Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.

Procter&Gamble:Marketing Capabilities

Based on the Harvard Business School case study
Procter & Gamble:Marketing Capabilities

  • Inicia sesión para ver los comentarios

  • Sé el primero en recomendar esto

Procter&Gamble:Marketing Capabilities

  1. 1. FOUNDERS WILLIAM PROCTER JAMES GAMBLE 1838-P&G Print Advertisement
  2. 2. Known for iconic category-defining product Global leader in branded consumer goods Managed two dozen $1 billion brands
  3. 3. 2010 Annual Report
  4. 4. COMPANY BACKGROUND
  5. 5. YEAR ACQUISITIONS 1957 Charmin Paper Mill 1963 Folgers coffee 1960s Market tested Pampers 1980s Always/Whispers,Pringles,Pantene 1980 Crush International Limited 1981 Frostproof 1981 Norwich Eaton Pharmaceuticals 1985 Richardson-Vicks ,G.D Searle 1989 Noxell 1991 Max Factor 2003 Iams 2005 Gillettte
  6. 6. Followed by Edward.G.Harness Robert.A.McDonald David .S.Taylor CEOs’ of P&G
  7. 7. A.G.LAFLEY ROBERT MCDONALD
  8. 8. INNOVATION AND R&D
  9. 9. Crest Toothpaste First toothpaste with fluoride Head &Shoulders Dandruff shampoo Pampers Disposable diapers First time products that took a scientific approach
  10. 10. MARKETING AT P&G Marketing strategy Commitment to the consumer Advertising Media spending Digital marketing Social media Interactive community promotion Moving forward
  11. 11. P&G focussed its attention on in-store promotion Pampers’ 2008 campaign donated funds for tetanus vaccine. Stengel brought focus to ROMI-Return on Marketing Investment
  12. 12. 2010 Winter Olympics campaign featured a commercial that thanked moms around the world
  13. 13. COMMITMENT TO THE CONSUMER
  14. 14. INTERACTED WITH 5 MILLION CONSUMERS IN 100 COUNTRIES 20000 RESEARCH STUDIES EVERYYEAR INVESTED $500 MILLION INTO DEVELOPING AND EXECUTING STUDIES
  15. 15. Enrolled 600000 women Crafted products that women shared with peers Gave them samples, coupans
  16. 16. First product to be advertised directly to consumers
  17. 17. P&G sponsored daytime dramas
  18. 18. Sponsorships 2010 Olympics U.S.A National Football League
  19. 19. Celebrity Endorsements
  20. 20. Roger Federer Youtube video attracted 2 million Visitors to Gillette channel Sebastian Vettel Long term sponsorship
  21. 21. P&G shifted to coupons and in-store promotional activities In 2010,it increased ad spending by $1 billion Shifting dollars to digital advertising and other new media
  22. 22. Digital Marketing
  23. 23. Launched in 2000 Provided free samples Provided expert advice for teenage girls
  24. 24. Targeted African-American women Collection grew 20% in 1st half of 2010
  25. 25. Transition from a mass marketer to a one-on-one digitized markets Third-most subscribed channel Old Spice Twitter account got 94000 followers within a week 13.7 million individual views in YouTube Isaiah Mustafa, the star of the ads responded to tweets for 48 hours
  26. 26. SOCIAL MEDIA
  27. 27. Features household advice for men…
  28. 28. Interactive Community Promotion
  29. 29. Loads of Hope Campaign Laundromat to wash survivors’ clothes and sold T-shirts that went towards families affected by hurricane
  30. 30. Moving Forward
  31. 31. The firm has proved its ability through “The Man Your Man Could Smell Like” Manofthehouse.com “Thankyou,Mom” “Loads of Hope”
  32. 32. Iconic Brands
  33. 33. 1.The message that IVORY equalled purity withstood the test of time
  34. 34. 2.TIDE was a break-through product after the WorldWar II
  35. 35. 3.PAMPERS is a blockbuster brand that created the disposable diaper category
  36. 36. 4.CREST was the first toothpaste with fluoride
  37. 37. 5.ALWAYS is P&GS first truly global product
  38. 38. Summary
  39. 39. DISCLAIMER CREATED BY PAYESVINI BABU,PSG COLLEGE OF TECHNOLOGY ,DURING A MARKETING INTERNSHIP BY PROF.SAMEER MATHUR,IIM LUCKNOW

×