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Procter and Gamble: From Dog Food to Body WashLaura Buckner, Landon Heidenreich, & Jennifer SimpsonBusa-30810 May 2007Table of ContentsI. Company Description 3 II. Business Mission 4 III. Marketing Objective 5 IV. Situation Analysis 6a. Industry Analysis 6b. SWOT Analysis 10 V. Marketing Strategy 13a. Target Market Strategy 13b. Marketing Mix 151. Product 152. Place/Distribution 163. Promotion 174. Price 19 VI. Implementation, Evaluation and Control 19a.Marketing Research 19anizational Structure and Plan 19c.Financial Projections 20d.Summary 21I. Company DescriptionWilliam Procter and James Gamble, in Cincinnati, Ohio, founded Procter and Gamble in 1837. They started the business by making and selling their own soap and candles. On October 31, 1837, they formalized their relationship by signing a partnership agreement. The partnership flourished under the two founders and family members became involved in the business. In 1879, James Norris Gamble, a son of James Gamble, and Harley Procter, a son of William Procter, created a white soap equal to other high quality soaps in the marketplace, which they named Ivory. This product became a huge success for the company and remains one of their most recognized products. Procter and Gamble slowly started releasing different types of products such as laundry detergent, diapers and toothpaste. They have continued to be innovators in household products throughout the decades and today, Procter and Gamble has nearly 300 brands in over 160 countries. They are constantly researching and developing new products that range from Personal and Beauty, House and Home, Health and Wellness, Baby and family, to Pet Care and Nutrition. They are committed to helping consumers with health, hygiene, and convenience. The company is broken into three different segments: Health and Beauty, Household care, and Gillette. Their products are sold through merchandisers, grocery stores, clubs, and drug stores.Their main headquarters remains in Cincinnati, Ohio but they have operation offices in North America, South America, Europe and Asia. The company employs approximately 138,000 people. P&G value their employees and treat them with respect.They were the first company to have a profit sharing program awarding their employees for meeting goals. They ensure that their employees understand and utilize the company’s values and principle s in their work for the company.II. Business MissionProcter and Gamble is one of the most admired companies in the world. They take pride in their products, values and principles and involvement in the world. Their mission statement or purpose reflects this pride. Their purpose, as stated on their webpage, , is that “we will provide branded products and services of superior quality and value that improve the lives of the world's consumers. As a result, consumers will reward us with leadership sales, profit, and value creation, allowing our people, our shareholders, and the communities in which we live and work to prosper” (Purpose). Procter and Gamble’s quality products are the result of their massive investment in research and development. They are continually improving existing products and brands while creating new products. They understand what their consumer wants and have the technology to develop the products that will meet these wants.Additionally, Procter and Gamble view their employees as the most important asset of the company and encourage them to have the same values and principles as the company. All employees of Procter and Gamble are considered leaders and encouraged to take responsibility to do the best that they can while meeting business needs, bettering the system and helping those around them (Values ). They try to do what is right in all situations. Honesty is valued in the workplace and employees expect fellow employees to be honest in the workplace. They are encouraged to be skeptical of the operating norm and to offer suggestions that will improve the workplace. From theseemployees’ values, the principles of the company can be seen. Procter and Gamble shows respect for all individuals who deal with their company and treat them honestly. Leaders of P&G understand that the success of the company is dependent upon them developing policies that are right for the company. They define objectives for the company and focus on meeting these goals. The company not only is internally focused but also it concentrates on relationships with consumers and suppliers (Principles). Procter and Gamble learns from both their success and failures to achieve their mission. Overall, they try to make the company the best it can be while upholding their beliefs.Beyond just making the best products, Procter and Gamble tries to improve the communities that they touch around the world. The company believes they have a social responsibility to these communities. On the basic level, they provide products that improve the lives of their consumers in terms of health and convenience. By treating their employees fairly they contribute to their social and financial well-being. On the global level, they give aid to philanthropic programs such as Humanitarian and Disaster Relief. Procter and Gamble also produces products that are safe to the environment in both production and in their use. They strive to better the quality of life for everyone both now and in the future.III. Marketing ObjectiveProcter and Gamble’s main marketing objective is to go beyond providing what the consumer wants but more specifically know what the consumer wants before they do and create a need for it. The world today is constantly changing and Procter and Gamble focuses on understanding these changes and creating new products or upgrading anexisting brand that meet the shifting needs of consumers. They aspire to transform “culture into a consumable item” (Marketing pg.c om). The role of the consumer has revolutionized over the past few decades. Their values have changed and Procter and Gamble works to understand these changes and build their brands and products to symbolize these values.Procter and Gamble’s marketing department meet their objectives by having their employees focus on a single brand rather than developing marketing strategies that could fit any brand the company produces. These employees have a larger role than just creating a marketing plan for their brand. They gain knowledge of their brand by working with the research and development, manufacturing, sales, production, and distribution of their brand. This background provides them a better understanding of the brand, which they are marketing. By using this brand knowledge and understanding the consumer at an in depth level, the marketing employees combine this information into a marketing plan. Each brand becomes “their baby” and marketing employees nurture it to see the success of that brand through meeting the needs of their consumers.IV. Situation AnalysisIndustry AnalysisTrendsAs stated in the Yahoo Finance webpage, Procter and Gamble’s main industry in which they compete is Personal Products (PG industry ). The industry focuses on selling products that meet the needs of everyday consumers in areas such as personal hygiene, beauty and health, pet care and other household products. A major issue within this industry is the contaminated pet food. Many companies have beenforced to recall their pet food products because of the dangerous and harmful threat it poses to animals. Consumers want a product that they know will be safe for their pets. These customers of the personal products industry have begun to look elsewhere for their pet food products taking revenue away from the leading companies in this industry such as P&G. These companies must regain the trust of these customers by putting a product on the market that is safe for all pets and take all measures to ensure that the contaminated pet food is off the market.Another growing trend in the personal products industry is for companies to make environmentally safe products. More and more consumers are becoming aware of the impact, which everyday personal products have on the environment. Global warming and our actions in slowing it down has become headline news. Companies must find ways to produce products that are safe for the environment while continuing to be of high quality and of similar prices to past products. Consumers are becoming more inclined to buy a product that is safe for their family and is safe for nature even if it means they have to pay a little bit more for it. To stay competitive, companies such as Procter and Gamble must continue spending money in their R&D department to create safe and environmentally friendly products.CompetitorsProcter and Gamble’s three main competitors are Johnson and Johnson, Kimberly-Clark, and Unilever. These companies match or come close to matching the revenue of P&G. There are differences among the products sold between the companies but they all have similar product ideas.Johnson and Johnson has the highest net income of these companies. The primary revenue generator for the company is their health care products. They have a strong brand association with their Band Aid and Neosporin products. Furthermore, Johnson and Johnson focuses on providing products to doctors, nurses and patients that need and use these health care products. Johnson and Johnson, as a company, strives to meet the need of their customers while providing a fair profit to their suppliers and distributors (). They also take responsibility to give back to the community that they live in. Through their quality products, commitment to their customers and giving back to the community, Johnson and Johnson is a tough company with which to compete.The Kimberly-Clark company dominates the health and hygiene markets. Some of their larger brands range from Kleenex to Depend Diapers. According to their website , they hold the number one and number two shares in their markets in over 80 countries (). They base much of their innovation off their customers’ preferences and wants. T heir three concerns with being successful are quality, service and fair dealing.Unilever is a food, home, and personal care company. Their products vary from Vaseline to Ben and Jerry’s Ice Cream. They focus on constantly enhancing and developing products that better the lives of their customers. Unilever makes everyday products for people that want to use a safe and healthy product.Customer ProfileProcter and Gamble is constantly looking for new ways to meet the needs of their customers. These customers range from men and women to cats and dogs. P&G has a couple different ways they research to meet their consumers’ needs: qualitative andquantitative. P&G conducts their qualitative research by having focus group discussions, in-home visits in-context visits, and in-store interviews. This allows P&G to interact personally with their consumers to get their opinions and facts on how their products are helping or not helping them. Their quantitative research includes habits and practices, blind tests, concept aided usage and quality monitoring. The quantitative research is used to see habitual data and use this for new ideas relating to how consumers use these products in their homes and outside of their homes. Quantitative research involves larger groups and statistical data analysis. These types of researches help the company in many different ways. It can help management and improve the way they make decisions, it make it easier to trace problems, and helps the company to focus on new, different ways to maintain their existing customers.InnovationsProcter and Gamble is constantly trying to find ways to improve their products related to personal and beauty, house and home, health and wellness, pet nutrition and care. These are the c ompany’s primary product lines and they are continually researching and developing new ideas to improve the products.Procter and Gamble has focused a lot of research on their personal and beauty line. They have researched different types of hair and skin, and have developed products to fit theses types. P&G’s hair product line deals with the different lengths, treatments, problems and disorders of hair. They develop products such as shampoos and conditioners and styling products to fit the needs of the different hair types. Procter and Gamble conducts similar research on skin structure, identifying the different types of layers and the genetics of skin. This research provides insight into different skinproblems including what effect the sun has on the aging of skin. They have developed many different lotions, moisturizers and oils to help take care of the skin throughout a lifetime.Proctor and Gamble has discovered several innovations for their house and home products. A lot of research was invested in combining laundry detergent with bleach to provide consumers a single product for the laundry room. This was a difficult task because of the composition of bleach and its effects on clothes. They eventually found a way to make bleach safe for fabrics and stable when mixed with detergent (). The research that was conducted to find a way to mix the two was expensive but now the mixture of bleach in laundry detergent is affordable for everyone. Another major innovation in the house and home product line was the improvement of the paper towel, which involved a change in the papermaking process (pgcom). The “absorbent capacity, strength, flexibility, softness, and thickness of structured tissues, and towels make usage more convenient, faster, and comfortable” (). These developments have set P&G above their competitors in the house and home product lines.Procter and Gamble has also invested heavily in research for their other product lines that has resulted in many improved products. They have developed different formulas related to toothpaste particularly Crest. In addition, they have developed leak proof diapers for their baby care line, Pampers. In their pet nutrition and care line, Iams and Eukanuba, they are providing healthy food products for animals.SWOT AnalysisThe SWOT analysis gives an overview of Proctor and Gamble internal strengths and weaknesses and the external opportunities and threats. According to Marketline Business Information Centre, P&G’s SWOT analysis is sum med up with the following: Strengths∙Procter and Gamble has gained a leading market position with most of its businesses. They are the global market leader in the beauty segment. They arealso leaders in the oral care and fabric care segments. Their brands amongst these segments have become leading names. This leading market position provides the company a competitive edge and stable financial growth.∙The company has a diversified and innovative product portfolio. They have over 300 brands that spans across 40 product markets. They have succeeded inbecoming a world leader in brand creation and brand building. Their productportfolio is one of the largest with trusted, quality brands. Furthermore, Procterand Gamble focuses on product innovation. They conduct more than 10,000research studies a year and work together with 4 million consumers all over theworld. With their diverse and innovative product portfolio, they protectthemselves from demand fluctuations amongst their product lines and gaincustomer loyalty and revenue growth.∙Procter and Gamble has posted strong finances in the recent years. They have had strong revenue growth across all of their key segments. In addition, their revenue growth and profit margins has been higher than the in dustry’s average. Theirpositive financial statements have also strengthened the company’s marketpositionWeaknesses∙Procter and Gamble has quality control problems with some of their products.They have placed recalls on certain products such as cosmetics made in China and the Swiffer Sweep&Vac. If they have continual recalls, it could tarnish theirbrand image leading to lower customer loyalty.∙ The company has seen decreased revenues in their Northeast Asia market. This market has such high profit potential and this current trend puts Procter andGamble at a disadvantage with their competitors.Opportunities∙One of the greatest opportunities for any company is the developing markets of developing countries. These countries have market potential that is expected toincrease in the next few years. Currently, Procter and Gamble only offersproducts in 10 of their top 25 product categories in most of the developingcountries. They have an opportunity to expand their market shares in thesedeveloping countries.∙The demographic trends across the world are moving in a direction to help boost Procter and Gamble’s sales. The aging baby boomers of the US are becomingmore beauty focused and using more beauty and anti-aging products. Thecosmetic segment of P&G could benefit from this trend. Additionally, there is an increased demand for pet food all over the world. More and more households are owning pets and often times more than just one. Procter and Gamble’s Iamsbrand of pet food can become a major segment for the company aiming to meetthis increased demand.Threats∙The markets that Proctor and Gamble compete in are filled with other large, well-established companies such as Colgate-Palmolive and Unilever. These companies produce products that are just as effective as P&G products. Procter and Gamble must constantly compete with these companies in almost all of their markets.∙Rising energy prices are affecting all business and Procter and Gamble is no exception. The company’s cos ts of energy and raw material has gone upsignificantly in the past year and will continue to increase as the price of gasoline, natural gas and diesel fuel escalates. This increase will affect the company’sprofits.∙The economic slowdown in both the US and Eurozone will greatly strain Procter and Gamble. These two markets are extremely important to the company’srevenues. With rising interest rates in the US and increased inflation in theEurozone, people are tighter with their money which could lead to decreased sales for P&G.∙New regulations on health and beauty products could become a problem for Procter and Gamble. More and more consumer protection groups are pressuringfor healthier products with less harmful chemicals in them. The US food anddrug administration is forcing companies to meet higher quality controlregulations on their products. This could slow down the launching of newproducts for P&G and force the company to spend more on R&D of new products that meet the regulations’ standards.V. Marketing StrategyTarget Market StrategyBeing that Proctor and Gamble has such large diverse product lines, their target market is more than just one defined market. Because of this, Proctor and Gamble has gone to great lengths to recover data to determine their target market with some individual products. For example Proctor and Gamble uses the internet to test how their products will do in their target markets. One product they use for this is the Crest Whitestrips and Premium Whitestrips. From online surveys, P&G found that 80 percent of the potential buyers were woman between the ages of 35-54 (Lamb, Hair, and McDaniel, 2007). This information further helped them narrow down to a specific buyer with one product. Also, Proctor and Gamble went as far as video taping consumers at home, basically their own reality TV, to learn about the consumers and to reveal more about what the surveys didn’t show.As for the products sold at Proctor and Gamble, the target market seems to point to stay-at-home parents, more specifically mothers with children. With so many cleaning products, feminine hygiene, personal and beauty care, baby and family, and pet nutrition and care products, Proctor and Gamble naturally targets those who own homes. These individual are the ones that are most likely to use and need the P&G products.Proctor and Gamble uses this motherly target market in the set up of their website, , basing pictures, captions and arrangement around the female attraction. The website has a feminine touch to it with colors that would be seen in your mom’s kitchen. Not to mention that almost all the pictures on the website are of females, most looking around the age of 30. P&G brands use the same target markets as the P&G website in their TV commercials, magazine ads and other advertisements (). Proctor andGamble is targeting the homeowners market. Most of their products are used for home purposes. P&G use target marketing, but their products are so well known and used that not very much target marketing is needed, due to brand recognition.While not as big as the homeowner market, Procter and Gamble also offers business-to-business selling. According to their website, P&G is committed to boosting other businesses’ sales, increasing their efficiencies, and improving these businesses profitability through their B2B resource ().P&G sells cleaning and laundry products, snacks, and coffee and beverages to other businesses. P&G has built a strong brand name recognition for their products and know that employees and customers of these businesses will feel more comfortable with these goods because they use the same products at home. Business-to-Business selling is another target market for Procter and Gamble.Marketing MixProductsProcter and Gamble has very diverse product segments that can be broken into seven parts. These segments consists of health and beauty care, household and fabric care, baby and family care, pet health, snacks and coffees, blades and razors and finally Duracell (Marketline Business Information Centre). The segments can be broken down even farther into the products line within each one. To gain a more in-depth look at one of these segments, we will look at P&G’s body washes and soaps under their personal and beauty segment. Soaps were the first products the company sold in 1837. They had up to 50 different types of soaps (History ) but today they have just a few main soap product lines. Ivory brand soap was the first of their current main product lines. Ithas been around for 125 years and continues to be a trusted name in soap for the whole family. They have expanded their products from just a classic bar of soap to body wash and dish soap (). They boast about a product that is mild and pure for all who use it. Olay is another brand under P&G’s body washes and soaps. All of these products are targeted towards women’s beauty needs. Their products are focused on creating beauty both on the inside and outside (Discover Olay ). The line started in the 1950’s and continues to be a leader in women’s beauty products. These products range from anti-aging creams and face washes to sunless tanners. Their aim is to have every woman “love the skin they’re in” (). A different brand is P&G’s Noxzema line. Their products help produce healthy, glowing skin for every different type of person and lifestyle. They take into account the varied types of skin and produce products that meet the specific needs to each consumer which range from deep cleaning face pads to anti-blemish astringent (). They help their customers find the line that right for them to have a healthy glow. A further brand of P&G’s soaps is their Camay brand. Camay was created when there was a demand for perfumed beauty soaps in 1926 (History ). This soap continues today to be enhanced with French perfume. It leaves the skin moist while leaving a sensual feeling after use (Camay ). One more important brand of the P&G family of soaps is the Zest Brand. Their products consist of different scents of bars of soap and body washes. These scents rejuvenate the consumer while the soaps and washes create a clean-lather that leaves the skin moisturized (). Zest goes beyond normal soaps to create a unique product for their customers.Place/Distribution. Procter and Gamble’s main headquarters are located in Cincinnati and Dayton, Ohio. The Iams brand’s offices are located in Dayton while the rest of P&G’s general offices are in Cincinnati. In the United States, the company operates 39 manufacturing facilities in 23 different states (Marketline Business Information Centre). Furthermore,P&G runs 107 other manufacturing facilities in 42 countries in Europe, Asia, and the Americas. These facilities produce all of the P&G brands and products including theirbody washes and soaps. The products then are transported to different types of stores for sale. P&G products can be found in mass merchandise stores such as Costco or Sam’s Club. These products can also be found in local grocery stores and drug stores. Prom otionProctor and Gamble has their own promotion slogan while each of their brandshas their own unique marketing plan geared toward their target market. P&G’s soap and body washes segment is no different. Each brand directly targets their products towards a specific group. Ivory focuses on the family. They have “been bringing timeless valueslike good clean fun to American families” for 125 years (). They view familiesas the key consumers of their products. Ivory has used the idea of a family product to continue building their line of products throughout the decades. Their website has afamily oriented feel to it. They have soap project instructions for kids on their website further strengthening the idea of Ivory being a family product (Pure Fun ).They promote their products to the family unit to connect the purity and mildness of their products to the values within this group. Olay products are marketed toward women, particularly women in their 30s and older. They offer products that help women have healthier, younger looking skin. Their website also is geared towards their target market.It has a sexy look to it with options of a free consultation with members of the Olay team or helping find a local dermatologist (). Olay draws on the idea that all women are beautiful and their products will only enhance that beauty (). The Noxzema brand is along the same line of products as Olay but it is targeted towards teenagers and young adults. These consumers are looking for a product that will help them have clear, healthy skin. Noxzema researches the needs of these consumers and what exactly their skin problems and types are. They have come up with products that will fit each individual’s needs and lifestyles. These products have a hip cool look to them appealing to Noxzema’s target market. Their website, , has a chic look to it with trendy graphics and animation. The website has quizzes such as “how toxic is your skin” to help find the correct products to improve the look of the customer’s skin (Skin Smarts ). Noxzema advertises the idea that “Beauty’s Never looked so Smart” through the use of their products (). Zest’s main products are soaps and body washes. They target these products to men and women who are always on the go and want a soap or body wash that is easy to use and gets them clean. These products meet these needs by lathering well in all types of water including hard and soft water to allow for a “better clean” (). Their website reflects this idea of ease by having a simple layout. They have the different types of soaps and body washes, a FAQ section and a way to contact the company (). This simplicity appeals to their consumers allowing them to find exactly what they need. The website still has a popular look to it but is more straightforward than some of their other P&G body washes and soap brands.Procter and Gamble brands each have their unique promotion plan to attract the consumers within their target market. But each of these brands and their promotional。