PowerPoint Presentation

Harvard Business ReviewProcter and Gamble

Harvard Business ReviewProcter and Gamble

Company background#A legend of Firsts#More consumers, In more partsof the world , More completely.#Purpose: Improve the lives of its customers through innovation.#Expanded its business into different lines #Continue to grow and develop

PURPOSE OF P & GIntegrity LeadershipOwnershipPassion winning trust

Marketing at P&GTop product design company in the worldMulti brand strategyhad fresh scentcleaned colors safely more consumer-centric marketing approach

Marketing strategyConsumer-centric marketing Shopping experience countedFocussed more on in-store promotions Innovation process and design products suit recession wary. Companywide coupon circulars, websites, and retail promotions.traditionally process-oriented

Commitment to the ConsumerP&G invested more in market researchRan focus group discussions,Interviewed consumers at home and performed in-context visits.New technologies helped P&GWays to engage and measure consumer interests, habits,and satisfaction.Performance driven products provided to customersopportunity to create more direct, one-on-one relationships with the target audiences.

Advertising : marketing trailblazer

First product advertised directlySold products directly to consumersBrands such as Crisco , Camay & OxydolNow it promotes through radio dramas, television commercials

Methods of advertising1. Sponsorships2. Celebrity endorsements3. Media Spending4. Digital Marketing5. Interactive Community Promotion6 WAYS OF ADVERTISING

Exhibit 1 :Select P&G Iconic Brands MarketingIvory TidePampersCrestAlways

IVORYFirst product to be marketed directly to consumers.Relied on magazine advertisingIvorys purity: 99 and 44/100ths% pureAds ran in magazinesAIM : Women in their 30s & childrenMessage Conveyed :Purity and simplicityIvory was featured on P&Gs various social media sitesManofthehouse.com was one of the sites.

TIDEOriginally developed during the height of World War II.Target market :Women ages 18 to 54 years oldTagline : White hai to tide haiUSP : Provides good whitening & fragrance at low price.

PAMPERSTagline : Give your child the gift of guaranteed drynessCategoryPersonal Care brands : Baby CareSector :FMCGUSP : Leading player in the diaper marketSegment :Upper class societyTarget Group : Regular buyers of diapers ready to pay a premiumPositioning : Guaranteed dryness and care of babys sensitive skin

CRESTFirst toothpaste with fluorideSector : RetailTagline : Home of rock bottom pricesUSP : Lowest prices in town

Segment :Food and grocery buyersPrice conscious food shoppers who want to save money

ALWAYS Biggest innovations in history of feminine hygiene historyAlways has made a womans period a more positive & happier experience.The brand-sponsored Web site : beinggirl.com Amazing softness and flexibilityLaunched in 1984 & became P&Gs first truly global product.

Exhibit 3 : Connect-and-Develop Potential partnership products.Reduce wrinkles, improve skin texture and toneCreate softer paper products with lower lintHigher wet strength. Baby-care items such as wipes and changing pads. Combat P&Gs long-standing centralization and internal focus.R&D investment - Sales dropped from 4.8% in 2000 to 3.4% in 2006.

THANK YOU !Presented by : Deeksha Kumar Amity School of Economics

Submitted to : Prof. Sameer Mathur