P&G Marketing capabilities case analysis

1. Marketing Capabilities

2. Procter & Gamble Company · pg.com
 Procter & Gamble Co., also known as P&G, is an American
multinational consumer goods company headquartered in
downtown Cincinnati, Ohio, United States, founded by William
Procter and James Gamble, both from the United Kingdom.
 CEO : Alan G. Lafley
 Stock price : PG (NYSE) US$ 75.82 -0.40 (-0.52%)
20 Nov, 4:00 PM GMT-5 - Disclaimer
 Headquarters : Cincinnati, Ohio, United States
 Founded : October 31, 1837, Cincinnati, Ohio, United States
 Subsidiaries : Wella, Braun, Max Factor, Clairol, Gillette India Ltd.,
more
 Founders : James Gamble , William Procter

3. Mission statement:
.who we are
.what we value
Vision statement:
.what we want to become
Strategy:
.how we will achieve our vision
Goals & objectives:
. How we gauge our degree of success

4. Mission• To Provide branded products and services of superior
quality and value that improve the lives of the world’s
consumers, now and for generations to come.
Vision
• To be the best consumer products and services company in the
world.
Values
• Integrity
• Leadership
• Ownership
• Passion for winning
• Trust

5. Products

6. Brands

8. Case Facts
 Global Leader in Branded Consumer goods
 Has 2 dozen $1bn brands known worldwide
 First company to advertise directly to consumers.
 2010, total sales=$78.94bn
 Net Income=$12 bn
 Market capitalization=$186.63bn

9. Sales Percentage
Sales
Beauty
Grooming
Helth Care
Snacks and Pet Care
Fabric Care and Home
Care

10. Percentage of Earning
Sales
Beauty
Grooming
Helth Care
Snacks and Peet Care
Fabric Care and Home
Care

11. SWOT

13. Marketing Strategies
• Designing & Innovation
• Consumer centric marketing approach
• Return on marketing investments (ROMI)

14. Advertising
• P&G reconsidered its advertising strategies to better
meet the company’s global market and consumers

15. Digital and social media marketing
 Product based web sites
 Mobile add campaign “Irresistibility quiz”
 Old spice youtube video campaign attracted 13.7
million people
 Separate facebook page for each product
 Manofthehouse.com for house hold advice to man
 Capessa for women on youtube

16. Research Methods
• Qualitative
 Group discussions
 Interviewed consumers at home
 In store interviews
• Quantitatively
 Gathered data on consumers utilizing blind tests
 Concept and use test
 Quality monitoring
 Large scale studies of the habits and practices of
consumers

17. BCG metrics

19. • POTER’S FIVE FORCES MODEL
• BUYERS:-
• SUPPLIERS:-
•
•
•
LOW BARGAINING POWER
LOW
POTENTIAL ENTRANTS:- LOW AS P&G IS MARKET LEADER
SUBSTITUTE:-
INDUSTRY RIVAL:-
MODERATE THREAT
HIGH

20. FINANCIAL HIGHLIGHTS

21. Year
Net Sales in Billions of
Dollars
2006
2007
2008
2009
2010
$64.4
$72.4
$79.3
$76.7
$78.9

22. CONCLUSION
• Never give your consumer a product based reason
to switch away from your brand
• Think of every brand of P&G, and treat every brand that
we have, as though it were our only brand.
• Always determine whether a product innovation is
brand-specific or generic.
• Competition will always follow your technology, not your
brand
• After you have defined your options, always test your
worst-case scenario in the market. If you don’t, and if
you have made the wrong move, the market will be the
worst case scenario.

23. Thank you…