P and g case study
-
Upload
satyajith-c -
Category
Marketing
-
view
77 -
download
0
Transcript of P and g case study
![Page 1: P and g case study](https://reader035.fdocuments.us/reader035/viewer/2022062523/58e9576b1a28abb45f8b4789/html5/thumbnails/1.jpg)
![Page 2: P and g case study](https://reader035.fdocuments.us/reader035/viewer/2022062523/58e9576b1a28abb45f8b4789/html5/thumbnails/2.jpg)
global leaderin branded consumer goods, known for iconic
category-definingproducts
![Page 3: P and g case study](https://reader035.fdocuments.us/reader035/viewer/2022062523/58e9576b1a28abb45f8b4789/html5/thumbnails/3.jpg)
• RELENTLESS INNOVATION• CATEGORY KILLER
PRODUCTS•• strong consumer research,•• a powerful innovation
network,••••
an evolving marketing strategy,strong marketing talent,
![Page 4: P and g case study](https://reader035.fdocuments.us/reader035/viewer/2022062523/58e9576b1a28abb45f8b4789/html5/thumbnails/4.jpg)
![Page 5: P and g case study](https://reader035.fdocuments.us/reader035/viewer/2022062523/58e9576b1a28abb45f8b4789/html5/thumbnails/5.jpg)
![Page 6: P and g case study](https://reader035.fdocuments.us/reader035/viewer/2022062523/58e9576b1a28abb45f8b4789/html5/thumbnails/6.jpg)
![Page 7: P and g case study](https://reader035.fdocuments.us/reader035/viewer/2022062523/58e9576b1a28abb45f8b4789/html5/thumbnails/7.jpg)
Strong consumer research Consumer behavior Neuromarketing psychological surveyselectroencephalography (EEG) technology
![Page 8: P and g case study](https://reader035.fdocuments.us/reader035/viewer/2022062523/58e9576b1a28abb45f8b4789/html5/thumbnails/8.jpg)
• The firm conducted over 20,000 research studies each year• Invested nearly $500 million into developing and executing these
studies.
![Page 9: P and g case study](https://reader035.fdocuments.us/reader035/viewer/2022062523/58e9576b1a28abb45f8b4789/html5/thumbnails/9.jpg)
•
•
![Page 10: P and g case study](https://reader035.fdocuments.us/reader035/viewer/2022062523/58e9576b1a28abb45f8b4789/html5/thumbnails/10.jpg)
• 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.
![Page 11: P and g case study](https://reader035.fdocuments.us/reader035/viewer/2022062523/58e9576b1a28abb45f8b4789/html5/thumbnails/11.jpg)
• IT EXPANDED THROUGH ACQUISITION .• MORE PEOPLE MORE BENEFIT• COUNTRY SPECIFIC PRODUCT
STRATEGY
![Page 12: P and g case study](https://reader035.fdocuments.us/reader035/viewer/2022062523/58e9576b1a28abb45f8b4789/html5/thumbnails/12.jpg)
• 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,
![Page 13: P and g case study](https://reader035.fdocuments.us/reader035/viewer/2022062523/58e9576b1a28abb45f8b4789/html5/thumbnails/13.jpg)
• ALWAYS FOCUSED ON CORE VALUES
![Page 14: P and g case study](https://reader035.fdocuments.us/reader035/viewer/2022062523/58e9576b1a28abb45f8b4789/html5/thumbnails/14.jpg)
![Page 15: P and g case study](https://reader035.fdocuments.us/reader035/viewer/2022062523/58e9576b1a28abb45f8b4789/html5/thumbnails/15.jpg)
• INNOVATION• CUSTOMER CENTRIC
APPROACH
![Page 16: P and g case study](https://reader035.fdocuments.us/reader035/viewer/2022062523/58e9576b1a28abb45f8b4789/html5/thumbnails/16.jpg)
INOVATION AND R&D - DRIVER
•
•
![Page 17: P and g case study](https://reader035.fdocuments.us/reader035/viewer/2022062523/58e9576b1a28abb45f8b4789/html5/thumbnails/17.jpg)
Crest toothpaste
Head & Shoulders Pampers (1961).
the first toothpaste with fluoride dandruff shampoo disposable diapers
![Page 18: P and g case study](https://reader035.fdocuments.us/reader035/viewer/2022062523/58e9576b1a28abb45f8b4789/html5/thumbnails/18.jpg)
Swiffer Dusters, Olay Regenerist, Crest Whitestrips, and Crest Spinbrush.
![Page 19: P and g case study](https://reader035.fdocuments.us/reader035/viewer/2022062523/58e9576b1a28abb45f8b4789/html5/thumbnails/19.jpg)
•
![Page 20: P and g case study](https://reader035.fdocuments.us/reader035/viewer/2022062523/58e9576b1a28abb45f8b4789/html5/thumbnails/20.jpg)
Consumer-centric marketing makes no assumptions. 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 mostcompanies and asked that question, you wouldn’t get a very satisfactory answer.
![Page 21: P and g case study](https://reader035.fdocuments.us/reader035/viewer/2022062523/58e9576b1a28abb45f8b4789/html5/thumbnails/21.jpg)
• To measure RETURN ON MARKETING INVESTMENT(ROMI)• measured brand loyalty and relationship
![Page 22: P and g case study](https://reader035.fdocuments.us/reader035/viewer/2022062523/58e9576b1a28abb45f8b4789/html5/thumbnails/22.jpg)
Focus on shopping experience.
This approach helped P &G to prioritize their research areas and seek interesting ideas related to the idea
![Page 23: P and g case study](https://reader035.fdocuments.us/reader035/viewer/2022062523/58e9576b1a28abb45f8b4789/html5/thumbnails/23.jpg)
• 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
![Page 24: P and g case study](https://reader035.fdocuments.us/reader035/viewer/2022062523/58e9576b1a28abb45f8b4789/html5/thumbnails/24.jpg)
• ADVERTISING• SPONSORSHIP• CELEBRITY ENDORSEMENT• DIGITAL MARKETING
![Page 25: P and g case study](https://reader035.fdocuments.us/reader035/viewer/2022062523/58e9576b1a28abb45f8b4789/html5/thumbnails/25.jpg)
•••••
![Page 26: P and g case study](https://reader035.fdocuments.us/reader035/viewer/2022062523/58e9576b1a28abb45f8b4789/html5/thumbnails/26.jpg)
••
![Page 27: P and g case study](https://reader035.fdocuments.us/reader035/viewer/2022062523/58e9576b1a28abb45f8b4789/html5/thumbnails/27.jpg)
•
![Page 28: P and g case study](https://reader035.fdocuments.us/reader035/viewer/2022062523/58e9576b1a28abb45f8b4789/html5/thumbnails/28.jpg)
•
![Page 29: P and g case study](https://reader035.fdocuments.us/reader035/viewer/2022062523/58e9576b1a28abb45f8b4789/html5/thumbnails/29.jpg)
![Page 30: P and g case study](https://reader035.fdocuments.us/reader035/viewer/2022062523/58e9576b1a28abb45f8b4789/html5/thumbnails/30.jpg)
• SPECIFIC AND LIMITED• SOCIAL MEDIA MARKETING
![Page 31: P and g case study](https://reader035.fdocuments.us/reader035/viewer/2022062523/58e9576b1a28abb45f8b4789/html5/thumbnails/31.jpg)
• 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 doctorabout, such as menstruation, eating disorders, acne and dating.
![Page 32: P and g case study](https://reader035.fdocuments.us/reader035/viewer/2022062523/58e9576b1a28abb45f8b4789/html5/thumbnails/32.jpg)
•
•
![Page 33: P and g case study](https://reader035.fdocuments.us/reader035/viewer/2022062523/58e9576b1a28abb45f8b4789/html5/thumbnails/33.jpg)
•
•
![Page 34: P and g case study](https://reader035.fdocuments.us/reader035/viewer/2022062523/58e9576b1a28abb45f8b4789/html5/thumbnails/34.jpg)
![Page 35: P and g case study](https://reader035.fdocuments.us/reader035/viewer/2022062523/58e9576b1a28abb45f8b4789/html5/thumbnails/35.jpg)
• 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 ev olv e and innov ate as the w orld’s largest marketer
![Page 36: P and g case study](https://reader035.fdocuments.us/reader035/viewer/2022062523/58e9576b1a28abb45f8b4789/html5/thumbnails/36.jpg)
![Page 37: P and g case study](https://reader035.fdocuments.us/reader035/viewer/2022062523/58e9576b1a28abb45f8b4789/html5/thumbnails/37.jpg)
CREATED BY SATYAJITH CHILAPPAGARI, MIT MANIPAL AS A PART OF A MARKETING INTERNSHIP OFFERED BY PROF. SAMEER MATHUR, IIM LUCKNOW