Procter and gamble – sky is the limit

Procter and Gamble – Sky is the limit

Procter & Gamble was founded by William Procter and James Gamble

as a small candle and soap company

Their First Product

Procter and Gamble is now an American multinational FMCG giant

Current Product Mix

• Today , P&G is one of the most skillful marketers of consumer products in the world

• The company employs more than 138,00 People worldwide and has total sales of $79 billion per year.

• It is the market leader in 15 of the 21 product categories it competes.

• Has 2 million dollar R&D budget and serves 4 billion people in 180 different countries

Evolution

DecodingThe Philosophy of

P&G

1) Customer Knowledge

P&G spends $100 on over 10,000 consumer research projects

2) Long term Outlook• P&G takes time to analyze each

opportunity carefully and then commits itself to making this product a success

• It struggled with pringles almost a decade before achieving market success

3) Product Innovation

• Employs more science Ph.D than Harvard , Berkeley and MIT combined.

4) Quality Strategy

• P&G designs products of above average quality and continuously improves them in ways that matter

5) Brand Extension Strategy

• Old Spice extended its brand from household men’s fragrance to deodorant.

• This Strategy gains more Shelf space and prevents mobility of competitiors.

6) Multi-Brand Strategy

7)Communication Pioneer

Whopping $2.3 Billion budget on advertising [largest]

8) Aggressive Sales force

9) Cost Cutting Strategy

• P&G spends significant amount developing and improving production menthods.

10) Brand Management

Wha

1) Cut throat Competition

2) Dilution of brand

o

P&G shifted focus more on social media to infuse stronger

emotional appeals

P&G Youtube ad for 2016 Rio Olympics ( Click to view)

Future?

Concentration on Green Products

Conclusion?

Presented by

ADIKESHAV C,IV year Undergraduate,SASTRA UNIVERSITY,INDIA.

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