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Semelhante a P&G Assignment 1
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P&G Assignment 1
- 2. William Proctor & James Gamble formed a small Candle and Soap company in 1837, Later known as P&G
- 3. So what made it so successful ?
- 4. Spends more than $100 million on over 10,000 formal consumer research projects , generating more than 3 million contacts
- 5. Pringles potato chips struggled for almost 10 years . P&G analyzes product market ,affordability , awareness & distribution via various channels
- 6. Invests $2 billion annually in R&D and employs more PHDs than Berkeley , Harvard and MIT combined . 3800 patents annually . Ex – Dryel ( helps “dry cleaning” at home , Swifter , Febreze .
- 7. Designs products with above average quality & continuously improving them . Ex – Pampers Rash Guard , Tide compact detergents .
- 8. • Produces brands in several sizes & forms - gaining more shelf space & preventing competitors from moving to satisfy unmet market needs . • Use parent brand to launch new products ex- Mr. Clean , Old Spice extended to new line of men’s deodorant
- 9. Markets several brands in same product category Luvs Pampers Oral-B Crest Head & shoulders Pantene
- 10. Spending over $ 2.3 billion per year or nearly twice as much as rival no. 2 General Motors After Gillette acquisition , P&G - nation’s largest advertiser.
- 11. P&G’s sales force is in top 25 by “Sales and Marketing Management “magazine . Its sales force forms close ties with retailers .
- 12. • Great marketing matched by excellent manufacturing • constant improvement in production processes • One of lowest production costs in India
- 13. • Originated brand management system . • Has excellent administrators leading each brand individually . • Changes their management system periodically .
- 14. Risks & Challenges of being the Market Leader .
- 15. Brand Dilution Preemptive Cannibalism Scams like Price Fixing , Product Quality Test failures ( April 2011 P&G fined 211.2 million euros in price fixing scam, tampons -toxic shock syndrome campaign ) Increased number of rival companies because of huge brand portfolio Adapting to ever changing needs of consumers and making a profit reaping long term plans. Breaking of Mergers or disagreement between company’s management leading to split-up. Synchronization between all brands . Maintaining brand & costumer equity for all.
- 17. Transparency within company's administration Exploit modern methods of connectivity with creative advertisements using ex- Facebook ,YouTube , radio , WhatsApp Rope in famous People for brand ambassadors which embody their brand values Start more public welfare initiatives like SHIKSHA (India) , women empowerment etc. Sponsoring more global events , Increase acquisitions of profitable firms/brands
- 18. So What Now ?
- 19. Should focus on expansion as P&G failed to expand its volumes in 1st 3 quarters of fiscal 2015 . Restructuring its pricing strategy in lieu of market price hikes &the recent Brexit Focus on emotional branding and customer loyalty with creative ads using all communication mix. Look out for sponsoring more global events
- 20. History of P&G 10 Reasons for P&G ‘s market success Risks & challenges of being a market leader How can P&G maintain its strong brand image What’s next for P&G in the coming years Disclaimer S U M M A R Y
- 21. DISCLAIMER Created by Esha Singh , Bits Pilani , during a Marketing Internship by Prof. Sameer Mathur ,IIM Lucknow