The Procter & Gamble (P&G) marketing mix contributes to the success of the brand by increasing the brand value of the company in the world market. The Procter & Gamble Company is one of the leading FMCG companies and one of the most admired companies in the consumer goods industry. It is known for the numerous brands working under it, high market penetration, logistical efficiency and competitive advantage over rival companies to gain market share in the consumer market.
The Procter & Gamble (P&G) marketing strategies have been the driving force behind the creation of an effective marketing mix framework that focuses on product mix, product lines, retail stores, distribution strategies, pricing strategies, personal selling, internet marketing, direct marketing and promotional mix so that the company can become a global leader in the FMCG industry.
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Introduction: The Procter & Gamble Company
# The Procter & Gamble Company
- Origin Country: United States of America
- Founders: William Procter and James Gamble
- Founded: 1837
- Headquarters: Cincinnati, Ohio, USA
- Employees in 2023: 106,000
- Annual Revenue in 2023: 80.281 billion USD
- Net Income in 2023: 13.997 billion USD
- Market Cap in 2023: 352.72 billion USD
The Procter & Gamble Company (P&G) is an American multinational founded by William Procter and James Gamble hence the name Procter & Gamble. It is associated with the consumer goods industry and has numerous brands working under it in different market segments.
Three brands of the company with brand names Pantene, Pampers and Gillette are on the list of top 15 personal care brands in the global market in 2023. The company is also known to be the biggest spender on advertising campaigns.
Procter & Gamble has been featured in the Fortune list of “Most Admired Companies in the World” and along with its brands has come a long way with help of business diversification and global expansion.
Target Market: Marketing Mix of Procter & Gamble
The marketing mix of Procter & Gamble helps the brand to deliver superior product value to please its consumers and create a strong customer base. The company targets middle-class families and individuals that need quality products at affordable rates.
Several premium brands are working under the umbrella brand P&G and for this product line the company targets niche segments and upper-middle-class people who are looking for something premium but different from the average product.
The product line of the renowned company has products for men women and children and thus targets niche segments and middle-class individuals and families of all age groups.
The Procter & Gamble (P&G) marketing strategy ensures that all the product offerings from the company are targeting different customer groups in the world market under its market penetration policy.
Procter and Gamble (P&G) Marketing Strategy & Marketing Mix (4Ps)
The Procter & Gamble (P&G) marketing strategy focuses on the core growth of the company by delivering a wide range of product lines that will suit the needs and preferences of the customers in the global consumer goods industry.
The Procter & Gamble Company focuses on technological developments and product innovation that have allowed the international brand to cement its position and face rival companies in the global market.
The marketing mix of Procter & Gamble uses various elements like product mix, product offerings, retail stores, market segments, distribution strategies, pricing strategies, market penetration, personal selling, direct marketing, online media and promotional mix so that the company can flourish in the consumer market and maintain its position as one of the leading FMCG companies in the world.
Product Strategy: Marketing Mix of Procter & Gamble
The marketing mix of Procter & Gamble has been focused on its product mix from the onset as it wanted to make products for every kind of customer group. Moreover, all the product lines of the company are closely related to one another. P&G is a global leader in the consumer goods section and is known for its portfolio in the grooming segment, family care, fabric care, baby care, personal care and hygiene products.
At one time the company had 165 brands working under it but in the year 2014, it was announced that it would be dropping 100 brands from its portfolio and concentrating on the rest of the closely related 65 brands that were generating 95% of the total profits.
Products (Product Mix) of Procter & Gamble: Procter & Gamble (P&G) Marketing Strategy
The marketing strategy and marketing mix of Procter & Gamble ensures a strong product mix with several product lines. The current product portfolio of the company has been segmented into the following ten categories
- ARIEL COMPLETE WASHING POWDER
- TIDE MATIC LIQUID FOR MACHINES
The marketing mix of Procter & Gamble in the baby care segment offers products for newborn babies, toddlers and pregnancy like nappies, baby wipes and pants through its brand Pampers
- PAMPERS PREMIUM CARE DIAPER PANTS
- PREGNANCY DUE DATE CALCULATOR
The marketing mix of Procter & Gamble offers shave care and post-shave care with razors, shaving gel and blades in the men’s grooming segment via brands like Gillette, Old Spice and Braun and epilator, shaver trimmer etc. in women’s grooming segment with brands like Venus, Braun and Whisper.
- BRAUN EPILATOR FOR WOMEN
- GILLETTE MACH 3 BLADES
Procter & Gamble products in the family care segment include products from brands like Puffs, Bounty and Charmin
- BOUNTY MINI COCONUT CHOCOLATE
- CHARMIN FOREVER ROLL ULTRA SOFT – ROLL PACK
The feminine care segment offers hygiene products like sanitary napkins/pads through the brand Whisper
- WHISPER ULTRA NIGHT SANITARY PADS
- WHISPER ULTRA SOFT XL + SANITARY PADS
The products in the home care segment include odour eliminators from the brand Ambi Pur
- AMBI PUR CAR FRESHENER GEL ROMANTIC ROSE
- AMBI PUR AIR EFFECT EXOTIC AND JASMINE AIR FRESHENER
The product portfolio in the hair care segment includes products like shampoo and hair conditioner for dandruff and scalp care from brand names Pantene, Head & Shoulders and Herbal Essences.
- HEAD & SHOULDERS DEEP CLEANSE OIL CONTROL SHAMPOO
- PANTENE PRO-V – SHAMPOO AND HAIR CONDITIONER
The marketing mix of Procter & Gamble in the oral care segment offers toothpaste, toothbrush etc from Oral-B brand
- ORAL B ELECTRIC TOOTHBRUSH
- ORAL B PROHEALTH GUM CARE MANUAL TOOTHBRUSH
Personal Health Care
The marketing mix of Procter & Gamble in the personal health care segment offers products for cough, cold and flu from Vicks
- VICKS VAPORUB
- VICKS COUGH DROPS
Skin Care and Personal Care
In the personal and skin care segment the marketing mix of Procter & Gamble offers shave care, post-shave, body wash and deodorants from brands like Old Spice and Olay.
- OLAY AGE-DEFYING ANTI-AGEING CREAM
- OLAY AGE-DEFYING BODY LOTION
Place Strategy in the Marketing Mix of Procter & Gamble
P&G is a multinational corporation that has spread its product presence to nearly 160 countries with operations in 80 countries. The company has followed a global expansion policy for a worldwide network and has set up manufacturing units in several countries like the manufacturing facilities in Goa and Baddi in India.
In the year 2018, P&G announced a simple corporate structure with the remaining 65 brands in 6 selling and market organizations. These are North America, Latin America, Greater China, Europe, Asia Pacific (India and the Middle East) and Africa.
The company focuses on an effective distribution strategy that promotes more sales through an efficient distribution system. The intensive distribution channels include retail stores, online sites, supermarkets, a chain of retail outlets, hypermarkets and even corner shops.
The distribution strategy of the P&G company is very well organized so that the products reach the end consumer without any hassles. The brand follows intensive distribution, extensive distribution and a speciality distribution process for distributing products in the global market to gain market share in new and old markets.
The distribution process works like this
Manufacturers >> wholesalers (The authorized distributors) >> Retailers >> Retail Outlets >> End Customers
The goods are manufactured at the plants from where the manufacturers who are also known as producing agents send them to wholesalers who are the authorized distributors. These authorized distributors send the goods to the retailers who via retail outlets sell the finished product to the customers.
The retailers have free access to warehouses at strategic places for distributing products at the earliest. DHL Courier is the recognized service provider of the company entrusted with the dispatch of goods.
Place and Distribution Strategy of Procter & Gamble: Procter & Gamble (P&G) Marketing Mix
The marketing mix of Procter has created a strong and efficient distribution system where the logistical efficiency of the service provider has helped in gaining free access to the worldwide network. The distribution channels include
Company products are easily available at retail stores from where the customers can buy desired items directly
Customers can buy products from the company website as well as other shopping e-commerce platforms with a single click of the mouse.
Price in Procter & Gamble: Procter & Gamble (P&G) Marketing Strategy
The marketing strategy of the company ensures that the price element of the marketing mix is up to the mark because good pricing strategies can help to sell the products.
There are nearly 65 brands under the umbrella company and P&G has adopted different pricing policies based on its product portfolios.
The most profitable segment of Procter & Gamble Company in the global market is Fabric care and Home Care with net sales of 27 billion USD in 2022. Since the year 2015, 21 global brands like Tide, Bounty and Crest have generated $1+ billion in annual sales.
Pricing Strategy of Procter & Gamble: Procter & Gamble (P&G) Marketing Mix
Procter & Gamble’s marketing strategy and marketing mix have adopted the following pricing policies to sell the products through authorized distributors and gain market share.
Competitive Pricing Policy
Procter & Gamble’s marketing strategy has adopted a competitive pricing policy for some of the products where the prices remain the same as that of the rival companies. The brand faces stiff competition in the market and if the price ranges vary then it has a direct impact on the sales figures. If the rival brands lower price, then the company also offers a discount or gift scheme or free samples so that the prices remain similar to those of the other brands.
Penetration Pricing Strategy
Procter & Gamble’s marketing strategy has adopted a penetration pricing strategy to enter new markets, launch new products, increase its customer base and gain a better market share. The company is known to lower prices so that the price ranges vary from those of the rival brands. This type of pricing strategy attracts new customers and results in higher sales and ultimately better revenues.
Premium Pricing Strategy
The umbrella company has several premium brands in the market and for them, P&G has adopted a premium pricing strategy. In this type of pricing strategy, the product prices are at a higher level to distinguish them from the other lower price products.
Promotion Strategy (Promotional Mix) of Procter & Gamble: Procter & Gamble (P&G) Marketing Strategies
The P&G company has adopted an aggressive attraction strategy to boost its brand value and increase its customer base in the market. The marketing strategy and marketing mix elements focus on the following marketing tools
The company has created some of the most amazing ad campaigns that are shown via digital and print media like television, newspaper, radio, newspapers, magazines, hoardings and billboards.
Social Media Platforms
The company realizes the importance of Internet marketing and online media and has used social media platforms to post related information and connect directly with customers. Social media sites are also used to empower various online communities. The “My Black is Beautiful” page on Facebook is filled with articles and videos for empowering black girls and women.
P&G’s marketing strategy focuses on personal selling and has used direct marketing methods where it offers discount or gift scheme and free samples to attract customers.
Sponsorships and Tie-Ups
P&G is a global brand and has tie-ups with shopping sites and various online communities like BeingGirl.com and Women.com to promote its products. The brand sponsors Spanish novellas, music, Summer Olympics, Winter Olympics, athletes etc.
Digital Campaigns – Notable Digital Marketing Campaigns
The ad campaign “#TheMissingChapter” was launched by Whisper to fight the periods taboo and promote period education in school
Thank You Mom
The ad campaign “Thank you Mom” has been consistently boosting brand awareness and visibility in the market
The “ShareTheLoad” campaign promotes equality in gender via the concept of sharing the household chores.
Key Takeaways from the Procter & Gamble (P&G) Marketing Mix and Marketing Strategy
P&G is a renowned brand name in the global markets and this is because of its effective strategies that have helped the company in formulating all the policies related to the 4Ps product, place, promotion and price.
The key takeaways from the Procter & Gamble (P&G) marketing mix and marketing strategy are
- Ensure product innovation
- Maintain the pricing policies
- Focus on the vast distribution network for effective and quick product distribution
- Keep up with informative and memorable ad campaigns
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