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Introduced soap operas by sponsoring radio and tv programs that targeted women. First company to advertise directly to consumers in 1880.

The company ramped up Global expansion in 1980.*Whisper ,Pantene and Pringles were the global brands.

Innovation and R&D: P&G Marketings Secret Sauce

P&G took a scientific approach and connected R&D with the companys sales and marketing.

*In June 1999, P&G reorganized to boost growth after net sales slowed to 2.6% growth from the previous year. *P&G cut staff and promised to deliver more innovation . Seven global business units (GBUs) based on product categories replaced the companys four geographic business units.*Three new teams supported the GBUs: a business development team ; a venture team; and market development organizations

50% of innovation and new products to come from P&Gs network of labs.50% of new products to come through the labs.

Building brands is not a marketing activity.P&G pursued a multi-brand strategy, and it managed brands across a category carefully, with each getting individual support and satisfying a segment of the market.

A new, intensified focus on design, married to P&Gs long-standing focus on product functionality and price.

How was the culture of design inculcated in PnG?

A design tasting, featuring design case studies for P&Gs top 200 executives A P&G design board, similar to Mattel and Nike, both notoriously strong in design. The Clay Street Project, bringing cross-functional teams from their jobs elsewhere across the firms global footprint to Cincinnati for 10 weeks to create new brands based on design.

Consumer-centric marketing

Who is your consumer, and whats different about her?

coupons, displays, special offers, and other promotional materials

When people know a brand is from P&G, they feel better about the brand.

2010 WINTER OLYMPICS ,VANCOUVER

5 million consumers in almost 100 countries.

VOCALPOINT

PnGs word-of-mouth program.600,000 females enrolled.Coupons , samples and opportunities.Most powerful form of marketing is an advocacy message from a trusted friend.

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DISCLAIMER

Created by Arohi Prabhune,VNIT,Nagpur,as a part of a marketing Management internship under Prof. Sameer Mathur,IIM Lucknow.