Procter & Gamble

CHAPTER I- INTRODUCTION:

MARKETING-MIXThe marketing mix is a business tool used in marketing and by marketers. The marketing mix is often crucial when determining a product or brand's offer, and is often associated with the four P's: price, product, promotion, and place. In service marketing, however, the four Ps are expanded to the seven P's or eight P's to address the different nature of services. PRODUCT:A product is seen as an item that satisfies what a consumer demands. It is a tangible good or an intangible service. Tangible products are those that have an independent physical existence. Typical examples of mass-produced, tangible objects are the motor car and the disposable razor. A less obvious but ubiquitous mass-produced service is a computer operating system.

Every product is subject to a life-cycle including a growth phase followed by a maturity phase and finally an eventual period of decline as sales falls. Marketers must do careful research on how long the life cycle of the product they are marketing is likely to be and focus their attention on different challenges that arise as the product move.

The marketer must also consider the product mix. Marketers can expand the current product mix by increasing a certain product line's depth or by increasing the number of product lines. Marketers should consider how to position the product, how to exploit the brand, how to exploit the company's resources and how to configure the product mix so that each product complements the other. The marketer must also consider product development strategies.

PRICE:The amount a customer pays for the product. The price is very important as it determines the company's profit and hence, survival. Adjusting the price has a profound impact on the marketing strategy, and depending on the price elasticity of the product, often it will affect the demand and sales as well. The marketer should set a price that complements the other elements of the marketing mix.When setting a price, the marketer must be aware of the customer perceived value for the product. Three basic pricing strategies are: market skimming pricing, market penetration pricing and neutral pricing. The 'reference value' and the 'differential value' must be taken into account. PROMOTION:All of the methods of communication that a marketer may use to provide information to different parties about the product. Promotion comprises elements such as: advertising, public relations, sales organization and sales promotion.Advertising covers any communication that is paid for, from cinema commercials, radio and Internet advertisements through print media and billboards. Public relations is where the communication is not directly paid for and includes press releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and events. Word-of-mouth is any apparently informal communication about the product by ordinary individuals, satisfied customers or people specifically engaged to create word of mouth momentum. Sales staff often plays an important role in word of mouth and public relations PLACE:Refers to providing the product at a place, which is convenient for consumers to access. Various strategies such as intensive distribution, selective distribution, exclusive distribution and franchising can be used by the marketer to complement the other aspects of the marketing mix.

The "seven Ps" is a marketing model that adds to the aforementioned four Ps, including "physical evidence", "people", and "process": It is used when the relevant product is a service, not merely a physical good.

MEANING OF CSR: -Corporate social responsibilityis a form ofcorporateself-regulationintegrated into abusiness model. CSR policy functions as a built-in, self-regulating mechanism whereby a business monitors and ensures its active compliance with the spirit of the law, ethical standards, and internationalnorms. In some models, a firm's implementation of CSR goes beyond compliance and engages in "actions that appear to further some social good, beyond the interests of the firm and that which is required by law."[2][3]CSR is a process with the aim to embrace responsibility for the company's actions and encourage a positive impact through its activities on the environment, consumers, employees, communities,stakeholdersand all other members of thepublic spherewho may also be considered as stakeholders.The term "corporate social responsibility" became popular in the 1960s and has remained a term used indiscriminately by many to cover legal and moral responsibility more narrowly construed.[4]Proponents argue that corporations make more long-term profits by operating with a perspective, while critics argue that CSR distracts from the economic role of businesses. McWilliams and Siegel's article (2000) published inStrategic Management Journal, cited by over 1000 academics, compared existingeconometricstudies of the relationship between social and financial performance. They concluded that the contradictory results of previous studies reporting positive, negative, and neutral financial impact were due to flawedempirical analysis. McWilliams and Siegel demonstrated that when the model is properly specified; that is, when you control for investment inResearch and Development, an important determinant of financial performance, CSR has a neutral impact on financial outcomes.

In his widely cited book entitledMisguided Virtue: False Notions of Corporate Social Responsibility(2001) David Henderson argued forcefully against the way in which CSR broke from traditional corporate value-setting. He questioned the "lofty" and sometimes "unrealistic expectations" in CSR. Some argue that CSR is merelywindow-dressing, or an attempt to pre-empt the role of governments as a watchdog over powerfulmultinational corporations. Political sociologists became interested in CSR in the context of theories of globalization, neo-liberalism, and late capitalism. Adopting a critical approach, sociologists emphasize CSR as a form of capitalist legitimacy and in particular point out that what has begun as a social movement against uninhibited corporate power has been co-opted by and transformed by corporations into a 'business model' and a 'risk management' device, often with questionable resultsCSR is titled to aid an organization's mission as well as a guide to what the company stands for and will uphold to its consumers. Developmentbusiness ethicsis one of the forms ofapplied ethicsthat examines ethical principles and moral or ethical problems that can arise in a business environment.ISO 26000is the recognized international standard for CSR. Public sector organizations (the United Nations for example) adhere to thetriple bottom line(TBL). It is widely accepted that CSR adheres to similar principles but with no formal act of legislation.The notion is now extended beyond purely commercial corporations, e.g. to universities.

IMPORTANCE OF CSR: -ISO 26000 is the recognized international standard body for CSR. The ISO 26000 standards benefit CSR because they provide clarity on an organizations concepts, terms and definitions related to social responsibility. ISO 26000 intends to assist organizations in contributing to sustainable development. The standards provide insight into trends and characteristics of social responsibility. ISO 26000 therefore aims to integrate, implement and promote socially responsible behavior throughout the organization and in its engagement with its stakeholders.It is important for businesses not only to provide products and services to satisfy the customer, but also to ensure that the business is not harmful to the environment in which it operates. In order for an organization to be successful, the business must be built on ethical practices. Companies are increasingly pressurized to behave ethically. This pressure comes from customers, consumers, governments, associations and the public at large. ISO 26000 was created with this in mind, to provide guidance on the international standards on CSR. It is intended for organizations in both public and private sectors, in developed and developing countries.These standards motivate businesses to go beyond legal compliance, recognizing that compliance with the law is a fundamental duty of any organization and an essential part of their social responsibility. Being trustworthy and transparent, however, increases consumers preference for a company and its product or service.The King Report on Corporate Governance (South Africa 2009 King III) promotes good social and environmental practices as part of good corporate governance. It is closely aligned with the standards for international corporate governance. The JSE (Johannesburg Stock Exchange) Securities Exchange prescribes compliance with King III for listed companies.CSR focuses on achieving economic success through responsible corporate governance in a companys core area of business. CSR pushes organizations to do better because their actions affect customers, suppliers, employees, shareholders and the community at large. Partnerships with the communities, particularly those that have been disadvantaged, can help companies build productive relationships and stimulate economic growth in disadvantaged areas.Around the world, companies are motivated to make their business decisions more sustainable by applying the principles of CSR within their organizations. Examples include the protection of human rights, drawing up and implementing employment and environmental standards, and minimizing corruption.Choosing the Right CSI Strategy:-Corporate Social Investment is a strategically focused investment in bringing about meaningful transformation that is in line with core business objectives.There are four CSI strategies, organizations usually fit in one of the following. These include: Obstructive strategy these are companies that meet economic demands; Defensive strategy these are companies that meet economic and legal responsibilities; Accommodative strategy these are companies that meet economic, legal and ethical responsibilities; and Proactive strategy these are companies that meet economic, legal, ethical and discretionary responsibilities.It must be the goal of every organization to use a proactive strategy where they do what is right, meet legal obligations and contribute to the community, while still making a profit. A well-known example of this strategy is the Tylenol case in 1982. Johnson & Johnson spent over $100 million dollars recalling Tylenol, its best-selling product, after someone tampered with bottles of the painkiller. The result was a rise in consumer confidence despite the contamination scare.Companies that operate with business ethics have a competitive advantage because consumers are more willing to trust ethical brands and remain loyal to those products, even during difficult periods. However, not all businesses operate in the same way.Ethical companies that relocate their manufacturing facilities to developing countries must not tolerate certain practices that are acceptable in some of those countries, such as child labour, poor health and safety, poverty-level wages and coerced employment.It is important for companies to understand the importance of operating ethically and to measure their success by more than just profitability. Corporate Social Responsibility is more than just philanthropic activity. There must be measurable and sustainable action with each programme that is implemented.In conclusion, by becoming a good corporate citizen, an organization can improve its competitive edge in respect of attracting and retaining investors, clients and employees. If carefully aligned to the core business strategy (as well as to company and industry charters from BroadBased Black Economic Empowerment, Social Responsibility Index and Global Reporting Index), organizational CSR and CSI strategies can maximize opportunities for South African and international corporates. This will enable them to go beyond compliance and a tick-box exercise, to good corporate citizenship and sustainability.

PRINCIPLES OF CSR: -Social Responsibility Principles:The Corporate Social Responsibility is based on the following principles: Legal Compliance Principle: The enterprise shall comply with and understand all applicable, local, international, written, declared, and effected laws and regulations, in accordance with fixed, specific procedures. Adherence to Customary International Laws Principle: The enterprise shall adhere to international and governmental agreements, executive regulations, declarations, covenants, decisions, and guidelines, when setting its policies and practices pertinent to Social Responsibility. Respecting Related Stakeholders lefts Principle: The enterprise shall acknowledge and accept the diversity of related stakeholders lefts and interests, and the diversity of the major and minor enterprises' activities and products, among other elements, which may affect such related stakeholders. Transparency Principle: the enterprise shall clearly, accurately, and comprehensively declare its policy, decisions, and activities, including known and potential effects on environment and society. Moreover, such information shall be available to affected persons, or those who are likely to be affected materially by the enterprise.Respect for Human lefts Principle: the enterprise shall execute policies and practices, which shall result in respecting existent human lefts in the Universal Declaration of Human lefts.

CHAPTER II- ANALYSISINTRODUCTION AND HISTORY OF PROCTER & GAMBLE: William Procter, a candle maker, and James Gamble, a soap maker, immigrants from England and Ireland respectively who had settled earlier in Cincinnati, who met as they both married sisters, Olivia and Elizabeth Norris, formed the company initially. Alexander Norris, their father-in law called a meeting in which he convinced his new sons-in-law to become business partners. On October 31, 1837, as a result of the suggestion, Procter & Gamble was born. In 1859, sales reached one million dollars. By this point, approximately eighty employees worked for Procter & Gamble. During the American Civil War, the company won contracts to supply the Union Army with soap and candles. In addition to the increased profits experienced during the war, the military contracts introduced soldiers from all over the country to Procter & Gamble's products. In the 1880s, Procter & Gamble began to market a new product, an inexpensive soap that floats in water. The company called the soap Ivory. William Arnett Procter, William Procter's grandson, began a profit-sharing program for the company's workforce in 1887. By giving the workers a stake in the company, he assumed correctly that they would be less likely to go on strike. The company began to build factories in other locations in the United States, because the demand for products had outgrown the capacity of the Cincinnati facilities .The company's leaders began to diversify its products as well and, in 1911, began producing Crisco, a shortening made of vegetable oils rather than animal fats. As radio became more popular in the 1920s and 1930s, the company sponsored a number of radio programs .As a result, these shows often became commonly known as "soap operas. The company moved into other countries, both in terms of manufacturing and product sales, becoming an international corporation with its 1930 acquisition of the Newcastle upon Tyne-based Thomas Hedley Co. Procter & Gamble maintained a strong link to the North East of England after this acquisition. Numerous new products and brand names were introduced over time, and Procter & Gamble began branching out into new areas. The company introduced "Tide" laundry detergent in 1946 and "Prell" shampoo in 1950. In 1955, Procter & Gamble began selling the first toothpaste to contain fluoride, known as "Crest". In 1994, the company made headlines for big losses resulting from leveraged positions in interest rate derivatives, and subsequently sued Bankers Trust for fraud; this placed their management in the unusual position of testifying in court that they had entered into transactions they were not capable of understanding. In 1996, Procter & Gamble again made headlines when the Food and Drug Administration approved a new product developed by the company, Olestra. Also known by its brand name Olean, Olestra is a substitute for fat in cooking potato chips and other snacks that during its development stages is known to have caused anal leakage and gastro-intestinal difficulties in humans. In January 2005 P&G announced an acquisition of Gillette, forming the largest consumer goods company and placing Unilever into second place. This added brands such as Gillette razors, Duracell, Braun, and Oral-B to their stable. The acquisition was approved by the European Union and the Federal Trade Commission, with conditions to a spinoff of certain overlapping brands. P&G has agreed to sell its Spin Brush battery-operated electric toothbrush business to Church & Dwight. It also divested Gillette's oral-care toothpaste line, Rembrandt. The deodorant brands Right Guard, Soft & Dry, and Dry Idea were sold to Dial Corporation. The companies officially merged October 1, 2005. In 2008, P&G branched into the record business with its sponsorship of Tag Records, as an endorsement for TAG Body Spray. MARKET SEGMENTATIONMarket segmentationis amarketing strategythat involves dividing a broadtarget marketinto subsets ofconsumerswho have common needs, and then designing and implementing strategies to target their needs and desires using media channels and other touch-points that best allow to reach them.Market segments allow companies to createproduct differentiationstrategies to target them.Each brand must be positioned for its target segment and a single Procter and Gamble brand cannot have one positioning for all of P&Gs segmentsAs of July 1, 2011, the company structure is categorized into two "Global Business Units" with each one further divided into "Business Segments" according to the company's 2011 Annual Report. Dimitri Panayotopoulos is Vice Chairman of Global Business Units Beauty segment Grooming segment Health Care segment Snacks & Pet Care segment Fabric Care & Home Care segment Baby Care & Family Home Care segmentCompanies that make multiple products in multiple product categories are delivering quite different sets of benefits to quite different target segments. As a result, they cannot create and support a single brand that can hold multiple positions in the minds of different targets. P&Gs main competitors such as Unilever, Colgate-Palmolive and Johnson & Johnson follow a similar multi-brand strategy.

P&G INDIA BRANDS

Learn more about our brands: Ambi Pure Ariel Duracell Gillette Head & Shoulders Olay Oral-B Pampers Pantene Tide Vicks Walla Whisper

Ambi Pure

Though we strive hard to keep our homes and our cars clean and tidy, the results are rarely satisfactory. Odours that linger in our homes just before guests arrive, or a persistent stench that never leaves the car, not only adversely affect our mood, but also that of our guests. With this in mind, P&G experts have bottled the fragrance of freshness with the new Ambi Pure range for both homes and cars. Please visit http://www.rewardme.in/products/product-detail.php?id=ambipur for more informationAriel

Introduced in 1991, Ariel was the first to bring the 'compact detergent' technology, the enzyme technology for safe and superior stain-removing power and the 'smart eyes' technology into India, with an aim of becoming India's best stain removal detergent. Ariel contains safe ingredients for all fabrics under recommended usage conditions for laundry. The Ariel product range in India includes different variants to meet your specific needs like Ariel OxyBlu, Ariel Oxyblu Ultramatic, Ariel Front O Mat, Ariel 2in1.Duracell

Duracell batteries have a history of providing dependable power when and where you need it the most. Our range of Batteries gives you the right power for all your device needs, providing up to 10x performance. The product range in India includes Duracell and Duracell Ultra. Duracell is available in sizes AAA, AA, C, D, and 9-volt while Duracell Ultra is available in sizes AA and AAA sizes.Gillette

Gillette has been at the heart of mens grooming for over 100 years. Each day, more than 600 million men around the world trust their faces and skin to Gillettes innovative razors and shaving products designed for the unique needs of men helping them to look, feel and be their best every day. The razor range in India includes Gillette Vector, Gillette Mach3, Gillette Mach3 Turbo, Gillette Guard and Gillette Mach3 Turbo Sensitive and Gillette Fusion. The Shave Care range includes Gillette Fusion HydraGel, Gillette Series Sensitive Skin Foam, Gillette Series After Shave & Gillette Classic Shave Foam Sensitive Skin.The Gillette Skincare regimen is a no-fuss and efficient solution in caring for the health and appearance of mens skin and includes a special range of designed-for-men Gillette Skincare Foaming Wash, Gillette Skincare Scrub, Gillette Skincare Facial Moisturizer with Aloe Vera, Gillette Skincare Facial Moisturizer with SPF and Gillette Skincare Lotion 100ml.Head & Shoulders

Since 1950, Head & Shoulders has been at the forefront of scalp and hair science, significantly advancing the treatment of dandruff and scalp problems. Along with professional advice and expert insight we have a wide range of products to care for your scalp and nurture your hair. Head & Shoulders is available in 8 variants in India including Men Hair Retain, Complete Care for Dry Scalp, Anti Hair fall, Smooth & Silky, Cool Menthol, Clean & Balanced, Thick & Long & Silky Black.Olay

Olay is a product truly born in love created by Graham Wulff for his wife Dinah in 1950s to address her frustration with the then thick and waxy beauty creams. Today, Olay is one of the most recognizable brands in the world. Yet through all the changes and innovations, the philosophy upheld by Graham Wulff remains just as relevant as ever: Help women look and feel beautiful and Challenge whats possible with their skin. The Olay portfolio in India covers Base Moisturizer, Anti Ageing and Olay Whitening. The Anti Aging range includes Olay Regenerist, Olay Total Effects, and Olay Age Protect. The Olay Whitening range includes Olay White Radiance and Olay Natural White. The Base Moisturizer includes Olay Moisturizing Lotions and Creams.Oral-B

Oral-B continuously strives to work closely with the dental professionals and deliver high quality products, which make us leaders* in the $ 4.5 billion toothbrush category, marketing toothbrushes for children & adults, as well as inter-dental products such as Dental Floss. In India, Oral-B has an innovative range of toothbrushes including CrossAction Pro-health 7 Benefits, CrossAction Pro-health Superior Clean and Advantage Sensitive toothbrush. Oral-BS floss range includes Ultra Floss & Essential Floss.*Based on global value market share for June-July 2006-07, global Nielson AuditPampers

As a result of constant research and innovation in understanding the needs of babies at various stages of development, Pampers Active Baby has been voted as the best diaper by Indian moms with the guarantee of superior dryness for an uninterrupted sleep of 12 hours. Pampers has an answer for all your needs with its innovative product range that includes Pampers, Pampers Active Baby, Pampers Active Baby Pants, all designed especially for providing a night of Golden Sleep for the baby.Pantene

The New Pantene Amino Pro-V Complex range of shampoo & conditioner comes in three variants suited for individual needs - Pantene Nourished Shine, Pantene Hair Fall Control & Pantene Smooth & Silky. Enriched with the goodness of pro-vitamins and three essential aminos, Pantene restores your hair with its lost beauty while making your hair ten times stronger.Tide

Tide is the Worlds Oldest & Most Trusted Detergent brand and is the Market Leader in 23 Countries around the world. Launched in India in mid-2000, Tide provides Outstanding Whiteness on white clothes & excellent cleaning on coloured clothes as well. Tides Fabric Whitening Agents clean clothes without bleaching or removing colour from a garment. The Tide range in India includes Tide (Detergent) and Tide (Bar with Whiteons). Tide Naturals was launched in India in December 2009. Packed with the benefits of lemon and chandan, it provides great cleaning while keeping the hands soft.Vicks

Vicks has long been invested in the science and research of respiratory health and through that dedication has developed a wide range of therapeutic products that offer effective relief for all the major signs and symptoms of the common cold, flu and sinus pain and pressure. The Vicks product range in India includes Vicks Cough drops, Vicks Vaporub, Vicks Inhaler, Vicks Vapocool, and Vicks Action 500 Extra.Whisper

Whisper understands that we're each very different, and offers a wide range of sanitary napkins to suit every girl or woman's needs. With the right menstrual pad, you could take the first step to having a Happy Period. Whisper has a wide range of products in India, which includes Whisper Ultra Regular Wings, Whisper Ultra XL Wings, Whisper Ultra Heavy Flow Overnights Wings, Whisper Maxi Regular, Whisper Maxi XL Wings, Whisper Choice Regular, Whisper Choice Wings and Whisper Choice Ultra Wings.

MARKETING MIX: -The marketing mixis a business tool used inmarketingand by marketing professionals. The marketing mix is often crucial when determining a product or brand's offering, and is often synonymous with thefour Ps:price,product, promotion, andplace; in service marketing, however, the four Ps have been expanded to theSeven Psoreight Psto address the different nature of services.In recent times, the concept offour Cshas been introduced as a more customer-driven replacement offour Ps.And there are twofour Cstheories today. One is Lauterborn's four Cs (consumer,cost,communication,convenience)another is Shimizu's four Cs .

Product Strategy Product classification service consumer good Product differentiation- form, features, performance, reliability Superior technology CSR initiatives Attractive packaging Catchy taglines Established as a brand itselfPricing Strategy Optional feature pricing Product- line pricing Cost- plus pricing Competitive pricing Distribution pricingPlace Strategy In store placement strategy Already existing strong links in urban area Rural penetration Develop marketing channels as strong and penetrated so that it would gain access to remote areas Strategic location of warehouse Increase wholesale dealers in small towns so that they can go to the nearby villages National coverage would be dealt with by increasing the companys warehouses and creating C&F agents in the smaller citiesPromotion Strategy Media Radio Hoardings Consumer promotion Fragrance oriented and eco friendly Newspaper Various promotional offers P & G is spending 30-35 % of its sales in Advertisement and Promotion, which is highest in the industry; HUL expends only 15% of sales on Advertisement and Promotion.PriceCosts of the products are subject to fluctuations, particularly due to changes in commodity prices, raw materials and cost of labor, foreign exchange and interest rates. Therefore, success rate of the company is dependent, in part, on its continued ability to manage these fluctuations through pricing actions, cost savings projects, sourcing decisions and certain hedging transactions. It must also manage their debt and currency exposure, especially in certain countries, such as Venezuela, China and India. They need to maintain key manufacturing and supply arrangements, including sole supplier and sole manufacturing plant arrangements. They must implement, achieve and sustain cost improvement plans, including our outsourcing projects and those related to general overhead and workforce optimization. Successfully managing these changes, including identifying, developing and retaining key employees, are critical to their success.Positioning:The place the product occupies in consumers minds relative to competing products. Typically defined by consumers on the basis of important attributes. Involves implanting the brands unique benefits and differentiation in the customers mind. Positioning maps that plot perceptions of brands are commonly used.Differentiation can be based on Products Services Channels People Image

Positioning and Branding StrategyDeveloping the Strategy through use of the Creative Work Plan1 Key Fact: A single piece of known information relating to the brand, which is agreed to be the leading factor influencing or describing the brand performance. It may be information about the brand itself, the competition, the customer; innovation etc. but it must be a single fact.2 Problem the advertising must solve:This is a consumer problem. It describes the awareness, perception or behavior of the prospective user which has resulted in the Key Fact and which we wish to change.3 Advertising Objectives:Usually, simply the counterpart to the problem, although there are a great many distinct options. E.g. "Persuade consumers to try my brand" Or "use more of my brand." Or "use my brand in a different way." Persuade them that my brand is a viable alternative to brand x".4.Strategy:a) Prospect Definition-Both demographics and psychographics.b) Principal Competition.-Not just a list of competitors but a description of the segment from which we wish to obtain businessb) Promise-The single most persuasive agreement one can advance for the brand framed with the customer and the competition in mind.c) Reason Why-The strongest piece of support for the promise. Occasionally there may be more than one piece of support but never a listd) Tone/Character-The tone that messages should convey to provide personality to the message and bring it alive. This is not executional. As you can see, the format is very simple. However, like everything at Procter & Gamble, the use of the simple tool is handled by experts in the field. That is what makes the tool so effective.

Channels of distributionThepaththrough whichgoods and servicestravelfrom thevendorto theconsumerorpaymentsfor thoseproductstravel from the consumer to the vendor. Adistributionchannelcan be as short as a directtransactionfrom the vendor to the consumer, or may include several interconnectedintermediariesalong the way such aswholesalers, distributors,agentsandretailers. Each intermediaryreceivesthe item at one pricing point and movies it to the next higher pricing point until it reaches the finalbuyer. Coffee does notreachthe consumer before first going througha channelinvolving thefarmer,exporter,importer,distributorand the retailer. Alsocalledthe channel of distribution.

Promotional StrategyThank You, Mom Campaign P&G's corporate campaign kicked off in April with its first ``Thank You, Mom'' TV spot. It also has a dedicated ``Thank, You Mom''Facebookpage and app that allows people to send ``Thank you'' messages to their mothers. P&G is sponsoring more than 150 global athletes. P&G is sponsoring a few athletes like boxer Mary Kom and runner Kavita Raut, giving their mothers a chance to see them perform and hopefully win at London this year. P&G expects the campaign to drive $500 million in sales.

SWOT ANALYSIS:-

Other threat controversies of the past Price fixing Toxic shock syndrome and tampons Animal testing Other product Logo controversy Former P&G logoCOMPETITORS OF P&G IN INDIA: -

All the Micro and Macro Environment features have been covered in this projectPromotions and Integrated marketing CommunicationsIntegrated Marketing Communication (IMC)is a term that emerged in the late 20th century regarding application of consistent brand messaging across myriad marketing channels. The term has varying definitions depending upon the source cited. These definitions continue to form an ongoing discussion in marketing - and therefore are included here for review, as the differences in these discussions can play a part in how IMC is viewed and utilized.The first definition for integrated marketing communication came from theAmerican Association of Advertising Agencies(also 4A's) in 1989, defining IMC as "an approach to achieving the objectives of a marketing campaign through a well-coordinated use of different promotional methods that are intended to reinforce each other."

CORPORATE SOCIAL RESPONSIBILTY INITIATIVE BY P&G: -Shiksha (Education): Padhega India. Badhega India.

(Sustainability Journey in India)P&Gs flagship Corporate Social Responsibility Program Shiksha is an integral part of our global philanthropy program - Live, Learn & Thrive. Now in its 8th year, Shiksha has till date helped 280,000 underprivileged children access their right to education. The program has built & supported over 140 schools across India, in partnership with NGOs like Round Table India (RTI), Save the Children (STC), Army Wives Welfare Association (AWWA) and Navy Wives Welfare Association (NWWA), amongst others.Shiksha began with P&G Indias research, which revealed education as the one cause that consumers are most concerned about and are looking for a simple way to contribute to. With this insight and founded on P&Gs purpose, Shiksha was launched in 2005 to enable consumers to contribute towards the cause of education of under-privileged children through simple brand choices.Since its inception, Shiksha has made a cumulative donation of over Rs. 22 crores towards helping children on the path to better education. This is a result of the support from our consumers who participated in the Shiksha movement by buying P&G brands for one quarter of the year, thus enabling P&G to contribute a part of the sales towards the cause.SHIKSHAS NGO PARTNERS:Shikshas vision is to help India get to 100% Shiksha someday, and it is working towards this vision in partnership with NGOs like Save the Children India, Army Wives Welfare Association (AWWA), Navy Wives Welfare Association (NWWA) and Round Table India (RTI), amongst others.Each of Shikshas NGO partners focuses on a critical approach towards education, with NGO Round Table India specializing in building educational infrastructure and supporting schools across India, NGO Save the Children laying emphasis on the girl child via supporting the governments Kasturba Gandhi Balika Vidhyalays, and the NGOs AWWA and NWWA serving the unique educational needs of differently-abled children of naval and army officers families.

SHIKSHA SCHOOLS:Shiksha aims to build the educational future of India Brick by Brick by addressing the need for better educational infrastructure and building the tangible asset of schools. Shikshas interventions span across health and hygiene facilities at schools such as clean drinking water and separate toilets for boys and girls, advanced educational aids such as libraries and computer centres, as well as basic infrastructure needs such as classrooms.

P&Gs Shiksha is focused on empowering the girl child with quality education. In this picture, girl students head towards their school - The Govt High School Lodi Majra, supported by the neighbouring P&G plant in Baddi, Himachal PradeshSHIKSHA SUPPORTERS:Shiksha has evolved into the national consumer movement that it is today, with the invaluable support of our stakeholders amongst the media, influencers, employees and customer partners. Over the years, the program has received generous support from many thought leaders & celebrities such as actors Anupam Kher, Sushmita Sen, Saif Ali Khan, Sharmila Tagore, R Madhvan, Abhay Deol, Konkona Sen, Tabu and Soha Ali Khan; social activist Dr. Kiran Bedi; artist Jatin Das and many more.

Soha Ali Khan pledging support to 100% Shiksha

Artist Jatin Das creates a live artwork along with Shiksha students at the launch of Shiksha 2007Bollywood actors Abhay Deol and Neha Dhupia pledging their support to 100% Shiksha with students of the Shiksha AWWA Asha School in New Delhi

Shiksha owes its success to the commitment of P&G employees and the support of our partners and stakeholders. P&G employees volunteer their time and effort towards the program and are engaged with the initiative at several platforms. For instance, in 2010, over 400 employees from across the P&G family nationally traveled to the RTI Shiksha Sadhana School in Pune.

DISASTER RELIEF:India has braved several natural disasters in the recent past, such as the Tsunami in South India, floods in Bihar or earthquakes in J&K and Gujarat. P&G has stepped forward in each of these calamities and helped communities get back on their feet. Most recently we helped rebuild the Army School in Ladakh, located in one of the most challenging Himalayan Terrains, which was wrecked by the Flash Floods in 2010.

Shiksha came to the aid of the Ladakh Scouts Childrens School, by supporting the education of children orphaned by the tragedy and helping reinstate essential infrastructure.

PARIVARTAN - THE WHISPER SCHOOL PROGRAM:P&Gs Parivartan (Transformation) Program has been protecting millions of adolescent girls in India from getting trapped in traditional practices of using unhygienic cloth for sanitary protection, by providing timely menstrual education. The program has been improving the lives of over 2 Million girls annually across 15,000 schools in India. The objective of the program is to help adolescent girls embrace womanhood positively and enable them to adopt the right feminine hygiene practices to stay healthy and stay in school. Parivartan ensures that adolescent girls do not miss school on account of periods and initiates a series of cascading effects leading to a more equal gender status in the state.

RECOMMENDATIONS & CONCLUSION:

P&G has received external recognition for its approach to sustainable development. For the second year running P&G holds first place within the Dow Jones Sustainability Index non durable household products group and reports its work annually under the Global Reporting Initiative (GRI) guidelines. The GRI promotes international harmonisation in reporting of environmental, social and economic performance statistics, in order to promote a more open environment for responsible decision making .This case study illustrates how P&G has innovated to develop a range of products and services that are helping to provide a better quality of life for everyone, as well as business opportunities for itself. It demonstrates that it is perfectly possible for companies that take environmental protection, social responsibility and economic development seriously not only to survive, but to flourish.

After obtaining the parameter estimates from the same-tier models and up-tiering models, we calculate P&Gs own price and distribution elasticities, as well as its cross-price and distribution elasticities of the same-tier competitor on P&G sales volume from the parameter estimates of the same-tier models. We also calculate the cross-price and distribution elasticities of P&G brands on the lower-tier competitors sales vole- ume from the parameter estimates of the up-tiering models.

BIBLIOGRAPHY: PGDAM (Post Graduate Diploma in Applied Management) Book - Semester 1 (Courseware 3) www.pg.com www.yahoo.com Horstman, Barry M (2005). "John G. Hankus: He rebuilt P&G and city, too". The Cincinnati Post. Blattberg, R. C., K. J. Wisniewski. 1989. Price-induced patterns of competition. Marketing Sci. 8(4) 291309.

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