Touching life,Improving life!!

PREHISTORY

PREHISTORY OUTLINESOCT 1837,WILLIAM PROCTER AND JAMES GAMBLE CREATED P&G

INTRODUCTION OF LAUNDRY DETERGENT TIDE IN 1946 AND PRELL SHAMPOO IN 1947

DISPOSABLE PAMPER DIAPER FIRST MARKETED IN 1961

ACQUISITION OF GILLETTE IN 2005

ACQUISITION OF IAMS TO ENTER IN PET CARE MARKET 2003

BY 2010,IT HAS GIVEN LARGET ADVERTISING FINANCIAL COMMITMENT($8068 BILLION)

P&G IN RECENT• MULTINATIONAL,MULTIBRAND LEADING MANUFACTURER COMPANY

WITH PRODUCTS IN ALMOST EVERY MARKET CATEGORY • P&G PRODUCT MAINLY CONTAINS 4 TYPES OF TARGET MARKET A)BEAUTY,HAIR AND PERSONAL CARE B)BABY,FEMININE AND FAMILY CARE C)FABRIC AND HOME CARE D)HEALTH AND GROOMING• GLOBAL LEADER IN CATEGORY DEFINED PRODUCTS WITH TWO DOZEN

SUB BRANDS OF WORTH $1 BILLION• NET ANNUAL INCOME OF$7.03 BILLION WITH TOTAL ASSET OF $129.1

BILLION AND BRAND EQUITY OF $69 BILLION• A LEADING GIANT IN INNOVATION,MARKETING AND ADVERTISING OF

EVERY PRODUCT IN EVERY CATEGORY

RECENT FOCUS

• to grow P&G’s core brands and categories with an unrelenting focus on innovation

• to build our business with unserved and underserved consumers

• to continue to grow and develop faster-growing, higher margin businesses with global leadership potential

HOW??

• HOW DID P&G MANAGE TO PURSUE MUTIBRAND STRATEGY WITHMOST OF BIGGEST BRAND GOT TO BE HIGH AS CATEGORY BILLION $ GIANT WITH SEEMINGLY ENDLESS RESOURCES AT THEIR DISPOSAL TO MEET UNMET CONSUMER

REASON:1)MARKETING

IDENTIFICATION OF MOMENT OF TRUTH(CONSUMER CENTRIC APPROACH)

DESIGN OF PRODUCTS(TO PURSUE MOMENT OF TRUTH)

ADVERTISING

CONSUMER CENTRIC APPROACH

WHY??

TO IDENTIFY:WHO IS YOUR CONSUMER

2)TO IDENTIFY:WHAT IS DIFFERENT ABOUT HIS/HER

3)TO IDENTIFY:WHAT CONSUMERS THINK ABOUT PRODUCT(TO CREATE POINTS OF PARITY AND POINTS OF

DIFFERENCE

4)TO IDENTIFY:HOW DO THEY FEEL ABOUT PROBLEMS

P&G IN MARKET TESTING

P&G HAS INVESTED MORE THAN ANY OTHER FIRM IN MARKET TESTING

INTERACTING WITH MORE THAN 5 MILLION CUSTOMER ACROSS THE GLOB

FIRM CONDUCTED 20000 RESERCH STUDIES AND NEARLY INVESTED $500 MILLION TO IMPLEMENT IT

P&G IN MARKET TESTING(CONTD.)

• VOCALPOINT PROGRAMME

ENROLLED 6,00,000 WOMAN

CRAFTED MESSAGE TO SHARE WITH PEERS AND COUPONS FOR FEEDBACK

TRUSTED THAT MOST POWERFUL FORM OF MARKETING IS AND ADVOCACY MESSAGE FROM LOYAL FRIEND

P&G IN MARKET TESTING(CONTD.)

• STAKE IN OCADO

TO PROVIDE FERTILE TESTING GROUND ABOUT HOW CONSUMERS USE INTERNET AND ENGAGED IN E-RETAILING

WHAT NEXT??

IMPLEMENTATION OF RESEARCH

WHERE???

CONNECTION(MOVING FORWARD)

• ABOVER RESEARCH COULD BE IMPLEMENTED FOR:

TO CREATE WORD OF MOUTH

TO DESIGN PRODUCT

TO DESIGN WAY OF COMMUNICATION MIX

DESIGNING OF PRODUCT

• SHIFTING OF FOCUS

• F• R• O• M

FUNCTION

PERFOMANCE

PRICE

DESIGNING OF PRODUCT

AGAIN:WHYYYY???

ANSWER:1)

• TO PLUGGED IN AT THE FRONT END OF INNOVATION

ANSWER:2)

• TO DESIGN PURCHASING EXPERIENCE:FIRST MOMENT OF TRUTH

ANSWER 3):

• TO DESIGN COMMUNICATION AND USER EXPERIENCE

• ?

COMMUNICATION MIX• DIRECT • • APPROACH• • CONSUMER

COMMUNICATION MIX TOOLS

• ADVERTISING• SPONSORSHIP• CELEBRITY ENDORSEMENT• MEDIA SPENDING• DIGITAL MARKETING• SOCIAL MARKETING

WHY DIRECT APPROACH????

• TO COMMUNICATE WITH TARGET MARKET ON PERSONAL BASIS

ADVERTISING

• HOW??

• MOSTLY THROUGH TV ADS

• PROCESS ORIENTED,TEMPLATES,COUPONS DISTRIBUTION APPROACH

COMMERCIALS

•

TO CRAFT A MESSAGE

“MEDIA NEUTRAL IDEA”

TO TRANSLATE MESSAGE ACROSSS WIDERANGE OF CUSTOMER

“MEDIA NEUTRAL IDEA”(CONTD.)

• WORKS WONDERS ON FABRICS THAT TOUCH YOUR LIFE

QUE:WHAT WAS THE CENTRAL FOCUS OF ADVERTISING?

TO GENERATE POP AND POD BY DIFFERENTIATINGPRODUCT SUPERIORITY ,FUNCTION BENIIFITS

SHIFTING OF FOCUS

• PRODUCT SUPERIORITY

• FUNCTION BENIFIT

• DESIGN ORIENTED

• EMOTIONAL DRIVEN

WHY??

• TO BUILD THE EQUITY OF GREAT BRANDS BY DELIEVERING SOMETHING WHICH IS INSPIRATIONAL

SPONSORSHIP

• U.S. OLYMPIC TEAM SPONSOROR(2010 WINTER)

• NATIONAL FOOTBALL LEAGUE SPONSORSHIPS

• NATIONAL YOUTH HEALTH AND FITNESS CAMPAIGN

CELEBS ENDORSEMENT

MEDIA SPENDING

• SHIFTING OF MARKETING STRATEGY

F T DIGITAL MEDIA R TV ADS IN STORE PROMOTION O COUPONS M O

WHY??

• TO ENGAGE WITH TARGET CONSUMER AND MARKET ON PERSONAL BASIS

DIGITAL MEDIA

• TO PROVIDE INFORMATION FOR NEW OR EXPACTANT MOM AS AN INTERACTIVE FORUM

DIGITAL MEDIA(CONTD.)

• TO ADRESS ISSUES THAT TEENAGE GIRL EMBARASSED TO ASK PARENT OR DOCTORS

MY BLACK IS BEAUTIFUL

DIGITAL MEDIA(CONTD.)

DIGITAL MEDIA(CONTD.)

IT ENABLES A RAFT OF NICHE EXPERIMENTS TARGETED TO SPECIFIC CUSTOMER

COLLECTION SALES INCREASED UPTO 20%

PROVIDED BASE FOR P&G ‘S TRANSITION FROM A MASS MARKETER TO ONE ON ONE DIGITIZED MARKETER

QUEstion!!!!

• THOSE ABOVE MENTIONED ARE THE ONLY FACTORS WHICH MAKES P&G’S SUBBRANDS WIDELY ACCEPTABLE WITH LOYAL CUSTOMER BASE AND HIGH BRAND EQUITISED??

SECRET SAUSE FOR MARKETING(INNOVATION AND R&D)

TO PROVIDE INNOVATION IN EVERY PRODUCT AND A PORTFOLIO WITH HIGH FRAME OF REFERENCE FOR EACH SUBBRAND COULD BE GENERATEDSEVEN BUSINESS UNIT BASED ON PRODUCT CATEGORIES ESTABLISHED

INNOVATION AND R&D(CONTID.)

GLOBAL BUSINESS UNIT(WHY??)

TO HELP WITHWITH GLOBAL PRODUCT DEVELOPMENT AND QUICK TO MARKET STRATEGY!!

INNOVATION AND R&D

HOW??

“NOT INVENTED HERE APPROACH”

7500 SCIENTIST INSIDE FIRM

* 1.5M MANPOWER200 SCIENTIST CONNECTED TO EACH INSIDE FIRM SCIENTIST

CONCLUSION

• MARKETING STRATEGY• • MULTIBRAND• + SUCCESSFUL GIANT

INNOVATION IN PRODUCTS

CONCLUSION

• DESPITE HAVING HIGH FRAME OF REFERENCE REGARDING PORTFOLIO,BETTER STRATEGY OF MARKETING THROUGH INTERACTION WITH CUSTOMER ON ONE ON ONE BASIS AND BY IDENTIFYING NEEDS OF SOECIFIC TARGET MARKET,LAUNCHING OF CONSTANTLY IMPROVED PRODUCTS IN MARKET HAVE MADE P&G A MULTIBRAND SUCCESSFUL GIANT AND HIS DEVELOPMENT IN MARKET HAS GOES UPWARD DAY BY DAY!!