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Procter and Gamble is an American multinational company headquartered
in downtown Cincinnati, Ohio, United States, founded by William Procter and James Gamble. Its products include cleaning agents & personal care products.
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PRODUCTS
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BRANDS
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APPROACH“Acquisition or
joint venture on small scale through trial and error, learn the formula for success before making a major commitment.”
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PURPOSE“Improve lives
of customers through continued innovation to reach more consumers, in more parts of world, more completely.”
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FOCUS•Growth of core brands and categories with unrelenting focus on innovation.• Building business with unserved and undeserved consumers.• Continuous growth and development of faster growing , higher margin businesses with global leadership potential.
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CASE FACTS
Expenditure (2010): $8.68 billionSales (2010): $78.94 billionNet Income: $12.74 billionMarket Capitalization: $186.63 billion
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Product Percentage
Household Care
Beauty and Groming
Health and Wellbeing
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Sales by RegionNorth AmericaWest EuropeAsiaLatin AmericaCentral and east Europe
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ACQUISITIONS• 1957- Charmin Paper Mill• 1963- Folger’s Coffee• 1980- Crush International
Limited• 1981- Frost Proof• 1981- Norwich Eaton
Pharmaceuticals• 1985- Metamucil• 1989- Noxell• 1991- Maxfactor• 2003- Iams• 2005- Gillette
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Contributors to Success:
• R & D and Innovation• Global Business Units• Connect and Develop• Marketing Strategy
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Innovation and R & D• Marketing
Secret Sauce• 1887-
Analytical Lab• Replacement
of trial & error• Products:
Crest toothpste,
Head & Shoulders, Pampers.
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Global Business Units (GBUs)• Based on
product category• Three new
teams: 1. Development Team 2. Venture Team 3. Market Development Team
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Connect and Develop• 50% innovation
from P & G and 50% from non P & G scientists and engineers.
• 7500 inside firm and 1.5 million beyond with permeable boundaries.
• Products: Swiffer duster, Olay Regenerist,
Crest Whitestrip and Crest Spinbuds.
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Marketing Strategies• Function,
performance & price.• Separate design
unit• Consumer
centric marketing• P & G website• Return on
marketing investment• Multi branding• Personal
endorsement• Psychological
Surveys
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CUSTOMER RESEARCH STUDIES
Qualitative(GDs, Consumer interviews, in-context visits,
in-store interviews)
Quantitative (Blind, concept and use tests,
quality monitoring,
study of consumer
habits)
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•Crafting messages by mothers•Samples•Coupons•Opportunities to share opinions•Personal endorsement
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•Customized by region•Strong connection to functionality•Design and emotion driven•Sponsorships•Celebrity endorsements•Social Media •Digital
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• Introduction• Approach• Purpose• Focus• Case Facts• Timeline• Product Percentage• Sales by region• Acquisitions• Contributors to success• Marketing Strategies• Customer Research
Studies• Special Promotions• Advertising• SWOT Analysis
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