procter & gamble: marketing excellence
TRANSCRIPT
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William Procter, a candle maker, and James Gamble, a soap maker are the founding members of P&G. Procter & Gamble was born on 31st October 1837.
Headquarters in Cincinnati, Ohio.In 1859, sales hit $1M.Since then, it has been a company
based on innovationToday it is a multinational consumer
goods company.
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Has pursued international expansion as early as the 1930s, and from 1945 to 1980 it began to enter markets in Latin America, Western Europe, and Japan.
In the 1980s, P&G ramped up its global expansion and developed its first global brands, including Always/Whisper, Pringles, and Pantene.
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• P&G took a scientific approach and connected R&D with the company’s sales and marketing.
• First-time products included Crest toothpaste (1955), the first toothpaste with fluoride; Head & Shoulders dandruff shampoo; and Pampers disposable diapers (1961).
• In 1887, a nephew of one of P&G’s founders, set up an analytical lab for the company, laying the foundation for a professional R&D division.
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• Multibranding, or leveraging the P&G brand to drive sales to its sub-brands, was a strategy that P&G tried to pursue.
• One of the first examples was P&G’s successful advertising campaign for the 2010 Winter Olympics, which combined 18 P&G brands under a common message and featured a commercial that thanked moms around the globe for their efforts
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• Lafley decided to make P&G the top product-design company in the world.
• Named Claudia Kotchka as vice president for design innovation and strategy.
• Named Jim Stengel as chief marketing officer (CMO).
• The new emphasis shifted the company toward a more consumer-centric marketing approach.
• Shifted from TV and print to digital and direct marketing.
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COMMITMENT TO
CONSUMERS
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• In June 2010, P&G announced a partnership with Tobii, a leader in eye tracking, which objectively identified visibility and attention that consumers gave to packaging, displays, and advertising.
• In 2008, P&G took a stake in Ocado, a U.K.-based online grocer.
• P&G employed psychological surveys to measure mood and electroencephalography (EEG) technology to measure electrical activity in the brain as subjects were exposed to commercials.
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CELEBRITY ENDORSME
NTS
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INTERACTIVE
COMMUNITY PROMOTION
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• In 2011, when company research showed that men were going to women’s sites for information on recipes, cleaning the house, or getting a stain out of a shirt, P&G rounded out its earlier social media efforts with Manofthehouse.com
• Featured household advice for men, including tips on grilling burgers, cleaning toilets, and disciplining children.
• In contrast to other similar sites focused on single men and heavy on sex advice, Manofthehouse.com aimed to “speak to the whole man.”
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Created by Parshva Tated, RCOEM, Nagpur, during a Marketing Internship by Prof Sameer Mathur, IIM
Lucknow.