Procter & Gamble: Marketing Capabilities

Abstract

P&G had become known and recognized as a marketing machine. It was the largest advertiser in the world, with 2010 spending of $8.68 billion. From the company's early exploitation of broadcast media (radio and television) for its soap products to more recent experiments in digital media for its men's hygiene brand Old Spice, P&G was a seasoned marketer with strong consumer research, a powerful innovation network, and the world's largest financial commitment to advertising.

Learning Objective: To learn from and analyze the best practices of P&G the world's largest advertising spender and a renowned marketer of consumer products. To understand their marketing strategies, where marketing innovation is developed, how it is applied across different categories and how marketing shifts with changes in structure and culture.