Procter and Gamble (P&G) Marketing Strategy & Marketing Mix (4Ps)
Published by MBA Skool Team, Last Updated: August 19, 2017
Marketing Strategy of Procter and Gamble (P&G) analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Procter and Gamble (P&G) marketing mix, help the brand succeed.
Procter and Gamble (P&G) marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Procter and Gamble (P&G) Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Procter and Gamble (P&G) Product Strategy:
The product strategy and mix in Procter and Gamble (P&G) marketing strategy can be explained as follows:
P&G or Procter and Gamble is one of the leading FMCG companies in the world. P&G is a global leader offering product offerings in categories in beauty, grooming, personal care, healthcare etc. The wide range of product portfolio in the marketing mix of P&G is as below:
Beauty: Skin and beauty care products of P&G are offered under this segment. The brands under this segment are Olay, old spice, safeguard. P&G offers products such as shampoo and hair conditioner under the brand names Pantene and Head & shoulders. P&G also targets niche segments by offering products like Olay Age Defying.
Grooming: Product and Gamble offers shave care and appliances such as razors, pre and post shave in its grooming segment. The products are sold under the brand name Gillette which holds a leading market position in men grooming segment.
Health care: P&G offers oral care products under the brand Oral-B and personal health care products such as Vicks. The products offered under oral-B are mainly toothbrushes and toothpastes
Fabric care and Home care: P&G offers fabric care products under the brands Ariel and Tide. The products range from detergents, additives to fabric enhancers. Procter and Gamble also offers home care products such as air fresheners under the brand ambi pur
Baby, feminine and family care: P&G offers baby care products such as diapers and baby wipes under the brand pampers. It also offers feminine products under the Always which is known in India as whispers.
Image: company website
Procter and Gamble (P&G) Price/Pricing Strategy:
Below is the pricing strategy in Procter and Gamble (P&G) marketing strategy:
P&G follows different pricing policy for different brands under it.
The price of Procter and Gamble produts mostly depends on the quality of the product and its brand value. P&G uses three different pricing policy to gain market share and generate revenue i.e. competitive pricing, penetrating pricing and premium pricing. The Brands whose sale is affected a lot by its competitors, a competitive pricing policy is followed as a part of its marketing mix. If the competitor decreases its price then there are high chances that it would have an effect on sale of the product and thus the product has to competitively priced. When P&G enters the market or wants to create a new consumers base, it tries to capture market by following penetrative pricing policy. P&G prices it products of similar quality that of competitors at a slightly lower price to gain market share. The brands also provides high quality products that are targeted at a segment that can afford these products. P&G charges premium for these type of products. P&G doesn’t offer many discount and coupons on its products instead spends extra on advertising.
Procter and Gamble (P&G) Place & Distribution Strategy:
Following is the distribution strategy in the Procter and Gamble (P&G) marketing mix:
P&G has an efficient distribution system and thus is able to reach a larger consumer base. P&G products reaches a wide audience through provision stores chemist shops, retail Outlets and super markets. DHL is the courier service provider of P&G products that ensures logistical efficiency. The products are not only used by consumers but are also consumed in large amounts by businesses such as hotels etc. There are authorized dealers that caters to the needs of these business and provides them P&G products in large quantity.
The products are also sold through P&G website but this service is only available in few countries.
Procter and Gamble (P&G) Promotion & Advertising Strategy:
The promotional and advertising strategy in the Procter and Gamble (P&G) marketing strategy is as follows:
P&G promotes its brands and products through various means such as Advertising, Direct Marketing, Public relations and personal selling. Procter and Gamble uses TVC, print and online media to promote the brand through advertisements. P&G also uses celebrity endorsements for the advertisements. It has capitalized on internet marketing by launching its own website and where a consumer can find information about the product and purchase the product. The company uses direct marketing to sell its products to its corporate consumers. Personal selling is applied when a new brand or a new product of an existing brand enters the market. P&G gives sponsorships for various TV shows and events under its public relations activities. This completes the marketing mix of P&G (Procter and Gamble).
About Procter and Gamble (P&G):
P&G or Procter and Gamble, is a fortune 500 fast moving consumer goods multinational corporation headquartered in Ohio, USA. With its acquisition of Gillet in 2005, P&G became the largest consumer product company in the world. It is ranked in most admired companies of the world. It has a huge portfolio with 300 Brands under it. Procter and Gamble has a worldwide presence with its products sold in 160 countries and operation in 80 countries. The company employs around 135000 people. P&G is known worldwide for its quality and innovation.
It offers the products under five major segments- beauty, grooming, family and baby care, fabric and home care and health care segments. Some of the famous brands of P&G are Head and Shoulder, Olay, Pampers, Gillet, Oral-B, Always, Bounty, Old Spice and Ariel.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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