procter and gamble report

8/3/2019 Procter and Gamble Report

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Founded 1837 *(American multinational corporation)

Headquarters - Cincinnati, Ohio, USA Key people - A. G. Lafley, Chairman, President, and

Chief Executive.

Industry - Consumer goods

Revenue - US$ 83.503 billion (2008) Net income - US$12.075 billion (2008)

Employees - 138,000

Website - www.pg.com

Products are available in 140 countries


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8th largest corporation in the world by market capitalistaion(2008)

14th largest US company by profit.

10th in Fortune's Most Admired Companies list (as of 2007)

P&G was named 2008 Advertiser of the Year by Cannes

International Advertising Festival spending $2.62 billion Awarded inaugural social innovation award by the financial

times

Ranked 2nd in the chief executive magazines best

companies for leaders.

In October 2008, P&G was named one ofCanada's Top 100 Employers" by Mediacorp Canada Inc.,


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Effective July 1, 2007, the company's operations are

categorized into three "Global Business Units" with eachGlobal Business Unit divided into "Business Segments,"according to the company's June 2007 earnings release. Beauty Care Beauty segment Grooming segment

Household Care Baby Care and Family Care segment Fabric Care and Home Care segment Health & Well-Being Health Care

Snacks, Coffee and Pet Care Twenty-four of P&G's brandshave more than a billion dollars in net annual sales and another 18

have sales between $500 million and $1 billion.


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During the American Civil War, the company won contracts to supply theUnion Army with soap and candles. In addition to the increased profitsexperienced during the war, the military contracts introduced soldiers fromall over the country to Procter & Gamble's products.

In the 1880s, Procter & Gamble began to market a new product, aninexpensive soap that floats in water. The company called the soap Ivory.

The company began to build factories in other locations in the United States The company introduced "Tide" laundry detergent in 1946 and "Prell "

shampoo in 1950. In 1955, Procter & Gamble began selling the first toothpaste to containfluoride, known as "Crest".

Branching out once again in 1957, the company purchased CharminPaper Mills and began manufacturing toilet paper and other paperproducts.

One of the most revolutionary products to come out on the marketwas the company's "Pampers", first test-marketed in 1961.


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In 1930 acquisition of the Newcastle upon Tyne basedThomas Hedley Co. terms of manufacturing andproduction.

Folgers Coffee, Norwich Eaton Pharmaceuticals,

Richardson-Vicks, Noxell, Shulton's Old Spice,

Max Factor, and the Iams Company, among

others were also acquired.

In January 2005 P&G announced an acquisitionof Gillette, forming the largest consumer goods

company and placing Unilever into second place


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` Marketing research plays a key part in providing the

information for managers to shape the marketing mix.Marketing research has grown in importance because ofmanagements focus on customer satisfaction andretention. It also is a key tool in proactive management.Marketing research should be undertaken only when theperceived benets are greater than the costs.

` A marketing research study can be described asprogrammatic, selective, or evaluative. Programmaticresearch is done to develop marketing options throughmarket segmentation, market opportunity analysis, orconsumer attitude and product usage studies.

` Selective research is used to test decisional alternatives.

Evaluative research is done to assess programperformance.


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P&G employed market researchers for everyproduct division. The company also had twoindependent in-house research groups which were

responsible for advertising research and markettesting...

Qualitative Research Tools

Quantitative Research Tools

Conducting Marketing Research Online


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Generate new ideas for product andmarket development.

The researchers engaged the customers in detaileddiscussions over different features of the company'sproducts. As a result, the personal interaction betweenthe researchers and the consumers was high.

The major qualitative research tools used by P&Gincluded focus-group discussions,in- home visits, in-context visits and in-store interviews.

Descriptive research is a type of research that has as itsmajor objective the description of something


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P&G also employed quantitative research toolsextensively. These tools helped in generating new

product ideas for P&G. While the sample sizes for quantitative researchwas usually larger, the personal interaction between the

researchers and the respondents was minimal... Tools like surveys through web or practical approach

in the market.Exploratory research is a research design characterized

by a flexible and evolving approach to understandmarketing phenomena that are inherently difficult tomeasure


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P&G conducted online concept tests to getfeedback from consumers. This feedback helped itin new product introduction and launching improvedversions of existing products...

The Benefits: P&G's online surveys savedconsiderable time and costs for the company.

Using traditional methods, a consumer survey costthe company around $50,000 and took at least

three to four weeks...


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` Two sets of decision factors must be enumeratedin the decision-making process is alternativecourses of action and uncertainties.

` Alternative courses of action are controllable

decision factors because the decision maker hascomplete command of them.

` Uncertainties are uncontrollable factors

that the Protect & Gamble, Inc. cannot

influence.


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Establish a R& D (research and

development) group which able to make a

new innovation of Scope products

Improving production by upgrading

Technology

Brand building and better marketing

strategies


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procter and gamble report

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