INTRODUCTION TO P&G
Procter & Gamble Co., also known as P&G, is an American multinational consumer goos com!an" #ea$uartere in
owntown Cincinnati, O#io, Unite %tates, &oune b" 'illiam Procter an (ames Gamble, bot# &rom t#e Unite
)ingom. Its !roucts inclue !et &oos, cleaning agents, an !ersonal care !roucts. Prior to t#e sale o& Pringles to t#e
)ellogg Com!an", its !rouct line inclue &oos an be*erages. In +,-., P&G recore /01.- billion in sales. On -
August +,-., P&G announce it was streamlining t#e com!an", ro!!ing aroun -,, brans an concentrating on t#e
remaining 0, brans, w#ic# !rouce 23 !ercent o& t#e com!an"4s !ro&its. A.G. 5a&le", t#e com!an"4s c#airman,
!resient an C6O sai t#e &uture P&G woul be 7a muc# sim!ler, muc# less com!le8 com!an" o& leaing brans
t#at4s easier to manage an o!erate.7 P&G remains a #ig#l" selecti*e em!lo"er as less t#an -9 o& all a!!licants are
#ire annuall".
:AR)6T %6G:6NTATION
:arket segmentation is a marketing strateg" t#at in*ol*es i*iing a broa target market into subsets o& consumers w#o
#a*e common nees, an t#en esigning an im!lementing strategies to target t#eir nees an esires using meia
c#annels an ot#er touc#;!oints t#at best allow to reac# t#em. :arket segments allow com!anies to create !rouct
i&&erentiation strategies to target t#em. 6ac# bran must be !ositione &or its target segment an a single Procter an
Gamble bran cannot #a*e one !ositioning &or all o& P&G<s segments so as o& o& (ul" -, +,--, t#e com!an" structure is
categori=e into two 7Global >usiness Units7 wit# eac# one &urt#er i*ie into 7>usiness %egments7 accoring to t#e
com!an"4s +,-- Annual Re!ort. Dimitri Pana"oto!oulos is ?ice C#airman o& Global >usiness Units @
>eaut" segment
Grooming segment
Aealt# Care segment
%nacks & Pet Care segment
Babric Care & Aome Care segment
>ab" Care & Bamil" Aome Care segment
P&G now make multi!le !roucts in multi!le !rouct categories are eli*ering $uite i&&erent sets o& bene&its to $uite
i&&erent target segments. As a result, t#e" cannot create an su!!ort a single bran t#at can #ol multi!le !ositions in
t#e mins o& i&&erent targets. P&G<s main com!etitors suc# as Unile*er, Colgate;Palmoli*e an (o#nson & (o#nson
&ollow a similar multi;bran strateg".
(OINT ?6NTUR6C:6RG6RCACDUI%ITON
-E (oint ?enture wit# GoreF %oa! in Inia in -221
+E Ac$uires Ol %!ice &rom %#ulton business in -221
1E Ac$uires Gillette in -223 an aims at i*ersi&"ing it.
.E Ot#er mergers an *entures are Re*lon G :a8 Bactor, 'ella, 5ong C#en Pa!er Co. 5t
:AR)6TING :IH OB P&G
T#e marketing mi8 is a business tool use in marketing an b" marketing !ro&essionals. T#e marketing mi8 is o&ten
crucial w#en etermining a !rouct or bran4s o&&ering, an is o&ten s"non"mous wit# t#e &our Ps@ !rice, !rouct,
!romotion, an !laceI in ser*ice marketing, #owe*er, t#e &our Ps #a*e been e8!ane to t#e %e*en Ps or eig#t Ps to
aress t#e i&&erent nature o& ser*ices. In recent times, t#e conce!t o& &our Cs #as been introuce as a more customer;
ri*en re!lacement o& &our Ps. An t#ere are two &our Cs t#eories toa". One is 5auterborn4s &our Cs Jconsumer, cost,
communication, con*enienceE anot#er is %#imi=u4s &our Cs Jcommoit", cost, communication an c#annelE.
-E PRODUCT @
AE Prouct classi&ication G ser*ice consumer goo
>E Prouct i&&erentiation; &orm , &eatures , !er&ormance
CE Reliabilit" %u!erior tec#nolog"
DE C%R initiati*es
6E Attracti*e !ackaging
BE Catc#" taglines
GE 6stablis#e as a bran itsel&
+E PRIC6@
AE O!tional G &eature !ricing
>E Prouct; line !ricing
CE Cost; !lus !ricing
DE Com!etiti*e !ricing
6E Distribution !ricing
1E P5AC6 @
AE In store !lacement strateg"
>E Alrea" e8isting strong links in urban area
CE Rural !enetration
DE De*elo!ing marketing c#annels as strong an !enetrate so t#at it woul gain access to remote areas
6E %trategic location o& ware#ousing
.E PRO:OTION
AE :eia, Raio, Aoarings, Consumer !romotion, ?arious !romotional o&&ers
>E P & G is s!ening 1,;13 9 o& its sales in A*ertisement an Promotion w#ic# is #ig#est in t#e inustr", AU5
e8!ens onl" -39 o& sales on A*ertisement an Promotion.
P&G CA:PAIGN% IN INDIA
-E TAAN) KOU :O: CA:PAIGN
+E %AI)%AA @ PADA6GA INDIA. PADA6GA INDIA CA:PAIGN
1E R6'ARD :6 BR66 %A:P56% OB PRODUCT% CA:PAIGN
