Marketing Strategy of P & G – P & G

Handling 10 product categories with more than 60 brands, Procter & Gamble popularly known as P &
G has emerged as a leading player in the developed countries contributing 65% of its net sales. It is
currently operating in 6 business segments which are further categorised as retail and corporate.

Segmentation, targeting, positioning in the Marketing strategy of P & G –

Like any other FMCG company, Procter & Gamble uses a mix of demographic, geographic
and psychographic segmentation variables.
Differentiation targeting strategy is used by P & G to make the specified product available to
the particular customer.
Competitive advantage in the Marketing strategy of P & G –

Strong product line: Procter & Gamble have a strong presence with a large number of
brands within each product categories such as Healthcare products, grooming products, fabric
care & home care, Beauty products and baby & family care products.

Market Presence:  P & G as of now sells its products in more than 180 countries through it
fully owned business units or joint ventures. With such as large presence, company’s
distribution network has been successful in making its products available to remotest areas of
the regions.

BCG Matrix in the Marketing strategy of P & G –

Being present in 5 lines of businesses with large SKU’s (stock keeping unit) is helping the
company in being competitively ahead of its competitors.

It’s grooming products, fabric & home care and beauty products star in the BCG matrix while
the other two i.e. health care and baby & family business segments are a question mark in the
BCG matrix.

Distribution strategy in the Marketing strategy of P & G –

Handling end to end distribution channel through its own resources or through the third party
has helped the company to make its products available in the market. P & G is investing in
building more flexible, agile and faster distribution network so as to align its inventory
management system with those of channel partners. It makes its products available in the
market through distributors, resellers, retailers, e-commerce sites etc.

Brand equity in the Marketing strategy of P & G –  

 Whether through CSR activities or advertisements or positive word of mouth, P & G has
been successful in creating high awareness among the customers worldwide. Engaging with
customers on the first moment of truth i.e. when customers look for a product and the second
moment of truth i.e. when the customer uses the product has helped the company in co-
creating the products as per the market.
Competitive analysis in the Marketing strategy of P & G –
P & G is facing competition across the globe from the companies with similar offerings and
various private label players affect its businesses. The main factors on which companies in
this industry compete are quality, distribution network reach, product portfolio, SKU’s and
many others.
Market analysis in the Marketing strategy of P & G –

Companies working in FMCG industry are facing tough competition from local, national and
international players. This industry in itself faces several risks like government regulations,
natural calamities, supply & demand side risk and risk associated with the stakeholders of the
business which can affect the way company is functioning.

Customer analysis in the Marketing strategy of P & G –

Customers of P & G is Pop & Moms store, drug store, departmental stores, supermarket
chains, distributors and e-commerce companies. P& G works collaboratively with their
customers to enhance and enrich their customer experience