Harvard Business School Case

History

P&G began in 1837 when William Procter and James Gamble formed a small candle and soap Shop.Over 180 years it innovates and revolution in its products along with having superior quality.

Company Background

P&G pursued international expansion early from 1930s,entering markets in Latin America, Western Europe and Japan.It expanded into new line of business through acquisitions.

P&G’s approach to entering new markets was via “acquisition or joint venture on a small scale, through trial and error, learn the formula for success before making a major commitment”.

Current Brand Matrix

Company Strategies

Consumer Knowledge

Long-Term Outlook

Product Innovation

Innovative Products

Quality Strategy

P&G’s designs products if above average quality and Continuously improves them in ways that matter.

Brand Extension Strategy

P&G add more Shelf space and acquire more market area.

Multi-Brand Strategy

P&G gives equal importance to each brand.Each brand meets a different consumer and competes against specific brands.

Communication Pioneer

Gives special attention to its brand recognition and brand value.

Aggressive Sales Force

Major sales through retails stores of Walmart located throughout the globe.

Manufacturing Efficiency and Cost cutting

Spends a lot to innovate methods to cut down the prices.

Brand Management

Efficiently works with all the brands under its umbrella.Have one executive for a single brand.

Marketing at P&G

Marketing Strategy:

P&G’s consistent focus on function, performance and price.

More consumer centric Marketing approach.

Marketing strategies goes in accordance with the shopping experience.

Marketing at P&G

Commitment to the Consumer:

P&G works process orientated. Top firm in world to invest highest in market

research. New ways to interact and measure

consumer values. Neuromarketing of its products for different

demographic sections.

Marketing at P&G

Marketing Strategy:

P&G’s consistent focus on function, performance and price.

More consumer centric Marketing approach.

Marketing strategies goes in accordance with the shopping experience.

Marketing at P&G

Advertising:

Ivory, first product to be advertised directly to consumers.

Developed “media neutral ” idea that could be translated across a range of media globally.

Ads focused on brand superiority and clear functional benefits of its products.

Marketing at P&GAdvertising:

Sponsorships:

A range of sponsorships were leveraged across P&G’s portfolio.

U.S. Olympic team for 2010 games (Worldwide sponsor) 2012 winter games as well as for 2016 summer games in Brazil.

NFL’s Play 60 initiative sponsorship(Health care.)

Marketing at P&GAdvertising:

Celebrity Endorsement:

P&G’s acquisitions for several beauty firms in 1990s had brought several celebrity endorsers.

Roger Federer was featured in Gillette Fusion Product ads.

P&G also gives sponsorship for atleast 16 Olympic athletes.

Marketing at P&GAdvertising:

Celebrity Endorsement:

P&G’s acquisitions for several beauty firms in 1990s had brought several celebrity endorsers.

Roger Federer was featured in Gillette Fusion Product ads.

P&G also gives sponsorship for atleast 16 Olympic athletes.

Marketing at P&GMedia Spending:

Even during recession it backed its marketing budget by providing varies offers to consumer cutting of other expenses.

Expends more in Digital marketing and new ways media to broaden its audience base.

Marketing at P&GMedia Spending:

Even during recession it backed its marketing budget by providing varies offers to consumer cutting of other expenses.

Expends more in Digital marketing and new ways media to broaden its audience base.

exper

Marketing at P&GDigital Marketing:

In 1999 launch pampers.com expanding its digital content offering.

It enables a raft of niche experimentation targeted to specific consumers.

P&G’s Old Spice YouTube sensation “The Man Your Man Could Smell Like” gave it greatest exposure in online community in 2010.

Marketing at P&GSocial Media:

In 2007, P&G launched two social media sites: Capessa and the People’s Choice Community.

Although some negative reactions were attached to its ads.

In 2011, in contrast to other websites its “Manofthehouse.com” aimed to “speak to whole men”

Marketing at P&GInteractive Community Promotions:

Tide opened a Laundromat in New Orleans to wash survivors clothes and sold their t-shirts with slogan imprinted to raise money for the affected community.

“Restrooms” lounge with best facilities to promote Charmin toilet paper

Marketing at P&GMoving Forward:

As P&G continued to push toward reaching 5 billion consumers served worldwide it pushes its marketing capabilities.

Building its strength in R&D, consumer research, and product performance, P&G continued to evolve and innovate as the world’s largest marketer.

Summary

P&G maintains a balance between consumer needs and its supplies through its varies marketing strategies.P&G should continue to its strategies keeping in mind the competition in market.

Disclaimer

Created by Harshit Agrawal,IIT Roorkee during Marketing Internship by Prof. Sameer Mathur , IIM Lucknow