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So what is P&G and how it started
•P&G was founded in 1837 by candlemaker William Procter and soapmaker James Gamble.•The company is now a global leader in branded consumer products.
Development of the logo
Mission
Provide branded products and services of superior quality and value that improves life of consumers around the world.
P&G is known for its people and its following values:-• Leadership• Ownership• Integrity• Passion for Winning• Trust
From beauty and health to home and beyond, P&G’s brands make every day just a little better for billions of consumers around the world.
Annual Budget
The company revenues as stated by the financial statement of the last year are huge that is US$ 78.938 billion, while the operating income of the company was US$ 16.021 billion.
P&G’s Corporate Structure
Marketing Objective
The company’s marketing objective is very sound and clear as it wants the company’s product to reach each and every part of the world with a special focus to its acquisitions and target markets. Moreover innovation is very much concentrated by the company as it is the sole key to the permanent and sustainable existence of any company.
Strategies
Market Penetration
Market Development
Diversification and Product Development
ADVERTISEMENT
Sponsorships
Celebrity Endorsements
Media Spending• In early 2009, as the recession took hold, then-CEO Lafley announced that despite the poor economic climate, P&G would maintain its marketing budget. • P&G shifted to coupons and in-store promotional activities to maintain the same media presence, while shifting ad costs.• In 2010, P&G increased ad spending by $1 billion, with a 20% increase in media impressions; higher revenues led to an increase in dollars spent. • McDonald, who became CEO in 2010, stated that P&G would maintain the same level of spending, while shifting dollars to digital advertising and other new media to broaden the audience.
Throughout the 1990s, P&G’s digital activity had been limited to its operation of brand websites, but the firm expanded its digital content offering in 1999 with the launch of pampers.com.
Expanding Digital Marketing
• BeingGirl.com was launched in 2000.• P&G launched its first mobile marketing ad campaign in 2006 to promote Crest Whitening Plus Scope toothpaste. • By 2007, the site was translated for 49 countries.• P&G’s line of “My Black is Beautiful” products, targeting African American women, introduced two web series in 2010 to showcase its products: Buppies and My Black is Beautiful .
• “The Old Spice Guy” campaign was seen as a milestone in P&G’s transition from a mass marketer to a one-on-one digitized marketer.
Acquired brands
Iconic brands for which P&G does marketing!!
• Ivory• Tide• Pampers• Crest • Always
Social Media
• In 2007, P&G launched two social media sites: Capessa for women on Yahoo! Health and the People’s Choice Community, associated with the People’s Choice awards.
• In 2011 P&G rounded out its earlier social media efforts with Manofthehouse.com
Threats• There is a huge competition in the consumer market today.• The private label growth is a serious threat.• In the market now, substitutes for P&G products are available at lower prices.• Raw materials are increasing so cost to the company is increasing.• Due to recession, consumer spending has decreased globally.
• History of P&G• Mission and Values• Annual Budget• Corporate Structure• Marketing objective and strategies• Media spending•Digital Marketing• Brand acquisition• Social Media• Threats
Disclaimer
This presentation was created by Aabhas Mathur, student of IIT Kanpur during a marketing internship by Prof. Sameer Mathur, IIM Lucknow
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