Procter & Gamble: Marketing Excellence

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.

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.

• 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.

• 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

• 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.

COMMITMENT TO

CONSUMERS

• 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.

CELEBRITY ENDORSME

NTS

INTERACTIVE

COMMUNITY PROMOTION

• 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.”

Created by Parshva Tated, RCOEM, Nagpur, during a Marketing Internship by Prof Sameer Mathur, IIM

Lucknow.