MINI CASE:

PROCTER & GAMBLE

2

Introduction

Today…

HOW?

5

• Customer knowledge• Long-term outlook• Product Innovation• Quality Strategy• Brand Extension Strategy• Multi brand Strategy• Communication Pioneer• Aggressive Sales Force• Manufacturing Efficiency and Cost Cutting• Brand Management System

Customer Knowledge

Long-Term Outlook

Product Innovation

Quality Strategy

Brand Extension Strategy

Multibrand Strategy

Each brandMeets a differentConsumer and Competes against Specific brands..

Communication Pioneer

Aggressive Sales Force

Manufacturing Efficiency and Cost Cutting

Brand Management System

• There are 66 brand under P&G( source: http://us.pg.com/our-brands)• One Executive is responsible for each brand.

Recognition!

• Forbes : Ranked #63 on the list of the World’s Most Reputable Companies• Fortune : Ranked #17 among the “World’s

Most Admired Companies” and #1 in their industry (Soaps and Cosmetics)• IRI : P&G earned five of the top 10 spots on

IRI’s annual New Product Pacesetters list.• Human Rights Campaign : Recognized

among a select group of companies, scoring a perfect 100 on the Human Rights Campaign’s (HRC) Corporate Equality Index.

Challenges and Risks

• Competition from companies focused on specific categories and companies like Unilever.• Competition among themselves

because of multi branding.• More focus on brand extension results

in low profits.• Continuous pressure to innovate.

Otherwise, they’ll become obsolete.• Lack of unique identity for P&G.• Fake products can damage brand value.

What to do next?

And continue what they are already doing right!

Summary

• P&G started as a humble candle and soap company and slowly expanded its product range.• Became a leading company in later years

because of customer knowledge, long-term outlook, innovation, brand extension and multi-brand strategies, advertising, aggressive sales force, efficiency and brand management.• Face competition from many companies

and also between its own brands.• Should use social media to advertise and

promote.

DISCLAIMER

Created by Susrut, IIT Patna, during an internship under the guidance of

Prof. Sameer Mathur, IIM Lucknow.