P&G Strategic Management: A Detailed Analysis

Question

Task: Conduct a detailed analysis on P&G strategic management and write a report under 6500 words.

Answer

Executive Summary
The report focuses on the P&G strategic management which is one of the largest consumer goods companies that operates in world market. The company has more than 165 brands that are sold through retail and departmental stores. P&G uses different channels of communication for advertising its products. It uses Noticeable Superiority Strategy for gaining competitive advantage in the industry. By the year 2030, 80% of its operations will adapt sustainable practices. The external environment of the UK is uncertain due to Brexit and Covid- 19 while the industry rivalry is high- moderate. The products of P&G are segmented nearly too all market segments while the company targets high- and middle-income earners of the society. Positioning of the products is related to advertisement that appeals to the customers. The company maintains customer relations through “customer impulse” and online magazine for 50 plus women. The global approach through its various product categories forms one of its strengths while inefficient customer relationship strategy is the internal weakness of P&G. The customer has uplifted many lives through its social responsibility and aims at global upliftment by 2030. It is recommended that the company should build strong P&G strategic management for maintaining its relationships.

Introduction
Business organizations manage their objectives and achieve their targeted goals through P&G strategic management. In recent times, market changes frequently unlike the earlier periods. Thus, it implies that companies should be flexible for implementing changes in alignment with the demands and preferences of different stakeholders (Ansoff et al, 2018 P3). Aspects like skills, organizational culture, and employee base are some of the important factors that influence the achievement of targeted objectives. Proctor and Gamble (P &G) are one of the companies that have successfully adapted P&G strategic management for attaining organizational objectives. William Proctor and James Gamble founded the corporation in 1837 with its headquarters at Cincinnati, Ohio. In recent times, David. S. Taylor has been the CEO of the company from 2015 to till date. The company produces, manufactures, and markets different product categories and operates in various continents like Asia, Europe, India, Middle East, Africa, Latin, and North America. P & G operates in 180 countries with 5 billion customer base that contributes to the net sales of $65 B (Proctor & Gamble, 2020b).

The company has 165 brands that are divided into product categories of fabric, home, baby, feminine, family, grooming, oral, personal, and skincare. At the initial stages, the company was established to sell soap and candy but in recent times, the company has diversified into different categories. Therefore, P &G has become one of the largest consumer goods companies in the world (Proctor & Gamble, 2020b). The company has a clear vision of creating value through in different products categories.

It has incorporated sustainable practices thereby adopting social-environmental techniques for providing its customers with huge product categories that have raised living standards in many emerging markets of the world. P&G strategic management reaches its world customers by marketing and advertising through different media channels (Proctor & Gamble, 2020b). Therefore, marketing is a strong component that helps the firm to reach its broader audience in less time. This report will analyse the P&G strategic management through various theoretical models.

Figure 1: P& G product Categories
(Source: Proctor & Gamble, 2020a)

Role of Strategic Marketing, Marketing process
P&G strategic management involves planning, development, and implementing strategies for attaining long and short-term objectives (Dhir, 2019). In planning the marketing strategies, the companies aim at satisfying the customer needs that further increases the profitability. Strategies can be planned through 4ps of marketing that are product, promotion, place, and price (Murer and Bonati, 2010).

Product
The product or the services are aspects through which the companies conquer new markets/ old markets with new products. In this view, P&G strategic management has developed more than 165 products in 10 different categories (Proctor & Gamble, 2020a).

Baby care- Diapers like pampers, Luvs, and All good.

Fabric Care- Laundry Detergents like Ace, Ariel, Tide, Bounce

Family care- Paper towels like Bounty, Charmin, and Puffs

Feminine care- Sanitary napkins like Always, Always Discreet, and Just.

Grooming- Personal grooming like Gillette and Braun.

Haircare- Haircare products like Aussie, Head & Shoulders, and Herbal essence.

Home Care- Home cleaning products like Cascade, Comet, Ambi Pur

Oral care- Dental care like Crest, Fixodent, and Oral-B.

Personal Health care- Personal health care products like Vicks, Pepto Bismol.

The company has been planning to innovate new products that will use artificial intelligence for its operations and shapes the P&G strategic management.

Price- Manufacturing companies that produce FMCG products often target premium and value customers and thus, sets the prices to meet the requirements of both income classes. In the UK market, the company sells both premium and value products that are priced at economic and premium prices.

Place- P&G sells its products through different distribution channels like retailers, small shops and sampling in market places. Since the company has a large variety of products, it is difficult to sell it directly to its customers. Thus, big retail outlets, small departmental stores, and sampling are used as channels for reaching to its customers.

Promotional – Promotional activities forms the basis of the market strategy, thus it can be evaluated through promotional mix strategies of P&G strategic management. The company uses different aspects of the promotional mix for brand awareness amongst its customers located in the UK.

Advertising- Television, online marketing like Google Ads and the use of Social media as well 

Sales promotion- Discounts and promotional offers

Public Relations- Trade fairs, exhibitions, customer relations.

Personal Selling- Deploying staffs in a big retail store for boosting sales

Direct Marketing- Direct marketing is done only through sampling in market places and retail outlets.

The P&G strategic management is based on three objectives that are innovation, product development, and improvement in life.

Product Development- the Company aims at product development thereby enhancing the lives of customers located in various regions.

Innovation- Innovation is the heart of the P&G strategic management through which new methods in operations are integrated and products are developed every year to gain higher brand awareness. In recent times, the company has been investing in the manufacturing of FMCG products that will operate through Artificial Intelligence, for instance Lumi- smart diapers.

Improvement in Life- The products are developed in each category, at prices affordable by all classes to uplift the living standards of the regions.

Marketing Process
The P&G strategic management process revolves around the Noticeable Superiority Strategy through which the company builds a competitive advantage over its competitors (Proctor & Gamble, 2018). The strategy involves five elements that are

Products- They produces superior products through which the customers recognize the differences.

Packaging- The products are packaged in superior quality material through which brand equity and values are conveyed to the customers. The attractive packing enhances sales of the products.

Brand Communication- Brand communication is done through advertisements and promotions through various media channels. The promotions and advertisements involve different emotions of the customers like happiness, motivation, talking, and others. This helps the customers connect with company and thus, contribute in brand awareness and increased loyalty amongst customers (Proctor & Gamble, 2018).

Retail execution- The Company has a clear vision of reaching a huge customer base. Thus, retail execution is done by displaying the right products, appropriate coverage, merchandising and pricing. The online content is also sorted with offers, reviews, right content while also designed for user-friendly search.

Customer Value Equations- the P&G strategic management aims at providing superior products to its entire customer thus; pricing is maintained considering requirements of income classes.

Figure 2: Noticeable Superiority Strategy
(Source: Proctor & Gamble, 2018)

Thus, the firm aims at achieving all five elements in Noticeable Superiority Strategy for achieving growth in P&G strategic management and creating value amongst the customers.

Figure 3: Noticeable Superiority Strategy
(Source: Proctor & Gamble, 2018)

Linking of Market Strategy to Corporate Strategy
Linking marketing strategy with the corporate helps in developing sustainable living patterns. The corporate strategies involve sustainable practices in production and manufacturing that benefits both the environment and social communities (Dornyo, 2020 P34). The company has envisioned new strategies for adopting sustainability for improving living patterns in the UK and around the world.

In the environmental strategy of 2030, P&G strategic management has planned to create value with positive impacts on the environment and society. It has aimed to address two important issues that is diminishing natural reserves and growing consumption (Proctor & Gamble, 2020d).

Improving the livelihoods of Farmers-
Palm oil is a key raw material for the majority of its products. P&G strategic management is implementing local programs for encouraging responsible agricultural practices thereby improving the livelihoods of farmers.

Ending Plastic wastes- Collaboration with companies to produce environmentally friendly packing materials. They are also planning for sustainable discharge of industrial wastes.

Protecting water: They partnered with many companies to promote water-saving and storage in various regions of the UK and worldwide. In this strategy, P&G strategic management addresses to solve residential energy consumption, GHG emissions while managing water crisis in urban areas (Proctor & Gamble, 2020d).

Recycling products: Pampers recycles the used diapers for making bottle caps and viscose. The company has partnered with German companies for producing Head and Shoulder bottles that are made with 20% of beach plastics. P&G has integrated plastic-free packaging for old spice and secret deodorants (Proctor & Gamble, 2020c).

Power consumption: P&G has planned to use 100% renewable sources of energy while adapting processes that will increase water efficacy by 35% (Proctor & Gamble, 2020d).

Saving energy consumption through efficient products: It was noticed that household activities like washing and cleaning requires high energy consumption in many urban areas of the UK and worldwide. Thus, Ariel and Tide contain ingredients that reduce time, energy, and money.

Therefore, the company is aiming to adopt 3Rs of sustainability like recycling, reduce, and reuse.

Strategic Marketing Planning- Porter’s Five forces Model and PESTLE
Strategic Market Planning helps in analyzing the external market environment for surviving in the market and reflects on the P&G strategic management. Thus, external market environments include PESTLE and Porter’s Five Forces Model that analyses the competitive environment and other external factors that might impact the survival of the company

PESTLE
PESTLE analysis refers to social, environmental, political, technological, legal, and economic that forms the physical external environment that might impact the profitability of the organization.

Figure 4: PESTLE
(Perera, 2017 P 2)

Political- There is two major aspects like Taxes and Political stability that forms the political environment of the company (Perera, 2017 P 2). In this scenario of P&G strategic management, governments can increase or decrease corporation tax and implement employment laws that impact the profit margins of the firms (Thomson Reuters, 2020). In this view, Brexit implementation at the end of 2020 might impact the supply chain of P&G. As a part of the European Union, the company does not pay taxes on the imports and exports of goods across the nations (Hilton, 2017). If Brexit is implemented with NO- Deal then P&G’s cost of operation will increase.

Economic- The economic factors for P&G strategic management relate to the levers that drive the nation towards path of growth and development. These economic levers include growth, interest, unemployment, inflation, and exchange rates (Rastogi and Trivedi, 2016 P385). It was noticed that economy of the UK was slowed down from 2016 and contracted in the second half of 2019. After the Brexit decision, the economy has managed to increase its GDP by 1.4% in 2019 compared to 1.3% in 2018 (Verdict media, 2019). However, the economy is expected to fall negatively by -6.5 % due to the outbreak of COVID-19 while it might grow at 4% by the end of 2021 (Nordea Trade, 2016a). Thus, it can be said, due to Brexit and Covid-19, the business environment of the UK is uncertain and may impact the survival of many companies.

Social- The social factors include taste and preference patterns, demographic structure, education, and other aspects that reflect the lifestyle of individuals (Vallati and Grassi, 2019 P67). The companies align their products and services according to the social factors for surviving and earning profits in the region. In Feb 2019, it was noticed that Pound fell due to which demand for FMCG products was also impacted. The outbreak of Covid-19 has resulted in demand fall while only essential commodities are purchased by residents due to lockdown in the country. Thus, changes in the economic pattern, the demand for some of the products along with the P&G strategic management will be impacted.

Technological- The technical advancements in the country impact the operations of the companies. Some companies gain operational efficiency due to high technological advancement in the nation (Vallati and Grassi, 2019 P67). In the view, the technology of the UK is high as compared to the EU. Thus, Brexit will not impact the tech sector so P&G will gain technical assistance for developing its smart FMCG products (The Telegraph, 2020). The company has planned to develop smart toothbrushes, diapers, skin treatment devices, and many others.

Legal- The legal factors relate to the laws and regulations by the government like taxes, employment laws that increase the cost of operation whiles lower the profit margins of the commercial units (Rastogi and Trivedi, 2016 P385). In the UK, there are laws like The Equality Act 2010, National Minimum Wage law, Value Added Tax Amendment Regulations 2018, and Payment Regulations Services 2017 which have to followed by the commercial units for surviving in the country. However, P&G is a bigger brand and abides by the legal policies for its success (Nordea Trade, 2016b).

Environmental- Many commercial units pollute the environment in which it operates. Thus, environmental laws and policies of the region should be followed for sustainable operations (Rastogi and Trivedi, 2016 P385). However, P&G strategic management has already adopted environmentally friendly techniques and plans to develop sustainable operations by 2030. As mentioned above, many activities have been planned by P&G strategic management that will promote water storage, zero use of plastic, and products that consume less energy (Proctor & Gamble, 2020c).

Thus, by analyzing the PESTLE, we conclude that uncertainties like Covid- 19 and Brexit might hamper the profitability of P&G strategic management in the short run. The majority of the factors in PESTLE will be impacted after Brexit and end of the pandemic, thus, P&G should be prepared for managing the after-effects of the uncertainties.

Porter’s Five Forces Model
Porter's Five forces model for P&G strategic management helps in determining the competitive strength in the industry.

Figure 5: Porter’s Five Forces Model
(T. Pham., D.K. Pham, and A. Pham, 2018 P 37)

Threats of New Entrants- In the industry technology advancements and introduction of new products pressure the existence of other firms in the market. The technical innovations by firms helps in reducing costs and adopting new pricing strategies that impacts the profitability of the existing companies thereby increasing the competitiveness in the industry (Perera,2020 P2). In this view, P&G strategic management has been investing in the innovation of new products and provides the customers will value pricing, Thus, it becomes difficult to replace the brand loyalty of P&G products.

Bargaining power of Suppliers: In the industry, where the raw materials are scarce and only a few suppliers are present the bargaining power of suppliers is high. On the contrary, in the industry like FMCG, suppliers in huge numbers are present in the region (Perera,2020 P2). Moreover, Companies like P&G strategic management procures products in large quantities that also awakens the bargaining strength of suppliers. As mentioned, the presence of suppliers sufficiently also weakens their strength.

Bargaining Power of Buyers: The bargaining of power is strong when the industry is dominated by many firms selling similar products. In current times, in retail outlets, consumers purchase products that have high discounts (T. Pham., D.K. Pham, and A. Pham, 2018 P 37). Thus, P&G sells and produces similar products to Unilever, therefore, Unilever may offer a lower price than P&G. In this scenario, pricing strategies should be altered and provision of free sampling can be included for some of the products that will boot brand awareness. Pampers provide free samples to infants due to which sales have increased. The bargaining power of buyers is moderate.

Threats from Substitutes: The availability of similar products in the same or more price increases the threats from the substitute products. In the FMCG sector, the many brands are available that sell similar products thus, raises the competition. P&G can increase the switching cost of the customers by understanding the needs and requirements. P&G strategic management should focus on building customer relations that will be beneficial for surviving in the highly substitute markets. Thus, the threats from the substitute products are moderate.

Rivalry: Highly competitive market increases the rivalry amongst the competitors (Humphries and Gibbs, 2015). In other words, the products of P&G are sold by other brands with more or less the same discounts and offers. Thus, occasional discounts on personal products will help in differentiating its products from other competitors. In the FMCG industry the rivalry is high.

The five forces of the model by Porters' have analyzed that moderate to the high competition is prevalent in FMCG markets of the UK. Thus, P&G has planned new strategies to sustaining its customer base in the long run.

Segmentation, Targeting, and Positioning (STP)
Figure 6: Segmentation, Targeting and Positioning
(Dolnicar, Grün and Leisch, 2018)

Segmentation
Segmentation for P&G strategic management refers to the segregation of the consumer base based on demographics, Psychographics, Geographical and Behavioural factors. P&G has segregated its market on all the different types (Dolnicar, Grün, and Leisch, 2018). In the market of UK demographics, Psychographics and Behavioural are majorly dominated. In the demographics, aspects like age, gender, income, family, and many other factors are included. P&G has produced goods for each section, for instance, for infant and kids, pampers diapers, Crest (a type of toothpaste) are available. The company offers different brands of sanitary napkins for women while male perfumes are manufactured for men customers. Products like Puff Plus tissues and detergent powder are available in all sizes and packs are manufactured for satisfying family and individuals need. It can be said that P&G strategic management has a clear vision to reach a larger customer base thus; it has designed and created products to meet the requirements of all customers.

Targeting
In the targeting strategy, markets that provide higher profits are largely targeted. The companies target those market segments that will provide a faster return on investments (Padgett and Loo, 2019). In markets like the UK, daily use products offer volume sales as it is used by the majority of the population. In this view, the P&G strategic management has targeted customers from the middle and upper classes. Thus, product categories like personal, home, fabric, oral care suffice the needs of the entire population belonging to higher middle- and low-income classes. However, some premium products like Gillette and Boss are created to target high-income classes. The company was established only to sell soaps and candies but has invested in diversified products for each market segment. 

Positioning
Positioning in P&G strategic management refers to the presentation of the products in a way that the customers are attracted to. In other words, marketing and packaging are essential after segmentation and targeting are done (Padgett and Loo, 2019). In the FMCG industry, high competition prevails in the market, thus, the companies should emphasize on unique selling proposition for attracting the customers. In this view, P&G products are advertised with emotional stories providing solutions to the problems of the customers. This helps in boosting sales as many of the competitors lack creative marketing advertisements techniques. The company donates some portion of its profits to less privileged classes. They invite consumers to also donate by purchasing the commodity. Thus, the technique helps raise funds and sales volume for its products. Additionally, the company FMCG giant that innovates its products and presents the same to its customers. For instance, Ariel is manufactured with ingredients that will save time, money, and energy (power) of the customers. This USP is advertised for increasing its customer base.

Benefits of Relationship Marketing
The companies initiate strategies for maintaining customer relationship that helps in building brand awareness and increases loyalty amongst the consumers. (Putz, 2019 p6). Multinational firms need to keep pace with changing customers' demands and requirements. Many firms have developed CRM for gaining in-depth knowledge about customer requirements while also encouraging consumer suggestions (Steven and Richard, 2018). Since, technology is the heart of P&G, it maintains customer relationships through digital platforms. The company obtains data through "Consumer Pulse" which acquires customer analytics from social media, blogs, direct conversations which further impacts the sales and brand values of P&G strategic management (Smart Data Collective, 2019).

To enhance its customer relationship, P&G launched its digital magazine named "women of a certain age" for the women customers that are aged above 50 years. To embrace the confidence of 50 plus, the platforms share beauty tips that can be followed by using P&G products like Olay and Pantene (Brunsman, 2016). The magazine operates under Victoris.Co.UK that advises tips for beauty and health for women aged 50 or above. To increase participation by the customers, the company provide discounts and coupons through registration scan be increased.

The company uses digital platforms like social media for encouraging customer participation. Thus, customer involvement in the quizzes and activities organized by P&G helps in building long-term relationships and boosts the P&G strategic management. In 2019, the company had rolled out new perfumes named Secret. It launched a campaign for the product that invited the 10 women customers to share their stories in advertisements (Brunsman, 2019). Therefore, advertisement and campaigns that invite customer interactions also help in building relationships that further increases sales volume and brand value.

Growth Opportunities in Specific Market Using Ansoff Matrix
The Ansoff Matrix is also known as the product or market expansion grid. There are four quadrants of the matrix that include Market development, Diversification, Market penetration, and Product development (Planellas, 2019 P4).

Market Development refers to targeting new markets with exiting products. In this strategy, the companies may use different media channels for marketing and advertising its product in a new market (Mukherjee, 2016 P75).

Diversification refers to investment in new lines production in new markets. This strategy for P&G strategic management has many risks and opportunities for the company (Khan, 2018 P 130).

Market Penetration refers to the development of a market strategy for strengthening the growth of existing customers. In this strategy, the company might introduce loyalty programs or introduce price cuts for higher brand awareness in the same market.

Product Development refers to the development of product strategies that may include repacking or adding some new flavours and variants to the existing products (Khan, 2018 P 130).

In the Ansoff Matrix, diversification strategy will be beneficial for the P&G strategic management. the company has already planned in producing innovative products with Artificial intelligence. Thus, the introduction of new products to new customers will help P&G in gaining higher competitive advantage in the retail industry.

Marketing Strategy Options using BCG matrix
BCG matrix based on the P&G strategic management is the product portfolio matrix by Boston Consulting Group. The matrix was designed to help companies in reaping growth opportunities by reviewing its product portfolio. There are four quadrants of the matrix (Planellas, 2019 P102).

Figure 7: BCG Matrix
(Planellas, 2019)

Dogs: These are products or services that have slow growth or low market share. The DOGS should be removed as they drain the resources of the company while increasing their costs (Curuksu, 2018 139). In this view, many products pet food, Zest, Camay, Pringles, Crisco vegetable oil was sold by P&G as these products have a lower market share as compared to other brands of the company (Morgan, 2015).

Question Mark: These are the products with a high growth rate but placed in low market share. These products can be a star or dog depending on the firm's strategy for increasing the brand value of these products. In this view, many premium products of P&G are placed in low market share due to which sales of other categories are also impacted. It can be said that P&G strategic management focused on strengthening the growth of premium products. Due to this, the focus from home cleaning and personal care was diverted which impacted its sales volume. P&G should place premium products high market share for strengthening its profitability in the premium range.

Stars: These are the products with high growth and are placed in high market shares. The star products generate a high Return on Investments as compared to other product categories (Curuksu, 2018 139). Tide and Gillette is the star products of P&G strategic management. in markets of the UK, Italy, and Spain, these products are placed with high prices and earned huge profits for the company.

Cash Cow: These are the products that have low growth but with high market share (Hague, 2019 P 9). These are mature and established products through the company earn steady profits. In this view, many products like Pampers, Lynx Deodorants, and paper towels are some of the mature products of P&G. These products are demanded and sold to a large extent thereby help the firm in building a competitive advantage.

Strategic Marketing Objectives
P&G strategic management thrives over innovation for differentiating its products from that of competitors. However, many of the products like home and personal care have similar substitutes in the UK market. It should expand its innovative strategies in product development for gaining higher brand preferences. They should increase their loyalty programs that will also increase the customer base in the UK as well as other emerging markets. The company can include more products in its 10 categories that will widen its market base.

The company has innovative strength that can be used in gaining a low cost of operations. This will help the company to introduce some of the categories at a low price that will attract valuable customers. Their oral products can be samples in rural and underdeveloped areas that will help improve hygiene in less privileged societies. As an activity of Corporate social responsibility, the company can manufacture small packets of detergent and other cleaning products for improving living standards in underdeveloped societies of the UK.

Analysis of Internal and External Environment
In the external environmental political, economic, and social factors are included. They play a major role in the sustainability and profitability of the companies (MacLennan, 2017). In the UK, Brexit is one of the political and economic factors that have impacted many firms and retail companies.

Economic Factors: After the Brexit vote, the British pound dropped that further impacted purchasing power capacity. Therefore, the demand full had major impacts on retail products P&G. Since the customer base is comprised of mostly value customer, regular product categories ate impacted more than the premium range.

Political and Social: UK is experiencing a fall in GPD due to the Brexit vote. It is estimated that with No- deal between EU and UK will impact the supply chain of P&G as tariffs and taxes will impose during imports and exports across the boundaries of Europe (BBC News, 2019). Much small business and retail outlets will be shut due to import duties. This will also impact the distribution channel of P&G strategic management.

The outbreak of Covid -19 has also impacted the business of many big retailers and small departmental stores. The government has locked down commercial activities and only essential services are operative. Thus production, manufacturing, and transportation of the P&G strategic management are highly impacted by the pandemic (PWC UK, 2020). It is assumed that the GDP of the country will fall negatively during the pandemic situation and the economic crisis will remain at the end of 2020.

Analyzing Internal Strengths and Weakness (SWOT)
SWOT helps in analyzing the internal and external factors that impact the success of the firms. SWOT is an acronym for Strength, Weakness, Threats, and Opportunities (Kohne, 2019 P9). However, internal aspects like Strength and Weakness will be discussed concerning P&G strategic management.

Strengths

• P&G has high brand awareness in regions of the UK and the world Market.
• It is engaged with more than 165 brands that cater to different requirements of the customers.
• It has huge capital and resources that help market expansion.
• It has a customer base for more than $5 billion.
• Its products have a global reach that increases their customer base.
• Diversified product categories help to target each market segment.

Weakness

• Customer relationships are weak.
• Employee engagement activities are Low.
• Presence of market substitutes that threatens brand visibility of P&G.
• Food categories are still not explored by P&G.

Marketing Themes (Local, National, and Global)
The marketing strategies of multinational firms are aligned with local, national, and global themes.

Improving Living Standards of less privileged: P&G has designed a program named Child's Safe Drinking Water (CSDW) through which it provides clean water billion of children and communities. The P&G strategic management has innovated purification packet in the UK through which dirty water can be used for drinking purposes.

Figure 8: Purification Packet
(Proctor & Gamble, 2020e).

In the year 2004, it delivered 13 billion liters of safe drinking water to many households, schools, and colleges. By the year 2020, approximately 15 billion liters will be delivered to rural and urban areas. The company launched a campaign named "1 pack Pampers + UNICEF= 1 vaccine" through millions of newborn children who were saved in 20 countries (Proctor & Gamble, 2020e).

Relief programs in Disasters: P&G strategic management has contributed £750,000 to organizations like CARE, Red Cross, Save the Children, and many other non- profit units. In 2017, approximately 5000 hygiene kits were provided to flood-stricken areas in Malaysia (Proctor & Gamble, 2020e).

Sustainable development: the company has planned to use 100% renewable source for fulfilling its energy consumption. It has partnered with many companies to innovate practices through which residues from the factories will not be discharged into rivers. Additionally, pampers have been recycling used diapers for producing bottle caps and viscose. The company has planned to use 20% bleach material for Head & Shoulder Bottles. 

Conclusion and Recommendations
 The report has analyzed the P&G strategic management suing different theoretical marketing concepts. Large Multinational companies adopt unique strategies for market expansion in local and global markets. P&G uses a Noticeable Superiority strategy for gaining a competitive advantage in the retail industry. Innovation is one of the major strengths due to which the company has produced energy-efficient products. Technology is extensively used for manufacturing, designing, and also maintaining customer relationships. Additionally, P&G has planned to adopt many sustainable practices that will benefit small communities and big corporate societies. In its operations from 31 years the company has divested in many nonperforming categories while also earned huge profits by placing high priced products in emerging countries. It is recommended that P&G strategic management should plan new strategies for direct building customer relations who help in retaining the present customer base. It is also recommended that food categories should also be explored by the company for increasing brand awareness in the UK and other emerging markets. It is concluded that P&G follows a sustainable corporate strategy due to which it has conquered the global market.

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