Proctor and Gamble Had Been Very Successful in Its Marketing and Consumer Packaging. the Textbook Lists 10 Proctor and Gamble Capabilities and Philosophies That Relate to Marketing. Please List and Explain Five of Those


Babe Ruth was known as the “Sultan of Swat” in baseball, Wayne Gretzky

was known as the “Great One” in hockey, and then, there is Proctor & Gamble, “The

Innovators” of marketing.  “Proctor and Gamble (P&G) is one of the most skillful

marketers of consumer packaged goods.  It employs 138,000 people in more than 180

countries: is a global leader in the majority of the 22 different product categories in which

it competes; has 23 billion dollar goal brands; and has total worldwide sales of more than

$76 billion a year” (Kolter & Keller, 2009, p. 239).

Currently, there are ten Proctor and Gamble philosophies that directly relate to

marketing.  I will choose five of these capabilities:  customer knowledge, product

innovation, quality strategy, aggressive sales force, and manufacturing efficiency and

cost cutting.

“P&G studies its customers, both end consumers and trade partners, through

continuous marketing research and intelligence gathering” (Kolter & Keller, 2009, p.

239). Proctor and Gamble understands the importance of customer knowledge and

consumer interaction.  Therefore, according to the P&G website, they claim to interact

with over five million customers spanning approximately 100 countries.  Proctor and

Gamble also claims that no company devotes as much time into market research as they

do.  For example, each year, P&G conducts roughly 20,000 studies that determine exactly

what their customers’ wants and needs are.  Its studies like this that help P&G gain an

advantage over the competition and keep them being the leader and the innovator in their

field (P&G, 2011).

To take this a step further Proctor & Gamble’s new President/CEO, Bob

McDonald has acknowledged that his customers are telling his organization that they

need help. Consumers that were once buying P&G products have now begun to purchase

cheaper/generic products instead. Next, as a result of the economy...
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