PROCTER AND GAMBLE: MARKETING CAPABILITIES. HARVARD BUSINESS CASE REVIEW ANALYSIS.

1. MARKETINGCAPABILITIES

2. •OUTLINE
p&g Fact
Company background
Main problem
marketing at p&G
conclusion

3. GlobalLeader in branded in consumer goods

4. Seasoned
marketer
with strong
consumer
research
The world’s largest
commitment to advert

5. Company
BACKGROUND

6. Vision
To be recognized as , thebest consumer products andservices
company in theworld
Mission
We willprovide branded products and services of superior
qualityand value thatimprove thelives of theworld's
consumers .

7. 1837- P&GFOUNDER

9. P&G’s approach to enteringnew markets was via, “acquisitionor
joint venture on a smallscale, throughtrial and error, learn the
formula of success before makinga major commitment.”

10. R&D Connect-and-develop

11. MARKETING
STRATEGY

12. P&G used design asacomplement, helping consumersrecognize,understand,
andin somecases even imaginethe functionsofa given product.

13. Innovative approaches to
consumer engagement
Word-of-mouth
Eyetrackingtoidentifyattention
thatconsumersgavetopackaging
20,000researchstudieseach year,and
investednearly$500million intodeveloping
andexecuting thesestudies.39

15. Interactive community promotion

17. Whilefacing rivalry, it taught P&G five strategic
lessons
• Never give your consumer a product-based reason to switch away from
your brand.
• Think of every brand that we have, 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.

18. OUR BILLION DOLLAR
BRANDS

19. DISCLAMER
Created by Tanya Gidwani, RCOEM Nagpur, duringan
internshipon marketingmanagementby Prof. Sameer
Mathur