p&g marketing case study.pptx
TRANSCRIPT
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MARKETING PORTFOLIO
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A COMPANY WITH A NET WORTH OF $200 MILLION
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ORIGIN: 1837
CANDLES
SOAPS
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CURRENT STATUS
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OVER 300 BRANDS
140 COUNTRIES
OVER 5 BILLION
CONSUMERS
EMPLOYS OVER
138,000
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MAIN BUSINESS SEGMENTSBEAUTY CARE
23% Net Earnings
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MAIN BUSINESS SEGMENTSHOUSEHOLD CARE
28% Net Earnings
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MAIN BUSINESS SEGMENTSFAMILY CARE
17% Net Earnings
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OTHER BUSINESS SEGMENTSHEALTH CARE GROOMING SNACKS & PET CARE
16% Net Earnings 13% Net Earnings 3% Net Earnings
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WHAT MADE
SUCCESSFUL?
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LARGEST MARKETING SPENDER
IN THE WORLD
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CUSTOMER-CENTRIC MARKETING
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STRONG FOCUS ON PRODUCT-DESIGN
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PRODUCT FUNCTIONALITY
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PRICE
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SMALLER BRANDS MAINLY RELYON DIGITAL MARKETING
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BRAND POSITIONING IN SAME MARKET
WHITENER STAIN REMOVER
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P&G’s Old Spice television commercial
and YouTube sensation, “The Man Your Man Could Smell Like,”
was the tipping point.
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Emotional marketing: “Thank-you Mom” campaign
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THE ACQUISITION
BIGGEST MERGER IN THE HISTORY OF
CONSUMER GOODS.
ACQUIRED
FOR $57 BILLION TO BECOME THE WORLD’S LARGEST CONSUMER
GOODS COMPANY
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WHY
?
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STRENGTH
WOMEN PERSONAL CARE PRODUCTS
MEN GROOMING PRODUCTS
COMPLEMENTARY IN STRENGTH CULTURES & A VISION TO CREATE POTENTIAL FOR SUPERIOR
SUSTAINABLE GROWTH
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R&D CONNECTED WITH SALES & MARKETING
PARTNERSHIPS & CONNECTIONS WITH NON-P&G RESEARCHERS
CONNECT & DEVELOP
Identify proven technologies, packages, and products that P&G could improve, scale up, and market on its own or through
partnerships
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THE DIGITAL REVOLUTION
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TO MAKE IT THE MOST TECHNOLOGICALLY ENABLED BUSINESS IN THE WORLD
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WHY DIGITAL
REVOLUTION?
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1. BETTER INNOVATION 2. HIGHER PRODUCTIVITY
3. LOWER COSTS 4. PROMISE OF FASTER GROWTH
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HOW WOULD IT DRIVEGROWTH IN THE FUTURE?
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1. PRESENT PRODUCTS
IT COULD GENERATE NEW SALES WITH INCREASED EMPHASIS ON HEALTH CARE AND BEAUTY CARE PRODUCTS.
EXISTING BRANDS HAVE THE POTENTIAL TO GROW 4-6% A YEAR IN SALES.
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2. NEW PRODUCTS
IT NEEDS NEW PRODUCTS TO ADD TO THEIR REVENUE.
THE EQUIVALENT OF 2 SWIFFER INTRODUCTIONS A YEAR WOULD MAKE THEIR GOAL.
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3. ACQUISITIONS
IT COULD PROBABLY USE SMALL TARGETED ACQUISITIONS LIKE THE ONE THAT PRODUCED $200 MILLION-A-YEARTHE CREST SPIN-BRUSH
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CONCLUSION
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This presentation is created by Viraj Tamhankar, IIT Roorkee during a Marketing Internship under the guidance of Prof. Sameer Mathur, IIM Lucknow.