Marketingová strategie firmy Procter & Gamble

The aim of my thesis was to evaluate whether the marketing strategy of Procter & Gamble (P&G), a manufacturer of fast-moving consumer goods, is efficient and how the marketing strategy influences the market position of selected P&G brands (Pampers, Gillette, Pantene, Head & Shoulders, Wella Pro Series) in their market categories (diapers, male grooming, and shampoo) on the Czech market. In the course of my work I applied marketing tools such as marketing mix, customer or competitor analysis, evaluation of sales data of the selected goods for the Czech Republic and a hypermarket X, financial analysis of P&G, or the history of the company and selected brands. Firstly I evaluated the new marketing strategy that P&G launched in 2012 in relation to the sponsorship of the Olympic Games. The aim was to determine whether the uniform trend, that all brands had outperformed their competitors in sales, can be observed. That I have not managed to confirm. Therefore I concluded that the new marketing strategy in the first year of its introduction has not yielded an increase in sales of P&G. I suppose, however, that since it is a long-term strategy, the result will be more apparent in the future. From my analysis of the marketing strategies of selected brands I have reached a conclusion that individual marketing strategy for a brand is more effective than universal strategy because it allows to flexibly respond to market conditions and reduces the risk of negative spill-over effects from one brand to another. An important part of my thesis was to make recommendations for improving the marketing strategies of brands in the future (Gillette - education of potential customers, Pantene - change of the brand image, Wella Pro Series - innovation or exit the market). An important aspect of the marketing strategy of P&G is innovation. It is very important that P&G does not forget to innovate by none of its brands as customers expect that from all the brands.