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PROCTER & GAMBLE: MARKETING CAPABILITIES
Transcript of PROCTER & GAMBLE: MARKETING CAPABILITIES
Marketing at P&G
By: Asri Yustria & I Gede Nandya
P&G was a global leader in branded consumer goods.
Has many > $ 1 Billions brand known worldwide
The first company that advertise directly to customers
P&G was seasoned marketer with strong consumer research, powerful innovation network, an evolving marketing strategy, strong marketing talent, and the world largest financial commitment to advertising.
P&G Financial Commitment to Advertising
8,68 billion ADVERTISING BUDGET (2010)
78,94 billion SALES HIT (2010)
12,74 billion NET INCOME (2010)
186,63 billion MARKET CAPITALIZATION
1837- P&G Founder
1945-1980 : began to enter market in many countries
Expanded New Lines of Business through Aquiitions
$57 billion aquisition
P&G DIGITAL MARKETING PROGRAM
How P&G execute their company's marketing strategy?
To be recognized as , the best consumer products and Services Company in the world
We will provide branded products and services of superior quality and value that improve the lives of the world's consumers .
P&G Vision and Mission
P&G Marketing Strategy
Digital and Social Media Trends
SPONSORSHIP & CELEBRITY ENDORSMENT
Interactive Community Promotion:
"Tide: Loads of Hope"
P&G Website Campaign
P&G Old Spice Youtube Ads
that generates 2 billions impression on online community
Better brands are based on inovations and continues improvement that delivers the customer value
P&G Marketing Strategy
relationship management (CRM)
Commercial ads through broadcast media.
Customized ads by region to enter company's global market.
P&G TV Ads focuesd on functionality and emotional connection.
P&G also pursued sponsorship and celebrity endosements.
In 2010, P&G shifting media spending budget to digital advertising and other new media
P&G was a company with strong R&D and consumer research, high quality product performance, powerful innovation, evolving marketing strategy, strong marketing talent and strong commitment on media spending budget.
P&G must be more focus on digital marketing trends and developing interactive brand communities because word of mouth throgh the social media and brand community becomes a powerful promotional tool to the consumers today.
According to the mission statement, delivering products that satisfy consumer needs. The culture at P&G is also influenced by the Brand Manager System.
P&G wants to satisfy the consumer in a superior way to win the competition and achieve leading positions in the market.
Successful companies are better educated about consumers, competitors and distributors than their rivals.
To acquire knowledge about consumers and competitors, P&G conduct monthly analysis of Nielsen data, regularly check stores to ‘feel the market’ and to pick up any changes in consumer attitudes or the competitive context, organise qualitative consumer testing, and run monthly evaluations of new product launch.
CRM is concerned with the creation, development and enhancement of individualised customer relationships with carefully targeted customers and customer groups resulting in maximizing their total customer life-time value
Purpose of CRM : enables organisations to gain ‘competitive advantage’ over competitors that supply similar products or services
The focus of CRM is on creating value for the customer and the company over the longer term
Businesses compete now with multi-product offerings created and delivered by networks, alliances and partnerships of many kinds. Both retaining customers and building relationships with other value-adding is critical to corporate performance
Customer Relationship Management