INTEGRATED MARKETING COMMUNICATIONS

Barnabas Bwali Ndyanabo

University of Phoenix

MKT/571 Marketing

Monique Georges

July 27, 2015

PRESENTATION OUTLINE Introduction History of the Company Videos showing rich history for the products offering of Proctor and Gamble.

Proctor & Gamble New strategy SWOT analysis Considerations needed to build and maintain the brand and customer loyalty

Conclusion References

INTRODUCTION

PROCTOR AND GAMBLE William proctor a candle maker, and James

Gamble a soap maker came together as a result of a suggestion.

On October 31, 1837, proctor & Gamble was created.

Bounty, Crest and Tide which are part of Proctor & Gamble products are global products available on several continents.

Procter & Gamble products are available in North America, Latin America, Europe, the Middle East, Africa, Asia, Australia and New Zealand.

Procter & Gamble acquired a number of other companies which diversified its product line and significantly increased profits. These acquisitions include Folgers Coffee, Norwich Eaton Pharmaceuticals (the makers of Pepto-Bismol), Richardson-Vicks, Noxell (Noxzema), Shulton's Old Spice, Max Factor, and the Iams Company, among others.

PROCTOR & GAMBLE NEW STRATEGYP&G Past Strategy P&G New strategy

P&G 2014 Olympics advert

P&G 1970 Pamper Lining Advert

1950 P&G Mr.clean Advert

BUILDING AN ENDURING BRAND According to technically marketing 2013 there are six steps that

build an enduring brand with loyal customers.Step1; establish brand story telling Create stories that communicate the personality, values and experiences of your brand. 

The story from the "Thank you mom" video connects P&G to moms all over the world. It shows moms that P&G is there to make their difficult job just a little easier with. This is done with products such as tide or pampers. 

Step 2: Connect with your customers.

Step 3: Anticipate their needsStep 4:Deliver on promise

Step 5: Be consistent 

Step 6: Deliver personalized experiences

The video showing moms supporting their children provides an emotional connection that connects customers to P&G like no other connection can. They also killed two birds with one stone on that commercial, they raise an extreme awareness of their products value by partnering with the Olympics.

Loyalty comes from anticipating the needs and not just selling "your" product. P&G listens to the needs of the consumer and ensures the needs are met if it can be profitable. 

Make it a point to ensure every customer has a smile. If the product does not work or does not meet the expectation find out why and provide a full refund. P&G ensures through distribution that consistency is paramount. Step 5 falls back on every other step. 

THE MARKETING PLAN

Create competitive advantage with the existing products

New communication plans should be developed that relate to current markets.

The communication plan added to the Olympics along with the

multicultural/multinational facets as seen in the “Thank you mum video” is brilliant because it appeals to diverse markets and

current events.

By supporting the Olympics P&G is reaching more customers who support the Olympics. Around 10,800 athletes from 204 National Olympic Committees (NOCs) took part in the games. 

That means if they each have 10 supporters either family or friends, then P&G possibly captured 108,000 new customers. 

Assuming that 1/4th of those individuals used the products P&G provides, that means P&G could have 27,000 new users.

CONCLUSION P&G has kept the same mindset for the last 176 years. Target the

right market of mothers and families that need products to make family life easier. 

P&G will use this new plan to ensure they are consistently reaching new customers and keeping the ones they have happy. 

By capturing the Olympic audience, P&G it can be assumed they will be able to reach more 27,000 new customers. 

This plan ensures more and more individuals and families around the world know their products.

Look at the products on the next slide and take a moment to recognize which products you know.

P&G PRODUCTS

REFERENCES Technically Marketing. 6 steps to build brand loyalty – stay top-of-mind with your customers. Retrieved July 26,2015 from http://www.technicallymarketing.com/index.php/2013/03/21/6-steps-to-build-brand-loyalty-stay-top-of-mind-with-your-customers/

Thank You Mom - P&G Commercial (Sochi 2014 Olympic Winter Games). Retrieved July 26,2015 from https://www.youtube.com/watch?v=1SwFso7NeuA

P&G - Pampers Disposable Diapers - The Quilted Outing - Vintage Commercial - 1970s. Retrieved July 26,2015 from https://www.youtube.com/watch?v=W_lhTyynBiw

Vintage Old 1950's P&G Mr. Clean All Purpose Cleaner Commercial. Retrieved July 26,2015 from https://www.youtube.com/watch?v=ABzyx4Qkkxc