Harvard Case Study analysis: P&G
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Transcript of Harvard Case Study analysis: P&G
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MARKETING CAPABILITIES
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Global Leader in branded consumer goods
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Global Leader in branded consumer goods
Known for iconic category-defining products (Crisco, Ivory, Tide)
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COMPANY BACKGROUND
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1945-1980
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1945-1980International Expansion
expanded into new lines of business through acquisitions
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1945-1980International Expansion
expanded into new lines of business through acquisitions
Divested brands that didn’t fit company profile
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First Global Brands- Always, Pringles & Pantene (in 1980s)
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First Global Brands- Always, Pringles & Pantene (in 1980s)
U.S.’s Top Cosmetics Company- acquisition of Noxell (1989) and Max Factor (1991)
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First Global Brands- Always, Pringles & Pantene (in 1980s)
U.S.’s Top Cosmetics Company- acquisition of Noxell (1989) and Max Factor (1991)
Entry into pet-care market: acquisition of Iams (for $2.3 billion)
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First Global Brands- Always, Pringles & Pantene (in 1980s)
U.S.’s Top Cosmetics Company- acquisition of Noxell (1989) and Max Factor (1991)
Entry into pet-care market: acquisition of Iams (for $2.3 billion)
$57 billion acquisition of Gillette in 2005 made P&G the Top Consumer Goods Company
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INNOVATION
R&Dand
Company Background
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Replacing Trial-and-Error methods R&D + Sale’s Marketing
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Replacing Trial-and-Error methods R&D + Sale’s Marketing
In 1999, 2.6% growth reduced
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Replacing Trial-and-Error methods R&D + Sale’s Marketing
In 1999, 2.6% growth reduced
To boost growth 7 GBUs + 3 Teams (to support GBUs) replaced 4 demographic business units
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Connect-and-DevelopInnovation & new products
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Connect-and-Develop50% 50%Innovation & new products
From P&G labs
Non-P&G scientist & engineers
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Connect-and-Develop50% 50%Innovation & new products
From P&G labs
Non-P&G scientist & engineers
Shift mindsets away from resistance to
“not invented here”
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Impact
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ImpactR&D production increase by 60%
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ImpactR&D production increase by 60%
Innovation success doubled
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ImpactR&D production increase by 60%
Innovation success doubledCost of innovation dropped
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ImpactR&D production increase by 60%
Innovation success doubledCost of innovation droppedR&D investment (percentage of sales): 4.8% (2000) 3.4% (2006)
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ImpactR&D production increase by 60%
Innovation success doubledCost of innovation droppedR&D investment (percentage of sales): 4.8% (2000) 3.4% (2006)
Firm struggled to control costsStocks slid: $118 $52 (over 18 months)
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MARKETING
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MARKETING FRO
M
FunctionPerformancePrice
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MARKETING FRO
MTO
FunctionPerformancePrice
Consumer-centricfocus on design
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ROMI (return on market investment)shift from TV & Print Digitize & Direct marketinge.g. Project Apollo
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ROMI (return on market investment)shift from TV & Print Digitize & Direct marketinge.g. Project Apollo
Pritchard’s “Store Back” approach shift PG’s mind-set to shopper marketing experiencee.g. Pampers 2008 campaign
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ROMI (return on market investment)shift from TV & Print Digitize & Direct marketinge.g. Project Apollo
Pritchard’s “Store Back” approach shift PG’s mind-set to shopper marketing experiencee.g. Pampers 2008 campaign
Multi-branding or leveraging P&G brand to derive sales to its sub-brands e.g. 2010 Winter Olympic campaign (18 brands under common message)
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COMMITMENT TO
CONSUMER
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$500 million spent 20,000 market research studies5 million consumers100 countries
1
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$500 million spent 20,000 market research studies5 million consumers100 countries
Technologystake in Ocado (2008)partnership with Tobii (2010)Neuromarketing (psychological surveys)
1
2
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Qualitativefocus group discussionscustomer interviewsin-store interviewsin-context visits
3
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Qualitativefocus group discussionscustomer interviewsin-store interviewsin-context visits
Quantitativedata acquisition(habits & practices of consumers)personal endorsement approach(helped advertisers; e.g. VocalPoint- P&G’s word-of-mouth program)
3
4
Membership benefits
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ADVERTISING
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Early innovations
Daytime Radio Dramas
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Early innovations
Daytime Radio Dramas Soap Operas
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Early innovations
Daytime Radio Dramas Soap Operas
Developed long-standing partnerships with advertising agencies to develop robust
Brand Identities
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“Thank You, Mom” campaign was one of the most successful campaigns of P&G
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P&G’s staple advertisements focused on its product superiority and clear functional benefits
“Thank You, Mom” campaign was one of the most successful campaigns of P&G
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While maintaining its central advertising strategy, P&G shifted to more design- and emotion-driven advertising
“Thank You, Mom” campaign was one of the most successful campaigns of P&G
P&G’s staple advertisements focused on its product superiority and clear functional benefits
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SPONSORPHIPS
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“Thank You, Mom” campaignMost successful campaign in P&G’s 175 year history
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“Thank You, Mom” campaignMost successful campaign in P&G’s 175 year history
Delivered + $200 million incremental sales (USA)
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“Thank You, Mom” campaignMost successful campaign in P&G’s 175 year history
Delivered + $200 million incremental sales (USA)
17 million views on YouTube
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“Thank You, Mom” campaignMost successful campaign in P&G’s 175 year history
Delivered + $200 million incremental sales (USA)
17 million views on YouTube
Most shared videos of the Games
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“Thank You, Mom” campaignMost successful campaign in P&G’s 175 year history
Delivered + $200 million incremental sales (USA)
17 million views on YouTube
Most shared videos of the Games
33.6 billion earned media impressions
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CELEBRITY ENDORSEMENT
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COVERGIRLFor 50 years, COVERGIRL has created must-have beauty products that bring out the best in women.
GILLETTE Gillette YouTube channel featuringRoger Federer commercial attracted+ 2 million viewers.
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MEDIA SPENDING
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P&G maintained its marketing budget in early 2009 recession
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P&G maintained its marketing budget in early 2009 recession
HOW?
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P&G shifted to coupons and instore promotional activities.
This maintained media pressure, while shifting all costs.
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P&G expanded its digital offering with the launch of
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P&G expanded its digital offering with the launch of
papmers.com BeingGirl.com
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P&G introducedTWO
in 2010
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BUPPIES
MY BLACK IS BEAUTIFUL
1
2
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3.6 million views
+2 million views
BUPPIES
MY BLACK IS BEAUTIFUL
1
2
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The web series targeted African American women and was a huge success
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The web series targeted African American women and was a huge success
Collection sales grew 20% (in the first half of 2010)
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The web series targeted African American women and was a huge success
Collection sales grew 20% (in the first half of 2010)
Second quarter dollar share forPantene were up 14%
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The web series targeted African American women and was a huge success
Collection sales grew 20% (in the first half of 2010)
Second quarter dollar share forPantene were up 14%4% for CoverGirl3% for Olay
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P&G’s Old Spice
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P&G’s Old Spice
YouTube sensation
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P&G’s Old Spice
Televisioncommercial
YouTube sensation
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The campaign was a MILESTONE in P&G’s transition from
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The campaign was a MILESTONE in P&G’s transition from
MASS MARKETER
one-on-one DIGITIZED MARKETER
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The campaign generated +2 billion media impressions
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The campaign generated +2 billion media impressions
13.7 million individual views
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The campaign generated +2 billion media impressions
13.7 million individual views
94,000 followers on Twitter
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The campaign generated +2 billion media impressions
2,300 Twitter lists
13.7 million individual views
94,000 followers on Twitter
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SOCIALMEDIA
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In 2007,P&G launched
TWOsocial media sites
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Capessa For women on Yahoo!
People’s Choice Community associated with thePeople’s Choice Awards
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In 2010,P&G started using Facebook
as a marketing tool
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15 brands with “friends” in SIX-FIGURE range
In 2010,P&G started using Facebook
as a marketing tool
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15 brands with “friends” in SIX-FIGURE range
In 2010,P&G started using Facebook
as a marketing tool
Manofthehouse.com launched in 2011
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15 brands with “friends” in SIX-FIGURE range
In 2010,P&G started using Facebook
as a marketing tool
Manofthehouse.com launched in 2011
Aimed to“speak to the whole man”
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INTERACTIVE COMMUNITY PROMOTION
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Tide “Loads of Hope” campaign (2005)
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Tide “Loads of Hope” campaign (2005)
Opened Laundromat to wash Katrina hurricane
survivors' clothes
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Tide “Loads of Hope” campaign (2005)
Opened Laundromat to wash Katrina hurricane
survivors' clothes
Tide had its best sales in
+10 years
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Times Square campaign 2006
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Times Square campaign 2006
Targeted holiday shoppersaimed to attract customers
for life
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Times Square campaign 2006
Targeted holiday shoppersaimed to attract customers
for life
The campaign created 9 YouTube ads and
generated 20 million views/month
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MOVING FORWARD
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MOVING FORWARD
P&G has proven its ability to navigate digital environment as evident
from its campaigns
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MOVING FORWARD
P&G continues to evolve & innovateas
WORLD’S LARGEST MARKETER
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MOVING FORWARD
P&G continues to push towards reaching
5 BILLION CONSUMERS WORLDWIDE
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SUMMARY
MARKETING CAPABILITIES
COMPANY BACKGROUND
MARKETING
SPONSORPHIPS
MOVING FORWARD
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DISCLAIMERCreated by Harshit Gupta, IIT Roorkee, during marketing internship by Prof. Sameer Mathur, IIM Lucknow