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Procter and Gamble

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by

Ashley Beresid

on 2 December 2013

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Transcript of Procter and Gamble

Components of Branding
What is Branding?
-Gives the consumer expectations of the product

-Differentiates products from competitors

-Represents perception of a company

-Group of images and experiences that are left with the consumer
Who are Procter and Gamble?
5 Core Strengths
1. Consumer Understanding

2. Innovation

3. Scale

4. Brand Building

5. Go-To Market Capabilities
P&G Branding
- 50 P&G Brands are top household names
-Brand Building leader of its industry
-25 Brands generate over 1 Billion dollars/year
-Operates under the House of Brands
-"Brand Management"
Procter and Gamble
Branding and Diversification
Ashley Beresid - Steve Bezick - Nolan Young
How Does P&G use Diversification
-Originally it was not a diverse company

-Limited diversification

-Specialized in soap and candles
What is Diversification?
Corporate strategy to increase sales volume from new products and new markets
Conclusion
-Branding

-Diversification
How does P&G use Diversification?
-Procter and Gamble began to enter into new markets and sell different products

-Diversified into 3 segments from 5 units
1. Beauty and Grooming
2. Health and well-being
3. Household care (fabric, home, baby, family care)
Name
5 Business Units

1. Beauty (24% net sales)
2. Gooming (9% net sales)
3. Health Care (15% net sales)
4. Fabric and Home Care (32% net sales)
5. Baby and Family Care (20% net sales)
-Market products in 180 countries
-Serve 4.8 Billion people on the planet
-84 Billion dollars in sales
-126,000 employees
3 Types:
1. Concentric
2. Horizontal
3. Conglomerate
Logo
Tagline
Catchphrase
Graphics
Shapes
Colors
Sounds
Scents
Tastes
Movements
"Brands with strong equities in the minds of consumers.
Brands that retailers want in their stores.
Brands that are platforms for innovation."
Full transcript