The German University in Cairo

Faculty of Management Technology

Department of Management - Innovation

Project Management - INNO714 Spring 2022
“P&G”
Report 1: Secondary Research

Submitted by:
Youssef Hafez ID: 46-3684
Mohamed Hammad ID: 46-4391
Souhaila ElKhouly ID: 46-5779
Mariam Waleed ID: 46-19603
Omar Tamer ID: 43-6401

Tutorial Number: T03

Professor: Dr. Rasha Hassan

T.A: Nour Osama

Date: Tuesday 8th of March, 2022

TABLE OF CONTENTS

History of the Company 1

Market/Industry they are Operating In 1

Products they are offering (abroad and in Egypt) 2

Their Market Position in Egypt 3

Their Main Competitors (abroad and in Egypt) 3

Their Main Competitive Advantage 3

Reference list 4
1. History of the Company

Procter & Gamble (P&G) is one of the world's largest consumer goods companies. Since its
inception in 1837, P&G has always been dedicated to providing consumers with safe,
high-quality products at the right price that meets their needs and respects the environment. P&G
is now present in 80 countries and sells its 300 brands to 5 billion consumers in more than 160
countries. Currently P&G headquarters is located in Cincinnati, Ohio. The founders are William
Procter a candle maker and James Gamble a soap maker were two immigrant men from England
and Ireland who settled in the city of Cincinnati and decided to pool their resources to form their
own business. They began manufacturing and selling their soaps and candles, and it went
worldwide and it is now one of the most successful in the fast moving consumer goods industry.
Procter & Gamble has research facilities in North America, Europe and Asia, they spend billions
of dollars every year in the invention of new procedures, chemical compounds and products such
as soaps, detergents, cleaning products and cosmetics. P&G fills each year hundreds of patents in
more than 31 countries and owns approximately 35,000 patents in its portfolio, making it one of
the portfolios of the most imposing and invaluable patents in the world.

2. Market/Industry they are Operating In

Proctor & Gamble Co. is widely known as P&G is headquartered in Ohio, United States, is
considered to be the largest consumer packaged goods in the world with about 84 billion dollars
of sales per year, They span a broad range of products and operate in different industries. The
company mainly operates in 5 industries or sector business units (SBUs) which are: Baby,
Feminine and Family care, Beauty, Health Care, Grooming and Fabric and Home care. P&G is
present in many markets all over the globe in these five industries, but they categorize their
markets into two categories according to the sales value and value creation to the company ; The
first category or market is called the “Focused Market” and it accounts for about 80% of
company’s sales, it covers the region of Europe, Russia and all of the USA. All 5 SBUs operate
in this region based on market demand and capabilities. On the other side, the rest 20% of the
company’s sales comes from the other market category which covers the rest of the world
including Egypt and Africa, it is called “Enterprise Market”, although this market is not as

1
profitable now it is extremely important for the future of P&G, because of their attractive market
growth rates, and the intent of the company now is to accelerate this growth, so the SBUs are
providing innovation plans and supply plans to this separate unit of the market to reach their
goal.

3. Products they are offering (abroad and in Egypt)

The portfolio of P&G has 65 individual brands that are organized into 10 product categories.
These categories are Fabric Care, Home Care, Baby Care, Feminine Care, Family Care, Hair
Care, Skin & Personal Care, Oral Care, Personal Health Care, and Grooming. There are some
major products for P&G in these categories which are; Tide, Downy, Gain and Ariel in the Fabric
Care, Fairy and Dawn in the Home Care, Pampers in the Baby Care, Always in the Feminine
Care, Bounty and Puffs in the Family Care, Pantene, Herbal Essence and head & shoulders in the
Hair Care, Olay and Ivory in the Skin & Personal Care, Oral-B and Crest in the Oral Care, Pepto,
Meta and Prilosec in the Personal Health Care, and finally Gillette, Venus, and Braun in the
Grooming. These mentioned products are the main products for P&G in every category, however
there are other products that they offer abroad and in Egypt.

2
4. Their Market Position in Egypt

As per their vision statement, P&G is the best consumer products and services in the world since
it is the market leader and the biggest consumer goods company in the world. Furthermore,
Procter & Gamble was founded on the idea of impacting people's lives through brands that
improve their lives every day. They continue to interact with customers by providing low-cost
items and packaging that are specifically tailored to satisfy their demands. Therefore, P&G’s
goal is to ensure that they outperform the competition in terms of performance and quality, as
well as cementing their position as global market leaders through their exceptional projects in
various nations across the world.

5. Their Main Competitors (abroad and in Egypt)

Procter & Gamble is unquestionably one of the most well-known consumer products companies
in the world. However, a lot of big companies are competing for a piece of the pie in each of its
sectors. Moreover, Colgate-Palmolive, Church and Dwight Co., Henkel, Clorox, and Unilever
are the main competitors that issue offerings in all the segments that P&G operate in from fabric
care to beauty and skin care.

6. Their Main Competitive Advantage

Procter & Gamble’s main competitive advantages are their focus to deliver “superior” products
that are created based on scientific references. Moreover, Procter and Gamble makes sure they
deliver top quality packaging that meets their consumers’ expectations, along with good
communication services with all their customers.

3
7. Reference list

https://us.pg.com
https://us.pg.com/annualreport2021/a-focused-portfolio/
https://www.devex.com/organizations/procter-gamble-p-g-37959
https://www.britannica.com/topic/Procter-and-Gamble-Company
https://www.thestreet.com/personal-finance/history-of-procter-and-gamble
https://www.referenceforbusiness.com/history2/83/The-Procter-Gamble-Company.html