Brand Portfolio of P&G

Based in Cincinnati, US, Procter & Gamble (P&G) was one of the largest manufacturers of fast
moving consumer goods (FMCG) in the world. Analysts attributed the evolution of P&G, from a
small soap and candle maker into a multi-billion dollar company, to its highly successful
marketing and brand management strategies. A pioneer in introducing a formalized brand
management system way back in the 1930s, P&G constantly modified its brand management
strategies as and when the company expanded its product & brand portfolio and its business
operations globally. The company introduced the category management model in the 1980s. In
2000, P&G introduced the 'cohort management strategy' for managing brands. The strategy
involved grouping of brands to appeal to similar consumer groups.