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8/2/2019 procter26gamble-101220093347-phpapp02

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Procter &

GambleProject made

by SirbuEugenia

FB-29G


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Founded in USA

Has 173 years of history

Provides products inhouseholds cleaning and

maintenance, personaland baby care andfoodstuff in over 180countries

P&G brands serve about4.2 billion of the 6.5 billionpeople on the planettoday


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Whats the hidden secret of

P&Gs success? Diversity

Attractive campaigns

Innovation

Consumer research

Advertising


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Learning From Failure

After in 1988 P&G first launchedPampers in China, the effort floppedas it made a lower-quality version ofU.S. and European diapers, wrongly

assuming that parents would buythem if they were cheap enough.

In 2001, a new approach to product

development: Delight, dont dilute.(cheap + keep a baby dry for 10hours)


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So P&G:

added softness

dialed down the plasticfeel

increased the absorptioncapability of the diaper

to bring down the cost,the company developedmore efficient technologyplatforms

moved manufacturingoperations to China toeliminate shipping costs. 1 diaper in China = 2 diapers in USA


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Bigger challenge: to convince

someone that they need this thing Moms say the same

things over and over: wewant more sleep!

The Beijing ChildrensHospitals SleepResearch Center

P&G reported that the

babies who wore thedisposables fell asleep 30percent faster and sleptan extra 30 minutes everynight. Sleep is worth its weight in

gold !


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The Golden Sleep campaign in

2007 A viral campaign on thePampers Chinese web siteasked parents to uploadphotos of their sleeping

babies to drive home thestudys sleep message

200,000 photos, which P&Gused to create a 660-square-meter photomontage at a

retail store in Shanghai. Thead campaign boastedscientific results, such asBaby Sleeps with 50% LessDisruption and Baby Falls

Asleep 30% Faster.


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Advertising

No diaper brand, not even rivalKimberly-Clark, maker of Huggies, hascome close to spending as much onadvertising in China, according to CTRMarket Research, the China-based

division of American media researcherTNS Media Intelligence.

Since 2006, Pampers measuredmedia spend topped 3.2 billion yuan,

or about $476 million more thanthree times as much as any otherbrand. In 2009 alone, P&G spent $69million, compared to Kimberly-Clarks$12 million spend for Huggies.


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They did it!

Today, Pampers is the top-selling brand in China, acountry where about a

decade ago the disposablediaper category hardlyexisted. P&G does notrelease sales figures for

specific countries, butDatamonitor estimates thatthe company has capturedmore than 30 percent of the$1.4 billion market.


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HAVE YOU TRIED THIS YET?

campaignP&GbrandSAVER is a coupon book in most local

Sunday newspapers that provides valuablesavings on P&G products in one convenient place.


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The Procter & Gamble Companyreleased its P&G brandSAVERcoupon booklet on Sunday,October 31, with more than $113

in savings featuring the HaveYou Tried This Yet?campaign.

It helps shoppers cut through theclutter and make informed

purchase decisions by bundlingsome of P&G's most innovativeproducts launched over the past6 to 18 months in one campaign.

Most coupons are valid untilNovember 30, 2010.

Smarter savings, better

brands!


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The Have You Tried This Yet?

came to life: via posters handouts product samples (participating

Laundromats in locations

throughout Los Angeles,Dallas and Houston) a free, interactive Have You

Tried This Yet?Pop-Upexperience opened to thepublic in New York City; offers

free demonstrations andproduct samples from differentbrands allowing consumers toexperience first-hand theinnovations and value eachproduct offers.


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Available products in the Have

You Tried This Yet?: Tide Stain Release

Pringles Multigrain

Charmin Sensitive Head & Shoulders

Smooth & Silky

Olay Total Effects

Body Wash Crest 3-D Whitestrips

Bounce Dryer Bar

COVERGIRL Clean

Foundation,


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External recognition

Ranked #2 among TopCompanies for Leaders(according to Fortune)

Ranked #6 among the GlobalMost Admired Companies(Fortune)

Ranked #3 on the Worlds MostRespected Companies List(Barrons)

Ranked #12 among the WorldsMost Innovative Companies(Bloomberg Bussinessweek)

Recognized as one of the 40Best Companies for Diversity(Black Enterprise)


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Thank you!

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