Touching life,Improving life!!
PREHISTORY
PREHISTORY OUTLINESOCT 1837,WILLIAM PROCTER AND JAMES GAMBLE CREATED P&G
INTRODUCTION OF LAUNDRY DETERGENT TIDE IN 1946 AND PRELL SHAMPOO IN 1947
DISPOSABLE PAMPER DIAPER FIRST MARKETED IN 1961
ACQUISITION OF GILLETTE IN 2005
ACQUISITION OF IAMS TO ENTER IN PET CARE MARKET 2003
BY 2010,IT HAS GIVEN LARGET ADVERTISING FINANCIAL COMMITMENT($8068 BILLION)
P&G IN RECENT• MULTINATIONAL,MULTIBRAND LEADING MANUFACTURER COMPANY
WITH PRODUCTS IN ALMOST EVERY MARKET CATEGORY • P&G PRODUCT MAINLY CONTAINS 4 TYPES OF TARGET MARKET A)BEAUTY,HAIR AND PERSONAL CARE B)BABY,FEMININE AND FAMILY CARE C)FABRIC AND HOME CARE D)HEALTH AND GROOMING• GLOBAL LEADER IN CATEGORY DEFINED PRODUCTS WITH TWO DOZEN
SUB BRANDS OF WORTH $1 BILLION• NET ANNUAL INCOME OF$7.03 BILLION WITH TOTAL ASSET OF $129.1
BILLION AND BRAND EQUITY OF $69 BILLION• A LEADING GIANT IN INNOVATION,MARKETING AND ADVERTISING OF
EVERY PRODUCT IN EVERY CATEGORY
RECENT FOCUS
• to grow P&G’s core brands and categories with an unrelenting focus on innovation
• to build our business with unserved and underserved consumers
• to continue to grow and develop faster-growing, higher margin businesses with global leadership potential
HOW??
• HOW DID P&G MANAGE TO PURSUE MUTIBRAND STRATEGY WITHMOST OF BIGGEST BRAND GOT TO BE HIGH AS CATEGORY BILLION $ GIANT WITH SEEMINGLY ENDLESS RESOURCES AT THEIR DISPOSAL TO MEET UNMET CONSUMER
REASON:1)MARKETING
IDENTIFICATION OF MOMENT OF TRUTH(CONSUMER CENTRIC APPROACH)
DESIGN OF PRODUCTS(TO PURSUE MOMENT OF TRUTH)
ADVERTISING
CONSUMER CENTRIC APPROACH
WHY??
TO IDENTIFY:WHO IS YOUR CONSUMER
2)TO IDENTIFY:WHAT IS DIFFERENT ABOUT HIS/HER
3)TO IDENTIFY:WHAT CONSUMERS THINK ABOUT PRODUCT(TO CREATE POINTS OF PARITY AND POINTS OF
DIFFERENCE
4)TO IDENTIFY:HOW DO THEY FEEL ABOUT PROBLEMS
P&G IN MARKET TESTING
P&G HAS INVESTED MORE THAN ANY OTHER FIRM IN MARKET TESTING
INTERACTING WITH MORE THAN 5 MILLION CUSTOMER ACROSS THE GLOB
FIRM CONDUCTED 20000 RESERCH STUDIES AND NEARLY INVESTED $500 MILLION TO IMPLEMENT IT
P&G IN MARKET TESTING(CONTD.)
• VOCALPOINT PROGRAMME
ENROLLED 6,00,000 WOMAN
CRAFTED MESSAGE TO SHARE WITH PEERS AND COUPONS FOR FEEDBACK
TRUSTED THAT MOST POWERFUL FORM OF MARKETING IS AND ADVOCACY MESSAGE FROM LOYAL FRIEND
P&G IN MARKET TESTING(CONTD.)
• STAKE IN OCADO
TO PROVIDE FERTILE TESTING GROUND ABOUT HOW CONSUMERS USE INTERNET AND ENGAGED IN E-RETAILING
WHAT NEXT??
IMPLEMENTATION OF RESEARCH
WHERE???
CONNECTION(MOVING FORWARD)
• ABOVER RESEARCH COULD BE IMPLEMENTED FOR:
TO CREATE WORD OF MOUTH
TO DESIGN PRODUCT
TO DESIGN WAY OF COMMUNICATION MIX
DESIGNING OF PRODUCT
• SHIFTING OF FOCUS
• F• R• O• M
FUNCTION
PERFOMANCE
PRICE
DESIGNING OF PRODUCT
AGAIN:WHYYYY???
ANSWER:1)
• TO PLUGGED IN AT THE FRONT END OF INNOVATION
ANSWER:2)
• TO DESIGN PURCHASING EXPERIENCE:FIRST MOMENT OF TRUTH
ANSWER 3):
• TO DESIGN COMMUNICATION AND USER EXPERIENCE
• ?
COMMUNICATION MIX• DIRECT • • APPROACH• • CONSUMER
COMMUNICATION MIX TOOLS
• ADVERTISING• SPONSORSHIP• CELEBRITY ENDORSEMENT• MEDIA SPENDING• DIGITAL MARKETING• SOCIAL MARKETING
WHY DIRECT APPROACH????
• TO COMMUNICATE WITH TARGET MARKET ON PERSONAL BASIS
ADVERTISING
• HOW??
• MOSTLY THROUGH TV ADS
• PROCESS ORIENTED,TEMPLATES,COUPONS DISTRIBUTION APPROACH
COMMERCIALS
•
TO CRAFT A MESSAGE
“MEDIA NEUTRAL IDEA”
TO TRANSLATE MESSAGE ACROSSS WIDERANGE OF CUSTOMER
“MEDIA NEUTRAL IDEA”(CONTD.)
• WORKS WONDERS ON FABRICS THAT TOUCH YOUR LIFE
QUE:WHAT WAS THE CENTRAL FOCUS OF ADVERTISING?
TO GENERATE POP AND POD BY DIFFERENTIATINGPRODUCT SUPERIORITY ,FUNCTION BENIIFITS
SHIFTING OF FOCUS
• PRODUCT SUPERIORITY
• FUNCTION BENIFIT
• DESIGN ORIENTED
• EMOTIONAL DRIVEN
WHY??
• TO BUILD THE EQUITY OF GREAT BRANDS BY DELIEVERING SOMETHING WHICH IS INSPIRATIONAL
SPONSORSHIP
• U.S. OLYMPIC TEAM SPONSOROR(2010 WINTER)
• NATIONAL FOOTBALL LEAGUE SPONSORSHIPS
• NATIONAL YOUTH HEALTH AND FITNESS CAMPAIGN
CELEBS ENDORSEMENT
MEDIA SPENDING
• SHIFTING OF MARKETING STRATEGY
F T DIGITAL MEDIA R TV ADS IN STORE PROMOTION O COUPONS M O
WHY??
• TO ENGAGE WITH TARGET CONSUMER AND MARKET ON PERSONAL BASIS
DIGITAL MEDIA
• TO PROVIDE INFORMATION FOR NEW OR EXPACTANT MOM AS AN INTERACTIVE FORUM
DIGITAL MEDIA(CONTD.)
• TO ADRESS ISSUES THAT TEENAGE GIRL EMBARASSED TO ASK PARENT OR DOCTORS
MY BLACK IS BEAUTIFUL
DIGITAL MEDIA(CONTD.)
DIGITAL MEDIA(CONTD.)
IT ENABLES A RAFT OF NICHE EXPERIMENTS TARGETED TO SPECIFIC CUSTOMER
COLLECTION SALES INCREASED UPTO 20%
PROVIDED BASE FOR P&G ‘S TRANSITION FROM A MASS MARKETER TO ONE ON ONE DIGITIZED MARKETER
QUEstion!!!!
• THOSE ABOVE MENTIONED ARE THE ONLY FACTORS WHICH MAKES P&G’S SUBBRANDS WIDELY ACCEPTABLE WITH LOYAL CUSTOMER BASE AND HIGH BRAND EQUITISED??
SECRET SAUSE FOR MARKETING(INNOVATION AND R&D)
TO PROVIDE INNOVATION IN EVERY PRODUCT AND A PORTFOLIO WITH HIGH FRAME OF REFERENCE FOR EACH SUBBRAND COULD BE GENERATEDSEVEN BUSINESS UNIT BASED ON PRODUCT CATEGORIES ESTABLISHED
INNOVATION AND R&D(CONTID.)
GLOBAL BUSINESS UNIT(WHY??)
TO HELP WITHWITH GLOBAL PRODUCT DEVELOPMENT AND QUICK TO MARKET STRATEGY!!
INNOVATION AND R&D
HOW??
“NOT INVENTED HERE APPROACH”
7500 SCIENTIST INSIDE FIRM
* 1.5M MANPOWER200 SCIENTIST CONNECTED TO EACH INSIDE FIRM SCIENTIST
CONCLUSION
• MARKETING STRATEGY• • MULTIBRAND• + SUCCESSFUL GIANT
INNOVATION IN PRODUCTS
CONCLUSION
• DESPITE HAVING HIGH FRAME OF REFERENCE REGARDING PORTFOLIO,BETTER STRATEGY OF MARKETING THROUGH INTERACTION WITH CUSTOMER ON ONE ON ONE BASIS AND BY IDENTIFYING NEEDS OF SOECIFIC TARGET MARKET,LAUNCHING OF CONSTANTLY IMPROVED PRODUCTS IN MARKET HAVE MADE P&G A MULTIBRAND SUCCESSFUL GIANT AND HIS DEVELOPMENT IN MARKET HAS GOES UPWARD DAY BY DAY!!