Date post: | 20-Mar-2017 |
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Marketing |
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Procter and Gamble
Marketing Capabilities
What is Procter and Gamble?
One of the biggest consumer good company in the world
Why is P&G the world’s largest marketer?
P&G has to be a big marketer to achieve it’s goal of serving every consumer possible.
Marketing strongly impacts market share as well as creates and develops brand awareness, image and
equity. •
Need to be a big marketer To communicate product innovations
First toothpaste with fluoride
Need to be a big marketer
To communicate product innovations
Single-handedly created the disposable diaper category
Pampers evolved out of P&G’s experiments in expanding its paper products line
Need to be a big marketer To introduce breakthrough products
New synthetic formula for detergent
Need to be a big marketer To introduce breakthrough products
First female hygiene product to be marketed
Introduced a range of products with a variety of innovations
It has to collect consumer information and position itself to achieve a competitive
edge over it’s rivals.
Focus on market research •20000 researches
ever year•$500 million in developing and executing the
research studies
Focus on market research
Innovative ways to learn from consumers:• Psychological surveys to understand how
consumers associate products depending on their feeling/state/situation
Focus on market research
Innovative ways to
learn from consumers:
•Word of mouth program with 600000 women to pitch it’s products. Gave them coupons, samples and opportunities to share their opinions and provided them with crafted product messages to share with their peers
Consumer centric marketing
Design being one of the criterion in product development helped consumers recognize,
understand and visualize the functions
of a given product
Consumer centric marketing
One of P&Gs websites allowed consumers to customize cosmetics and fragrances
Consumer centric marketing • In store promotions
•Focus on shopping experience
Community campaigns T shirt purchase proceeds went to families affected by hurricane Katrina
Laundromat to wash survivors’ clothes
It has to employ every possible and sensible communication strategy, campaign and action such as mass marketing, digital marketing and personal marketing to reach out to every segment of consumers.
Spent $8.68 billion on
advertising in 2010
Advertising •Started with daytime radio dramas •Practically created soap operas to target women consumers•Mostly TV commercials
Advertising
•Use of tailored advertising campaigns for specific market segments
Advertising • Use of media neutral ideas that can be translated across
a range of media channels.
Sponsorships
EndorsementsEllen DeGeneras Drew Barrymore Sofia Vergara
EndorsementsEva Mendes
Gisele Bundchen Taylor Swift
Endorsements Sebastian Vettel Roger Federer Theirry Henry Tiger
Woods
Digital marketing • Other than brand websites, P&G launched interactive forum type
websites for expectant mothers and teenage girls
• Also launched two web series
• Actor from television commercial became a youtube sensation, P&G capitalized on this by releasing more videos of the actor interacting with fans, bloggers and celebrities.
•Also launched two social media websites •Also launched a informational website providing household advice for men •Created facebook pages for its brands
References• Harvard Business school case study 9-311-117• https://
www.google.co.in/imghp?hl=en&tab=wi&ei=MlicWNKCNYrovgTZl7jwDQ&ved=0EKouCBQoAQ• https://en.wikipedia.org/wiki/Procter_%26_Gamble• https://en.wikipedia.org/wiki/List_of_Procter_%
26_Gamble_brands
DISCLAMERCreated by Udaibir Singh Sandhu, MIT Manipal, during a marketing internship under Professor Sameer Mathur, IIM Lucknow