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Type : Public ( NYSE:PG) Founded: 1837 Headquarter: Cincinnati , Ohio ,USA Key people: Bob McDonald (Chairman ,President and CEO ) Industry: Consumer Goods Total Revenue: US$ 19,416 billion (jan-march quarter 2012) Net income: US$ 2,411 billion Full time Employees:129.000

William Procter, a candlemaker, and James Gamble a soapmaker, emigrated from England and Ireland respectively. They settled in Cincinnati initially and met when they married sisters, Olivia and Elizabeth Norris. Alexander Norris, their father-in-law, called a meeting in which he persuaded his new sons-in-law to become business partners. On October 31, 1837, as a result of the suggestion, Procter & Gamble was born. initial capital :7.192,24 $

History

Cincinnati,Ohio,USA Advantages
Logistics Raw

material Disadvantages Climate

1865 CIVIL WAR

During the American Civil War, the company won contracts to supply the Union Army with soap and candles. In addition to the increased profits experienced during the war, the military contracts introduced soldiers from all over the country to Procter & Gamble's products. New opportunities Goverment policy Raw material 1859 petrol Railroads

^^Btn esvabn mr ,d,tarn kokar.Fildii saraylardan sazlar seni elendirir^^. To learn branding Marketing (magazine,newspaper) Education to wholesaler and retailer 14 strike Dividend Ivory

Go to public Innovation Research and development New Advertising(radio) Krisko Direct sale

1890-1945

market research department established(1926) Hiring 34 new skilled women 1930-1942(45-200 $)

Market research

Tide

Tide ^^the washing miracle ^^ is introduced.Tide incorporates a new formula that cleans better than anything currently on the market .its superior performance at a reasonable price makes tide the countrys leading
laundry product by 1950.

1945-1980

Competitors: lever brothers and colgate Crest ,charmin ,bountry,pampers,pringles,folg ers ,downy and bounce Net Sales increase ( 342,5 millon-10,8 billion$) New advertisement (tv) New law against monopolistic ncreasing environmental consciousness

Product development Crest and university(indiana ) cooperation Approved by ADA ( American Dental Association ) Marketing of crest to dentists and From teel. to Crest consumers

Employment policy

Business law and responsibilities Performance Overtime Annual bonus Firing Woman rate in business life Discrimination

Acquisition : Norwich Eaton ,Searle ,RVI Foreign sale .10,8-21,4 billion$ Countries :20-40 Global brands :liquid tide ,Crest ,Ultra pampers ,Always/whisper, Pringles

Globalization 1980-1990

Learning competition from japan

market characteristics annual growt : %15 Budizm , intoizm Womans per consumption( soap, detergent,cleaner,personal care product) Local big competitor: Kao ,Lio,Nippon sunhome,Nihon Yushi Acquisition :Nippon Sunhome

5 Strategic warning

1-Low preferability not depend on any products 2-All brands should protect like single brand 3-New features are instrinsic to brand or generic 4-Competition follow your technology 5-Test the worst scenario

First entry -1948 Radio advertisement Competitors (Rapido) Fab (sold by weight) Price control Economic crisis Domestic raw material

Mexico

-1990 %38 sales %47-assets

Overseas Market percentages

O-2005 powerful product groups and ve geographically market organizations come into prominence in a global matrix Lines of business portfolio and commercial customers seperated Training Advertising campaigns for the creating a brand and sales promotion

1998-99

Sector is king Consumers are boss Huge region huge sector

Contd

CBD Customer Business Development Value pricing ECR Efficient Consumer Reaction SGE global eficiency Domestic investments JIT Higher brand value No stock boredom for merchants CNV

Supply Chain

Group A Czechoslovak Hungary Poland Russia (some urban parts) Group B Balkans Baltic Soviet Russia (other urban parts) Group C

White spaces

Weak economy Low GDP Uncertain direction of politic reforms Develuation Price sensitivity of consumers Western firms exit from the market and the firm become smaller

Russia

Huge market and demographic tendency cheering (end of 30s begining of 40s) Many firms but neither of them have an 10% market sharing Unsatisfied needs Potential snergy of technical power

Healthcare Products

Local competitors out of modern marketing strategies Government support (14 free trade area ) Causes of success 1-Best technology with existing products 2-Strong relation with government on the level of national and local 3-Strongest local organization

China

Long term plan Competition for low price products so brand fulfillment and higher eficiency Loyalty of consumer norms

China

1 Doing the right thing 2 Gaining passion 3 Sustentation of brands 4 Consumers are boss 5 Persons make difference 6 Discipline 7 Innovation everywhere 8 To lead the innovation 9 Alliances offer advantages 10 Community with customers

Strategies

Competitors

Stocks of UN and PG