MARKETING MANAGEMENT

MARKETING MANAGEMENT

Summary

Procter & Gamble (P&G) is America’s biggest maker of household products, with at least 250 brands in six main categories: laundry and cleaning , paper goods,beauty care, food and beverages, feminine care and health care.P&G’s famous brands include Ariel, Pantene, Head & Shoulders, Fabreze, Sunny Delight, and Oil of Olaz. About half of P&G's sales come from its top ten brands. The key to this success has been a renewed knack for innovation and a string of successful new products.

Along with creating innovative new product, P&G has become adept at turning yesturday’s faded favorites into today’s hot new products. Here are two examples:

Mr. Clean:

Mr. Clean is a brand name and mascot fully owned by Procter & Gamble used for a cleaning solution and related products, and as "Mr. Clean Magic Eraser", for a melamine foam cleaner.

Mr. Clean, an IT3 in the US Navy was created by Linwood Burton, a marine ship cleaning businessman with accounts throughout the east coast of the United States. In the past, ships had to be cleaned using abrasives or solvents that were able to cut successfully through embedded grease and grime; however, past solvents were so dangerous to workers that Burton was motivated to finding a solution that was effective and less caustic. Burton, with fundamental knowledge in chemistry, developed Mr. Clean in an effort to clean ships without having to pay significant premiums in disability claims for his workers. He later sold the product to Procter & Gamble in 1958.
Mr. Clean made his television commercial debut in 1958. Within the first six months of the introduction, Mr. Clean became the best-selling household cleaner on the market.^[3] In November 1962, Mr. Clean was assigned a first name Veritably Clean as a result of the "Give Mr. Clean a First Name" promotion.^[4]
In the winter of 1963, Mr. Clean played a police officer "Grimefighter" who arrested dirt problems.
In the summer of 1963, Mr. Clean became the first liquid household cleaner in a plastic bottle.
In April 1965, Mr. Clean got mad at dirt and appeared as "New, Mean Mr. Clean".
In the spring of 1966, Mr. Clean played "two-fisted" grime fighter, who knocked out dirt with one hand and left the shine with the other. Also offered a spray dispenser as promotion pack to increase convenience of use.
In spring 1966, Mr. Clean offered clean and shine, in the "Mr. Clean leaves a sheen where you clean" campaign. He grew whiskers for brute strength, had a black eye to show floor "shiner" and testified in court against dirt.
In Spring 1968, Mr. Clean was a "Changed Man" and was reformulated to include pine aroma and better cleaning "in the bucket."
In October 1970, "Lemon Refreshed" Mr. Clean premiered.
In the summer of 1974, "Two Fisted Mr. Clean" was introduced, who was great at cleaning on one hand and on the other hand he leaves what's shiny gleaming. (This commercial brought back the use of the original Mr. Clean jingle).
In July 1976, "Sunshine Fresh Mr. Clean" with improved fragrance was introduced.
In December 1981 Mr. Clean had a new no-wax floor formula.
In July 1985 a new Mr. Clean was introduced with better full-strength cleaning to clean down to the shine like never before. Also in 1985 a national search for Mr. Clean look-alikes launched in Los Angeles.
In 1996, Mr. Clean appeared in "How Times Have Changed", once again using the original Mr. Clean jingle and the new Ultra power in it.
Clean Magic Eraser in 2003, the brand has continued to deliver an outstanding clean, across almost any household surface, that’s refreshing to you and your home.
As for the marketing muscle, P&G backed the new-product launches with millions of dollars in marketing support. It spend $75 million on marketing the first version of the AutoDry Carwash alone. Now, after a decade of playing the 98-pound weakling, Mr.Clean has muscled its way back to a market-leading position as a P&G billion-dollar brand.

Old Spice:
Old Spice is a prominent American brand of male grooming products. It is manufactured by Procter & Gamble, which acquired the brand in 1990 from the Shulton Company.
The Shulton Company, original producer of Old Spice, was founded in 1934 by William Lightfoot Schultz. The first Old Spice product was intended for females, introduced in 1937. Old Spice for men followed in 1938.
The men's products were dominated by shaving soap and aftershave lotion, marketed with a nautical theme. Sailing ships in particular were used as a trademark. The original ships used on the packaging were the Grand Turk and the Friendship. Other ships used on Old Spice packaging include the John Wesley, Salem, Birmingham, Maria Teresa, Propontis, Recovery, Sooloo, Star of the West, Constitution, Java, United States, and Hamilton. Procter & Gamble purchased Old Spice from the Shulton Company in June 1990. The clipper ship was replaced by the yacht logo in February 1992. Throughout the 2000s, Procter & Gamble introduced many forms of deodorant, body washes, and body sprays in several scents under the Old Spice brand.
Old Spice's buoy-shaped bottle cologne has been its staple product, available in its original scent as well as newer Pure Sport. In 2006, Old Spice introduced an all-new fragrance, OS Signature, which won the magazine FHM 's 2006 Grooming Award for Best Sporty Fragrance. Old Spice Red Zone products include a "Scratch-and-sniff" version of the Signature fragrance.
P&G now has that Old Spice sailor whistling a whole new tune. The once old and stodgy is young again, and hot. Beyond deodrant, P&G sees Old Spice as a beachhead into other products. It has already launched Old Spice body sprays and body washes and has licensed sales of razors and shaving cream. What was old just over five years ago is new again and a lot younger.

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