The marketing strategy of P&G
Situation: （黄蕾）
we are the members of the marketing department of P &G, and be having a meeting
on a new product - silicone free shampoo, the content of the conference mainly
includes the following parts, these are made by different members to complete.
1、Introduction of new product ------no silicone oil shampoo（刘颖）
（1）
、Description of P&G
William Procter and James Gamble, in Cincinnati, Ohio, founded Procter and Gamble in 1837.
They started the business by making and selling their own soap and candles. They are constantly
researching and developing new products that range from Personal and Beauty, House and Home,
Health and Wellness, Baby and family, to Pet Care and Nutrition. They are committed to helping
consumers with health, hygiene, and convenience.
（2）
、Introduction of No silicone oil shampoo(无硅油洗发水)
Procter and Gamble is constantly looking for new ways to meet the needs of their customers. No
silicone oil shampoo is one of the new products. We do the report about no silicone oil shampoo.
The aim of this report is to undertake a detailed in-depth research centred on the company of
Procter & Gamble with a number of theoretical frameworks. In the beginning of the report, a brief
history of P&G will be presented and point out some strategic challenges facing the firm.
Secondly, there will be a SWOT analysis of the current external environmental conditions for the
firm. Then, the company’s effectiveness and sustainability of current strategies will be examined,
followed by recommendations for No silicone oil shampoo strategies, accompanied by appropriate
explanation and justification.
2、strategic analysis（李云）
In order to accurately grasp the market situation of the product, we adopt two kinds of industrial
strategy---- PESTLE Analysis and SWOT analysis.
The PESTLE analysis will be conducted to examine the current external environment for P&G in
the world market. It can be divided into six major factors, including Political, Economic, Social,
Technological, Legal and Ethical.
The SWOT analysis gives an overview of Proctor and Gamble internal strengths and weaknesses
and the external opportunities and threats. In order to examine whether P&G is positioned
effectively to exploit the company’s strengths and defend weaknesses, a SWOT analysis is
necessary.
3、Marketing research and strategy（胡琴、刘海玲）
We have an Interview in supermarket of Procter & Gamble counter .The scene we supposed like
this. There is a customer is choosing shampoo. Salesman stepped forward and ask him/her if we
could ask him/her some questions, we will give them some shampoo for award.
Question1：What kind of shampoo are you using and what do you think of it?
Question2：Have you been using this brand of shampoo？or rotate it with some other brands？
Question3：Do you have a plan to try some others？
Question4：How much do you know about No silicone oil shampoo？
Question5:If Procter & Gamble launched a kind of new No silicone oil shampoo someday，do you
have the willingness to buy it？
Thank you for your participate，here is your award-.No silicone oil shampoo.I hope you can buy
our new products next time.
（1）Target:
Overall Objective：Occupying market share
Sub goal :
a、gain more popularity ;
b、make the customer to approval our product
（2）market condition :market share; Analysis of competitors
（3）4P marketing theory
Product/Price/Place/Promotion
4、Advertising planning（郭妍妍）
P&G brands each have their unique promotion plan to attract the consumers within their target
market. But each of these brands and their promotional plan falls under P&G’s values and
principles. P&G wants all their brands and products to better the customers by “touching lives,
improving life”.
Concrete ways are divided into the following kinds:
Advertisement: we can advertises the idea that “Beauty’s Never looked so Smart” through the use
of their products.
Website: we can research the needs of these consumers and what exactly their hair problems and
types are. we can come up with products that will fit each individual’s needs and lifestyles.
Network media: We can use weibo and wechat to spread the influence and we can interact with the
customer.
Outdoor media: We should pay attention to the packing.Because beside the display of this kind of
shampoo in the supermarket shelves, a color brochure with detailed classification is introduced on
the very prominent position, its color is very easy to attract consumers of eyeball to buy shampoo.
5、Implementation, evaluation and control（黄蕾）
At the end of the meeting, all the members of our marketing department will discuss the sales
strategy, and do a summary and supplement about it.
（1）organizational structure and plan
（2）financial projections
（3）summy
小组成员：黄蕾、刘颖、胡琴、刘海玲、李云、郭妍妍