P&G focuses on innovation-based brands to serve customer segments. It is committed to understanding customers through extensive market research and feedback. P&G relies on various marketing techniques including sponsorship, celebrity endorsements, and digital/social media in a supplemental way while emphasizing research. P&G's strengths include product R&D, constant innovation, and customer loyalty.

1. P&G – Marketing Capabilities

2. Current Situation

3. Innovation
based
brands
Lowering
the cost
Each
brand
serves a
segment
Customer
Centric
Design +
functional
excellence
Leveraging
the P&G
brand name

4. Commitment to customers
 Know customers through focus groups,
discussion, in-store interviews.
 Recruit market research agencies

5. Believes in direct
Marketing
Innovative
techniques,
example- Soap
operas
Maintains Relations
with advertising
agencies

6. Also Relies on…
 Sponsorship of events to enter and brand in new
markets

7. Celebrity endorsements

8. Firm on marketing budget
Did not change
marketing
spending during
crisis
Shifted means of
promotion
That promoted
P&G to wider
audience

9. Digital and Social Media
 Social media was never made primary medium by
P&G, it was always a supplement
 It created digital platform to promote 2-way
interaction.
 It always lays emphasis on research to understand
customer behavior on digital platforms and
designs strategies accordingly

10.  Used scientific approach
 Connected research to sales and marketing
GBUs
A business
development
team
Venture team
Market
development
organization

11. Time
for a few
questions

12. What exactly this case focuses
on?
This case focuses on Marketing strategies of
P&G, its core values, its innovation in marketing
and its evolution over the years

13. Strengths of P&G?
 Product R&D orientation
 Constant innovation
 Customer loyalty

14. Weaknesses?
 According to the case there appears to be very
little weakness of P&G

15. Opportunities?
 Exploring more markets and developing new ones!

16. Threats?
 Being copied by competitors

18.  Never give the customer a reason to switch away
from your brand.
 Always determine if an innovation is brand specific
or generic.
 Competition will always follow your technology not
your brand.
 Always test your worst case scenario before
launching your product