantages
Logistics
Raw material
Disadvantages
Climate
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1865
CIVILWARDuring the American Civil War, the company won
contracts to supply the Union Army with soap and candles.In addition to the increased profits experienced during thewar, the military contracts introduced soldiers from all overthe country to Procter & Gamble's products.
New opportunities
Goverment policy Raw material
1859 petrol
Railroads
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Ivory
^^Btn esvabn mr,d,tarn kokar.Fildiisaraylardan sazlar senielendirir^^.
To learn branding Marketing
(magazine,newspaper) Education to wholesaler
and retailer 14 strike Dividend
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1890-1945
Go to public
Innovation
Research and development
New Advertising(radio)
Krisko
Direct sale
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Market research
market research
departmentestablished(1926)
Hiring 34 new skilledwomen
1930-1942(45-200 $)
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Tide
Tide ^^the washingmiracle ^^ isintroduced.Tide incorporatesa new formula that cleans
better than anythingcurrently on the market .itssuperior performance at areasonable price makes tidethe countrys leading
laundry product by 1950.
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1945-1980
Competitors: lever brothers andcolgate
Crest ,charmin,bountry,pampers,pringles,folg
ers,downy and bounceNet Sales increase ( 342,5
millon-10,8 billion$)New advertisement (tv)
New law against monopolisticncreasing environmental
consciousness
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From teel to Crest
Product development
Crest anduniversity(indiana )
cooperationApproved by ADA (
American DentalAssociation )
Marketing of crest todentists andconsumers .
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Employment policy
Business law andresponsibilities
Performance
Overtime Annual bonus
Firing
Woman rate inbusiness life
Discrimination
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Globalization 1980-1990
Acquisition : Norwich Eaton,Searle ,RVI
Foreign sale .10,8-21,4
billion$ Countries :20-40
Global brands :liquid tide,Crest ,Ultra pampers,Always/whisper, Pringles
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Learning competition fromjapan
market characteristics annual growt : %15Budizm , intoizmWomans per consumption(
soap,detergent,cleaner,personal careproduct)Local big competitor: Kao
,Lio,Nippon sunhome,NihonYushiAcquisition :Nippon Sunhome
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5 Strategic warning1-Low preferability not depend on any products
2-All brands should protect like single brand3-New features are instrinsic to brand or generic
4-Competition follow your technology5-Test the worst scenario
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Mexico
First entry -1948
Radio advertisement
Competitors (Rapido)
Fab (sold by weight)
Price control
Economic crisis Domestic raw material
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Overseas Marketpercentages
-1990
%38 sales
%47-assets
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1998-99
O-2005 powerful product groups and vegeographically market organizations come
into prominence in a global matrix Lines of business portfolio and commercial
customers seperated
Training Advertising campaigns for the creating a
brand and sales promotion
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Contd
Sector is king
Consumers are boss
Huge region huge sector
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Supply Chain
CBD Customer Business Development Value pricing
ECR Efficient Consumer Reaction SGE global eficiency Domestic investments JIT Higher brand value No stock boredom for merchants CNV
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White spaces
Group A Czechoslovak Hungary PolandRussia (some urban parts)
Group B Balkans Baltic Soviet Russia(other urban parts)
Group C
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Russia
Weak economy
Low GDP
Uncertain direction of politic reforms
Develuation
Price sensitivity of consumers
Western firms exit from the market andthe firm become smaller
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Healthcare Products
Huge market and demographic tendencycheering (end of 30s begining of 40s)
Many firms but neither of them have an10% market sharing
Unsatisfied needs
Potential snergy of technical power
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China
Local competitors out of modernmarketing strategies
Government support (14 free trade area )Causes of success
1-Best technology with existing products
2-Strong relation with government on thelevel of national and local
3-Strongest local organization
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China
Long term plan
Competition for low price products so
brand fulfillment and higher eficiency Loyalty of consumer norms
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Strategies
1 Doing the right thing 2 Gaining passion
3 Sustentation of brands 4 Consumers are boss 5 Persons make difference 6 Discipline
7 Innovation everywhere 8 To lead the innovation 9 Alliances offer advantages 10 Community with customers
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Competitors
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Stocks of UN and PG