P&G has long been a global leader in branded consumer goods with a dozen billion dollar brands. Under CEO A.G. Lafley, P&G shifted its marketing strategy to be more consumer-centric and focus on design and emotional connections. This included qualitative and quantitative consumer research methods to better understand customers and evaluate marketing campaigns. P&G also increased its digital marketing efforts through social media, mobile ads, and interactive online communities. Lafley's consumer-focused vision helped P&G become more design-driven and successful.
3. COMPANY BACKGROUND
P&G was a global leader in branded consumer goods
Has a dozen of billion dollar brands known worldwide
It was the first company to advertise directly to customers
P&G was a seasoned marketer with strong consumer research with
powerful innovation network, an evolving marketing strategy, strong
marketing talent , and the world largest financial commitment to
advertising.
4. •P&G Vision and Mission
Vision
To be recognized as, the best consumer products and services company in the
world
Mission
To provide branded products and services of superior quality and value that improve
the lives of the world’s consumers.
9. In 2000 when A.G. Lafley took over as CEO,
he set a goal to make P&G top product-design
company, whose past focus was on function ,
performance, and price
MAJOR DECISION
10. His Vision was to introduce design in
Purchasing
Product
Communication experience
User experience
11. PROS
• More consumer centric marketing
• Enables consumer to understand the
product in a better way
• Better emotional connect with
consumers
• Gives deep understanding of
consumer
Cons
• Face inertia within the company due
to ingrained traditional approach of
process orientation and template
driven methods.
15. Consumers research method
Qualitative
Group discussions
In store interviews
Quantitative
Quality monitoring
Gathered data on consumers using blind test
Concept and use test
16. P&G
Had been a marketing trailblazer from the outset
MARKETING STRATEGY
19. Changein strategy
A.G. Lafely aimed to shift P&G toward more
design and emotional driven advertising, departing
from functionality and benefits driven strategy.
20. •
SPONSORSHIPS
Tied with NFL’S Play 60 initiative
a national youth health and fitness
Campaign focussed on fighting child
hood obesity.
21. In 2010, P&G announced Olympics sponsorship, aimed to build developing markets.
It’s Thank you Mom campaign was a viral success and were universally accepted for their under
lying message about love and motherhood.
23. Launched pampers.com, that also acted as interactive forum
Mobile ad campaign for Crest toothpaste “ Irresistiblity quiz”
“My Black is beautiful” TV series targeting African American women
Launched a sensational campaign “The Man Your Man Could Smell Like”
Developed a response campaign featuring “The Old Spice Guy”
These generated over 2 billion media impressions
Digital marketing
24. Social Media Marketing
Separate Facebook page for each product
Capessa for women on Yahoo!
Manofthehouse.com for household advice to men
26. Conclusion
Lafley decision to bring design at forefront eventually helped
P&G to become more consumer centric and practice the mantra
“Consumer is boss”. Design thinking introduced a process for
P&G’s people to look for consumer behaviour more broadly
than in the past. Their advertising also became more focussed on
emotional connection with their consumers. This resulted in
unleashing of creativity that boosted P&G top and bottom lines.
