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MARKETING PORTFOLIO
A COMPANY WITH A NET WORTH OF $200 MILLION
ORIGIN: 1837
CANDLES
SOAPS
CURRENT STATUS
OVER 300 BRANDS
140 COUNTRIES
OVER 5 BILLION
CONSUMERS
EMPLOYS OVER
138,000
MAIN BUSINESS SEGMENTSBEAUTY CARE
23% Net Earnings
MAIN BUSINESS SEGMENTSHOUSEHOLD CARE
28% Net Earnings
MAIN BUSINESS SEGMENTSFAMILY CARE
17% Net Earnings
OTHER BUSINESS SEGMENTSHEALTH CARE GROOMING SNACKS & PET CARE
16% Net Earnings 13% Net Earnings 3% Net Earnings
WHAT MADE
SUCCESSFUL?
LARGEST MARKETING SPENDER
IN THE WORLD
CUSTOMER-CENTRIC MARKETING
STRONG FOCUS ON PRODUCT-DESIGN
PRODUCT FUNCTIONALITY
PRICE
SMALLER BRANDS MAINLY RELYON DIGITAL MARKETING
BRAND POSITIONING IN SAME MARKET
WHITENER STAIN REMOVER
P&G’s Old Spice television commercial
and YouTube sensation, “The Man Your Man Could Smell Like,”
was the tipping point.
Emotional marketing: “Thank-you Mom” campaign
THE ACQUISITION
BIGGEST MERGER IN THE HISTORY OF
CONSUMER GOODS.
ACQUIRED
FOR $57 BILLION TO BECOME THE WORLD’S LARGEST CONSUMER
GOODS COMPANY
WHY
?
STRENGTH
WOMEN PERSONAL CARE PRODUCTS
MEN GROOMING PRODUCTS
COMPLEMENTARY IN STRENGTH CULTURES & A VISION TO CREATE POTENTIAL FOR SUPERIOR
SUSTAINABLE GROWTH
R&D CONNECTED WITH SALES & MARKETING
PARTNERSHIPS & CONNECTIONS WITH NON-P&G RESEARCHERS
CONNECT & DEVELOP
Identify proven technologies, packages, and products that P&G could improve, scale up, and market on its own or through
partnerships
THE DIGITAL REVOLUTION
TO MAKE IT THE MOST TECHNOLOGICALLY ENABLED BUSINESS IN THE WORLD
WHY DIGITAL
REVOLUTION?
1. BETTER INNOVATION 2. HIGHER PRODUCTIVITY
3. LOWER COSTS 4. PROMISE OF FASTER GROWTH
HOW WOULD IT DRIVEGROWTH IN THE FUTURE?
1. PRESENT PRODUCTS
IT COULD GENERATE NEW SALES WITH INCREASED EMPHASIS ON HEALTH CARE AND BEAUTY CARE PRODUCTS.
EXISTING BRANDS HAVE THE POTENTIAL TO GROW 4-6% A YEAR IN SALES.
2. NEW PRODUCTS
IT NEEDS NEW PRODUCTS TO ADD TO THEIR REVENUE.
THE EQUIVALENT OF 2 SWIFFER INTRODUCTIONS A YEAR WOULD MAKE THEIR GOAL.
3. ACQUISITIONS
IT COULD PROBABLY USE SMALL TARGETED ACQUISITIONS LIKE THE ONE THAT PRODUCED $200 MILLION-A-YEARTHE CREST SPIN-BRUSH
CONCLUSION
This presentation is created by Viraj Tamhankar, IIT Roorkee during a Marketing Internship under the guidance of Prof. Sameer Mathur, IIM Lucknow.