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From Dog Food to Body Wash PAGE 1 Procter and Gamble: From Dog Food to Body Laura Buckner, Landon Heidenreich, Jennifer Simpson Busa-308 10 May 2007 Table of Contents I. Company Description 3 II. Business Mission 4 III. Marketing Objective 5 IV. Situation Analysis 6 a. Industry Analysis 6 b. SWOT Analysis 10 V. Marketing Strategy 13 a. Target Market Strategy 13 b. Marketing Mix 15 1. Product 15 2. Place/Distribution 16 3. Promotion 17 4. Price 19 VI. Implementation, Evaluation and Control 19 Marketing Research 19 Organizational Structure and Plan 19 Financial Projections 20 Summary 21 I. Company Description William Procter and James Gamble, in Cincinnati, Ohio, founded Procter and Gamble in 1837. They started the business by making and selling their own soap and candles. On October 31, 1837, they formalized their relationship by signing a partnership agreement. The partnership flourished under the two founders and family members became involved in the business. In 1879, James Norris Gamble, a son of James Gamble, and Harley Procter, a son of William Procter, created a white soap equal to other high quality soaps in the marketplace, which they named Ivory. This product became a huge success for the company and remains one of their most recognized products. Procter and Gamble slowly started releasing different types of products such as laundry detergent, diapers and toothpaste. They have continued to be innovators in household products throughout the decades and today, Procter and Gamble has nearly 300 brands in over 160 countries. They are constantly researching and developing new products that range from Personal and Beauty, House and Home, Health and Wellness, Baby and family, Their main headquarters remains in Cincinnati, Ohio but they have operation offices in North America, South America, Europe and Asia. The company empl