MARKETING PORTFOLIO

A COMPANY WITH A NET WORTH OF $200 MILLION

ORIGIN: 1837

CANDLES

SOAPS

CURRENT STATUS

OVER 300 BRANDS

140 COUNTRIES

OVER 5 BILLION

CONSUMERS

EMPLOYS OVER

138,000

MAIN BUSINESS SEGMENTSBEAUTY CARE

23% Net Earnings

MAIN BUSINESS SEGMENTSHOUSEHOLD CARE

28% Net Earnings

MAIN BUSINESS SEGMENTSFAMILY CARE

17% Net Earnings

OTHER BUSINESS SEGMENTSHEALTH CARE GROOMING SNACKS & PET CARE

16% Net Earnings 13% Net Earnings 3% Net Earnings

WHAT MADE

SUCCESSFUL?

LARGEST MARKETING SPENDER

IN THE WORLD

CUSTOMER-CENTRIC MARKETING

STRONG FOCUS ON PRODUCT-DESIGN

PRODUCT FUNCTIONALITY

PRICE

SMALLER BRANDS MAINLY RELYON DIGITAL MARKETING

BRAND POSITIONING IN SAME MARKET

WHITENER STAIN REMOVER

P&G’s Old Spice television commercial

and YouTube sensation, “The Man Your Man Could Smell Like,”

was the tipping point.

Emotional marketing: “Thank-you Mom” campaign

THE ACQUISITION

BIGGEST MERGER IN THE HISTORY OF

CONSUMER GOODS.

ACQUIRED

FOR $57 BILLION TO BECOME THE WORLD’S LARGEST CONSUMER

GOODS COMPANY

WHY

?

STRENGTH

WOMEN PERSONAL CARE PRODUCTS

MEN GROOMING PRODUCTS

COMPLEMENTARY IN STRENGTH CULTURES & A VISION TO CREATE POTENTIAL FOR SUPERIOR

SUSTAINABLE GROWTH

R&D CONNECTED WITH SALES & MARKETING

PARTNERSHIPS & CONNECTIONS WITH NON-P&G RESEARCHERS

CONNECT & DEVELOP

Identify proven technologies, packages, and products that P&G could improve, scale up, and market on its own or through

partnerships

THE DIGITAL REVOLUTION

TO MAKE IT THE MOST TECHNOLOGICALLY ENABLED BUSINESS IN THE WORLD

WHY DIGITAL

REVOLUTION?

1. BETTER INNOVATION 2. HIGHER PRODUCTIVITY

3. LOWER COSTS 4. PROMISE OF FASTER GROWTH

HOW WOULD IT DRIVEGROWTH IN THE FUTURE?

1. PRESENT PRODUCTS

IT COULD GENERATE NEW SALES WITH INCREASED EMPHASIS ON HEALTH CARE AND BEAUTY CARE PRODUCTS.

EXISTING BRANDS HAVE THE POTENTIAL TO GROW 4-6% A YEAR IN SALES.

2. NEW PRODUCTS

IT NEEDS NEW PRODUCTS TO ADD TO THEIR REVENUE.

THE EQUIVALENT OF 2 SWIFFER INTRODUCTIONS A YEAR WOULD MAKE THEIR GOAL.

3. ACQUISITIONS

IT COULD PROBABLY USE SMALL TARGETED ACQUISITIONS LIKE THE ONE THAT PRODUCED $200 MILLION-A-YEARTHE CREST SPIN-BRUSH

CONCLUSION

This presentation is created by Viraj Tamhankar, IIT Roorkee during a Marketing Internship under the guidance of Prof. Sameer Mathur, IIM Lucknow.