P&G is a global consumer goods company based in Ohio. The case discusses P&G's focus on innovation through R&D connected to marketing, serving unserved customers, and growing its business globally. P&G established research labs and 7 global business units. It connects with external scientists and develops technologies in-house. Successful products include Crest, Head & Shoulders, and Pampers. P&G conducts detailed customer segmentation and brand building. It uses advanced technology and viral marketing. Sponsorships, celebrity endorsements, and digital/social media help increase its global presence. P&G serves over 5 billion consumers as the world's largest marketer by building on strengths in R&D, consumer insights

1. Harvard Business School Case

3. • Multinational Company situated in Ohio, The
U.S.
• Procter &G amb l e ( P & G ) is a global leader
in branded consumer goods , known for
iconic category - defining products .
P & G Brief

4. Famous Brands

6. Famous Brands

10. Famous Brands

12. Issues of Focus
1
2
3
Innovations and R&D
 Scientific Approach
 Connection with Marketing & Sales
Serving Unserved Customer
 Trying to penetrate new market
Grow and Develop the Business
 Promoting and Positioning for global market

13. Famous Brands
Penetrating new and local market1
2 Encourage Innovation
Aim Towards

14. Combining R&D with sales and Marketing
Steps taken for R&D
1
R&D division was
established as corporate
labs in the field of
consumer goods.
Replacing the trial-and-
error methods commonly
pursued at the time

15. TO BUILD GLOBAL PRODUCT
DEVELOPMENTAND QUICKTOMARKET
STRATEGIES
7 global business units (GBUs) based on product
categories replaced the company’s 4 GBUs.
3 new teams supported the GBUs:
 1.Business development team
 2.Venture team and market
 3.Development organizations.
Steps taken for R&D
2

16. CONNECTANDDEVELOP
WITH NON P&G
SCIENTISTS
New method: connect-and
develop, identified proven
technologies, packages, and
products that P&G could
improve, scale up, and
market on its own or through
partnerships
Steps taken for R&D
3

17. Results
1
2
Products like Crest toothpaste, Head &
Shoulders shampoo and Pampers
diapers were successful
Products like Swiffer, Crest White strips
Dusters, Olay , & Crest Spin brush. Its stock slid
from $118 to $52 over 18 months

18. Famous Brands
To communicate to new & existing consumers that
P&G is a pioneer in innovation1
2 To reach out to consumers by conducting
one-on-one marketing
Reaching to unserved market

19. •
Very detailed building
for brands
Two steps:
1. Segment Identification
2. Brand Building for segment
Steps taken for that
1

20. CUSTOMERCENTRIC
MARKETING
 Advanced Technology
 Vocal Point program (promoting
advocacy messages to peers by
women).
Steps taken for that
2

21. Results
High Impact on Products
1
2
Design leads to better
functioning and that leads to
innovation

22. Famous Brands
Brand Promotion, Image and Positioning
1
2 P&G : Here and Everywhere
Enhance Global Leadership Potential

23. Local Advertising
 Soap operas
 TV-Ads
 Rapport building
Steps taken to increase global
presence
1

24. Sponsorship
 Sponsoring events
 Another key factor:
Celebrity endorsements
 Digital media & social
media marketing
2
Steps taken to increase global
presence

25. Sponsorships

26. Cont..

27. Celebrity Endorsements

28. Digital Media & Social Media
Marketing

30. NO. 1
5 billion
consumers served
at center stage.

31. No.2
Building on its strengths in R&D,
consumer research, and product
performance, P&G continued to
evolve and innovate as the world’s
largest marketer.

32. Famous Brands

34. Prepared By:
Yash Patel, PDPU under Prof. Samee
Mathur (Marketing Internship)