Presentation on Procter & Gamble a Harvard Case Study created during an Internship by Vikash Kumar Under guidelines of Prof. Sameer Mathur IIM lUCKNOW

1. Procter & Gamble
Case Study

2. Procter & Gamble is an
American multinational
consumer goods founded by
William Procter and James
Gamble.
Its products include cleaning
agents and personal care

3. Who are the
players•CEO A.G. Lafley
• CEO Bob McDonald
• CEO Durk Jager
• CEO Jim Stengel
• Claudia Kotchka,
o Vice-president, Design unit
• Marc Pritchard,
o Global Brand Building Officer

4. OBJECTIVES

5. Know about the design , implementation & interpretation
of product development & marketing strategies
Evaluate primary and unique communication
strategies and money spending
Innovation , R&D and acquisition

6. SITUATION
ANALYSIS

7. Has good company
background
Enters new market
with a mission and
decisions
Takes scientific
approach to
connect with
people
Brings in a design
unit as a part of
marketing strategy
Shift from product
based marketing
to consumer-
centric marketing
Communication
through direct &
digital marketing
& sales promotion
Multibranding
Tries to move
forward with an
aim to reach 5
billion new
consumers
Connect
&
Develop

8. MAJOR ISSUES

9. 1. Growth of P&G’s core brands & categories with an unrelenting
focus on innovation & design.
2. Building business with unserved & underserved consumers through
consumer-centric , digital & direct and neuromarketing ,
multibranding and interactive community promotion.
3. Continue to grow & develop faster-growing higher margin
businesses with global leadership potential.

10. MARKETING
STRATEGY

11. •Historically, P&G had pursued a multibrand strategy, and it
managed brands across a category carefully, with each getting
individual support and satisfying a segment of the market.
• A new design unit was created for design innovation &
strategy. A culture of design was introduced in P&G which
complemented function-driven process.
• A consumer-centric marketing approach was followed which
allowed customization on the basis of needs of people.
• The firm leveraged its products through multibranding ,
focused on “Return On Marketing Investment” and shopper
marketing experience.

12. CONSUUMER
RELATIONSHIPS

13. • A lot of innovative approaches were introduced in product
and market research that gained qualitative and
quantitative information from the consumers , in-turn
resulting in better products and positive buying behaviour.
• Word-of-mouth advertising was followed , especially in
relation with females through campaigns like “Thank you
Mom” & “Loads of Hope” which acted as a means of
emotional branding.
• The pre and post purchase behavior towards products
were measured by online grocer sites & Neuromarketing
which helped in building one-to-one relationship with
customers.

14. ADVERTISING
•It was the first company to sell its
products directly to consumers through
dramas , T.V commercials and operas
instead of including wholesalers and
retailers in the chain.
• To compete in less familiar markets , it
developed “Media neutral” idea that
could be advertised in different and
relevant local languages.
• Lafley , Stengel and Kotchka aimed
towards design and emotion driven-
advertising along with benefits and
function driven one.

15. SPONSORSHIP
• It sponsored the U.S. Olympic team in
2010 and raised its visibility as a
worldwide sponsor for 2012 winter
games in Russia and 2016 summer
games summer games in Brazil.
• It engaged its consumers in fitness
campaign through NFL sponsorship
whereas the major campaign “Thank
you Mom” still remained the best in
touching everyone’s heart.

16. CELEBRITY ENDORSEMENTS
• P&G endorsed many celebrities and
spokes models for its acquired
beauty companies and products like
Cover Girl cosmetics and Pantene
shampoo.
• Gillette and Head & Shoulders ads
featuring sportspersons were
advertised through YouTube, T.V. ,
online and print media.

17. DIGITAL MARKETING
• P&G launched its first mobile marketing ad
campaign in 2006 . The campaign also released TV
commercials and print advertisements, and had an
online presence.
• P&G’s line of “My Black is Beautiful” products,
introduced two web series in 2010 to showcase its
products. This attracted a lot of views online .
Collection sales and market share increased.
• P&G’s Old Spice television commercial and
YouTube sensation, “The Man Your Man Could Smell
Like,” gave P&G its greatest exposure in the online
community and bridged the power of digital and
social media.

18. SOCIAL MEDIA
•In 2007, P&G launched two social media sites:
Capessa for women on Yahoo! Health and the
People’s Choice Community, associated with the
People’s Choice awards.
• P&G used Facebook as a marketing supplement,
not a replacement. It identified 2010 as the year to
acquire Facebook friends, but the years beyond
that were for figuring out how to use them.
• In 2011, when research showed that men were
interested in work generally done by women in
houses , P&G rounded out its earlier social media
efforts with Manofthehouse.com, which featured
household advice for men .

19. WHAT’S NEXT
• Digital marketing with campaigns
campaigns
• Emotional, design and function driven
driven marketing
• R&D
• Consumer research & product
performance.

20. SUMMARY
• Introduction
• CEO
• Objectives
• Situation Analysis
• Major Issues
• Consumer Relationship
• Marketing Strategies
Advertising
Sponsorship
Digital Marketing
Social Media
• What’s Next

21. DISCLAIMER
Created By Vikash Kumar,NIT RAIPUR during
A marketing internship by Prof Sameer Mathur
IIM LUCKNOW
See (http://www.IIMLinternship.com)