PowerPoint Presentation

Marketing capabilitiesByAbhishek Singh

founders

COMPANY BACKGROUNDP&G was a global leader in branded consumer goodsHas a dozen of billion dollar brands known worldwideIt was the first company to advertise directly to customersP&G was a seasoned marketer with strong consumer research with powerful innovation network, an evolving marketing strategy, strong marketing talent , and the world largest financial commitment to advertising.

P&G Vision and Mission

VisionTo be recognized as, the best consumer products and services company in the world Mission To provide branded products and services of superior quality and value that improve the lives of the worlds consumers.

PRODUCTS

BRANDS

Pursued international expansion in 1930s

1950s1960s

1980s

1990s

2000sP&Gs strategy of entering new market was via acquisition or joint venture on a small scale

In 2000 when A.G. Lafley took over as CEO, he set a goal to make P&G top product-design company, whose past focus was on function , performance, and priceMAJOR DECISION

His Vision was to introduce design in PurchasingProductCommunication experienceUser experience

But , How did they evaluated this new approach?

ROMI return on marketing investment

They developed metrics to measure

Brand Royalty

Consumers research methodQualitativeGroup discussionsIn store interviewsQuantitativeQuality monitoringGathered data on consumers using blind testConcept and use test

P&G Had been a marketing trailblazer from the outsetMARKETING STRATEGY

The first product to be advertised directly to consumers

IN 1950SOwed their existence to P&G

Change in strategy A.G. Lafely aimed to shift P&G toward more design and emotional driven advertising, departing from functionality and benefits driven strategy.

SPONSORSHIPSTied with NFLS Play 60 initiativea national youth health and fitnessCampaign focussed on fighting childhood obesity.

In 2010, P&G announced Olympics sponsorship, aimed to build developing markets.Its Thank you Mom campaign was a viral success and were universally accepted for their underlying message about love and motherhood.

CELEBRITYENDORSEMENTTo increase brand recognitionthrough harnessing their popularity

Launched pampers.com, that also acted as interactive forumMobile ad campaign for Crest toothpaste Irresistiblity quizMy Black is beautiful TV series targeting African American womenLaunched a sensational campaign The Man Your Man Could Smell LikeDeveloped a response campaign featuring The Old Spice GuyThese generated over 2 billion media impressions

Digital marketing

Social Media MarketingSeparate Facebook page for each productCapessa for women on Yahoo!Manofthehouse.com for household advice to men

Interactive community promotion

ConclusionLafley decision to bring design at forefront eventually helped P&G to become more consumer centric and practice the mantra Consumer is boss. Design thinking introduced a process for P&Gs people to look for consumer behaviour more broadly than in the past. Their advertising also became more focussed on emotional connection with their consumers. This resulted in unleashing of creativity that boosted P&G top and bottom lines.