This ppt will take you through the journey of the life of P&G as a company, from its conception to its winning business mantras. Procter & Gamble Co., also known as P&G, is an American multinational consumer goods company . In 2014, P&G recorded $83.1 billion in sales. It owns about more than 300 brands under its name through mergers and acquisitions. however, in the past decade, the company began to sell most of its brands to other companies, this was however, one of the most intriguing business funda the company has ever used.

1. Presentation by Olivia
Hembrom

2. Procter & Gamble Co., also known as P&G, is an American multinational consumer
goods company headquartered in downtown Cincinnati, Ohio, United States, founded
by William Procter and James Gamble,
In 2014, P&G recorded $83.1 billion in sales. On August 1, 2014, P&G announced it was
streamlining the company, dropping around 100 brands and concentrating on the
remaining 65 brands, which produced 95 percent of the company's profits.
It is a diverse multibrand company which includes brands from different sectors-
home care, beauty, grooming, hygiene, food, nutrition, healthcare, pet needs, family,
etc

3. History

4. History
Bros in law, William Procter & James Gamble start a partnership, by making and selling soaps and candles
1837
1859
Company employs 80 employees and sales reach $1 million.
1862
Supplies soaps and candles to Union armies during American Civil War.
1879
Develops an inexpensive white soap equal to high-quality, imported castiles.
Inspiration for the soap’s name, ‘Ivory’
1896
the plant incorporates the latest technological advances with a pleasant work environment for employees – a
progressive approach at that time.

5. History
1895
King Camp Gillette invents the first safety razor.
1896
P&G’s first color print advertisement – an ad for Ivory – appears in Cosmopolitan magazine picturing this “Ivory
Lady.”
1911
P&G introduces Crisco, the first all-vegetable shortening. Crisco provides a healthier alternative to cooking with
animal fats and is more economical than butter.
1915
The Company builds its first manufacturing facility outside the United States, in Canada. Employing 75
people, the plant produces Ivory soap and Crisco.

6. History
1931
P&G’s brand management system begins to take shape in the late 1920s. In 1931, Neil McElroy, the Company’s
promotion department manager, creates a marketing organization based on competing brands managed by
dedicated groups of people. The system provides more specialized marketing strategies for each brand and Procter &
Gamble’s brand management system is born.
1935
The Company expands its international presence with the acquisition of the Philippine Manufacturing Co. in
the East. Thus, it spent $2 million on national radio sponsorship, and by 1937 the amount was $4.5 million. In
1939 Procter & Gamble had 21 programs on the air and spent $9 million. That year P&G advertised on
television for the first time
1946
P&G begins operating in Mexico – our first subsidiary in Latin America.
1955
Crest, the first toothpaste with fluoride clinically proven to fight cavities, is
introduced.

7. History
1957
P&G enters the consumer paper products business with the acquisition of Charmin Paper Mills,
a regional manufacturer of toilet tissue, towels and napkins.
1960
P&G GmbH opens its first office in Frankfurt, Germany, with 15 employees. Three years later, Germany’s first
plant in Worms begins production of Fairy cleaning powder and Dash laundry detergent.
1967
Ariel is introduced and later becomes one of P&G’s leading global laundry brands.
1978
Didronel is introduced. A treatment for Paget’s disease, it is one of the Company’s first
pharmaceutical products.

8. History
1984
Gillette acquires Oral B, founded in 1950.
1985
Second, P&G expanded its globalization plans. The Company established a worldwide research and
development network, with research hubs in the United States, Europe, Japan and Latin America, and
built a solid foundation of truly global brands. These brands include Pantene Pro-V, Always/Whisper,
Ariel and Tide, Crest, Pampers, Vicks and Oil of Olay.
1989
The Company enters the cosmetics and fragrances category with the acquisition of Noxell and its
Cover Girl and Noxzema products.

9. History
1991
P&G opens its first operation in Eastern Europe with the acquisition of Rakona in Czechoslovakia. And in
other Eastern European countries – Hungary, Poland and Russia
1993
Company sales exceed $30 billion . More than 50% of its sales come from outside the U.S.
1996
The U.S. Food and Drug Administration grants approval of Olestra and expands its global acquisition in
Germany with acquisition with VP Schickedanz.
1999
Enters the global pet health and nutrition business by acquiring the IAMS Company, a leader in
premium pet foods.

10. 12 decades , 12
CEOs
William A. Procter
1890-1907
William cooper
Procter
1907-1930
Richard Dupree
1930-1948
Neil H. McElroy
1948-1957
Howard J Morgens
1957-1974
Edward G. Harness
1974-1981
John Smale
1981-1990
Edwin L. Artzt
1990-1995
John Pepper
1995-1999
Durk I Hager
1999-2000
A.G. Lafley
2000-2009
Robert A. McDonald
2009-present

11. Logo Controversy
“And there appeared a great wonder in heaven ; a woman clothed in the Sun and
the moon under her feet, and upon her head , a crown of 12 stars.”
• The company’s original logo was a star that barge workers painted on cases of
Star Candles to identify them. The symbol later evolved into a mark with
moon and stars.
• Rumors began spreading in
the 1930s that the ”man and
the moon was the
representation of the horned
devil “ and that the company
was related to occult and
satanism.
• The moon and stars serve as a reflection of P&G’s unique ability to touch
the lives of consumers throughout the phases of their day, their life, and
across generations.

14. • Diversifies range of
products – healthcare,
grooming, beauty,
household, hygiene
• 1990s- value pricing strategy
Currently also reasonable
prices.
Product Price
Promotion Place
• About 140 countries to
5 billion customers
• Manufacturing&
distribution networks in
all major countries like
US UK India China
• Main focus is on celebrity in
TV & print media
• Used Olympics in its ads
• Advertising hall of fame
award in 2010
Marketting
Mix
4 P’s
Marketing Strategy

15. Expansion Strategies
Ansoff Matrix
Market Penetration Product Development
Market Development Diversification
New ProductsExisting Prroducts
ExistingProductsNewProducts

16. 1940: Developed by Swiss drug company
Hoffman-LaRoche
1947: Debut as a premium hair care line
across Europe
1985: Take over by Procter and Gamble
(P&G)
1991: Changed name to Pantene Pro-V
1995: Procter & Gamble launches Pantene
Pro-V in India.
1997: P&G launched Head & Shoulders in
India
Company Background

17. Company Market Share in India
Sunsilk 19%
Clinic Plus
16%
Pantene
14%
Head &
Shoulders
9%
Dove
8%
Others
34%

18. The
competitors
1
2
3
4
5

19. The
Communication
Objective
Media Usage
MEDIA USAGE NOW PROPOSAL
TV Commercials  
Radio  
Internet  
Magazines  
Newspapers  
Billboards / Hoardings  
P. O. P.  

20. Marketing Mix
Product:
Variety of hair care
prodcuts according
to hair needs and
types
Price:
Affordable and
available in all types of
packaging
Place:
Products available in
supermarkets,
drugstores, retail
shops, etc
Promotion:
Heavy advertising
using celebrities
through almost all
forms of media

22. • The company spends $2 billion annually on R&D and
another $400 million in foundational consumer
research to discover opportunities for innovation,
conducting some 20,000 studies involving more than 5
million consumers in nearly 100 countries.
• P&G is product &quality -based business rather than
service based and focuses on business model
innovation.
Strategies from the CEO

23. Transactional learning
Translating idea into concept, into prototype
Understand the competitors - who’s trying at what rate, at
what price, under what circumstances.
Give room for innovation and techniques.

24.  Some employees go and live with the customers especially in
developing and emerging markets for days, being in touch with
the customer at store level.
 Bringing consumers into offices and running live consumer
labs every day, in virtually all the businesses.
Living-it programme
 A six- to 12-week experience where participants work at the
front end, the ideation end, and any business can send a
team in an innovation center at Beckett Ridge that works
the commercialization end, to help us understand how and
where the company is going, innovation strategies, where
we go to retail.
Clay Street

25. Corporate Social Responsibility
• In partnership with NGOs like Save The Children , Round table India, Army
Wives Welfare Association & Navy Wives Welfare Association has helped
280,000 children by building over 140 schools across India.
• Children’s Safe Drinking Water Program reaches people in developing
countries where 1bil people do not have access to safe & clean water through
PUR packets a water purifying technology. One packet turns 10 lit of dirty
water clean & drinkable.

26. • Aims at providing education to
children, toilet facilities, clean drinking
water, disaster relief, basic
infrastructure like classrooms, library,
computers to the under privileged.
• Disaster relief fund – constructing
schools and houses in extreme terrain
disaster stricken areas likes ladhakh,
floodplains of Bihar, Gujrat, Assam.

27. Controversies
• Price fixing
• Animal testing
• False claim against drug Prilosec
• Ban on Vicks

28. Winning mantras
Acquisitions
Use of Celebrities to promote brands and CSR
Currently disinvesting & focusing on core products

29. Sponsors

30. P&G Advertisement .
htttp://www.youtube.com/watch?v=tAT-cFFGNQg

31. Thankyou