Date post: | 22-Jan-2018 |
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Marketing |
Upload: | parth-desai |
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Procter and Gamble
Company : Procter and Gamble ( P&G )
Overview : Procter & Gamble Co., also known as P&G, is an American multinational
consumer goods company headquartered in downtown Cincinnati, Ohio,
United States.Products : Products include cleaning agents and personal care products. Before the
sale of Pringles to the Kellogg Company, its product line included foods
and beverages.
Mission Statement : Who we are ? What We Value ?
Vision Statement : What we want to become?
Strategy: How we will achieve our vision.
Goals & Objective: How we gauge our degree of success ?
Mission
To Provide branded products and services of superior
quality and value that improve the lives of the world’s
consumers, now and for generations to come.
Billion-Dollar Brands Half-Billion-Dollar Brands
Always Ace
Ariel Bold
Bounty CoverGirl
Braun Pearl
Crest Safeguard
Duracell Tampax
Iams SK-II
Gillette Cascade
Olay Asacol
Oral-B Rejoice
Case facts
Global Leader in Branded Consumer Goods
Has two Dozen Billion dollar brands known worldwide
First company to advertise directly to consumers.
In 2010, Total sales = $78.94 bn
Net Income = $12 bn
Market capitalization = $186.63 bn
Largest spending company on R&D of their products.
Strength Weakness Opportunities Threats
Large Scale
Strong Branding
Diverse Brand
Portfolio
Customer Loyalty
Beauty and Health
products are only for
women.
Doesn’t Divest its
weak or poor brands.
Technological
advancement
Pursue growth
overseas
Doubled its
environmental goals
Acquisitions.
Many substitute are
available
Cut throat competition
Competitors are making
their product portfolios
diverse
Organizational Structure
Market Development
Organizations(MDO).
Global Business Services(GBS).
Corporate Functions(CF).
Global Business Unit(GBU).
Market Development Organization(MDO)
To better connect and understand their
consumers.
Deliver a stronger marketing campaign.
Served as Core function in observing
consumers and applying that information
to create a suitable marketing strategy.
Global Business Services(GBS)
Served to deliver business technology.
Focused more deeply on providing services
that would built consumer loyalty.
Connects the business to the rest of the
world allowing the partnership with other
companies.
Promotes efficiency in operation and their
work force.
Corporate Functions(CF)
Purpose was to balance both its
functional operation and manage to stay
on top of the competitions.
Played an important role in keeping
P&G’s reputation as the leader with best
products to sell
Global Business Unit(GBU)
Focused on making more of a global move responsible
for developing business strategies that worked towards
emphasizing their main global brands.
This unit is divided into 5 smaller units.
• Baby/Family Care
• Fabric/Home Care
• Snacks and Beverage
• Health Care
• Beauty/Feminine Care
Advertising
P&G reconsidered its advertising strategies
to better meet the company’s global market
and consumers.
It is divided into more types:
• Celebrity Endorsements
• Sponsorships
• Digital Marketing Campaigns
Digital Marketing
BeingGirl.com
• Launched in 2000
• By 2007, site was translated for 49
countries.
• Related to teenage girl issues.
Conclusion
Never give your consumer a product based reason to switch away from your
brand.
Think of every brand of P&G, and treat every brand that we have, as though it
were our only brand.
Always determine whether a product innovation is brand-specific or generic.
Competition will always follow your technology, not your brand.
After you have defined your options, always test your worst-case scenario in
the market. If it doesn’t work than you know what’s the worst thing going
to happen.
DISCLAIMER
Created by Parth Desai, National Institute of Technology, Agartala,
during a marketing internship by Prof. Sameer Mathur, IIM Lucknow.