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P&G profile
Procter and Gamble (P&G), is one of the leading company for serving its product portfolio to
people around the world. We will provide branded products and services of superior quality and
value that improve the lives of the worlds consumers, now and for generations to come. !s 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 wor" to prosper.
William Procter, a candle ma"er, and #ames Gamble, a soap ma"er, immigrants from $ngland
and %reland respectively, who had settled earlier in &incinnati, who met as they both married
sisters, 'livia and $li(abeth )orris, formed the company initially. !le*ander )orris, their
father+in law called a meeting in which he convinced his new sons+in+law to become business
partners. 'n 'ctober ,-, -.,/, as a result of the suggestion, Procter & Gamble was born. %n
-.01, sales reached one million dollars. 2y this point, appro*imately eighty employees wor"ed
for Procter & Gamble. )ow, in -1.-, one or more of P&Gs products are used in 103 of 4.5.
homes.
6or brand loyalty, distribution channel, pricing strategy, quality of the product made P&G
different from others. 7ue to various innovations at all times, P&G has been producing
successful products which are very much convenient for people. 8owever, it also "eeps in mind
that the innovations made are good for the environment friendly and are safe for human beings.
9hus, by "eeping this in mind, P&G implemented several successful initiatives. While ma"ing a
product, it always "eeps in mind that consumers do not have to choose between sustainability,
performance and value. 9he strategies used by P&G are very much powerful. 8owever, it should
"eep in mind some other things that will help them to strive for further improvements.
P&G Sustainability Strategy
:esearch conducted by P&G shows that the ma;ority of consumers (which they called
<sustainable mainstream) are not willing to pay more or give the performance of the product in
e*change of sustainability. !s P&Gs 5%Ps provide sustainability without compromising quality
and price that surely meet the consumer demand. P&G strives to ensure that consumers need not
ma"e a choice between sustainability, performance& value and itll also give P&G a positioning
over consumer mind.
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%nnovation is the main driving force of P&G and innovation with sustainability will add to their
products. 9his also gives them 4nique 5elling Proposition (45P). 9he invention and
development of 5%Ps resulted in reduced environmental footprints for which there are no trade+
offs to the consumer which is completely a better idea than their competitor. 5o by combination
of brand positioning, product positioning and pricing, positioning P&Gs product will get
advantages in consumers mind.
P&G isnt restricting their sustainability vision to in host operations and also to consumer
products and habits. !s the owner of several high+profile brands including 7awn, 7uracell, and
9ide, these changes could have far+reaching effects. 9he company plans to replace petroleum+
based materials with renewable materials. P&G also reached consumers solid waste. !s
manufacturers of consumer goods, waste from their products always ends up in landfill sites.
P&G plans to start a pilot program to learn more about decreasing the amount of consumer
waste.
P&G Products without Trade-offs
9he compacted powder formulas of laundry detergent use a higher proportion of dense active
cleaning agents which pro+ videos better cleaning and shine with the use of less of the product,
the product being lighter to carry and easier to store, resulting in greater consumer benefits.
9he retailers also benefited with compaction because now ,, percent less inventory space is
required. !t the same time, truc"s and fewer pallets are required, which provide a more
efficient supply chain. 9his compaction step ta"en by P&G results in less wastage as the carton
si(e is smaller= less use of diesel in transportation as fewer truc"s are required.
P&G focused on reduction of pac"aging material and the result was Gillettes 6usion ProGlide
ra(or. %n the pac"aging of the ra(or, a plant fiber+based ra(or tray and recycled ->> percent
recycled polyethylene terephthalate (:P$9) was used which was the replacement of plastic
clamshell plastic. 9he new design significantly reduces materials by minimi(ing the internal tray
and simplifying the design. 9he new pac"aging structure stays strong under compression, sealing
and opening forces, and distribution and transportation stresses, while also maintaining a strong
visual presence on the shelf. 9his pac"aging is ->> percent free of Polyvinyl &hloride (P?&).
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P&G invented 7:@ A!B technology to improve the current 5waddlers and &ruisers core,
resulting in a C> percent thinner &ruisers diaper. 9his technology allows for the removal of the
air felt (<paper pulp) found in the diapers resulting in a thinner and less bul"y core. With this
7:@ A!B technology, Pampers 5waddlers and &ruisers 7iapers became lea" proof diapers,
in which wetness is loc"ed in for up to -C hours. 9he new 7:@ A!B technology pulls the
moisture away from the s"in, "eeping the babys bottom dry, and helping to prevent diaper
rash creating a thinner diaper core and providing fle*ibility and comfort to babies.
9he pac"aging contains plastic derived from sugar cane, a natural and renewable resource, as
opposed to traditional plastic, which is made from petroleum, a non+renewable material. 9he
process starts with the harvesting of sugarcane, which is crushed mechanically, and sugar ;uice is
obtained. 9his sugar ;uice is converted to ethanol through fermentation with yeast. 9he ethanol
is chemically converted to ethylene, which is then combined to ma"e polyethylene.
9he use of sugarcane+based plastic in )ature 6usion pac"aging allows P&G to offer the same
perfor+ mance, which consumers e*pect, from Pantene but in a more sustainable way. P&G
introduced 9ide &old Water deter+ gent liquid, powder and soap, which required no hot water. %t
has a substantial impact on the environment resulting in energy saving.
Delivering Sustainable Products through Life Cycle Assessent !LCA"
P&GDs commitment to sustainability can have a ma;or influence on transforming the mar"etplace
and the company is pleased to have wor"ed with the new sustainability vision. P&G is loo"ing
forward to achieve goals around renewable materials, pac"aging, forestry, energy and water, and
to support WW6Ds on+the+ground conservation pro;ects. ! tool called Eife &ycle !ssessment
(E&!) was used by the company to help P&G understand where the company can ma"e the most
meaningful improvements in a products environmental footprint. %n C>>/, P&G commissioned
an independent E&! of liquid laundry products designed to identify and quantify the
environmental changes related to compaction, with the following goalsF
-. Provide internal decision support on the possibilities to promote compaction on environmental
grounds.
C. Guantify the environmental impacts per wash of a liquid laundry detergent compactionH
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concentration.
,. Guantify the environmental impacts per wash related to detergent formulation and production,
pac"aging, distribution and end+of+life stages.
2y using a scientific method and approach such as the E&!, P&G has adopted a systematic way
to understand and assess the environmental impact of consumer products. %t recogni(es the
impact as a global company and accept our responsibility for continual improvement. 2y
implementing this new vision, P&G is trying to help solve some of the "ey sustainability
challenges the business community will face over the coming decades.
P&G Liitations# recoendation and colclusion
We all "now that P&G is one of the oldest brands and it is so common that at least of its products
is present at every home starting from the lower+middle class people and onwards. 6or the new
generation people, P&G should come with innovative ways of advertising so that they can hold
its previous customers, as well as attract some new one.
P&G should come up with more innovative products rather than ma"ing only improving their old
products. %t should create such products that people didnt even thin" about it, but after buying, it
becomes very useful for them. 9hough it has very successful products, it should always let the
customers "now about their presence and the improvements it is doing to ma"e the consumers
life easier and environmentally sustainable.
P&Gs products are more premium compared to its competitors. $ven if P&G is ma"ing very
useful products, if it is not reached to the right customers at the right time, it will be of no use. %t
should have a formidable presence through stronger distribution reach and with products across
price points. P&G mainly derives its sales from developed mar"ets. 8owever, it should also
ma"e some space in the emerging mar"ets and boost their product sales there.
P&G mainly focuses on household and personal cares. %t is improving these products very well,
but for the future, it can also focus a bit more on food so that it can serve variety to customers.
9o increase mar"et share, need to introduce a new product. P&G must improve an e*isting one
and e*pand mar"eting e*penditures on current products. P&G must create a good corporate
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culture phase by phase. %t must have a good communication and the e*ecutives must support all
employees.
P&G can solve its problems through building an organi(ation with the competencies,
capabilities, and resource strengths to e*ecute strategy successfully, 5haping the wor"
environment and corporate culture to fit the strategy and marshaling resources behind the drive
for good strategy e*ecution and operating e*cellence.
Eastly, while focusing on its top priority, sustainability, it should not slip bac" about the quality
of the product. Guality is what will ensure the customers to create value and build a strong
relationship. 9he pricing should also be done accordingly so that it becomes affordable for all. %t
ta"es pride in results from reapplying others ideas. P&G builds superior relationships with all
the parties who contribute to fulfilling our &orporate Purpose, including our customers and
suppliers, universities and governments. 2y creating a consumer product that targets main+
stream consumers with meaningful improvements and with no trade+offs, P&G ma"es positive
impacts in environmental sustainability and social responsibility.
$or presentation%
&eber '% P&G profile-(abaita
&eber )% P&G Sustainability Strategy-Tarannu
&eber *% P&G Products without Trade-offs + in short
!fro Copaction of Powder Laundry Detergents -
Tide Cold ,ater"--a.ib
&eber /% Delivering Sustainable Products through Life Cycle Assessent
!LCA"-Sa0id
&eber 1% P&G Liitations# recoendation and colclusion-Tanshi