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FromDogFoodtoBodyWash1ProcterandGamble:FromDogFoodtoBodyWashLauraBuckner,LandonHeidenreich,&JenniferSimpsonBusa-30810May2007FromDogFoodtoBodyWash2TableofContentsI.CompanyDescription3II.BusinessMission4III.MarketingObjective5IV.SituationAnalysis6a.IndustryAnalysis6b.SWOTAnalysis10V.MarketingStrategy13a.TargetMarketStrategy13b.MarketingMix151.Product152.Place/Distribution163.Promotion174.Price19VI.Implementation,EvaluationandControl19a.MarketingResearch19b.OrganizationalStructureandPlan19c.FinancialProjections20d.Summary21FromDogFoodtoBodyWash3I.CompanyDescriptionWilliamProcterandJamesGamble,inCincinnati,Ohio,foundedProcterandGamblein1837.Theystartedthebusinessbymakingandsellingtheirownsoapandcandles.OnOctober31,1837,theyformalizedtheirrelationshipbysigningapartnershipagreement.Thepartnershipflourishedunderthetwofoundersandfamilymembersbecameinvolvedinthebusiness.In1879,JamesNorrisGamble,asonofJamesGamble,andHarleyProcter,asonofWilliamProcter,createdawhitesoapequaltootherhighqualitysoapsinthemarketplace,whichtheynamedIvory.Thisproductbecameahugesuccessforthecompanyandremainsoneoftheirmostrecognizedproducts.ProcterandGambleslowlystartedreleasingdifferenttypesofproductssuchaslaundrydetergent,diapersandtoothpaste.Theyhavecontinuedtobeinnovatorsinhouseholdproductsthroughoutthedecadesandtoday,ProcterandGamblehasnearly300brandsinover160countries.TheyareconstantlyresearchinganddevelopingnewproductsthatrangefromPersonalandBeauty,HouseandHome,HealthandWellness,Babyandfamily,toPetCareandNutrition.Theyarecommittedtohelpingconsumerswithhealth,hygiene,andconvenience.Thecompanyisbrokenintothreedifferentsegments:HealthandBeauty,Householdcare,andGillette.Theirproductsaresoldthroughmerchandisers,grocerystores,clubs,anddrugstores.TheirmainheadquartersremainsinCincinnati,OhiobuttheyhaveoperationofficesinNorthAmerica,SouthAmerica,EuropeandAsia.Thecompanyemploysapproximately138,000people.P&Gvaluetheiremployeesandtreatthemwithrespect.TheywerethefirstcompanytohaveaprofitsharingprogramawardingtheiremployeesFromDogFoodtoBodyWash4formeetinggoals.Theyensurethattheiremployeesunderstandandutilizethecompany’svaluesandprinciplesintheirworkforthecompany.II.BusinessMissionProcterandGambleisoneofthemostadmiredcompaniesintheworld.Theytakeprideintheirproducts,valuesandprinciplesandinvolvementintheworld.Theirmissionstatementorpurposereflectsthispride.Theirpurpose,asstatedontheirwebpage,pg.com,isthat“wewillprovidebrandedproductsandservicesofsuperiorqualityandvaluethatimprovethelivesoftheworld'sconsumers.Asaresult,consumerswillrewarduswithleadershipsales,profit,andvaluecreation,allowingourpeople,ourshareholders,andthecommunitiesinwhichweliveandworktoprosper”(Purposepg.com).ProcterandGamble’squalityproductsaretheresultoftheirmassiveinvestmentinresearchanddevelopment.Theyarecontinuallyimprovingexistingproductsandbrandswhilecreatingnewproducts.Theyunderstandwhattheirconsumerwantsandhavethetechnologytodeveloptheproductsthatwillmeetthesewants.Additionally,ProcterandGambleviewtheiremployeesasthemostimportantassetofthecompanyandencouragethemtohavethesamevaluesandprinciplesasthecompany.AllemployeesofProcterandGambleareconsideredleadersandencouragedtotakeresponsibilitytodothebestthattheycanwhilemeetingbusinessneeds,betteringthesystemandhelpingthosearoundthem(Valuespg.com).Theytrytodowhatisrightinallsituations.Honestyisvaluedintheworkplaceandemployeesexpectfellowemployeestobehonestintheworkplace.Theyareencouragedtobeskepticaloftheoperatingnormandtooffersuggestionsthatwillimprovetheworkplace.Fromtheseemployees’values,theprinciplesofthecompanycanbeseen.ProcterandGambleFromDogFoodtoBodyWash5showsrespectforallindividualswhodealwiththeircompanyandtreatthemhonestly.LeadersofP&Gunderstandthatthesuccessofthecompanyisdependentuponthemdevelopingpoliciesthatarerightforthecompany.Theydefineobjectivesforthecompanyandfocusonmeetingthesegoals.Thecompanynotonlyisinternallyfocusedbutalsoitconcentratesonrelationshipswithconsumersandsuppliers(Principlespg.com).ProcterandGamblelearnsfromboththeirsuccessandfailurestoachievetheirmission.Overall,theytrytomakethecompanythebestitcanbewhileupholdingtheirbeliefs.Beyondjustmakingthebestproducts,ProcterandGambletriestoimprovethecommunitiesthattheytoucharoundtheworld.Thecompanybelievestheyhaveasocialresponsibilitytothesecommunities.Onthebasiclevel,theyprovideproductsthatimprovethelivesoftheirconsumersintermsofhealthandconvenience.Bytreatingtheiremployeesfairlytheycontributetotheirsocialandfinancialwell-being.Onthegloballevel,theygiveaidtophilanthropicprogramssuchasHumanitarianandDisasterRelief.ProcterandGamblealsoproducesproductsthataresafetotheenvironmentinbothproductionandintheiruse.Theystrivetobetterthequalityoflifeforeveryonebothnowandinthefuture.III.MarketingObjectiveProcterandGamble’smainmarketingobjectiveistogobeyondprovidingwhattheconsumerwantsbutmorespecificallyknowwhattheconsumerwantsbeforetheydoandcreateaneedforit.TheworldtodayisconstantlychangingandProcterandGamblefocusesonunderstandingthesechangesandcreatingnewproductsorupg