Cscc Marketing 101 Case 1

MKTG WEB16975 Case 1 July 17, 2011

Proctor & Gamble Co., headquartered in Cincinnati, Ohio, is a multinational organization which manufactures a wide variety of consumer products. For example, Olay, Head & Shoulders, Pampers and so on. As one of the top fifty companies on the Fortune 500 list, Proctor & Gamble has a clear positioning and a focused mission. The mission statement, which P&G calls purpose statement, states that, “We will provide branded products and services of superior quality and value that improve the lives of the world's consumers, now and for generations to come. As a result, consumers will reward us with leadership sales, profit and value creation, allowing our people, our shareholders and the communities in which we live and work to prosper.” (The Power of Purpose, 2011). This purpose statement focused on two main orientations: quality of products and relationships with consumers. First of all, P&G strive to be produce and deliver the best quality of products and services. According to the lecture notes, this is a very important element of the marketing mix, which says that product means “a good, service, or idea to satisfy the consumer’s needs.” The way P&G satisfies consumer’s needs has a lot to do with marketing. For example, P&G produces Soap Operas as part of its elaborate marketing strategy in order to hook female customers up to its brands. (Proctor & Gamble, 2001). This first company value of product and service quality connects tightly to P&G’s second company value of consumer relationships. In the lecture notes, it says “marketing’s first objective is discovering the needs of prospective consumers.” For P&G, they value consumers because good relationships will earn them great profit and high reputation. Moreover, P&G takes it to a higher level by indicating that they do not only value relationships with consumers but value those with shareholders and communities as well.

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