proctor

Powerful Essays
Topics: Marketing
Marketing Plan Final Phase
MKT/421
Debbee Lapa
Patty Aquiningoc
Rory Lomas
Talisa Porch
September 11, 2013
University of Phoenix Jose Medina

Procter & Gamble Overview
Procter & Gamble is the largest maker of household products. This industry leader has 250 brands in six main categories: laundry and cleaning (detergents), paper goods (toilet paper), beauty care (cosmetics, shampoos), food and beverages (coffee, snacks), feminine care (sanitary towels) and health care (toothpaste, medicine). P&G is one of the world largest advertisers, and the number two Fortune 500 list America’s Top Performing Companies. P&G outperformed its competitors Johnson & Johnson, Nestle, and Kimberly-Clark. Many marketing strategies we now take for granted, P&G defined them, making marketing a top priority in the organization. P&G also ventured into brand management, in consumer surveys for marketing research, and new product research development. P&G’s success in the domestic market is because of its reliance on a combination of consumer research, advertising, and distribution techniques. Over the past few years P&G has not been as successful with annual sales growth as it was prior to, sales growth has declined and they have missed analyst profit expectations.
P&G has looked at changing its culture from a conservative, slow moving, bureaucratic behemoth to that of a modern, fast moving, Internet-savvy organization. For years P&G has had a legacy of secrecy, its new spirit of openness is most evident on the internet. P&G strategy now is to link up with other companies to extract as much value from its brand as possible. P&G first tried a joint venture with Coke, 8 months into the relationship Coke called the venture off and felt it could unlock the value of its own brand more effectively without P&G. P&G later teamed up with the chewing gum giant Wrigley which allowed P&G to cash in on the global gum, mint, and breath freshener



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