Marketing essay on: Proctor & Gamble

Introduction

Description of the company

            The Procter & Gamble (P&G) is a multinational consumer goods company based in US the products of which include beverages, personal care products, foods and cleaning agents. The company is one of the largest manufacturers of household consumables all over the world with operation and distribution of their products in more than 56 countries worldwide. The annual sales of the company are more than $84 billion. 18% of the worldwide sales of the company’s products are attributed to the regions of Asia and Australia. The company is categorized into global business units and has various segments of household consumables, such as healthcare, beauty, grooming, fabric care, homecare, baby care, and snacks and pet care (Annual Report 2012 2012).

            There are 50 leadership brands of the company and some of the famous brands are Gillette, Olay, Ariel, Duracell, Hugo Boss, Oral-B, Bounty, Secret, Wella, and many more. The growth strategy of the company is to touch as well as improve the life of more and more consumers in more parts of the globe.

            The purpose, values and principles of the company create its culture. The purpose of the company unifies itself into a common cause and growth strategy for bringing in improvement in the lives of consumers. The values of the company reflect the behavior of the management on how it works with people and its partners. The principles of the company reflect the unique approach of conducting the work every day (Purpose, Values and Principles 2012).

Situational analysis

SWOT analysis of P&G

Strengths: P&G has leading market position in FMCG industry. It has wide range of products and its product portfolio is very large consisting of 50 leadership brands. Brand image of the company is very high and products of P&G are a common name in households. Economies of scale, financial strength and production of high quality products are other key strengths of the company (Griffin 2010).

Weaknesses: There is lack of effective distribution system, and inexperience of foreign based local management is an area of concern for the company.

Opportunities: Presence of well-defined market niche, use of just in time technology and removal of trade barriers in countries enable smooth conduction of business transactions (Griffin 2010).

Threats: Entry of new players in the FMCG market, use of substitute products, and presence of unfavourable business laws and as well as political instability in some of the foreign markets are threats to the company in the industry of FMCG (Dyer et al 2004).

Recommendations

            In order to keep the current percentage of market share and focus on continuous growth, the company needs to build and increase brand name awareness, and implement effective marketing and PR strategies for standing apart from the competitors.

Global Communication Objectives

GPR Opportunity

 P&G is a common and famous name among households in Australia. There is presence of large base of customers who consume its products daily. The strong presence of the products of the company in household presents an opportunity to build new relationships within the Australian community and strengthen the present ones. ARC (Australian Relief Campaign) is the campaign under global public relations under which the company will donate a part of their overall profit for helping people in Australia affected by natural disasters and catastrophes.

            The objectives of the GPR plan are as follows;

• To strengthen the relationship of the company with the public in Australia.
• To build a positive and favourable public image of the company in Australian community.
• To manage public relations and create communications activities by establishing communication teams.
• Develop activities which ensure current customers of the company are part of good societal cause so as to strengthen the relationship.
• To own positive brand coverage during the campaign and make people aware of the responsibility of the company to be an ethical and responsible corporate citizen.

Primary Publics and Secondary Publics

The following publics have been identified as critical and important to the success of the launch of the public relation plan of P&G in Australia.

• The primary publics include employees, shareholders, news and media organizations, and people living in disaster prone areas, such as areas highly impacted due to flooding, fires, etc. The recent example is people living in areas which were affected by Queensland flooding, Sydney bushfire, etc.
• The secondary publics include people who know or are related to those people who live in disaster prone areas. Moreover, there are many people who want to help affected group in one or the other way. Such people are also part of the secondary public. All those people who are buying products of the company are also included in secondary public as they are indirectly helping those people and can feel the ‘feel good factor’ by giving their small contribution towards the campaign (Measuring Progress toward our sustainability goals 2012).

If you want Marketing Assignment Help study samples to help you write professional custom essay’s and essay writing help.

Receive assured help from our talented and expert writers! Did you buy assignment and assignment writing services from our experts in a very affordable price.

To get more information, please contact us or visit www.myassignmenthelp.Com