Procter & Gamble
Procter & Gamble is a global company with operations in over 180 countries. The company's roots date back to the year 1837 when it was founded by William Procter and James Gamble in Cincinnati, Ohio, where the company's headquarters still remain. P&G manufactures and sells consumer goods across multiple product segments that are a part of the larger beauty, grooming, health care, snacks, pet care, household care and baby care reportable business segments. As of 2014, P&G announced it was streamlining the company, dropping around 100 brands and concentrating on the remaining 80 brands, which were producing 95 percent of the company's profits.
Procter & Gamble sells its products directly to mass merchandisers, grocery stores, membership club stores, drug stores and high-frequency stores. The North American markets (United States and Canada) continue to contribute to the majority of Procter & Gamble's net sales.
Procter & Gamble is also one of the biggest spenders in the world when it comes to its advertising campaign. This 167-year old company has used newspaper advertisements, radio and soap operas to advertise its popular brands like Crest, Pampers, Pantene and Folgers. In 2016, P&G's global advertising expenditure amounted to approximately 7.12 billion U.S. dollars. In the United States alone, Procter & Gamble spent 176 million U.S. dollars promoting its Crest brand in 2016.
Since 2000, P&G has been increasingly embracing targeted, viral and online marketing and in 2013 the company rebranded itself as PGE (Procter & Gamble Entertainment) with a new logo and an emphasis on multi-platform entertainment production.