Procter & gamble marketing strtergy MBA PPT OF MARKETING

Presentation On
Procter & Gamble
4/9/2013 Babasabpatilfreepptmba.com

Contents
 Industry Introduction
 Company Introduction
 Core and Auxiliary needs
 Orientation and philosophy company adopted
 Company SWOT analysis
 Different brands and features
 Punchline and brand ambassador

 Industry Competitors
 Brand Competitors
 Competitors Objectives
 Strength and Weakness of Competitors
 Whom to attack and Whom to avoid
 Marketing Mix
 Factors affecting Buyer behavior
 Buyer decision process
 Conclusion4/9/2013 Babasabpatilfreepptmba.com

INDUSTRY INTRODUCTION
The Fast Moving Consumer Goods (FMCG) industry in
India is one of the largest sectors in the country and over
the years has been growing at a very steady pace. The
sector basically consists of consumer non-durable
products which broadly consists, personal care, household
care and food & beverages. The Indian FMCG industry is
largely classified as organized and unorganized.

Evolution
 India has always been a country with a big chunk of
world population, be it the 1950‟s or the twenty first
century.
 In that sense, the FMCG market potential has always
been very big.
 One of the biggest changes to hit the FMCG industry
was the „sachet‟ bug.

 In the last 3 years, detergent companies, shampoo
companies, hair oil companies, biscuit companies,
chocolate companies and a host of others, have
introduced products in smaller package sizes, at lower
price points.
 This is the single big innovation to reach new users
and expand market share for value added products in
urban India.
 For general FMCG products like detergents, soaps
and oral care in rural India.

Major Players
Major players in FMCG sector are
Britannia India ltd
Dabur India ltd.
Marico
Nirma ltd.
Cadbury India ltd
Cargill
Coca-cola
Colgate-Palmolive India
HLL
Nestle
Pepsi co.
Procter & Gamble
Samsung
LG
Videocon
Jyothy Laboratories

COMPANY INTRODUCTION
HISTORY
P&G was founded in 1837, Procter & Gamble is one of
the largest consumer products companies in the world.
It is very big in the area of consumer goods. One of the
leading company of household products in the world,
It has operations in nearly 80 countries around the
world and markets its nearly 300 brands in more than
160 countries.

VISION
“Be, and be recognized as, the best consumer
products and services in the world”

MISSION
“Procter and Gamble will continue to serve
consumers by continuously innovating products that
will allow us to be leaders in household and personal
care, health care, and food products. To produce
products with the at most care to give nothing but
quality to our communities. And to continue to grow
so that we can maximize our shareholder‟s wealth.”

Objectives
• We will provide branded products and services of
superior quality and value that improve the lives of the
world's consumers, now and for generations to come.
• As a result, consumers will reward us with leadership
sales, profit and value creation, allowing our people, our
shareholders and the communities in which we live and
work to prosper.
• They place great value on new customer innovations.

Awards
 Feminine won Gold in the Personal Care Segment,
narrowly edging out COVERGIRL & Olay Simply
Ageless Foundation which took Silver.
 Align Probiotic Food Supplement won Gold in the
Consumer Drug Segment.
 Bounce Dryer Bar took home Silver and Febreze
Flameless Luminary In-Home Scent Delivery System
in the Household Segment category.

Core and Auxiliary Needs
Brand Core need Auxiliary need
Pantene Strengthens hair Makes hair shining and
silky, protects from
dandruff.
Olay Protect skin Removes dark spots,
wrinkles, soften the skin.
Ivory cleanness Fragrances
Rejoice Strengthen hairs Smooth hair and long hair
Beauty and Grooming

hh
Brand Core need Auxiliary need
Vicks Protects from cold,
sneezing, cough
No side effects, free from
viral infection, easy
breathing
Oral-B Protects strong teeth Prevents toothache
Crest Healthy Whiteness and cleanliness
Eukanuba Health of pets Enhanced the lives of dogs
and cat
Pepto Health Nausea, heart burn,
Indigestion, upset stomach
PUR water filter Health safety Filteration,childrens safe
drinking water,equivalent
to boiled water
Health and well being

Household care
Bold Cleaning Softness and freshness
Gain Cleaning Laundry along with
cleaning and softening
Febreze Fragrance Used for refreshing the
home
Tide Prevents from dirty
clothes
Shining clothes, fresh
clothes
Bounty Protects hands from
infection
Smooth, we can use
easily

ORIENTATION or PHILOSOPHY YOUR COMPANY ADOPTED
ORIENTATION EXTENT JUSTIFICATION
Production concept Fully adopted(F)
P&G have justified that
production concept will be
in the favor of customers
and there satisfaction.
P&G makes bulk
productions because it
produces daily used items.
Product concept Fully adopted(F)
The company has improved
quality products and
depending on growth of
economy
ARIAL (POWDER,SOAP)

Cont….
Selling concept Fully adopted(F)
P&G products are daily used
products and used regularly,
it doesn’t have any season .
Marketing concept Fully adopted(F) Marketing concept starts
from customers and ends to
customer
Ex…. Pringles
Societal marketing concept Partially adopted (P) It has done many well fare
programs

SWOT Analysis
Strengths
– product variety and diversification.
– Line of shaving /grooming products.
– Leading market position.
– Strong finance in past years.
Weaknesses
– Quality control problem .
– Decreased revenue in their north East Asian market.

Opportunities
– Globalization
– Developing market.
– Demographic trends across the world.
Threats
– Private labels
– Rising cost of energy prices.
– New regulations
– Competitors

Different Brands and its Features
Pantene
Pantene focuses on providing
customized hair care products
that empower women to look and
feel their best every day.

Tide
Tide Total Care to our new Tide Stain
Release in-wash booster, Tide believes
in the importance of clean, fresh
clothes that make you feel your best
and most confident.

Duracell
Our products serve as the
heart of devices that keep
people connected, protect
their families, entertain them
and simplify there increasingly
mobil lifestyles.

Vicks
Provides safe and effective multi-
symptom relief from the six
symptoms of cold, namely – blocked
nose, cough, body ache, headache,
muscle-stiffness and breathing
difficulty.

Oral-B
Oral-B brand includes manual and
power toothbrushes for children and
adults, oral irrigators, oral care
centers, and interdentally products,
such as dental floss.

Gillette
With the number of men engaging in facial
and body grooming on a daily, weekly or
monthly basis.
Gillette understands that when men look
good, they feel good and they perform
well.

Ariel
The first detergent with stain-removing
enzymes. It was a powder designed for
twin-tub and top-loading washing
machine

Head and shoulder
Head & Shoulders is a brand of
anti-dandruff shampoo.

Pringles
•Its crispy and very much tasty to eat
•Every one demands for it.

Iams
Dog food, cat food, animal health
products. Iams has an extensive
line of pet food for cats and dogs
specially formulated for every life
stage, including puppy, adult and
mature.

Wella
One of the world‟s leading cosmetics
suppliers. Protector & Gamble acquired a
controlling interest in Wella AG, giving
Procter and Gamble a major presence in the
fast growing professional hair care
segment.

Pepto- Bismol
It is Used for nausea,
heartburn, indigestion, upset
stomach

Bold
It brings out the sensorial side of clean
laundry, enriching both laundry and life.
Also used for cleaning, softness and
freshness.

Punchline and brand ambassador

Punchline
ng your live”

Industry Competitors

• Hindustan Unilever Limited (HUL) is India's largest
Fast Moving Consumer Goods Company, touching
the lives of two out of three Indians with over 20
distinct categories in Home & Personal Care Products
and Foods & Beverages.
• The company‟s Turnover is Rs. 17,523 crores (for the
financial year 2009 - 2010)

• Clorox is one of P&G's main competitors, specifically the two
companies compete directly in the household products market,
especially in household cleaning products.
• Although much of the two companies' product catalogs
overlap, there are significant differences that prevent Clorox
from being in complete, direct competition with P&G.
• For example, one of the largest sectors of P&G's business is
beauty products, which are not part of Clorox's product
offerings.

• Kimberly Clark competes with P&G in the household
products market, particularly in tissues, paper towels,
diapers, and feminine products.
• Kimberly Clark sells its products to both consumers
and large businesses.

• Colgate Palmolive produces a product catalog that
most overlaps with P&G's product lineup relative to
other competitors.
• Colgate is best known for its flagship toothpaste,
which had a 44.4% global market share in 2009.
• The company also manufactures toothbrushes, dental
floss, detergents, soap, and pet care products.

• L‟Oreal Company competes with P&G in the beauty
products market.
• L'Oreal's two biggest product categories are skincare and
haircare products.
• Unlike diversified companies like P&G, L'Oreal is purely
a beauty and cosmetics company with its product catalog
centered around skincare, haircare, make-up, perfume and
other beauty products.

BRAND COMPETITORS
P&G Brands HUL
brands
Clorox
brand
Kimberly Clark
brand
Colgate
Palmolive
L’Oreal
Clinic plus − − − Garnier
Fructis
− − Scott Paper
Towels
− −
Close-up − − Colgate
toothpast
e
−
AXE − − Speed
stick
Deodrant
−
− − Huggies − −

- - - Colgate
Toothbrush
-
Rin - - - -
Puriet
water filter
Brita water
filter
- - -
Dove - - Palmolive
soap
-

COMPETITORS OBJECTIVES
Hindustan Unilever Company
• Always working with integrity.
• Positive impact.
• Setting out our aspirations.
• Working with others.
• Reduce waste, conserve energy and explore
opportunities for reuse and recycle.

Clorox Company Objective
To build brand awareness of the relatively new Green
Works cleaning products line through special offers.

Kimberly Clark company objective
• KC have strengthened our brands, increased our
exposure to faster-growing, higher-margin businesses
and markets.
• KC continuously improve the effectiveness and
efficiency of our organization as we create a stronger
and faster company.

Colgate Palmolive Company Objective
• They wanted to have the maximum space they could get
at these retailers.
• Another objective of this company was obtaining the
proper positioning, the final objective was to maintain
pricing strategy. They did not want to compete on price,
as they wanted to position Cleopatra soap as premium
quality soap and to generate interest in their brand
through strong media and consumer promotions.

L‟Oreal Company Objective
• The dominant player in the market.
• To be the number one in the market share.
• Easy to use.
• It is ultra effective.
• It has a unique hydrating formulas.

STRENGTH & WEAKNESS OF COMPETITORS
Hindustan Unilever Company
Strengths
• HUL covers over 3400 distributors and 16 million outlets.
• The new sales organization named 'One HUL' brings "Household and
Personal Care" and foods distribution networks together, there by aligning
all the units towards the common goal of achieving success.
Weakness
• HUL's weakness was its inability to transform its strategies at the right
time.
• Lack of pricing power in core business and absence of growth drivers have
put HUL on a deflationary mode.4/9/2013 Babasabpatilfreepptmba.com

Clorox Company
Strengths
• Leading market position.
• Strong Research & Development .
Weakness
• High dependency in the US market.
• Concentrated - Top 5 customers account for almost 45%
of revenue.

Kimberly Clark Company
Strengths
• Cost advantage.
• Effective communication.
• Loyal customers.
• Strong financial position.
• Unique products.
Weaknesses
• Not innovative
• Not diversified
• Poor supply chain

Colgate Palmolive Company
Strengths
 Highly Qualified Staff.
 Reasonable Prices.
 Over 20 years experience in the business.
 Good relationship or communication with customers
Weakness
 Lack of competition
 Lack of mission statement on the website
 Limited funds (Typical in small businesses)

L‟Oreal Company
Strengths
• Professional hair care with a 30% market share
• Acquired or developed brands in all of the key markets that served the
professional segment
• L'Oreal was the only cosmetics group present in every distribution channel
• Strong relationship between marketers and R&D Teams
Weaknesses
• Minimal product differentiation between cosmetics companies

WHOM TO ATTACK & WHOM TO AVOID
Compiti
tors
Strong weak Close Distant Good Bad Attack Avoid
HUL  − - − - −  −
Clorox − -  _ - −  -
Kimberl
y-clark
- − - −  −  −
Colgate-
palmoliv
e
_  − − - − − 
L’Oreal  − - − - −  −

Justification
HUL
 As reference to brand competitors for most of the P&G brands
they are providing substitute with equal features. So HUL is
strong, close and good competitors for P&G.
Clorox
 This company is mainly concentrated on household product
marketing especially in household cleaning product.
 One of the largest sector of P&G‟s is beauty products which
are not part of Clorox product offerings.

Kimberly-Clark
 This company competes with P&G in the household products
market, particularly in tissue papers, towel etc.
 KC sells it products to both consumers and large business.
Colgate-Palmolive
 This company Colgate is best known for its flagship toothpaste
which had a 44.4% global market share in 2009.
L‟Oreal
 This company competes with P&G in the beauty products market.
 Its two biggest product categories are skincare and hair care
products.

MARKETING MIX
PRODUCT PRICE PLACE PROMOTION
Rs 3, Rs69, Rs117, Rs 1.5
Manufacturer
Distributor
Whole seller
Retailer
Consumer
The promotional
activities which
the company
conducting are
Like giving
advertisements in
Television,
Internet and
Newspapers,
Magazines.
Rs. 98 -200ml , Rs.51-
100ml. and Rs. 3 for a
7.5ml sachet.
Rs 69, Rs 149,
Rs299 for 50 gm
Rs 10,Rs 20, Rs 35
Rs20, Rs24, Rs30
small size-Rs135
medium size-Rs155

FACTORS AFFECTING BUYING
BEHAVIOUR
FACTORS
HIGH/MEDIUM/
LOW
IMPACT
JUSTIFICATION
CULTURAL FACTORS
HIGH
P&G brands cover upper
class people like Olay,
Pantene. Lower class
people of low income
can affort P&G brands
like Pantene sachet, Tide
sachet.
SOCIAL FACTORS MEDIUM
People buy P&G brands
because factors like on
their parents, friends,
Relatives opinions.

PERSONAL
FACTORS
HIGH
These factors varying
from person to person.
Demographic factors
such as sex, age, gender
etc played major role in
buying the products for
individual use.
PSYCHOLOGICAL
FACTORS MEDIUM
People purchase P&G
products because they had
sense of fashion. They see
features of the product and
services provided by the
companies and want their
product to be good. They
compare the different
brands like Pantene &
Clinic plus, Rin & Tide.

BUYING DECISION PROCESS
NEED RECOGNITION
INFORMATION SEARCH
EVALUATION OF ALTERNATIVES
PURCHASE DECISION
POST PURCHASE

1.Need Recognition
The Buying process begins with recognition on the part
of the buyer. Needs of Buyers are as follows:
• Strengthens hair
• Protect skin
• Cleanness
• Protects strong teeth
• Health safety

2. Information Search
• Personal Sources (Family, Friends, Neighbors,
Relatives )
• Commercial Sources(Magazines, Promotional
Materials, Advertising, Dealers, Sales person, Display
etc)
• Public Sources(Newspapers, T.V commercial, Internet,
Mass media)

3.Evaluations of alternatives
Buyers prefer various Brands like Pantene, Olay, Ivory,
Rejoice etc..Some of the alternatives are:
For Strengthens hair
• Superior
• Pantene
• Clinic-plus
For Protect skin
• Fair & lovely
• Olay

For Cleanness
• Tide
• Aerial
• Rin
For Protects strong teeth
• Oral-b
• Close-up
• Crest
For Health safety
• PUR water filter
• Puriet water filter

4.Purchase Decision
After the brand choice, the customer forms the intention to
buy the P&G products depending on his/her income level,
payment method decision, quantity decision, timing
decision etc.
5.Post Purchase
After purchasing P&G product the customer will experience
some level of satisfaction or dissatisfaction. If P&G
products meet the expectation of the customer means he is
satisfied.

CONCLUSION
Procter & Gamble is one of the largest consumer products
Companies in the world. The P&G is very big in the area of
consumer goods. One of the leading company of household
products in the world. Among its products, which fall into the
main categories of fabric care, home care, beauty care, baby
care, family care, health care, snacks, and beverages. P&G is
one of the most aggressive marketers and is the largest
advertiser in the world

It is responsive that I should come up with more
profitability with more products .I came to know
about products, price, quality, features. P&G
company will come up with more innovative
products.
Lastly I conclude that P&G is one of most
leading consumer product company in the world.

Procter & gamble marketing strtergy MBA PPT OF MARKETING

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