analysis of p&g based on hbr case study
TRANSCRIPT
Slide 1
Global Leader in branded consumer goods
Known for iconic category-defining products (Crisco, Ivory, Tide)
COMPANY BACKGROUND
First Global Brands- Always, Pringles & Pantene (in 1980s)
Connect-and-Develop50%50%Innovation & new productsFrom P&G labsNon-P&G scientist & engineersShift mindsets away from resistance to not invented here
IMPACT
R&D investment (percentage of sales): 4.8% (2000) increases 3.4% (2006)Firm struggled to control costsStocks slid: $118 increases $52 (over 18 months)
COMMITMENT TO CONSUMER
AD AND SOCIAL MEDIA PRESENCE
While maintaining its central advertising strategy, P&G shifted to focus more design- and emotion-driven advertisingP&Gs staple advertisements focused on its product superiority and clear functional benefits
Most successful campaign in P&Gs 175 year history
Delivered + $200 million incremental sales (USA)
17 million views on YouTube
Most shared videos of the Games33.6 billion earned media impressions
COVERGIRLFor 50 years, COVERGIRL has created must-have beauty products that bring out the best in women.
GILLETTE Gillette YouTube channel featuringRoger Federer commercial attracted+ 2 million viewers.
P&G shifted to coupons and instore promotional activities.This maintained media pressure, while shifting all costs.P&G maintained its marketing budget in early 2009 recession
P&G expanded its digital offeringWEB SERIES
P&G expanded its digital offeringWEB SITES
INTERACTIVE COMMUNITY PROMOTION
MOVING FORWARD
DisclaimerThank You
Created by Fazal Ahmad, VIT UNIVERSITY, during a marketing Internship by Prof. Sameer Mathur, IIM Lucknow.