Post on 12-Jan-2017
transcript
Procter and Gamble – Sky is the limit
Procter & Gamble was founded by William Procter and James Gamble
as a small candle and soap company
Their First Product
Procter and Gamble is now an American multinational FMCG giant
Current Product Mix
• Today , P&G is one of the most skillful marketers of consumer products in the world
• The company employs more than 138,00 People worldwide and has total sales of $79 billion per year.
• It is the market leader in 15 of the 21 product categories it competes.
• Has 2 million dollar R&D budget and serves 4 billion people in 180 different countries
Evolution
DecodingThe Philosophy of
P&G
1) Customer Knowledge
P&G spends $100 on over 10,000 consumer research projects
2) Long term Outlook• P&G takes time to analyze each
opportunity carefully and then commits itself to making this product a success
• It struggled with pringles almost a decade before achieving market success
3) Product Innovation
• Employs more science Ph.D than Harvard , Berkeley and MIT combined.
4) Quality Strategy
• P&G designs products of above average quality and continuously improves them in ways that matter
5) Brand Extension Strategy
• Old Spice extended its brand from household men’s fragrance to deodorant.
• This Strategy gains more Shelf space and prevents mobility of competitiors.
6) Multi-Brand Strategy
7)Communication Pioneer
Whopping $2.3 Billion budget on advertising [largest]
8) Aggressive Sales force
9) Cost Cutting Strategy
• P&G spends significant amount developing and improving production menthods.
10) Brand Management
Wha
1) Cut throat Competition
2) Dilution of brand
o
P&G shifted focus more on social media to infuse stronger
emotional appeals
Presented by
ADIKESHAV C,IV year Undergraduate,SASTRA UNIVERSITY,INDIA.
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