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Procter and Gamble Presentation

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Yasemin Özdemir

on 30 October 2014

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Transcript of Procter and Gamble Presentation

One of the market leaders in the FMCG sector
Products sold in 180 countries worldwide
Found by William Procter and James Gamble 1837
Started out as a small family-run business selling candle and soap in Cincinnati, Ohio.





William Procter
James Gamble
P&G Segments
Beauty
007 Men's Fragrances
Aussie
Bruno Banani Fragrances
Christina Aguilera Perfumes
Clairol Professional
CoverGirl
DDF
Dolce&Gabbana
Ellen Betrix
Escada Fragrances
Fekkai
Gucci
HUGO BOSS
Head & Shoulders
Herbal Essences
Ivory
Lacoste Fragrances
Londa Professional
Max Factor
Fabric and Home Care
Ace
Alomatik
Ariel
Bold
Bonux
Bounce
Cascade
Charmin

Health and Grooming
Align
Braun
Clearblue
Crest
Eukanuba
Fixodent
Fusion
Gillette

Baby, Feminine and Family Care
Always
Bounty
Charmin
Dodot
Luvs
Mexx
Naomi Campbell
Natural Instincts
Nice 'n Easy
Nioxin
Olay
Old Spice
Pantene
Puma
Rejoice
Rochas
SK-II
Safeguard
Sebastian Professional
Secret
Vidal Sassoon
Wella
Naturella
Pampers
Puffs
Tampax
Tempo
Whisper
Iams
MACH3
Metamucil
Oral-B
Pepto-Bismol
Prestobarba/Blue
Prilosec OTC
Scope
Venus
Vicks
Fairy
Febreze
Gain
Gala
Joy
Lenor
Mr. Clean
Mr. Proper
Cheer
Comet
Dash
Dawn
Daz
Downy
Dreft Laundry
Duracell
Era
Fab
Myth
Rindex
Salvo
Sarasa
Swiffer
Tide
Viakal
Vizir
The company has one of the strongest portfolios of trusted, quality,
leadership brands, including;
P&G's Mission and Vision
“ We will provide branded products and services of superior quality and value that improve the lives of the world’s consumers.”
Vision
Be, and be recognized as, the best consumer product and services company in the world.
Mission
Political Forces
Economic Forces
•Recession

•Inflation and interest rates
Social Forces
•Population, education, media

•Lifestyle, fashion, culture
Technological Forces
•Emerging technologies, Web

•Information and communication
Demographic Forces
Macro Environmental Analysis
Political pressures in different nations
Corporation's size
•Age

•Gender

•Class
Consumers
•P&G’s major task it is attract and sustain consumers

•It should consumers preferences 
and taste
Suppliers
•It should maintain a solid and good relationship with suppliers in order  to not loss consumers to competitors
Employments
Shareholders
•Guiding the financing, strategy and management

•Assuring strength and business  direction
Media
•Positive media attention can  immensely increase the market and profit of a company

•Negative media attention could  lead to the failure of a company
Competitors
•P&G adopted a unique selling point in which it uses to compete

•It made enormous progress in 2011 by climbing to the top three competitors  in consumer and house hold goods products manufactures
MICRO ENVIRONMENTAL ANALYSIS
•Providing and employing staffs

•Motivating employees
From the consumers' perspective:

•Frequent purchase

•Low involvement (little or no effort  to choose the item products with strong brand loyalty are exceptions to this rule)

•Low price
From the marketers' perspective:

•High volumes

•Low contribution margins

•Extensive distribution networks

•High stock turnover
MARKET ANALYSIS
The main characteristics of FMCG's
­In 2011 US FMCG market was worth $2.1 trillion, with retail sale up about 4.9%, that probably puts 2012 at about $2.2 trillion

­The US only represents about 21.6% of global GDP

­The global FMCG market size can be projected to be  more than $10 trillion

­One ­seventh of the global economy
Market Size
The big five

Challenges in the short, medium and long run

These are:

1. Mass urbanisation

2. Ageing populations

3. Growth of the middle­classes

4. Consumers in the driving seat

5. Sustainability
Market Trends
Real growth declined to 4.26% during the first nine months of 2012-2013 with the inflation rate of 7.98%

 
­5.8% of growth achieved by the sector between 2005 and 2011, when the average inflation rate was 12.27%
Market Growth
­ Over 190 countries

­  More than 2 billion consumers worldwide

­  More than 400 brands

­  14 most popular brands generate sales in  excess of  €1 billion a year
Overview






Sustainability & Innovation
­ Aims sustainable growth

­ Investing around  €1 billion every year in R&D

­ Using cutting­-edge science
Products
•Unilever's turnover was €49.8 billion in 2013

•Emerging markets now account for 57% of Unilever's business

•Unilever has 14 brands with sales of more than €1 billion a year,  making up more than 54% of its business

•More than 174,000 people work for Unilever

•Unilever is the the number 1 fast moving consumer goods employer of choice among students in 26 countries

•42% of Unilever's managers are women

•Around 303 million people were reached by the end of 2013 through  Unilever's programmes on handwashing, safe drinking water, oral health and self esteem

•31% of Unilever's portfolio by volume met the highest nutrition  standards in 2013

•Unilever have reduced its waste impact by around 11% since 2010

•Around 48% of Unilever's agricultural raw materials were sourced  sustainably by the end of 2013
Business Facts & Figures








­-Vision: A world where people are healthier and live better

­-Purpose: Making a difference by giving people innovative  solutions for healthier lives and happier homes

­-19 Power brands

­-In nearly 200 countries

­-In millions of homes worldwide

­-In 2010 20 million product units sold worldwide

­-Huge media investment 

-12.4% of net revenue
Overview




Category Performance
High­ performing categories






Sustainability




Products


­ Broadly base in health care

­ Reaches at least one billion people everyday

­ Critical growth drivers:  to create value  through innovation, to extend global reach,  with local focus, to execute with excellence in everything

­ Leadership imperatives: Connect, Shape, Lead and Deliver
Overview



Company Structure




­ More than 250 companies located in 60 countries around the world

­ Family of Companies:

•Consumer health care

•Pharmaceuticals

•Medical devices & diagnostics
Sustainability




Products



1. Consumer Health Care Products

2. Medical Devices & Diagnostics Products

3. Pharmaceutical Products ­ Prescriptions
1. Consumer Health Care Products









2. Medical Devices & Diagnostics Products











3. Pharmaceutical Products - Prescriptions










Strengths





Opportunities





Weaknesses




Threats





SWOT ANALYSIS
 Strong social and corporate image of P&G

 Strong financial position of the company

 P&G’s good relations with the suppliers

 Globally well-known brands

 Problems in quality control

Unwilling to serve low-income market

 Dependency on few major product categories

 Developing markets

 Environmental concern

 High urbanization

 High demand for home and health care brands

 Competition

 Rising cost of energy prices

 High price for raw materials

 Government regulation

S-O STRATEGIES




• Launch an environment-friendly product

• Develop new products to target niche market

W-O STRATEGIES




• More focused marketing strategies

• Increase brand awareness and loyalty

• Improve the production process

S-T STRATEGIES





• Purchase raw materials cheaper from the suppliers that have a good relationship with P&G


W-T STRATEGIES






• While improving production process, P&G launch better quality product in order to gain competitor advantage
BCG MATRIX
Relative Market Share
Relative Market Growth Rate
Low
Low
High
High
Tide (Alo)

Gillette

Pampers (Prima)
Oral B

Herbal Essences
Head&Shoulders

Vicks

Ariel

Pantene
Customer Analysis
Pantene
Gillette
Market Segmentation






Target Market





Positioning




Demographic
*10-55 Age
*People who care about their hair

Behavioural
*Attempt to get all of the family's needs serviced at the same time if possible


Anti-Dandruff

Prevent greasy hair

Family hair shampoo
*Men-Women
*Women Who Cannot Afford an Upscale Salon
Market Segmentation




Positioning




Target Market




Executives
Young working men
Teenagers
*Urban,
*Modern,
*Appearance conscious male population in the age group of 20-45 years
Always bringing new products to cater to various market segments instead of changing a specific shaving gel repeatedly
P&G manufactures products in following categories.

Beauty and Grooming Brands

Health and Well Being Brands

Household Care Brands
In store placement strategy

Rural penetration

Strategic location of warehouse

Already strong link in urban area
Media

Radio

Newspapers

Hoardings

Consumer promotion
Optional - feature pricing

Product- line pricing

Competitive pricing

Distribution pricing
MARKETING
MIX
BUKET KORKUT
OZGE KANTEKIN
ILKIM IDIL BURSA
DERYA KILIC
YASEMIN OZDEMIR
Innovation
Product Development
Key Acqisitions
Expansion Strategies
Motivates of acquisition of gillette

P&G acquired Gillette in 2005 and this acquisition was called a perfect fit.
The main advantages over the acquisition were:

Availability of new market
New distribution channels
Elimination of competitors from the market
Better bargaining power with retailers

2012
Differentiation
Launch Events
"Procter & Gamble needs to broaden its product portfolio to reach lower-income consumers.

Price tiers ;
super-premium,
premium,
mid-tier
value-tier products


P&G market mix
Beauty products targeted baby and feminine care

Acquiring Gillette
enter de masculine market

Diversification
"Path to Growth"
THANK YOU FOR YOUR PATIENT :)
Full transcript