To grow P&G’s core brands and categories with an unrelenting focus on innovation.

To build business with unserved and underserved consumers

To build business with unserved and underserved consumers.

To continue to grow and develop faster growing, higher margin businesses with global leadership potential.

Brand’s lay at the heart of P&G ‘s success. It has a multibrand strategy.

In 2000 focus shifted from function, promotion and price to product design company.

Design tasting, clay street project were started.Design was used as a complement to function,helping

consumers recognize,understand the product. It led to a more consumer centric approach. • Sharper

focus to return on market investing (ROMI) Focused on in the shopping experience

TO CONSUMERS

P&G invested more in market research than any company in the world.20,000 research studies each year and $500 million into developing and executing these studies.

A lot of innovative approaches were introduced in product and market research that gained qualitative and quantitative information from the consumers , in-turn resulting in better products and positive buying behaviour.

Word-of-mouth advertising was followed , especially in relation with females through campaigns like “Thank you Mom” & “Loads of Hope” which acted as a means of emotional branding.

The pre and post purchase behavior towards products were measured by online grocer sites & Neuromarketing which helped in building one-to-one relationship with customers.

P&G had been a marketing trailblazer from the outset. It was the first company to advertise directly to

consumers through radio dramas and television commercials.

P&G develop a “media neutral” that could be translated across a range of media.

Strong connection to functionality remained central to P&G advertising ,Lafley,kotchka aimed to shift it towards design and emotion driven advertising.

It sponsored the U.S. Olympic team in 2010 and raised its visibility as a worldwide sponsor for 2012 winter games in Russia and 2016 summer games in Brazil.

It engaged its consumers in fitness campaign through NFL sponsorship whereas the major campaign “Thank you Mom” still remained the best in touching everyone’s heart.

Celebrity Endorsements

P&G endorsed many celebrities and spokesmodels for its acquired beauty companies and products like covergirl cosmetics and pantene shampoo.

Gillette and head & shoulders ads featuring sportspersons were advertised through youtube, T.V. , Online and print media.

During recession in 2009 , P&G shifted to coupons and in-store promotional activities .

In 2010, P&G increased ad spending by $1 billion, with a 20% increase in media impressions .

McDonald, who became CEO in 2010, stated that P&G would maintain the same level of spending, while shifting dollars to digital advertising

In 2007, P&G launched two social media sites: Capessa for women on Yahoo!

P&G used Facebook as a marketing supplement, not a replacement

P&G rounded out its earlier social media efforts with Manofthehouse.com, which featured household advice for men

Social media was a way to speak to its audience virtually

BeingGirl.com, launched in 2000, provided information and expert advice on “issues that teenage girls might be too embarrassed to ask a parent or doctor about, such as menstruation, eating disorders, acne and dating.”

P&G launched its first mobile marketing ad campaign in 2006 to promote Crest Whitening Plus Scope toothpaste.

The campaign advertised on bar napkins and club bathroom mirrors to encourage customers to text the words “IQ” or “Extreme” to 27378 (C-R-E-S-T) and take an “Irresistibility IQ quiz.”

Interactive Community Promotions

As P&G continued to push toward reaching 5 billion consumers served worldwide, its evolving marketing capabilities took center stage.

The firm had proven its ability to navigate the digital environment with efforts like “The Man Your Man Could Smell Like” and Manofthehouse.com, had incorporated a sense of design into its culture, and aimed to complement its strong function-driven marketing background by adding emotional efforts.

Building on its strengths in R&D, consumer research, and product performance, P&G continued to evolve and innovate as the world’s largest marketer.