Procter & Gamble

Project made by Sirbu Eugenia FB-29G

Founded in USA Has 173 years of history

Provides products in households cleaning and maintenance, personal and baby care and foodstuff in over 180 countries
P&G brands serve about 4.2 billion of the 6.5 billion people on the planet today

Whats the hidden secret of P&Gs success?

Diversity
Attractive campaigns

Innovation
Consumer research

Advertising

How did P&G bring the Diaper Revolution to China?

P&G didnt just have to persuade parents that its diapers were the best. It had to persuade many of them that they needed diapers at all.

Chinese split-pants, or kaidangku.

Learning From Failure

After in 1988 P&G first launched Pampers in China, the effort flopped as it made a lower-quality version of U.S. and European diapers, wrongly assuming that parents would buy them if they were cheap enough. In 2001, a new approach to product development: Delight, dont dilute. (cheap + keep a baby dry for 10 hours)

So P&G:

added softness dialed down the plastic feel increased the absorption capability of the diaper to bring down the cost, the company developed more efficient technology platforms moved manufacturing operations to China to eliminate shipping costs.

1 diaper in China = 2 diapers in USA

Bigger challenge: to convince someone that they need this thing

Moms say the same things over and over: we want more sleep! The Beijing Childrens Hospitals Sleep Research Center P&G reported that the babies who wore the disposables fell asleep 30 percent faster and slept an extra 30 minutes every night.

Sleep is worth its weight in gold !

A viral campaign on the Pampers Chinese web site asked parents to upload photos of their sleeping babies to drive home the studys sleep message 200,000 photos, which P&G used to create a 660-squaremeter photomontage at a retail store in Shanghai. The ad campaign boasted scientific results, such as Baby Sleeps with 50% Less Disruption and Baby Falls Asleep 30% Faster.

The Golden Sleep campaign in 2007

Advertising

No diaper brand, not even rival Kimberly-Clark, maker of Huggies, has come close to spending as much on advertising in China, according to CTR Market Research, the China-based division of American media researcher TNS Media Intelligence.
Since 2006, Pampers measured media spend topped 3.2 billion yuan, or about $476 million more than three times as much as any other brand. In 2009 alone, P&G spent $69 million, compared to Kimberly-Clarks $12 million spend for Huggies.

They did it!

Today, Pampers is the topselling brand in China, a country where about a decade ago the disposable diaper category hardly existed. P&G does not release sales figures for specific countries, but Datamonitor estimates that the company has captured more than 30 percent of the $1.4 billion market.

HAVE YOU TRIED THIS YET? campaign

P&GbrandSAVER is a coupon book in most local Sunday newspapers that provides valuable savings on P&G products in one convenient place.

Smarter savings, better brands!

The Procter & Gamble Company released its P&G brandSAVER coupon booklet on Sunday, October 31, with more than $113 in savings featuring the Have You Tried This Yet? campaign.
It helps shoppers cut through the clutter and make informed purchase decisions by bundling some of P&G's most innovative products launched over the past 6 to 18 months in one campaign. Most coupons are valid until November 30, 2010.

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-Up experience opened to the public in New York City; offers free demonstrations and product samples from different brands allowing consumers to experience first-hand the innovations and value each product offers.

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,

External recognition

Ranked #2 among Top Companies for Leaders (according to Fortune) Ranked #6 among the Global Most Admired Companies (Fortune) Ranked #3 on the Worlds Most Respected Companies List (Barrons) Ranked #12 among the Worlds Most Innovative Companies (Bloomberg Bussinessweek) Recognized as one of the 40 Best Companies for Diversity (Black Enterprise)

Thank you!