P&G was founded in 1837 and has grown to be the global leader in consumer goods, selling products in almost 100 countries. Through heavy investment in innovation and R&D, strategic marketing approaches like Connect + Develop, and understanding consumers through extensive research, P&G has built many billion-dollar brands and established industry-standard marketing practices. While facing challenges from competitors and changing markets, P&G has continued to adapt and focus on connecting with consumers to drive growth.
8. North America,
42%
Western
Europe, 21%
Asia, 15%
Central and
Eastern Europe
and the Middle
East and Africa,
13%
Latin America,
9%SALES
Started expansion
in mid 90s and by
1980 entered
Latin America,
Western Europe
and Japan
13. P & G heavily relies on
Innovation and R&D
Followed a scientific
Approach to connect company’s
Sales and marketing
14. Owing to the
dip in Sales in
1999,they Decided
to change their
Global structure by
establishing
7 Global
Business Units
GBUs
A business
development
team
Focusing on
innovation
A Venture
team
Acquiring new
brands and
nurturing ideas
Market
development
organizations
Intensive
market
research
15. Researched the top 10
Needs of people
Converted them into
science problems
Looked for new products
And concepts
Leveraged the brand’s
Equity for sales
Connect + Develop
16.
17. Connect & Develop success stats
>35% products developed
Outside of firm
45% of key initiatives
Discovered externally
R & D – 60%
Innovation success- 2X
1.4%drop in R & D
Investment from 2000
To 2006
18. P & G decided to shift
Their focus to DESIGN
After 2000
It used design as a
Complement to its
Innovation process
19. 2 Moments of Truth:
1. Store shelf (Sales)
2. Product performance delivery
review from consumer
20. 2 Moments of Truth:
1. Store shelf (Sales)
2. Product performance delivery
review from consumer
This led to a Deeper
understanding Of
The consumer
Consumer-centric
approach
21.
22. ROMI - Return On Marketing Investment Direct Marketing
23. ROMI - Return On Marketing Investment Direct Marketing
Project Apollo
Tracked the media habits
Of 30000 consumers
Helped P & G understand
Its marketing tactics
24. ROMI - Return On Marketing Investment Direct Marketing
Project Apollo
Tracked the media habits
Of 30000 consumers
Helped P & G understand
Its marketing tactics
Measurement of
Brand Loyalty
And
Customer Relationships
25. Recession of 2008 did not
Affect the marketing tactics
Of P & G
They started focusing on
Shopping experience
26. Focused on having the END
In mind when first conceiving
The Marketing idea
29. When people know a brand is from P&G,
they feel better about the brand.
P & G respected the appreciation and trust
received from consumers
P & G thanked their
Consumers
34. P & G was the first
Company which started
Television commercials
And sponsored radio and
Soap Operas
35. P & G was the first
Company which started
Television commercials
And sponsored radio and
Soap Operas
They focused in developing
Long standing partnerships
With ad agencies
Develop robust brand
Identities For the portfolio
Of Consumer goods
51. During recession P & G
Didn’t shift its marketing
budget
They increased their
Ad spending by
$1 Billion
+
20% increase in media
presence
Media Spending
52. During recession P & G
Didn’t shift its marketing
budget
They increased their
Ad spending by
$1 Billion
+
20% increase in media
presence
Media Spending
Shifted dollars to
Digital advertising
53. During recession P & G
Didn’t shift its marketing
budget
They increased their
Ad spending by
$1 Billion
+
20% increase in media
presence
Media Spending
Shifted dollars to
Digital advertising
Broaden their
Audience
55. Websites help to share
General information
BeingGirl.com provided
Information Regarding
the Problems Girls
Found Embarrassing or
difficult to share
56. As P & G struggled
Behind rivals It
decided to reach
1 Billion more
consumers
By 2015
57. It also started 2
web series
Targeting African
Black women
Attracted around 2 million viewers
58. It averaged 3.6 million viewers Net sales up by
20%
Pantene 14%
CoverGirl 4%%
Olay 3%
66. P & G continues to build
On its strength of innovation,
Consumer research and
Product performance
67. P & G continues to build
On its strength of innovation,
Consumer research and
Product performance
It has come a long
Way in evolving as
The World’s
Greatest market
Leader
