Procter and Gamble – History, Brand Value, and Strategies

P&G (short for Procter and Gamble) is an American multinational brand that deals in consumer goods. P&G is perhaps one of the largest consumer goods companies in the world, and it has a worldwide market reach in almost all of the major markets.

P&G has a number of popular products under its brand, and the immense popularity of its products has made the brand what it is today. The brand is headquartered in Cincinnati, USA.

Procter and Gamble History

Procter and Gamble is an American producer of cleansers and other household essential items. The brand was established back in the year 1837. William Procter was an English candlemaker, and James Gamble was an Irish soap maker who decided to combine their organizations in Ohio in the year 1837. 

  • The 2014 Financial Report lists Pampers as Procter & Gamble’s largest brand. Pantene haircare products.

The initial days

The main element for the two items was animal fat, which was promptly accessible in the hog butchering point of Cincinnati. The organization provided cleansers and candles to the armed force during the American Civil War.

They eventually sold more of these items to the common public when the war was over. Among its initial items were the following: Ivory soap was introduced in 1879, the first ever synthetic detergent Tide was introduced in 1946, and the first-ever synthetic liquid detergent Joy in the year 1946.

They also introduced the audience to the first ever soap opera named The Puddle Family, and the term soap opera was coined because the brand sponsored it.

The rise of P&G

Since its inception, the brand has stretched out its product offerings to incorporate toothpaste, espresso, baking mixes, and tea. Gradually with time, the brand Procter and Gamble showcased items in a few significant areas.

The major areas were as follows: Professionally prescribed drugs, stomach-related guides, mouthwashes, toothbrushes, and toothpaste were kept under the health and wellness sector. The cleaning items, cleansers, paper towels, espresso, and nourishments were kept under the house and home section. 

Scents, antiperspirants, beauty products, shaving supplies, and hair styling were kept under the personal and beauty products. Diapers, tissue papers, purging items, and creams were kept under the baby and family section. They also had pet products which they kept under the pet care section. 

The organization has been one of the main American national sponsors. The brand has been one of the nation’s leading free product sample issuers.

Procter and Gamble Brand Value

As per reports published in 2015, the company’s business added up to USD $ 70 billion worldwide. The brand witnessed such a massive income because of the fact that it has several billion-dollar brands under its name in the global markets.

In 2016, four of the brands under the P&G brand name were positioned among the best fifteen personal care brands in the world. Gillette was the leader in the list, and the brand had a brand value of around USD $ 17 billion.

The brand has established such an image, and thus, the enormous brand value followed. This is mainly because the brand has invested a large amount in advertising its products on a large scale. In 2016, the brand spent roughly USD $ 8 billion on advertising campaigns. 

Procter and Gamble Brand Strategy

1 . Product strategy of P&G

P&G (short for Procter and Gamble) is an American multinational brand that deals in consumer goods. P&G is perhaps one of the largest consumer goods companies in the world, and it has a worldwide market reach in almost all of the major markets.

P&G has several popular products under its brand, and the immense popularity of its products has made the brand what it is today. The wide scope of the item portfolio of P&G can be described as below: 

  1. Beauty products: Skin and excellent care results of P&G are offered under this section. The brands under this portion are Olay, Safeguard, and Old Spice products. P&G offers items such as hair cleansers and hair conditioners under the brand names Pantene and H&S. P&G additionally targets exclusive markets by offering items like Olay products which claim to reverse aging.

2 . Grooming products: Procter and Gamble offer shaving care and machines such as razors, essentials, and aftershave lotions. The items are sold under the brand name Gillette which holds the main market position in the men grooming products section.

3 . Personal care products: The oral care items are marketed under Oral-B and other healthcare products such as Vicks. The items offered under the brand Oral-B are mostly toothpaste and toothbrushes.

4 . Homecare items: P&G offers homecare items under the brand Ariel and Tide. The items starting from cleansers, detergent powders, and liquid detergents fall into this category. Procter and Gamble additionally offer home consideration items, for example, deodorizers under the brand Ambi Pur, under Sara Lee corporation. 

  1. Child and family care products: P&G offers infant care items such as diapers and infant wipes under Pampers.
  • There is a dedication to integrity in every area of the business. P&G people have a tremendous trust in each other, but the ultimate judge is in the data, such as market share and productivity. 

2 . Pricing strategy of P&G

P&G follows a diverse pricing strategy for various brands under it. The cost of Procter and Gamble products generally relies upon the nature of the item and its market demand. P&G utilizes three distinctive price evaluating techniques in order to gain substantial revenue and get hold of a greater market share.

P&G follows a variety of pricing strategies. The pricing strategies are modeled on the major factors, such as the price of the product by the competitors and the demand for the product in the market. 

The brand has a separate pricing strategy when it comes to entering a new market. The brand will set the prices of the products at a lower rate so that the products and the sales are not affected by the competition of the target markets.

The brand has another special pricing policy which is targeted to the customers who can afford the premium product range. The brand sets a higher price range for premium products.

3 . Distribution strategy of P&G

The brand has established a distribution strategy so that it can cater to the ever-growing market. P&G items contact a wide crowd through retail stores, physicist shops, retail outlets, and general stores. 

DHL is the messenger specialist co-op of P&G items that guarantee strategic proficiency. The items are utilized by shoppers and devoured in enormous sums by organizations, for example, by various hotels and so on. 

There are approved vendors that take into account the requirements of this business and give them P&G items in a large amount. 

The items are additionally sold through P&G websites, and this facility is gradually expanding to most major global markets.

4 . Advertising strategy of P&G

P&G promotes its brands and products through various marketing and advertising strategies such as direct marketing, public relations, and personal selling. Procter and Gamble use television, print, and online media to promote the brand through advertisements.

The brand has roped in many celebrities for its product promotions. It has capitalized on internet marketing by launching its own website. It serves as the place where a consumer can find information about the products and purchase their products.

The company uses direct marketing to sell its products to its corporate consumers. Personal selling is applied when a new brand or a new product of an existing brand enters the market. P&G gives sponsorships for various TV shows and events under its public relations activities.

  • In 2021, 73% of our consumer packaging is recyclable or reusable, and we continue to work towards 100% recyclable or reusable consumer packaging.


P&G has come a long way since its inception and has made its spot among the largest consumer goods brands in the world. In spite of the tough competition in the US markets and the global markets, the brand has managed to build a brand image that speaks for itself. P&G has become a global household name and has paved the future market for new brands to pop up.

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