• Introduction• Pillars of Sustained Market Leadership• Questions• Summary

CONTENTS

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.

PILLARS OF MARKETING STRATEGY

Pillars of Sustained

Market Leadership

1.

LONG TERM OUTLOOK

2.

QUALITY STRATEGY

3.

PRODUCT INNOVATION 4.

5.BRAND EXTENSION STRATEGY

MULTIBRAND STRATEGY 6.

COMMUNICATION MODEL 7.

AGGRESSIVE SALES FORCE 8.

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

QUESTIONS

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.

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.

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.

SUMMARY

DISCLAIMER Created by Harsh Mansuriya,

GCET, during a Marketing Management Internship under

Prof. Sameer Mathur, IIM Lucknow.