Internship uner Prof. Sameer

1. HARVARD BUSINESS
REVIEW
Procter and
Gamble

2. HARVARD BUSINESS
REVIEW
Procter and
Gamble

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

4. PURPOSE OF P & G
 Integrity
 Leadership
 Ownership
 Passion
 winning trust

5. Marketing at P&G
 Top product – design company in the world
 Multi brand strategy
 “had fresh scent”
 “cleaned colors safely”
 more consumer-
centric marketing
approach

6. Marketing strategy
 Consumer-centric marketing
 Shopping experience counted
 Focussed more on in-store promotions
 Innovation process and design products suit recession
wary.
 Companywide coupon circulars, websites, and retail
promotions.
 traditionally process-oriented

7. Commitment to the Consumer
 P&G invested more in market research
 Ran focus group discussions,Interviewed consumers
at home and performed in-context visits.
 New technologies helped P&G
 Ways to engage and measure consumer interests,
habits,and satisfaction.
 Performance driven products provided to customers
 opportunity to create more direct, one-on-one
relationships with the target audiences.

8. Advertising : marketing trailblazer
 First product – advertised directly
 Sold products directly to consumers
 Brands such as Crisco , Camay & Oxydol
 Now it promotes through radio dramas, television
commercials

9. Methods of advertising
 1. Sponsorships
 2. Celebrity endorsements
 3. Media Spending
 4. Digital Marketing
 5. Interactive Community Promotion

10. Exhibit 1 :Select P&G Iconic Brands’ Marketing
 Ivory
 Tide
 Pampers
 Crest
 Always

11. IVORY
 First product to be marketed directly to consumers.
 Relied on magazine advertising
 Ivory’s purity: 99 and 44/100ths% pure
 Ads ran in magazines
 AIM : Women in their 30s & children
 Message Conveyed :Purity and simplicity
 Ivory was featured on P&G’s various social media
sites
 Manofthehouse.com was one of the sites.

12. TIDE
 Originally developed during the height of World War
II.
 Target market :Women
ages 18 to 54 years old
 Tagline : “White hai to tide
hai”
 USP : Provides good
whitening &
fragrance at low price.

13. PAMPERS
 Tagline : Give your child the gift of guaranteed dryness
 Category
 Personal Care brands : Baby Care
 Sector :FMCG
 USP : Leading player in the diaper
market
 Segment :Upper class society
 Target Group : Regular buyers of diapers ready to pay a
premium
 Positioning : Guaranteed dryness and care of baby’s
sensitive skin

14. CREST
 First toothpaste with fluoride
 Sector : Retail
 Tagline : Home of rock bottom
prices
 USP : Lowest prices in town
 Segment :Food and grocery buyersPrice conscious
food shoppers who want to save money

15. ALWAYS
Biggest innovations in history of
feminine hygiene history
 Always has made a woman’s period
a more positive & happier experience.
 The brand-sponsored Web site : beinggirl.com
 Amazing softness and flexibility
 Launched in 1984 & became P&G’s first truly global
product.

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

18. THANK YOU !
 Presented by : Deeksha Kumar
Amity School of Economics
Submitted to :
Prof. Sameer Mathur