Procter &Gamble Marketing

Mix
SUBMITTED TO :
DR AYESHA SHAUKAT
SUBMITTED BY :
UMAR HANIF
TARIQ HUSSAIN
AREESHA NAZEER
NAFISA RAFIQUE
Company’s Background
 Country ‘s leading Consumer Goods Company
 The founders of Procter & Gamble are William Procter and James Gamble.
 Procter & Gamble was founded in 1837 in Cincinnati, Ohio, USA.
 P&G entered the Pakistani market in 1991.
 Today P&G markets high-quality brands to Pakistani consumers including 6
dynamic billion-dollar brands. These include Pampers, Always, Safeguard,
Ariel, Head & Shoulders, and Pantene which are amongst leading household
names in their categories.
 Adil Farhat is the Current Ceo Of P&G Pakistan.
 The Head Office of Procter & Gamble in Pakistan is located in Karachi.
 5000+ Employees are currently working in P&G Pakistan
 P&G Pakistan has two manufacturing units in the country, one in Hub,
Balochistan and the other in Bin Qasim, Karachi.
 Solar farm Project in karachi to reduce energy cost.
 Education program Gender Equality in which Around 10,000 women and girls
to receive vocational training and quality education over the next 3 years.
Net Sales Of P&G Pakistan
World-Wide Pakistan has a stable share of 9%
of P&G’s net sales overall in last 5 Years .

• Table Below :Net sales in U.s billion $

Revenue
Competitors in Pakistan
Some of the competitors of Procter & Gamble in Pakistan include:

1. Unilever Pakistan
2. Colgate-Palmolive Pakistan
3. Reckitt Benckiser Pakistan
4. Nestlé Pakistan
5. Johnson & Johnson Pakistan

These companies operate in similar consumer goods sectors, providing

competition in various product categories such as personal care, household
cleaning, and beauty products.
Raw Materials Providers in
Pakistan
Some of the local raw materials providers of
Procter & Gamble (P&G) Pakistan are:

 Abudawood: Abudawood manages the sales, distribution, and fulfillment

of consumer brands manufactured under the umbrella of P&G Pakistan
which is situated in Karachi.
 Various local suppliers: P&G Pakistan also sources some of its raw
materials from various local suppliers, such as chemicals, commodities,
packaging materials, and energy
 Connect2India: Connect2India is also a buyer and importer of organic
surface active agents and preparations, which are used in P&G’s products
In Pakistan
Market Analysis
Identifying the
Strengths and
needs and
Weaknesses Of
preferences
the Competitors.
of the customers,

Opportunities In
Threats in Market
the Market
Regulatory
Market Trends
Enviroment
 Environmental Analysis
Micro Analysis Macro Analysis
Customers Competitors Political Economic
Intermediaries Publics Social Technological
Suppliers Cost
Ecological Legal
management
Customer Analysis
process of understanding the needs, preferences, and behavior of
a target market

 Market segmentation: dividing the market into smaller

groups based on common characteristics, such as demographics,
psychographics, geography, and behavior
 Customer feedback: soliciting and responding to the
opinions and suggestions of the customers, such as through online
reviews, ratings, comments, and complaints.
 Market research: collecting and analyzing data from primary
and secondary sources, such as surveys, interviews, focus groups,
observation, online platforms, and reports
Market Mix
Product
 Types Of Product : P&G produces a wide range of consumer
goods in Pakistan, including:
 Home Care Products: Such as Tide detergent for laundry.
 Personal Care Products: Like Pantene for hair care or Gillette for
personal grooming.
 Baby Care Products: Such as Pampers for diapers.
 Water Purifier : P&G’s water purification solution is the “P&G
Purifier of Water,” a packet containing powder that clarifies and
disinfects water, ensuring safe consumption, especially in
humanitarian and emergency contexts.
 Hair Care : Head & Shoulders, Pantene.
Level Of Products
Procter & Gamble (P&G) Pakistan, like many companies, offers products
with three levels: core product, actual product, and augmented product.

1. Core Product: This is the fundamental benefit or service that the customer is seeking. For P&G, it could be
personal care, household cleaning, or health and wellness solutions.

2.Actual Product: This refers to the tangible features and characteristics of the product. For P&G, it
includes specific brand names like Tide for laundry detergent, Pantene for hair care, or Gillette for
shaving products.

 3. Augmented Product: This level includes additional services or features that enhance the
product’s value. For P&G, it might involve customer support, warranty services, loyalty programs,
or educational materials related to product usage and benefits.
Product Decision
Attributes: P&G focuses on defining and promoting specific attributes of its products.
For example, attributes for a laundry detergent like Tide might include stain removal,
fragrance, and color protection. Attributes are crucial in communicating the unique selling
points and benefits of the product to consumers.
Branding: P&G places significant emphasis on branding. The company has established
strong brand identities for its various product lines, such as Pampers for baby care, Head
& Shoulders for hair care, and Olay for skincare. Effective branding helps build trust,
recognition, and loyalty among consumers.
 Labeling: P&G pays attention to product labeling, providing important information
about ingredients, usage instructions, safety precautions, and other relevant details.
Clear and accurate labeling is essential for compliance with regulations and for
ensuring that consumers have the necessary information about the product.

Packaging: Packaging is a crucial element for P&G. The company
designs packaging to be functional, attractive, and informative.
Packaging serves to protect the product, facilitate transportation,
and communicate brand identity on store shelves. P&G often
invests in innovative and sustainable packaging solutions
Price
 Competitive pricing: P&G sets the prices of its products close to or
slightly lower than the prices of its competitors.strategy is used to attract
price-sensitive customers .
 Penetrating pricing: P&G sets the prices of its products lower than
the market average, especially for new or innovative products.
 such as Tide Pods or Oral-B electric toothbrushes.
 Premium pricing : P&G sets the prices of its products higher than
the market average, especially for high-quality or luxury products.
 Olay, SK-II, or Gillette.
 Used to create a premium brand image and to target customers who
value quality, performance, and status
Place
Procter & Gamble Pakistan employs diverse
distribution Channels including :
 retail stores
 pharmacies
 e-commerce platforms
 distributors
 direct sales to reach consumers with its wide range of
products. For the latest details, refer to official
company sources.
 Channel Behavior

 Procter & Gamble Pakistan is likely to adopt a collaborative and

consumer-centric style in its operations. This involves close
coordination within the distribution channel (reflecting elements of a
Vertical Marketing System) and a focus on innovation and customer
engagement to stay competitive in the market.

 Vertical Marketing System (VMS) involves tight coordination among

different levels of a distribution channel, often under unified
ownership. For Procter & Gamble Pakistan, this could mean close
collaboration between manufacturing, distribution, and retail to
efficiently bring products like Pampers or Tide to consumers, ensuring
a seamless and integrated approach.
 Promotion

 Advertising: P&G invests significantly in advertising across various

media channels, including television, digital platforms, print, and social
media.
 Sales Promotion: P&G may use sales promotions, such as
discounts, coupons, or special offers to attract new customers.These
promotions are often coordinated with retailers.
 Public Relations: P&G engages in public relations activities to
maintain a favorable reputation. This may include community
involvement, sponsorships, and initiatives aligned with corporate social
responsibility.
 Recommendation
 Increase No Of Manufacturing Units in Pakistan.
 Develop more job Opportunities to reduce the unemployment in Pakistan.
 Supporting more initiatives that improve the health, education, and
empowerment of the Pakistani communities, especially women and
children, like the P&G Women equality program or the P&G Health
program.
 Procter & Gamble Pakistan should create or improve products that Pakistani
people want. This could include making things that are natural, organic, or
halal to meet the changing preferences of customers in Pakistan.
 Making the solar farm project at Port Qasim bigger would help Procter &
Gamble Pakistan. This not only reduces their impact on the environment
(carbon footprint) but also makes their energy expenses lower.