This presentation contains a brief summary of the Mini Case on Procter and Gamble given in Kotler's Marketing Management 14th Edition.

2. • Introduction
• Pillars of Sustained Market Leadership
• Questions
• Summary
CONTENTS

3. INTRODUCTION
• A small company formed by William Procter and James
Gamble.
• Acquired Richardson-Vicks, Old Spice, Gillette etc.
• Employs 138,000 people from 80 countries worldwide.
• It serves 4 Billion people in 180 different countries.

4. PILLARS OF MARKETING
STRATEGY

5. Pillars of
Sustained
Market
Leadership
Customer
Knowledge
Long Term
Outlook
Product
Innovation
Multi-
brand
Strategy
Brand
Extension
Strategy
Aggressive
Sales Force
Quality
Strategy
Aggressive
Sales Force

7. LONG TERM
OUTLOOK

8. QUALITY
STRATEGY

9. PRODUCT INNOVATION

10. BRAND EXTENSION
STRATEGY

11. MULTIBRAND STRATEGY

12. COMMUNICATION MODEL

13. AGGRESSIVE SALES FORCE

14. “THANK YOU, MOM” ADVT.
CAMPAIGN – RIO OLYMPIC 2016

15. QUESTIONS

16. P&G’s impressive portfolio includes some of the
strongest brand names in the world. What are
some of the challenges and risks are associated
with being the market leader in so many
categories?
• Increasing retailer dependence.
• Increasing internal competition within the brand.
• Declining profits in FMCG markets.
• Brand Dilution
• Prioritizing market shares over profits.

17. With Social Media becoming increasingly
important and fewer people watching traditional
commercials on television, what does P&G need to
maintain its strong brand images ?
• Marketing tactics using platforms like Facebook, Google etc.
• Online shopping must be made easier.
• Social media should manage online word of mouth.
• Online platform should be manipulated
to disseminate information.
• Extra incentives like coupons, buying points
should be given etc.

18. What risks do you feel that P&G will face going
forward?
• Cut throat competition from Nestle, ITC, Hindustan Unilever
Limited etc.
• Relative prices & Performance from unbranded local products.
• Risk of Brand Equity.
• Legal Barriers
• Limited room for expansion & growth.

19. SUMMARY

21. DISCLAIMER
Created by Harsh Mansuriya, GCET,
during a Marketing Management
Internship under Prof. Sameer Mathur,
IIM Lucknow.