A Project report on

Procter & Gamble

Submitted by:
Hassan (01-111192-
Hamza Pervez (01-111192-032)
Taha Shaid (01-111192-
Kashir Ali (01-111192-

Submitted to:
Izza Shehzad
 Marketing project

Contents
INTRODUCTION:.......................................................................................................................................2
History: .................................................................................................................................................3
Mission: ................................................................................................................................................6
Vision: ..................................................................................................................................................6

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INTRODUCTION:
The Procter & Gamble was founded in 1837 by William
Procter and James Gamble. P&G is an American multinational
consumer goods company headquartered Cincinnati, Ohio. It
specializes in a wide range of personal care and hygiene products. Its
product portfolio includes beauty, Fabric and Home care, Grooming,
Family and Feminine care, and much more. In 2104, P&G recorded
$83.1 billion in sales. On august 1, 2014, P&G decided to streamline
its company by either selling off or dropping around 100 of its brands.
This would enable them to focus on remaining 65 brands which
produces 95% of the company’s profits.
PROCTER & GAMBLE HEADQUARTERS IN CINCINNATI, OHIO

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History:
William Procter, a candle maker, and soap maker, James Gamble, both migrated from
England to establish themselves in, Cincinnati, the busy center of commerce and industry of
the early 19th century. They would have never met each other if they had not married sisters,
Olivia and Elizabeth Norris. There father in law Alexander Norris observed that his two sons
were competing for the same raw material, so he suggested his sons to become business
partners. After several years his sons agreed and as a result, in 1837, a bold new enterprise
was born: Procter & Gamble. There total assets were $7192.24. the business began during
nationwide panic and depression. But the new firm got through it and survived. Cincinnati
being the center of meat packing provided plenty of fat for the soap and candle making
business.

• William A. Procter was the first president of

P&G.
• The company’s first advertising and sales
manager was Harley T.
• James N. Gamble, Gamble’s eldest son,
invented ivory soap and founded the first laboratory in P&G history.
After 21 years sales of P&G reached $1,000,000 this was a big amount of the time. At
the time there was 80 employees who worked for P&G. During the American civil war, they
signed a contract to supply the union army with the candles and soap. They earn a huge
amount of profits by selling the union army soap and candles and also introduced the P&G
products to soldiers from all around the country in the early 1880s P&G started marketing a
new product, a soap named ivory soap, the pitch to sell this soap was that it floated on water.

The company began to expand and started building factories in many locations in US.
They expanded because factory at Cincinnati could not manage the demand that was
outgrown. The company also started expanding internationally, both in terms of
manufacturing and product sales. Many new products and brands were introduced over time.
P&G also started branching out in new areas, such as detergents, personal hygiene, baby care
products. P&G introduced Tide Laundry detergents in 1946 and prell shampoo in 1947. In
1955 P&G introduced a toothpaste which was the first toothpaste to contain fluoride. This
toothpaste was named Crest. In their journey of growth, they branched out once again, in
1957, by purchasing Charmin paper mills. Through this mill they started manufacturing toilet
papers and tissue papers. They also introduced Downy fabric softener and Bounce fabric
softener as an addition to there chain of fabric care products.one of the most revolutionary
product of the company to come out in the market was its disposable diapers. They were test
marketed in 1961, the same year P&G introduced Head and Shoulders. Before that disposable
diapers were not well known, and babies wore cloth diapers which were leaky and labor
intensive to wash. Pampers provided a better alternative, a diaper more absorbent and can
be disposed of after single use.
Procter & Gamble acquired a number of other companies that diversified its product
line and significantly increased profits. These acquisitions included Folgers Coffee, Norwich

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Eaton Pharmaceuticals (the makers of Pepto-Bismol), Richardson-Vicks, Noxell

(Noxzema), Shulton's Old Spice, Max Factor, the Iams Company, and Pantene, among others.
In 1994, the company made headlines for big losses resulting from levered positions in
interest rate derivatives, and subsequently sued Bankers Trust for fraud; this placed their
management in the unusual position of testifying in court that they had entered into
transactions that they were not capable of understanding. In 1996, P&G again made headlines
when the Food and Drug Administration approved a new product developed by the company,
Olestra. Also known by its brand name 'Olean', Olestra is a lower-calorie substitute for fat in
cooking potato chips and other snacks.
In January 2005, P&G announced the acquisition of Gillette, forming the largest
consumer goods company and placing Unilever into second place. This added brands such as
Gillette razors, Duracell, Braun, and Oral-B to their stable. The acquisition was approved by
the European Union and the Federal Trade Commission, with conditions to a spinoff of certain
overlapping brands. P&G agreed to sell its Spin Brush battery-operated electric toothbrush
business to Church & Dwight, and Gillette's Rembrandt toothpaste line to Johnson & Johnson.
The deodorant brands Right Guard, Soft and Dri, and Dry Idea were sold to Dial Corporation.
The companies officially merged on October 1, 2005. Liquid Paper and Gillette's stationery
division, Paper Mate, were sold to Newell Rubbermaid. In 2008, P&G branched into the record
business with its sponsorship of Tag Records, as an endorsement for TAG Body Spray.
Decisions worthy of study. For example, P&G's corporate strategists must account for
the likelihood of one of their products cannibalizing the sales of another.
On August 25, 2009, the Ireland-based pharmaceutical company Warner Chilcott
announced they had bought P&G's prescription-drug business for $3.1 billion.
P&G exited the food business in 2012 when it sold its Pringles snack food business to
Kellogg's for $2.75 billion after the $2.35 billion deal with former suitor Diamond Foods fell
short. The company had previously sold Jif peanut butter, Crisco shortening and oils, and
Folgers coffee in separate transactions to Smucker's.
In April 2014, the company sold its Iams pet food business in all markets excluding
Europe to Mars, Inc. for $2.9 billion. It sold the European Iams business to Spectrum Brands
in December 2014.
In 2014, P&G decided to streamline its company by dropping around 100 brands and
focusing on remaining 65 which were producing 95% of the company’s profit. The first health
divestiture under the brand restructuring operation was the selling of Vicks Vaposteam to
Helen of Troy. In July 2015, the company announced the sale of43 of its beauty brands to Coty
for $13 billion. In November 2018, P&G unveiled the revised portfolio that will be effective
from July 2019.

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As of July 1, 2016, the company structure has been categorized into ten categories and six selling and
market organizations.

• Categories
o Baby Care
o Fabric Care
o Family Care
o Feminine Care
o Grooming
o Hair Care
o Home Care
o Oral Care
o Personal Health Care
o Skin & Personal Care
• Selling & Market Organizations
o Asia Pacific
o Europe
o Greater China
o India, the Middle East, and Africa (IMEA)
o Latin America
o North America

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Mission:
P&G’s mission statement is:

“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”.
This mission statement contains a detailed specification that in fluences P&G strategic
direction. In P&G’s mission statement value and quality is emphasized. Following are the
characteristics of P&G mission statement.

1. Branded products and services of unmatched quality and value

2. Improve our living standards, now and for generations to come.
3. Unparallel sales, profit and value creation.
4. Prosperity of people, shareholders and communities

Vision:
P&G’s vision statement is:

“Be, and be recognized as, the best consumer products and services company in
the world”.

In the mission statement, the term “best” characterizes what the company aims to achieve in the
global consumer goods market. It also indicates how P&G company sees itself relative to other
consumer good company’s. The characteristics of P&G company are:

1. Be the best consumer products and services company

2. Be recognized as the best consumer products and services company

3. Global market operations

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Objectives: