This article is on Marketing Mix of Procter & Gamble. P&G is one of the leading FMCG brands. There is a series of Procter & Gamble marketing strategies that helped the brand to flourish, such as product/service innovation, investment in marketing, customer experience, etc.
Procter & Gamble has a marketing strategy that uses multiple platforms to increase market penetration. Market penetration was one of the company’s core growth strategies. P&G delivers a wide range of goods that suit the needs of various customer groups and market segments.
Marketing Mix study helps the company to formulate strategies to become the market leader. Changes in policies, specifically in distributing products via digital platforms, can make the marketing mix of Procter & Gamble more successful.
Procter & Gamble is an American company dealing with consumer products. Founded in 1837 by James Gamble and William Procter, this international corporation has its head office in Ohio, USA. The corporation has many technological developments that have allowed it to boost its position on the world market. Procter & Gamble faces tough competition, directly and indirectly, from some of its competing companies and some of the rival companies are as follows:
- Hindustan Unilever Limited
- ITC Limited
- Johnson & Johnson
Products in the Marketing Mix of Procter & Gamble
Procter & Gamble sells products whose product line is closely related. The company’s primary aim is to make goods available to all customers worldwide. For this, they improved product quality and maintained fair prices.
Procter & Gamble has its product categorization into different sectors :
- Health Care
- Snacks & Pet Care
- Fabric Care and Home Care
- Baby Care
- Room and Car Fresheners
The key categories in this Beauty Segment are Conditioners, Shampoo, Women’s Skin Care, and Styling.
Head & Shoulders:
One of the leading anti-dandruff Shampoo. The shampoo is helpful for dry scalp and hair fall.
It is the world’s most popular makeup cream brand. Olay consists of different Indian variants:
- Base Moisturizer
- Olay Whitening
It is a brand of hair-care products. Make your hair strong with Pantene.
- Aqua Light Conditioner
- Color Preserve Smooth Conditioner
- Blonde Expressions Conditioner
This segment’s key category includes razors, shaving creams :
- Gillette Series – Foam
- Old Spice
It’s one of the best toothbrushes. It comprises hygiene products like toothbrushes, mouthwashes, toothpaste, and floss. Oral-B’s products are established worldwide, and its demand is up due to big brushing sales. This product adds smiles to customers’ confidence.
- Electric rechargeable Toothbrushes
- Brush Heads
- Toothbrushes with Battery
- Manual Toothbrushes
- Baby Toothpaste
These are brands of feminine hygiene products.
Cough medicines, cough drops, and breathing treatments.
Best selling brands for acne and skincare.
Fabric Care & Home Care Segment
- Mr. Clean
Room and Car Fresheners
“Ambi-Pur” is an air-freshener product used in cars and homes. It’s a worldwide popular brand. Ambi-Pur can be used in toilets, offices, cupboards.
Pampers: Diapers and pant style diapers for babies.
Place in the Marketing Mix of Procter & Gamble
For all its products, Procter & Gamble has a worldwide network with a distribution strategy in place for 140 countries including India, China, UK, and the USA. The company also has different production plants for different goods such as a hygiene manufacturing plant in Baddi and Goa.
Procter & Gamble has a comprehensive, large network to market and produce its products. It understands the value of timely action and all its delivery mechanisms are well-coordinated and efficiently managed. Intensive distribution, niche distribution, and broad distribution are practiced in three main ways.
Procter & Gamble network system consists of manufacturer stockists, distributors, wholesalers, and retailers who are direct suppliers to customers. DHL courier is the service provider to ensure logistical performance. P&G Products are available in every grocery store and big stores like Big-Bazaar, Walmart, Best Price, D-Mart, V-Mart, Spencers, etc.
Price in the Marketing Mix of Procter & Gamble
Pricing approach for Procter & Gamble products relies mainly on product consistency and brand image. Because there are numerous brands under the business umbrella of P&G hence the pricing depends on the product. It relies on a flexible approach where goods are priced by market demand.
Procter & Gamble has a fair pricing strategy on products and thereby has a price range that is very close to the competitor’s commodity prices. Under this strategy, any adjustments made by rivals impact prices. Suppose competitors drop their product prices to boost their profits, so Procter & Gamble often come up with a discount or gift scheme to combat it.
Therefore, prices remain in a range.
The company often follows the penetration pricing approach to introduce new goods and build a new customer base. If costs are lower from comparable goods, without losing the quality, customers are attracted to these goods. That results in higher revenues, helping the company produce greater volumes. For their high-quality luxury products segment, the companies follow a competitive pricing strategy where prices are higher. Such goods, however, are usually superior in price and appeal to the people who can afford them.
Promotion in the Marketing Mix of Procter & Gamble
Procter & Gamble leverages heavily online media and promotes its products. The company focuses on creative marketing and heavy advertisements. It works with celebrities for commercials. Actors Kareena Kapoor and Saif Ali Khan are in Head & Shoulder advertisements, actress Kaitrina Kaif is in advertising for Olay and actress Shilpa Shetty and Parineeti Chopra are in Pantene ads seen in various TV channels, radio, hoardings, newspapers, and magazines. Procter & Gamble funded numerous TV shows to promote their products.
The organization also has links with several other shopping places where you can buy. It has been a partner of various online communities including “BeingGirl.com” and “Women.com” and also has several highly stylized destinations. The company launched small product pouches as promotional initiatives to build awareness for its products in the consumer market. Free samples as a marketing strategy are provided at various events to improve product exposure.
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