Did you know that Ariel, Gillette, Oral-B, Pringles, Pantene, Pampers, Olay, Ace, Mr Proper, IAMS, Crest, Fairy, Always, Charmin, Tampax,Febreeze, Swiffer, Max Factor, Lacoste/Dolce&Gabbana/Gucci/Boss perfumes are all P&G brands?
A few quick facts about P&G:
- With 79.000 million USD in sales in 2008 it’s the second largest consumer goods company in the world after Nestlé.
- It’s a truly global company, whith presence in every market and large headquarters in each big region (Cincinatti – Global HQ, Geneva – Europe/Middle East/Africa HQ, Caracas – South America HQ, Singapore – Asia).
- It’s one of the 10 most valuable companies in the world – 155.000 million USD in market capitalisation (31/08/09).
- It has the largest number of leading brands of any consumer goods company.
- It’s larget competitors are Unilever (laundry, beauty, home care), L’Oreal (beauty), Nestle (Pet food), Colgate (Oral care, pet food, laundry), Henkel.
- It’s the largest advertiser in the world, spending over 7.000 million USD in 2008.
- It invented brand management when it started selling a soap with packaging and a brand (Ivory).
- One of the ealiest mass advertisers, essentially inventing ‘soap operas’ as they were funded by P&G advertising.
- A virtually 100% promote-from-within culture… which means that all of the top executives have spent their lives working at P&G.
- It’s a breeding ground for management talent. Some ex-P&G are Meg Whitman (former eBay CEO), Steve Ballmer (Microsoft CEO), Jeff Immelt (CEO of GE).
- Systematically listed among the ‘Most Admired Companies’ in the world by Fortune magazine.
P&G is a company and if you want to work in marketing it should clearly be one of your top options, but it’s very hard to get in and it’s also a place with a very strong culture.
P&G is a very large multinational that manufactures and sells it’s own products. Therefore you will find all possible functional areas. First the core activities that relate to making and selling products: R&D, Engineering, Product Supply, Sales & Marketing. Then the support activities like Finance, HR, Legal and IT.
However, everything revolves around Marketing, which is the core activity of the company. Brand managers are the project managers that are in charge of building and growing the business through one or many brands. They mostly grow their businesses launching new products or expanding the geographic coverage. Brand managers are at the center of a team made of Sales, Product Supply, R&D, Market Research, Finance.
Next part : Brand management at P&G – To be continued…