P&g marketing capabilities hbr
-
Upload
binayjeet-singh -
Category
Education
-
view
24 -
download
1
Transcript of P&g marketing capabilities hbr
![Page 1: P&g marketing capabilities hbr](https://reader033.fdocuments.us/reader033/viewer/2022051707/58b88a661a28ab3e3a8b4583/html5/thumbnails/1.jpg)
PROCTOR & GAMBLE:
MARKETING CAPABILITIESHarvard Business School Case
![Page 2: P&g marketing capabilities hbr](https://reader033.fdocuments.us/reader033/viewer/2022051707/58b88a661a28ab3e3a8b4583/html5/thumbnails/2.jpg)
P&G’s Mission and Vision
“MORE CUSTOMERS , IN MORE PARTS OF THE WORLD,
MORE COMPLETELY”
![Page 3: P&g marketing capabilities hbr](https://reader033.fdocuments.us/reader033/viewer/2022051707/58b88a661a28ab3e3a8b4583/html5/thumbnails/3.jpg)
A dozen $1 billion brands
Overall Sales: $78.94 billion
Net Income: $12.74 billion
Market Capitalization: $186.63 billion
Developed markets make 66% of total sales
Current Standing
![Page 4: P&g marketing capabilities hbr](https://reader033.fdocuments.us/reader033/viewer/2022051707/58b88a661a28ab3e3a8b4583/html5/thumbnails/4.jpg)
Geographical Market Share
KEY HIGHLIGHT Great opportunity to further increase its share in developing markets
![Page 5: P&g marketing capabilities hbr](https://reader033.fdocuments.us/reader033/viewer/2022051707/58b88a661a28ab3e3a8b4583/html5/thumbnails/5.jpg)
Industry-wise Market Share
KEY HIGHLIGHT Great opportunity to further increase its share in Snacks and Pet Care
![Page 6: P&g marketing capabilities hbr](https://reader033.fdocuments.us/reader033/viewer/2022051707/58b88a661a28ab3e3a8b4583/html5/thumbnails/6.jpg)
Marketing Insights and Key Features
Research and Development
Market Segmentation
Sponsorships
Celebrity Endorsements
Product Diversification
![Page 7: P&g marketing capabilities hbr](https://reader033.fdocuments.us/reader033/viewer/2022051707/58b88a661a28ab3e3a8b4583/html5/thumbnails/7.jpg)
Product Diversification
MU
LTI-B
RAN
D ST
RATE
GY
![Page 8: P&g marketing capabilities hbr](https://reader033.fdocuments.us/reader033/viewer/2022051707/58b88a661a28ab3e3a8b4583/html5/thumbnails/8.jpg)
Market Segmentation
MANAGED BRANDS ACROSS A CATEGORY CAREFULLY WITH EACH GETIING INDIVIDUAL SUPPORT AND SATISFYING A PARTICULAR SEGMENT IN THE MARKET
ENSURED THAT ITS PRODUCTS DID NOT CANNIBALIZE EACH OTHERS’ SALES
TIDE WAS THE PREMIUM BRAND.CHEER WAS DEDICATED TO CLEANING
SENSITIVE COLOURS SAFELY.GAIN HAD A FRESH SCENT.
OXYDOL WAS USED FOR BLEACHING.
EXAMPLE
![Page 9: P&g marketing capabilities hbr](https://reader033.fdocuments.us/reader033/viewer/2022051707/58b88a661a28ab3e3a8b4583/html5/thumbnails/9.jpg)
Research & Development
P&G WAS THE FIRST COMPANY WHO REPLACED TRIAL AND ERROR METHOD TO TAKE UP A SCIENTIFIC
APPROACH HENCE, CONNECTING R&D WITH THE COMPANY’S SALES AND MARKETING.
SEVEN GLOBAL BUSINESS UNITS (GBUs) BASED ON PRODUCT CATEGORIES REPLACED THE COMPANY’S
FOUR GEOGRAPHIC BUSINESS UNITS.
THEY HOPED FOR“BIGGER INNOVATIONS,FASTER SPEED TO MARKETS,
GREATER GROWTH – INNOVATION VITALITY”
![Page 10: P&g marketing capabilities hbr](https://reader033.fdocuments.us/reader033/viewer/2022051707/58b88a661a28ab3e3a8b4583/html5/thumbnails/10.jpg)
Sponsorships
• P&G’s BUSINESS GREW WITH SEVERAL SPONSORSHIP OPPORTUNITIES
• IT INCLUDED THE OLYMPICS AS WELL AS THE NFL.
![Page 11: P&g marketing capabilities hbr](https://reader033.fdocuments.us/reader033/viewer/2022051707/58b88a661a28ab3e3a8b4583/html5/thumbnails/11.jpg)
Celebrity Endorsements
ACQUISITION OF SEVERAL BEAUTY BRANDS IN THE
1990s BROUGHT VARIOUS CELEBRITY ENDORSERS
WHICH INCLUDED NAMES LIKE ELLEN De GENERES ,
TAYLOR SWIFT, NAOMI WATTS & EVA MENDES.
![Page 12: P&g marketing capabilities hbr](https://reader033.fdocuments.us/reader033/viewer/2022051707/58b88a661a28ab3e3a8b4583/html5/thumbnails/12.jpg)
CHALLENGES FACED
![Page 13: P&g marketing capabilities hbr](https://reader033.fdocuments.us/reader033/viewer/2022051707/58b88a661a28ab3e3a8b4583/html5/thumbnails/13.jpg)
CHINA REMAINS A VERY TOUGH MARKET MAINLY DUE TO :
SLOWER CONSUMER SPENDING, HEIGHTENED COMPETITION AND RAPID
SHIFT TOWARDS ONLINE SHOPPING.
.
THE CHINESE MARKET
![Page 14: P&g marketing capabilities hbr](https://reader033.fdocuments.us/reader033/viewer/2022051707/58b88a661a28ab3e3a8b4583/html5/thumbnails/14.jpg)
THE INDIAN MARKETP&G ARE LOSING OUT TO HUL AND OTHER GIANT LOCAL COMPETITORS IN TERMS OF -
RELEVANT MARKETING STRATEGIES AND BETTER DISTRIBUTION CHANNELS.
![Page 15: P&g marketing capabilities hbr](https://reader033.fdocuments.us/reader033/viewer/2022051707/58b88a661a28ab3e3a8b4583/html5/thumbnails/15.jpg)
![Page 16: P&g marketing capabilities hbr](https://reader033.fdocuments.us/reader033/viewer/2022051707/58b88a661a28ab3e3a8b4583/html5/thumbnails/16.jpg)
SOLUTIONS PROPOSED
![Page 17: P&g marketing capabilities hbr](https://reader033.fdocuments.us/reader033/viewer/2022051707/58b88a661a28ab3e3a8b4583/html5/thumbnails/17.jpg)
SEPARATE ONLINE PLATFORM FOR
SALES
![Page 18: P&g marketing capabilities hbr](https://reader033.fdocuments.us/reader033/viewer/2022051707/58b88a661a28ab3e3a8b4583/html5/thumbnails/18.jpg)
EMOTIONAL BRANDING
ENVIRONMENTAL ASPECTS CAN BE FOCUSED ON TO ATTRACT
CONSUMERS
ADVERTISEMENTS TO SENSITIZE PEOPLE USING HUMAN-RELATIONS
BASED CAMPAIGNS
![Page 19: P&g marketing capabilities hbr](https://reader033.fdocuments.us/reader033/viewer/2022051707/58b88a661a28ab3e3a8b4583/html5/thumbnails/19.jpg)
PRODUCT LINE EXTENSIONINTRODUCE MORE PRODUCTS
AND BRANDS FOR MEN
![Page 20: P&g marketing capabilities hbr](https://reader033.fdocuments.us/reader033/viewer/2022051707/58b88a661a28ab3e3a8b4583/html5/thumbnails/20.jpg)
DISCLAIMER
This presentation was created during a Marketing internship with Dr Sameer Mathur, IIM Lucknow
Binayjeet Singh (student at NSIT)