Transcript
global leaderin branded consumer goods, known for iconic
category-defining products
• RELENTLESS INNOVATION
• CATEGORY KILLER PRODUCTS
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• strong consumer research,
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• a powerful innovation network,
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• an evolving marketing strategy,
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• strong marketing talent,
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• the world’s largest financial commitment to advertising
Strong consumer researchConsumer behaviorNeuromarketingpsychological surveys electroencephalography (EEG) technology
• The firm conducted over 20,000 research studies each year
• Invested nearly $500 million into developing and executing these studies.
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• 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.
• P&G took a stake in Ocado, a U.K.-based online grocer. P&G saw Ocado as a “very fertile testing ground” for understanding how consumers used the Internet and engaged in e-retailing.
• The psychological surveys discovered that women felt less “hostile,” “ashamed,” “nervous,” “guilty,” or “jittery,” depending on the hair product they used, while at other times they said they felt more “excited,” “proud,” and “interested.”
• IT EXPANDED THROUGH ACQUISITION .
• MORE PEOPLE MORE BENEFIT
• COUNTRY SPECIFIC PRODUCT STRATEGY
• Perfect market segmentation helped the brand to devise country specific advertising and marketing strategy
• For example
• In South Korea, P&G limited advertising to a few niche television channels, with greater emphasis on huge outdoor displays at a Seoul shopping center. In Japan, the campaign focused on mobile devices.
• For Safeguard soap in Pakistan, the firm created a superhero, Commander Safeguard, with his own television show, music videos, and website across the industry,
• ALWAYS FOCUSED ON CORE VALUES
• INNOVATION
• CUSTOMER CENTRIC APPROACH
INOVATION AND R&D - DRIVER
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Crest toothpaste Head & Shoulders Pampers (1961).
the first toothpaste with fluoride dandruff shampoo disposable diapers
Swiffer Dusters, Olay Regenerist, Crest Whitestrips, and Crest Spinbrush.
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“Consumer-centric marketing makes noassumptions. It begins with ‘Who is your consumer, and what’s different about her?’ It sounds like such a simple question, but if you went to most companies and asked that question, you wouldn’t get a very satisfactory answer.”
• To measure RETURN ON MARKETING INVESTMENT(ROMI)
• measured brand loyalty and relationship
Focus on shopping
experience.
This approach helped P &G to prioritize their research areas and seek interesting ideas related to the idea
• 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
• ADVERTISING
• SPONSORSHIP
• CELEBRITY ENDORSEMENT
• DIGITAL MARKETING
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• SPECIFIC AND LIMITED
• SOCIAL MEDIA MARKETING
• Launched pampers.com, it provided information for new and expectant mothers and served as an interactive forum.
• In 2002 launched beinggirl.com provided information and expert advice on “issues that teenage girls might be too embarrassed to ask a parent or doctor about, such as menstruation, eating disorders, acne and dating.
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• The firm had proven its ability to navigate the digital environment with efforts like “The Man Your Man Could Smell Like” and Manofthehouse.com, had incorporated a sense of design into its culture, and aimed to complement its strong function-driven marketing background by adding emotional efforts such as the “Thank you, Mom” and “Loads of Hope” campaigns. Building on its strengths in R&D, consumer research, and product performance, P&G continued to evolve and innovate as the world’s largest marketer
JAYESH MULEY Prof. SAMEER MATHUR
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