Proctar And Gamble-Marketing Capabilities, Case Analysis

The Procter & Gamble Case Study Analysis

IntroductionA brand is an experience. Quality experience is the secret of winning and enduring brands. As one of the biggest multinational consumer goods company, P&G knows the value of quality experience that they provide to their stake holders. When they began developing language-specific websites for Pampers, they knew the importance of delivering a quality user experience.

They wanted to eliminate the risk of bugs marring their brand’s reputation. The need of the hour was a progressive app testing strategy to aid the development team in delivering high-quality results. The App testing platform by 99tests proved to be the perfect solution for meeting all their website quality goals.

William Procter, a candle maker, and James Gamble, a soap maker, immigrants from England and Ireland respectively who had settled earlier in Cincinnati, who met as they both married sisters, Olivia and Elizabeth Norris, formed the company initially.

Alexander Norris, their father-in law called a meeting in which he convinced his new sons-in-law to become business partners. On October 31, 1837, as a result of the suggestion, Procter & Gamble was born.

In 1859, sales reached one million dollars. By this point, approximately eighty employees worked for Procter & Gamble.

The Challenge

As a company known for quality and delightful user experience, P& G wanted to live up to their customer expectations while launching 12 language based websites for their brand, Pampers. The key challenges for the project were as follows:

They needed actionable testing insights to help their development team at staging or development stage.

They wanted to test their websites across demographics, on different devices and configurations just like in real world scenarios.

They wanted to implement testing faster to reduce the time to market.

Projects Test Cycle

Insights to successfully launch their 12 websites in time.

Support in strategy and execution of test cycles

Coverage across various configurations

The Advantage

The path through which goods and services travel from the vendor to the consumer or payments for those products travel from the consumer to the vendor. A distribution channel can be as short as a direct transaction from the vendor to the consumer, or may include several interconnected intermediaries along the way such as wholesalers, distributors, agents and retailers. Each intermediary receives the item at one pricing point and movies it to the next higher pricing point until it reaches the final buyer. Coffee does not reach the consumer before first going through a channel involving the farmer, exporter, importer, distributor and the retailer. Also called the channel of distribution.

 Promotional Strategy “Thank You, Mom” Campaign P&G's corporate campaign kicked off in April with

its first ``Thank You, Mom'' TV spot. It also has a dedicated ``Thank, You

Mom'' Facebook page and app that allows people to send ``Thank you'' messages to their mothers.

P&G is sponsoring more than 150 global athletes. P&G is sponsoring a few athletes like boxer Mary

Kom and runner Kavita Raut, giving their mothers a chance to see them perform and hopefully win at London this year.

P&G expects the campaign to drive $500 million in sales.

Political/Legal statement With the U.S economy currently expiriencing a

recession other countries may not be far behind. Japan, Britain, Spain, Singapore which together represent about 12 percent of the world’s economy are equally vulnerable as fallout from the U.S worsens their economic weaknesses. Even emerging markets including China are likely to suffer from exports to the U.S diminish.

The developing slump has put pressure in the Japan, U.S and the euro region to follow the lead of federal reserve chairman Ben S. Benmake who in the 1st quarter of 2009 accelerated interest rate cuts in the U.S with an emergency move to lower the bench mark by 3 quarters of percentage point

Socio –cultural segment Women from the major target groups for house

hold, personal products and consumer goods companies. Several P&G consumer products, such as skin care and beauty care , are adressed directly to women. Other products such as food and beverages, home cleaning and detergents are adressed to women as the primary decision makers or influencers.In addition to the media choice companies have decided on the types of programme they sponsor. So as to attract the target of their audience.

Technological segment Organizations are rapidly trying to incorporate the

Internet into their supply chain practices. Global competitive pressure

The Benefits The test cycles executed were very effective and provided good

device coverage. It helped in finding high-quality bugs in a very short span of time.

This helped their internal QA team in getting valuable insights from testing across various devices, languages, and different configurations.

P& G could access the best talents in the industry through a global community of crowd sourced testers to execute their test cycles effectively.

The focus on the human approach, helped developers gain valuable insights to improve website quality. With the actionable reports, P& G team was able to implement improvements for upgrading website quality and reduce the time to market.

THANK YOU Submitted by- Avikal Parashari

SRCC