In this paper, it takes Procter & Gamble for example, and makes an in-depth analysis for a full range of Procter & Gamble Company with the use of the relevant marketing theory. In order to have a full understanding of all the products and services in Procter & Gamble, 7PS marketing strategy will be used. The marketing concept 7PS which is increased 3P (people, physical evidence and process) to the marketing mix of the 4P (product, price, promotion, channels) by Booms and Bitner is valid for service companies.
And the following context will conduct in-depth analysis of environment with relevant MAR1000 concepts to understand about the external environment P&G confronted, which is beneficial for the brand audit and brand value assessment. With SWOT Analysis, P&G can analyze its strengths and weakness internally. And find out the opportunities and threats externally facing the organization in order to keep the company develop healthily.
Procter & Gamble, referred to P&G, was founded in 1837, and it is an American consumer commodity producer. Meanwhile, it is currently the largest commodity companies in the world. Its Headquarter is in Cincinnati, Ohio, and it employs nearly 110,000 people worldwide (Watson, 2012). Procter & Gamble has high brand awareness in the daily necessities and has various products, including shampoo, hair care, skin care products, cosmetics, baby care products, feminine hygiene products, pharmaceuticals, food, beverages, textiles, home care, personal cleaning supplies and batteries and so on. They focus on different segmentation market. Multi-brands is good to lower the risk of the company. Also, it can attract all kinds of consumers and improve the market share to the maximum limit.
In the following passage, firstly, it introduces the 7PS marketing strategy for P&G. Then it analyzes the external and internal environments that faced P&G. It not only makes a research on the consumers, but also analyzes the strong competitors that exist. Thirdly, it has an in-depth analysis to understand the advantages and disadvantages of P&G. meanwhile, it reminds the problems that P&G may confront. Finally, we draw the conclusion and give some recommendation to P&G which is helpful for its sustained development.
From the analysis above, we can know that P&G has some unique advantages that cannot be exceeded in a short time. For example, high stability with solid foundation and high credibility; interest appeal and emotional appeal have improved the connotation of the brand culture; unique brand marketing strategy; varies brands and personalities; the mode of operation. All these have distinguished P&G from the competitors.
However, it also exist some critical problems. For example, lack of originality. Many advertisements are identical with each other, and have no meaning of creativity. The products in P&G emphasize on the function and characteristics of products which is hard to arouse consumer brand resonance (Christopher, Buste & Smith, 2012).
Currently, relative to other household manufacturer, P&G still has many advantages. However, due to the change of competitive environment and the increase of competitors, P&G should also increase its attention to the external environment, and update the brand timely to avoid being overtaken by other competitors.