Trian Partners Activist Presentation Deck
Small Competitors Are Doing More with Less in Digital & Social
Small companies are better at using the internet to build brands despite fewer resources
P&G must bring on more talent from the outside with modern marketing expertise to
complement core competencies in traditional brand building
■
It is critical that P&G dedicate more resources, rather than cut digital spending as it did in Q4
2017, to contemporize marketing. If money in one area is ineffective, it should be reinvested
elsewhere to drive growth
P&G Digital Presence in Key Brands Lags vs. Smaller, New and Traditional Competitors
(Instagram followers)
88k
DOLLAR SHAVE CLUB
Men's Shave
51k
HARRY'S
27k
Gillette
<1k
Schick
= Small Brand / New Competitor
Source: Instagram as of September 5, 2017.
739k
HONE
THE H
Diapers
= P&G Brand
27k
HUGGIES
25k
Pampers
= Traditional Competitor
Feminine Care
100k
THINX
37k
17k
12k
Kotex
Playtex
always
Body / Skin Care
240k 235k
Kiehl's
SINCE 1851
89k
48k
Dove
Old Spice
OLAY
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