Sustainability Approaches for Proctor & Gamble

1. Introduction:

Procter and Gamble is an corporation which produces diverse products, and its own ambition is to reach the consumer's demand. P&G commenced in the 1911; with the theme of development by producing each time another product. For every product they go through three periods. The first stage was to make ground breaking needed products; the second was to move forward with the successful products with ideal quantities; and the third is to have more purchases of capital to expand the company. These three levels preserve the success of P&G.

P&G is a multinational organization with 156 branches in more than 70 countries. There are three main development centers, the first centre is within Germany in which paper products like 'Always' and 'Pampers' are developed. The second reason is in Brussels, used to develop detergents. The last center can be found in the United Kingdom where cleaning soap and shampoos are developed.

P&G's environmental knowledge department plays a unique role to ensure that their products are safe to use for the consumer as well as for the environment. Environmental safety can be an internal part of the quality that P&G develops into its every product. The Company is committed to produce best value of products to refine the consumers of entire world.

The company's genuine performance could be deduced by looking at its 2009 Total annual Record. Its worldwide world wide web earnings for the year 2009 were 13, 436 million buck, which is 13. 61% increase over the prior year. It offers total resources of $134, 833 million and liabilities of $71, 451 million. P&G has been paying a dividend for 120 consecutive years since its incorporation in 1890 and has increased its dividend for 54 consecutive years at an total annual ingredient average rate of approximately 9. 35%. That is an evidence of how much consumers demand P&G's product and exactly how this initiates the company to develop 300 brands to satisfy five billion consumers all over the world.

Alan G. Lafley became chairman of P&G in 2000, he managed to get clear that he sought innovation "across the spectrum"-in how the company invents, market segments, companies, and distributes its products.

2. Methods

2. 1 Data collection methods

We get the info from the documentary analysis of the P&G which come from the website of the P&G. The info is easy seen in the internet. P&G's annual plans are of help in the study. At the same time, we keep contact to P&G via messages. They give us home elevators the program of the business's development.

2. 2 Issues and challenges

Biases - different comments of P&G in massive aspects, often find data from some corporation within the P&G. that circumstances may cause biases, which affect comments to become less objective and even flattery. It really is significant to tell apart the information because possibly feedback using one aspect could go reverse and cause dilemma.

Detailed source of information constraints - it is not difficult to acquire basic information about P&G. However, it had not been easy to search details and depth objections. Although, joining P&G for details may work, yet it cannot be certain that the ideas gained from P&G are 100% goal and real.

Collecting from dispersive information - most resources is dispersive. This means much time eating and less efficiency. Also some information may mislead suggestions to somewhere incorrect.

2. 3 Analysis

Through the evaluation of company's annual report, we realize the performance of P&G. in line with the structure and culture of P&G, we can forecast the development foreground. We measure the methods to management and management. We use the view of your manager, trying to give out a better way. We derive from management guidelines and analysis the existing business design. P&G has a unique pattern available management that was extensively praised by consumers.

3. Business strategy, quest and goals

3. 1 Introduction

P&G products touch the lives of folks about the world billion times each day. This is really because P&G provides products of best value to improve the lives of all consumers about the world. This brings about sales, earnings and value creation, between your company and the consumers in which they operate to prosper. Its business is split into three global models: beauty, health and well being, and household attention. It also makes pet food and water filtration systems and produces soap operas. Some products of P&G's brands are billion-dollar retailers, including Gillette Fusion, Always, Braun, Bounty, Charmin, Crest, Downy/Lenor, Folgers (which it reportedly designs to spin off), Gillette mach 3, Iams, Olay total, Pampers, Pantene pro v, Pringles, Tide lemon & jasmine, and Wella, among others. The above products were described by Robert N. Lussier(2009) in annual record 2009.

The P&G contains over 138, 000 employees employed in over 80 countries. It started out as a little, family-operated soap and Candle Company which now not only provides products but also focus on services of best quality and value to consumers in more than 180 countries. In P&G, they are focusing their efforts on where they can maximize important difference in both environmental and cultural Sustainability. Corresponding to Andrea Redmond's (2010) research, their determination commences with P&G's Goal, values and key points, where Sustainability is inlayed, and manifests itself in a systemic and long-term way. They try to make their company better.

3. 2 Mission and goals

In 2007, P&G implemented five strategies to Sustain goals for the future. In March of 2009, P&G made a improvement to stress their commitment to achieve more significant goals. The five strategies are as follows


Products: Delight the buyer with sustainable improvements which increase the environmental profile of the merchandise.

They have developed the market which was at least $50 billion in cumulative sales of "sustainable invention products, " and products that have an improved environmental account.

Strategy 2

Operations: Enhance the environmental profile of P&G's own functions.

An additional 20% decrease (per unit production) in CO2 emissions, energy intake, water consumption and disposed waste from P&G plant life, leading to a complete reduction above the decade of at least 50%.


(percent reduction per unit production)


July 2007


July 2002

Energy Usage



CO2 Emissions



Waste Disposal



Water Usage



Strategy 3

Social responsibility: Improve children's lives through P&G's cultural responsibility programs. Enable 300 million children to have, Learn and Thrive. They prevented 160 million days and nights of disease and also kept 20, 000 lives by providing 4 billion liters of pure water for the Children's Safe NORMAL WATER program.

Strategy 4

Employees: Engage and equip all P&G employees to build Sustainability thinking and practices into their each day work.

Strategy 5

Shareholders: Plan the future by working transparently using their shareholders in order to work with flexibility to innovate in a dependable way.

Beside the five strategies, they have got several goals on the marketplace.

1. Designed to Matter

In P&G, they target the Sustainability initiatives on improvements that matter, to make the most important impact they can.

2. Purposes, prices & principles

P&G's Purpose, Prices & Principles created their shared perspective, a common sets of action and their values about the business and its potential.

3. 3 Marketing strategy

Many people think that multi-brand strategy will cause a predicament that inside competition happens, but P & G thinks that the best strategy is to compete with their own product. Gary Armstrong (2009) said it is because the market overall economy is a competitive overall economy, while its competitors to develop new products to share the market. As their concern themselves and triumph over their own, so that their products brands may occupy an alternative market, in order to consolidate its command position.

1. Differentiated brands

If P & G's multi-brand technique to be realized as simply more brands, it would be incorrect. Actually the quest for similar products, the differences between different brands, including features, presentation, promotion, etc. , to form each brand distinctive, such as Procter & Gamble brand strategy so that every brand has its development, the marketplace won't overlap, and it will not lead to advertise its brand in the buyer confusion. What above are backed by Piero Morosini (2005)

2. Manufacture of USP

According to the report, USP means unique reselling proposition. It is proposed by the American advertising master Rosser Reeves (said Brent Green 2006). Marketing concept: the key of its content: Advertising should be according to the characteristics unique to the buyer for rhetoric, and allow consumers to believe that this feature is unavailable to others or others not brought up. These features may bring tangible advantages to consumers.

3. Unique way: numbers brands in a single organization

As Michel Philippart (2005) and Hangzhou da Xue's (1994) analysis, multi-brand strategy is very hard to achieve success. While a single image of the brand expansion strategy to aid the unity of management, reduce marketing costs, easy-to-be customers to simply accept, but it isn't guaranteed, because of a branding, the simple formation among consumers set image, leading to the customer's mind-set is not conducive to the expansion product.

4. Overall structure:

The Procter & Gamble Company (P&G) is divided into three main worldwide systems, which are home treatment, beauty and grooming and health and well-being (Marketing mag: 2009). Every models' statement is sent to Susan E. Arnold, who have been marketed from vice couch of P&G's beauty and health section to the position of chief executive of global sections. The beauty treatment section is also managed by Susan Arnold. P&G has restructured its hierarchy of top executives, who include Arnold, to be able to meet the changing needs of their larger, more versatile and faster-paced global business. Lafley, who is the chairman of P&G, announced that 'P&G has practically doubled its business since 2000 with the acquisitions of the Clairol, Wella mane worry businesses and Gillette. The change in structure is designed to meet up with the needs of a more substantial business that is also producing new initiatives faster than in the recent' (Balendu: 2007).

Initially, P&G handled its international functions via an international division of foreign enlargement, very much the same many other multinational enterprises. A variety of products were determined to match national differences and choices. Consequently, a profile, consisting of subsidiaries, run by country general managers was founded. However, this management structure may lead to two basic problems. First of all, the cost of functioning these subsidiaries is high, and subsequently 'the ferocious autonomy of nationwide subsidiaries prevented the global move out of new products and technology advancements' (Lin, 2008: 9). Therefore, P&G needed technology in the subsidiaries management composition. It concluded that the matrix framework, where subordinates report to more than one superior (MacKenzie, 2002:22), is a better choice for P&G, as it allows authority to be stored at lower levels. However, most businesses could have some difficulty putting into action this Matrix composition into their firm since it is difficult to organize multinational activities through this intricate structure. For instance, dual reporting can lead to disagreements and confusion and a possible overlap of duties. This may lead to a loss of accountability and wastes time. Through time P&G has been aiming to optimize its composition. The current structure resulted in a culture within P&G, that was viewed as gradual, conformist and risk-averse (Lin, 2008:11). This led to a decrease in productivity and a rise in inefficiency in the organization. Additionally, these factors would slow down the decision making process and reduce the competitiveness of the company. Although, the management composition of P&G seems imperfect at the moment. However, the Procter & Gamble Company is still a giant in the area of consumer goods and the key maker of home products in america. P&G runs its business in over 80 countries throughout the world and has around 300 brands in more than 160 countries. The matrix structure helps P&G develop its global business framework into more specific areas. As a result, the company is becoming more flexible to improve within market competitions and the several expectation of P&G.

The final stage of concluding the innovation process of management framework is to convert the formal composition and duties of the business. For example, the global sections of P&G were established in order to control product development, creation and marketing with their respective categories all around world. Furthermore, global business service systems were established to organize with the transactional activities such as Accounting, HR, IT, etc. 'Removing bureaucracy and increasing accountability is another main target of composition change' (Bartlett, 2004: Chp 4).

The Procter & Gamble Company's commercial structure has been mainly reliant on worldwide subsidiaries and merging. During this time period of restructuring, P&G has prolonged its lively acquisitions pace. For example, P&G inserted the European muscle and towel market through the purchase of Vereinigte Papierwerke Schickedanz AG's European tissue device and added the luxury fragrance business of Giorgio Beverly Hillsides, Inc. Inside the same year, P&G returned south African market following the lifting of U. S. sanctions. P&G has transformed its geographic management structure gradually. Because of this, P&G has divided its functions into USA and other countries, which mainly includes four locations North America, Latin America, Asia and Europe/Middle East/Africa.

P&G announced a new restructuring initiative in Sept 1998. An integral factor of the restructuring was a move from an organization centered surrounding the four geographic parts to one centered on seven global business parts based on products: Baby Health care, Beauty Care, Cloth & Home Health care, Feminine Coverage, Food & Beverage, HEALTHCARE & Corporate New Ventures and Tissues & Towels. P&G has persisted to restructure and adjust to different markets and different financial situation worldwide. Matching to a firm press release announcing the new composition, 'This change will drive increased innovation and rate by centering strategy and income responsibility globally on brands, alternatively than on geographies'

5. P&G's Culture:

Culture takes on an important role in any organization to perform their group well in this fast growing business community. Regarding to Scheins theory of culture it is defined as "A routine of distributed basic assumption that the group discovered as it resolved its issue of external adaptation and integration that has work very well enough to be considered valid and for that reason to be trained to new associates as the correct way to understand, think and feel in relation to those problem"-(Scheins 1992, p12, italics altered). Corresponding to Schein organizational culture is the bought end result of group experience, as it is to a sizable extent unconscious. Schein considers culture to the three covering phenomenon.

From shape 1 it is obviously seen that the organizational culture consists of three layers first one is the artefacts, espoused prices and underlying assumption.


Innovation culture is the mission affirmation of Procter and gamble firm in which they state that "the buyer is boss", consumer should be the heart of all P&G do from ideation stage through the purchase of the merchandise. For instance if 30 mere seconds with a deodorant or one minute with a disposal diaper have made a small part you will ever have a little bit better then P&G made a difference. P&G plans made the business a unique one which respect of government authorities and laws, respects in work environment and respect in the market place (total annual record of P&G, 2005). P&G is a multinational company and it is widely pass on geographically. They maintain open up work system in a large amount work places about the world. Executive office buildings do not have doors. Leaders don't have a secretary cordoning them off. The executive surfaces on all the office buildings at Procter and gamble are open, conference room is an open round space. They made it round as a tiny mark of the new approach (Lafely. A, 2000 CEO of P&G).

Espoused values

P&G is having hierarchy of company ethics concepts. PVP(Purpose, Prices and principles), corporate procedures, worldwide business conduct standards, operating policies/procedure/practices. For over 170 years P&G purpose values and ideas has been guiding just how they do business which is shown in the fig 2 below. There goal is to provide branded products and services of superior quality and worth that increases the lives of the world's consumer. P&G lives with its people and principles, they recruit the finest people on earth who built firm by promoting and satisfying people without regard to any difference related to performance. Lafely said that P&G have been fortunate that some of this versatile multifaceted ethics exist in our history. For instance Procter and Gamble pioneered something which is specialist based in its manufacturing vegetation during the 1960's and 70's. In this system they prevented the approach in which one person assigned to do only 1 job. The specialist system still manages today and working well. To get the best evaluation score in P&G manufacturing plant, you learn how to do all the jobs online and when you have that score, company expect you to be very much capable of problem id, problem fixing, and invention. This backdrop has managed to get easier for company to connect manufacturing and anatomist in to the technology culture. P&G CEO Lafely said in a single seminar that once people inside our organization have been successful at innovation then you can start to see the energy in the company changing. People at P&G regularly says that people can do that, this is feasible and the change of attitude of the people in P&G is amazing to view. Integrity, leadership, ownership, passion for being successful and trust are the main asset principles of P&G. By considering goal and beliefs they made their key points like the show respects for individual, interest of the business and specific are inseparable and advancement is the cornerstone of P&G success. They are the officials targets which had been espoused by the business head which is common for P&G organization all over the world.

Fig 2 PVP of P&G 2003 sustainability report

Underlying Assumptions

It consists of unconscious, overlooked beliefs, conception, thoughts and thoughts. P&G are having problem associated with external adaption and inside integration. P&G keep refining their products, kick off model from ideas, to prototype, to development, to certification and commercialization. Applying this sequential practice on large size and replicate them does not mean to remove judgment, that is why P&G needs dynamic leaders and a strong invention culture. Therefore P&G presents the inclusive culture for market leaders and they expected to build inclusive work place that welcomes and embraces variety a host where people feel comfortable. Forced variety training/learning process are utilized to equip leaders to ideals and nurture difference in management experience, style of management and problem dealing with approaches.

By studying the P&G's culture it sometimes appears that P&G is having a solid and dominant culture and that culture follows in every part of the world. Advancement is the key theme of P&G's success and bind firm culture together.

6. P&G's management & leadership:

Innovative Management and Control of 'P&G'

When we see organizations and make an effort to classify, we have a tendency to classify them in conditions of these success and identify them as highly successful, successful, attempting to succeed or unsuccessful. There are certain factors influencing their success. Management in the organizations must perform some functions like planning, organizing, staffing, directing, leading and managing for success. Management contains execution of the perspective and strategy provided by market leaders, coordinating and staffing the business and managing day-to-day problems.

By Koontz and Weihrich management is the procedure of building and maintaining an environment in which individuals work with such performance for optimizing efficiency in attaining goals.

HENRI FAYOL discovered the main operations in business management- technical, commercial, financial, security, accounting and administration. The supervision function he further subdivided into organizational, coordinating, commanding, controlling and 'purveyance'. The purveyance further included the ideas of forecasting and planning.

'P&G' was facing certain down sides using the Henri Fayol method since it was not an empirical but more theoretical. Additionally P&G wants to be impressive and wants to differentiate products by its formation. So they implemented the Cooper-Kleinschmidt review of innovation method which was predicated on the triangle process.

The Innovation Gemstone in Display 1 started as a triangle - process, Resources, and strategy - the result of a 1990s Cooper-Kleinschmidt review of innovation across a wide selection of businesses. 4 Procter & Gamble's management in the 1990s eventually changed the triangle into their Initiatives Gemstone, shown in Display 2.

The Innovation Diamonds is a guiding framework to help management concentrate on what's important to success: innovative strategy, a good idea-to-launch process, collection management, the environment and control.

P&G's Initiatives Stone serves as helpful information for each and every business's product technology efforts, and helps to focus management's attention on what's important to success. Here's what Bob McDonald, P&G's Vice Chairman of Global Businesses, says: "The Initiative Diamond played a significant role in bettering the business brings about P&G's Cloth & Home Care global business unit. This work brought us a fresh discipline to control our invention programs, and yielded a significant upsurge in the in-market success of your initiatives. We aligned our company on how to use Stage-Gate success criteria and stock portfolio and learning resource management to deliver better innovations for the consumers we provide.

The top 50 % of P&G's gemstone in Exhibit 2 is tactical in nature, and captures the business's product development strategy: goals, the mixture of new products necessary to meet those goals, and the mandatory resources. Portfolio management (or task selection) is thus closely linked to strategy. Underneath one half of the diamond is more functional and targets providing specific new product projects or initiatives: what resources must be put in place for every project; and how individual new product tasks are been able so they do well using P&G's idea-to-launch SIMPLTM Technique? Thus the way the "P&G's" business success has been produced through focusing on effective innovative Management.

Peter F. Drucker says Management is the lifting of man's thinking to higher sights, the increment of man's performance to raised standard, the building of man's personality beyond its normal limitation. Alan Bryman offers the working explanation of command as: the creation of a goal in regards to a desired future status which seeks to mesh every people of a business in its net. Many commentators trait spotting approach to; have argued or assumed that the performance of a business depends on the grade of command exercised by its leaders; same is the truth with P&G organization. 'The sole most enduring thing P&G market leaders can do is to identify & develop our next technology of market leaders. If we can receive the right people who have the right skills and activities in location to run our business, the others will take care of itself'. By Lura Mattimore, Director, Control development P&G. So the leader is a person who exercises impact over other folks & leading is an activity of actuation. It offers an electrifying impact to the organization makes people action-oriented and bridges gaps within the business. Syndication of work, delegation of specialist and guidance of work should be done meticulously.

There are various approaches to leadership such as characteristic spotting, style guidance, content fitted, New authority. P&G uses the characteristic spotting method of leadership. P&G leaders are designed from within because they believe their future success is entirely dependent on the ongoing strength of expertise pipeline. Therefore the first characteristic spotting in P&G is done by P&G leaders itself who choose the next leader of the business by searching an excellent of determination towards the task. P&G leaders aren't born leaders at first they are simply just the normal people of the company. For P&G people will be the company most significant property. Their success is based entirely on the strength of the talent which they build from within & manage with a disciplined process led by the CEO & the mature leadership team. That is an essential component of how P&G is designs to lead.

Thus P&G develop market leaders whose goal is to centre on enhancing more consumers lives in all parts of the entire world. Thus P&G uses two dimensional design of leadership since it concerns for the development as well for the people. Folks are the main asset of P&G and for creation they always wanted to get differentiated by their advancement method. Thus P&G uses both dimensional style. (Blake & Mouton 1964)

According to the Likerts there are four leadership systems

Exploitative Autocratic

Benevolent authoritative



Democratic market leaders have complete assurance and trust in their subordinates, they permit the subordinates to make decision for themselves; these types of leaders always inspire their subordinates by prize for achieving goals and to share the new ideas and impression.

P&G uses the democratic type of management system. They imagine to generate their group from within; P&G consider their most significant advantage as the people of the company because of their faithful work & excellent performance. Procter & gamble value all employees and consumers and provide them their trust on condition that they treat them in the same way.

P&G also uses servant type of leadership because they always feels that the customers are the supervisor. And in servant control, leaders position the needs with their followers first. Based on the John Adair Command is a communal process where an individual influences the behavior of others without needing the road of violence.

Below is the exemplory case of how the ground breaking product is developed under the progressive management of P&G, which shows some marriage between leader and follower of the P&G's.

P&G crank up on one on one consumer research, therefore the marketers of P&G spend a time with the consumers, watching the way they rinse, clean their flooring surfaces, diapers their babies and asking about their behavior and irritation. So based on this one on one technique P&G exposed a diaper -testing centre down the hall of their office, where mothers watch their infants get undressed, diapered, and measured by P&G technicians. So one thing the P&G learn from this experience is that parents are annoyed by the time it requires their youngsters to be bathroom trained plus they have to improve their diapers whenever when they damp those. So thus predicated on the commentary received from the parents P&G unveiling their new innovative product in the type of pampers whose mission was to dried up diapers to aiding mothers with baby's development. Thus the way the P&G is usually innovative in the way of command to find services which increases their relationship with the followers, as the consumers are the main employer of the P&G.

7. Future Aspects:

Strategy improvement

Through examination of P & G's multi-brand strategy we recognize that lots of the benefits of this strategy are clear, but it's very difficult to accomplish on the market, they need to note that several areas of business practice.

According to Sanjay Tiwari (2000), they can make some improvement by the ways below.

A company which performs a variety of brands must have the appropriate power; the task of brand extension is complicated. From market research to product release, to advertising, every job has a sizable number of enterprises to spend manpower and material resources.

In the specific operation, they need to be through careful research, to find the product differentiation.

The industries in which in line with the specific situation of corporations, such as Procter & Gamble's consumer products industry which with easy access to an effective multi-brand strategy.

Structure Improvement

The improvement of structures of P&G probability could be to have wholly autonomous temporary groups or clubs that are in charge of an entire project, and are split up when it is effectively completed. Teams are often not very good for decision-making, and they run the chance of relational problems, unless they are simply small and have a whole lot of self-discipline. Actually, team members still require a definite head, which is indicated from decentralization. This means the parting of the organization into contending autonomous divisions. P&G has various branch brands, and some in one subject matter. Competition between own brands may seems unreasonable. However, changing corporate structure may encourage positive troubles among P&G. Furthermore, appropriate manipulating probably is required during the management process.

On the other hands, some inefficiency brands or areas may better to be abolished for saving funds and cut down bills. Decision- making is very essential of this invention, which is simple to regret if prediction is wrong. Various variations of brands among P&G could be helpful and useful in different situations. However, this improvement could go to the opposing and create sudden situation because sometimes the market could be inspired by news in lots of ways.

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