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Company > Procter & Gamble: Business Model, SWOT Analysis, and Competitors 2023

Procter & Gamble: Business Model, SWOT Analysis, and Competitors 2023

Published: Mar 08, 2023

Inside This Article


    In this blog article, we will delve into the business model, SWOT analysis, and competitors of Procter & Gamble (P&G) for the year 2023. P&G is a renowned multinational consumer goods company that manufactures and distributes a wide range of products, including cleaning agents, personal care items, and pet food. By examining its business model, we can gain insight into how P&G operates and maintains its market dominance. Additionally, conducting a SWOT analysis will help us identify the company's strengths, weaknesses, opportunities, and threats in the current business landscape. Finally, exploring P&G's competitors will provide a comprehensive understanding of the industry and its competitive dynamics.

    What You Will Learn:

    • Who owns Procter & Gamble and the significance of its ownership structure in the company's operations and decision-making process.
    • The mission statement of Procter & Gamble and how it guides their strategic direction and overall business objectives.
    • How Procter & Gamble generates revenue and the key sources of their income, providing insight into their business model and revenue streams.
    • An explanation of the Procter & Gamble Business Model Canvas, offering an in-depth understanding of their key activities, resources, partners, and value proposition.
    • A comprehensive overview of Procter & Gamble's competitors, highlighting the major companies that pose competition to their products and market share.
    • A detailed analysis of Procter & Gamble's strengths, weaknesses, opportunities, and threats (SWOT), providing valuable insights into their competitive position and potential challenges in the industry.

    Who owns Procter & Gamble?

    Overview of Procter & Gamble's ownership

    Procter & Gamble (P&G) is a multinational consumer goods corporation that operates in various sectors, including beauty, grooming, health care, fabric care, and oral care. With a rich history that dates back to 1837, P&G has become one of the world's largest and most recognizable companies.

    Publicly traded company

    P&G is a publicly traded company, meaning its ownership is distributed among a large number of shareholders who hold shares of the company's stock. This allows anyone to become a partial owner of P&G by purchasing shares on the stock market.

    Institutional investors

    As a publicly traded company, P&G's ownership is also influenced by institutional investors such as mutual funds, pension funds, and insurance companies. These entities manage large pools of money on behalf of their clients and often invest in well-established companies like P&G. Institutional investors can hold significant stakes in the company, impacting its ownership structure.

    Major individual shareholders

    While P&G has a diverse ownership base, there are several major individual shareholders who hold significant stakes in the company. These individuals often include current and former executives, board members, and other influential figures associated with P&G. Their ownership stakes can give them a considerable influence over the company's decision-making processes.

    Shareholder activism

    Procter & Gamble is not immune to shareholder activism, where certain investors take an active role in influencing the company's actions and strategies. Activist shareholders may acquire a significant number of shares and use their ownership stake to advocate for changes such as management restructuring, cost-cutting measures, or divestitures of certain business units.


    In conclusion, Procter & Gamble is owned by a combination of individual shareholders, institutional investors, and activist shareholders. While the company is publicly traded and accessible to anyone through stock ownership, major individual shareholders and institutional investors play a crucial role in shaping the direction of P&G. As a global consumer goods powerhouse, P&G's ownership structure reflects the diverse interests and influences that come with being a publicly traded company.

    What is the mission statement of Procter & Gamble?

    The Mission Statement of Procter & Gamble

    Procter & Gamble (P&G) is a multinational consumer goods corporation that has been in operation for over 180 years. Founded in 1837, the company has established itself as a leader in the industry, offering a wide range of products across various categories, including beauty, grooming, health, fabric, and home care.

    P&G's mission statement reflects its commitment to providing high-quality products that enhance the lives of its consumers. The mission statement of Procter & Gamble is:

    "We will provide branded products and services of superior quality and value that improve the lives of the world's consumers. As a result, consumers will reward us with leadership sales, profit, and value creation, allowing our people, our shareholders, and the communities in which we live and work to prosper."

    This mission statement emphasizes several key elements that drive P&G's business approach. The company aims to deliver superior quality and value through its branded products and services. By consistently providing products that enhance the lives of consumers, P&G strives to build loyalty and trust, which in turn leads to sales, profit, and value creation.

    Furthermore, P&G recognizes the importance of benefiting not only its stakeholders but also the communities in which it operates. The mission statement highlights the company's commitment to fostering prosperity among its employees, shareholders, and the local communities. By acknowledging the significance of social responsibility, P&G aims to contribute positively to society, promoting sustainable growth and development.

    Overall, Procter & Gamble's mission statement encapsulates the company's dedication to delivering exceptional consumer experiences, generating value for all stakeholders, and making a positive impact on society.

    How does Procter & Gamble make money?


    Procter & Gamble (P&G) is a multinational consumer goods company that makes money through various revenue streams. With a diverse portfolio of products, P&G operates in multiple sectors, including beauty, grooming, healthcare, fabric care, baby care, and home care. This section will delve into the primary ways P&G generates its revenue.

    Product Sales

    The most significant source of income for P&G comes from the sales of its vast range of consumer products. P&G's brands are household names, including well-known products such as Tide laundry detergent, Pantene hair care, Pampers diapers, Gillette razors, and Crest toothpaste, among many others. These products are sold globally through various channels, including retail stores, e-commerce platforms, and direct-to-consumer channels.

    P&G's extensive distribution network ensures its products reach customers worldwide, allowing the company to generate substantial revenue from product sales. Its ability to adapt to changing consumer preferences and introduce innovative products has played a crucial role in maintaining its market share and driving sales growth.

    Brand Loyalty and Repeat Business

    P&G's strong brand portfolio and reputation for quality contribute to customer loyalty and repeat business. Many consumers trust P&G's brands and continue to purchase them consistently. This loyalty creates a steady revenue stream for the company, as customers often repurchase its products over an extended period.

    To foster brand loyalty, P&G invests in marketing and advertising campaigns to promote its products effectively. By consistently delivering high-quality products and meeting customer expectations, P&G builds strong relationships with its consumers, driving ongoing sales.

    Expansion into Emerging Markets

    P&G has been actively expanding its presence in emerging markets, where consumer spending is on the rise. By penetrating these markets, P&G taps into new customer bases and creates additional revenue streams. With a focus on countries such as China, India, Brazil, and several Southeast Asian nations, P&G aims to leverage the growing middle class and increasing disposable incomes in these regions.

    To succeed in emerging markets, P&G tailors its products to meet local preferences and affordability levels. This approach allows the company to capture market share and generate revenue from previously untapped markets.

    Strategic Acquisitions and Partnerships

    P&G also generates revenue through strategic acquisitions and partnerships. By acquiring complementary brands or entering into joint ventures, P&G expands its product portfolio and gains access to new markets. These ventures provide additional revenue streams and offer opportunities for synergies and cost-saving measures.

    An example of such strategic acquisitions is P&G's purchase of the consumer health business from Merck KGaA, a German pharmaceutical company. This acquisition allowed P&G to expand its healthcare product offerings and cater to a broader range of consumer needs, ultimately driving revenue growth in the healthcare sector.


    Procter & Gamble's revenue primarily comes from product sales, leveraging its well-established brands, customer loyalty, and global distribution network. The company's expansion into emerging markets and strategic acquisitions further contribute to its revenue streams. By constantly innovating, adapting to changing consumer demands, and investing in marketing, P&G continues to generate substantial revenue and maintain its position as a leading player in the consumer goods industry.

    Procter & Gamble Business Model Canvas Explained

    Introduction to Procter & Gamble

    Procter & Gamble (P&G) is a multinational consumer goods company founded in 1837. With a rich history spanning over 180 years, P&G has become one of the world's leading manufacturers of household and personal care products. From iconic brands like Tide, Pampers, and Gillette to health and beauty products, P&G's portfolio covers a wide range of consumer needs.

    What is the Business Model Canvas?

    The Business Model Canvas is a strategic management tool that provides a visual representation of a company's business model. It consists of nine key building blocks that outline the core aspects of a business, including its value proposition, customer segments, revenue streams, and key activities. By using the Business Model Canvas, companies can analyze and refine their business models, identify areas for improvement, and develop strategies to achieve sustainable growth.

    Applying the Business Model Canvas to Procter & Gamble

    1. Customer Segments:

    P&G's customer segments can be broadly categorized into two main groups: individuals and businesses. On the individual side, P&G targets consumers from various demographics, offering products that cater to different needs and preferences. On the business side, P&G supplies retailers, wholesalers, and other distribution channels.

    1. Value Proposition:

    P&G aims to provide high-quality, innovative, and trusted products that enhance the lives of its customers. Their value proposition lies in delivering superior performance, convenience, and value for money. P&G's strong brand reputation and extensive research and development efforts contribute to their ability to consistently deliver products that meet customer expectations.

    1. Channels:

    P&G employs a multi-channel distribution strategy to reach its customers effectively. They leverage traditional retail channels, such as supermarkets and convenience stores, as well as online platforms to ensure wide accessibility and availability of their products.

    1. Customer Relationships:

    P&G focuses on building strong customer relationships through various means. They invest in marketing campaigns to create brand awareness and engage with customers through social media platforms and online communities. P&G also emphasizes customer service and support to address any concerns or issues promptly.

    1. Revenue Streams:

    P&G generates revenue through the sale of its products. They offer a diverse range of goods, including household cleaning products, personal care items, and baby care essentials. By targeting a wide customer base and offering a comprehensive product portfolio, P&G ensures a steady stream of revenue from different market segments.

    1. Key Resources:

    P&G's key resources include its extensive research and development capabilities, strong brand portfolio, manufacturing facilities, and supply chain infrastructure. These resources enable P&G to innovate, produce high-quality products, and efficiently distribute them to customers worldwide.

    1. Key Activities:

    P&G's key activities revolve around product development, manufacturing, and marketing. They invest heavily in research and development to create new and improved products, constantly striving to meet changing customer needs and preferences. Manufacturing processes are optimized to ensure efficient production and quality control. Marketing activities encompass brand building, advertising, and promotional campaigns to drive customer engagement and loyalty.

    1. Key Partnerships:

    P&G collaborates with various partners to enhance its business model. This includes suppliers who provide raw materials, packaging, and other components necessary for production. P&G also forms strategic partnerships with retailers and distributors to expand their market reach and increase product visibility.

    1. Cost Structure:

    P&G's cost structure is primarily composed of research and development expenses, manufacturing costs, marketing expenditures, and supply chain management costs. By continuously investing in innovation and marketing, P&G ensures its competitive position in the market, although managing costs effectively is crucial for profitability.


    By analyzing Procter & Gamble's business model using the Business Model Canvas, it becomes evident that the company's success lies in its ability to understand customer needs, deliver innovative products, and build strong brand loyalty. P&G's focus on continuous improvement, strategic partnerships, and efficient resource allocation has allowed them to maintain their position as a global leader in the consumer goods industry.

    Which companies are the competitors of Procter & Gamble?

    Procter & Gamble's Competitors in the Consumer Packaged Goods Industry

    Procter & Gamble (P&G), a multinational consumer goods corporation, operates in a highly competitive industry. As one of the largest players in the consumer packaged goods (CPG) sector, P&G faces stiff competition from several well-established companies. Here are some of the main competitors that P&G encounters in the market:

    1. Unilever

    Unilever is a global consumer goods company with an extensive product portfolio that includes food, beverages, cleaning agents, and personal care products. With brands like Dove, Knorr, and Lipton under its umbrella, Unilever competes head-to-head with P&G in various categories, such as personal care, home care, and food products. Both P&G and Unilever strive to capture consumers' attention and loyalty through innovative product offerings and effective marketing strategies.

    2. Kimberly-Clark

    Kimberly-Clark is a leading global manufacturer of personal care products, tissue, and hygiene products. Known for brands like Huggies, Kleenex, and Scott, Kimberly-Clark competes with P&G in the baby care, feminine care, and tissue categories. The rivalry between P&G and Kimberly-Clark is intense, with both companies continuously launching new products and engaging in promotional activities to gain market share.

    3. Colgate-Palmolive

    Colgate-Palmolive is a multinational consumer products company primarily focused on oral care, personal care, and pet nutrition. With iconic brands like Colgate, Palmolive, and Hill's, Colgate-Palmolive directly competes with P&G in oral care products, such as toothpaste and toothbrushes. The battle for market dominance in the oral care segment remains strong between these two industry giants, as they constantly strive to introduce innovative dental hygiene solutions to consumers.

    4. Johnson & Johnson

    While Johnson & Johnson (J&J) is mainly recognized as a healthcare company, it also possesses a significant presence in the consumer goods sector. With popular brands like Neutrogena, Johnson's, and Aveeno, J&J competes with P&G in the personal care and baby care categories. The competition between these two conglomerates centers around product quality, brand recognition, and the ability to cater to consumers' diverse needs.

    5. Nestlé

    Nestlé, a Swiss multinational food and beverage company, poses competition to P&G in various product categories. With a broad range of offerings, including coffee, baby food, confectionery, and pet care, Nestlé's brands like Nescafé, Gerber, and KitKat compete with P&G's brands in the respective segments. Both companies strive to capture consumers' loyalty by developing innovative products, maintaining quality standards, and leveraging their extensive distribution networks.

    It is important to note that the competitive landscape in the consumer packaged goods industry is dynamic, with companies constantly evolving their strategies and launching new products. While these are some of the prominent competitors of Procter & Gamble, other regional and local players also contribute to the competitive environment, making it an exciting and challenging industry for all participants.

    Procter & Gamble SWOT Analysis


    1. Strong brand portfolio: Procter & Gamble (P&G) boasts a diverse range of well-known brands, including Gillette, Pampers, Tide, Pantene, and Olay. This extensive brand portfolio enables P&G to cater to different consumer needs and preferences, while also benefiting from brand loyalty and recognition.

    2. Global presence: P&G operates in over 180 countries worldwide, making it a truly global company. This extensive reach allows P&G to tap into diverse markets and benefit from economies of scale. Additionally, its global presence helps mitigate risks associated with regional economic fluctuations.

    3. Research and development capabilities: P&G invests heavily in research and development (R&D), allowing it to continuously innovate and develop new products to meet consumer demands. By staying ahead of trends and technological advancements, P&G is able to maintain its competitive edge in the fast-paced consumer goods industry.


    1. Dependence on a few key markets: While P&G operates globally, it heavily relies on a few key markets such as the United States, China, and Western Europe. This dependence exposes P&G to risks associated with market-specific challenges, such as regulatory changes, economic downturns, and intense competition.

    2. Product recalls and reputation risks: P&G has faced several product recalls in the past, which have negatively impacted its reputation and consumer trust. Instances of product recalls, such as the baby wipes recall in 2014, highlight P&G's vulnerability to quality control issues, which can lead to financial losses and damage its brand image.

    3. High product diversification: P&G's extensive product portfolio may also be a weakness. Managing a wide range of products across multiple categories requires significant resources and can spread management's attention thin. This may lead to difficulties in effectively marketing and promoting each product, potentially resulting in missed opportunities and lower market share.


    1. Growing demand for eco-friendly products: With increasing environmental awareness, there is a growing demand for eco-friendly and sustainable products. P&G can capitalize on this trend by developing and marketing more environmentally friendly alternatives across its brand portfolio. This can not only attract environmentally-conscious consumers but also align with P&G's commitment to sustainability.

    2. Emerging markets: P&G has an opportunity to expand its presence in emerging markets, such as India, Brazil, and Southeast Asia, where rising disposable incomes and urbanization are driving consumer spending. By tailoring its products and marketing strategies to suit these markets' specific needs, P&G can tap into new consumer segments and drive revenue growth.

    3. E-commerce growth: The rapid growth of e-commerce presents an opportunity for P&G to reach a wider consumer base and enhance its distribution channels. By investing in online platforms, optimizing its digital marketing strategies, and offering convenient purchasing options, P&G can stay ahead of the curve and capture a larger market share in the e-commerce space.


    1. Intense competition: P&G operates in a highly competitive industry, facing competition from both established players and emerging brands. Competitors can imitate P&G's successful products, offer lower prices, or introduce innovative alternatives, posing a threat to P&G's market share and profitability.

    2. Economic uncertainty: Economic downturns and fluctuations can negatively impact consumer spending, leading to reduced demand for P&G's products. This vulnerability to economic conditions exposes P&G to risks, especially in key markets where economic volatility can be significant.

    3. Changing consumer preferences: Consumer preferences and trends are constantly evolving. P&G faces the challenge of staying attuned to these changes and adapting its product offerings accordingly. Failure to meet evolving consumer demands may result in decreased sales and loss of market share to competitors.

    Key Takeaways

    • Procter & Gamble is a publicly traded company, so its ownership lies with shareholders who hold its stock.
    • The mission statement of Procter & Gamble is to improve the lives of consumers through its branded products, while creating value for its shareholders, employees, and communities.
    • Procter & Gamble generates revenue through the sale of its consumer goods, which include a wide range of products such as cleaning agents, personal care items, and baby care products.
    • The Business Model Canvas of Procter & Gamble focuses on key elements such as customer segments, value proposition, channels, customer relationships, revenue streams, key resources, key activities, key partners, and cost structure.
    • Procter & Gamble faces competition from companies such as Unilever, Kimberly-Clark, Colgate-Palmolive, and Johnson & Johnson. A SWOT analysis of Procter & Gamble reveals its strengths, weaknesses, opportunities, and threats in the consumer goods industry.


    In conclusion, Procter & Gamble, one of the largest multinational consumer goods companies, is owned by a diverse group of shareholders. Its mission statement focuses on improving the everyday lives of consumers through innovative products and sustainable practices. The company generates revenue through the sale of its extensive portfolio of brands across various categories, including beauty, grooming, healthcare, and household care. By leveraging its strong brand recognition and global presence, Procter & Gamble follows a well-defined business model canvas that encompasses key elements such as customer segments, value proposition, channels, and revenue streams.

    As for its competitors, Procter & Gamble faces stiff competition from other consumer goods giants such as Unilever, Colgate-Palmolive, and Kimberly-Clark. These companies vie for market share and constantly innovate to meet the evolving needs and preferences of consumers.

    Conducting a SWOT analysis of Procter & Gamble reveals its strengths in brand recognition, extensive product portfolio, and global reach. However, it also faces weaknesses in terms of dependence on a few key markets and potential supply chain disruptions. External opportunities lie in emerging markets and growing demand for sustainable products, while threats include intense competition and economic downturns.

    Overall, Procter & Gamble's success can be attributed to its strong mission, effective business model, and ability to adapt to changing market dynamics. By constantly striving for innovation and maintaining a competitive edge, the company continues to be a leader in the consumer goods industry.

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