The FMCG industry is one of the largest sectors of the economy, P&G is an industry leader in this highly competitive market. Procter and Gamble Co (P&G) is a Fortune 5 company. Procter and Gamble company is an American global corporation based in the Ohio. It operates mainly in the Household and Personal Products industry. Procter and Gamble ( P&G ) is the one of largest multinational companies in the world. Procter and Gamble started their business by making and sell soap product. In 1832, William Procter and James Gamble together begin their venture of company. Both of the founders formalized the relationship of their business relationship by pledging some of capital of each other. After that they assigned a formal partnership agreement on the 1837. During this time, P & G is the only one of trusted brands that have largest and very strong portfolios. Procter and Gamble has their own official website for customer explore their products in online The products example such as Pantene, Pampers, Tide, Folgers, Always, Charmin, Ariel, Bounty, Downy, Pringles, Actonel, Olay, Crest, and Iams. In the 1970, P&G was the first and only one companies that keeping information in their computer database for safety testing data. It was helping avoid the company to duplicative their testing. The total of employees that working in the P&G community are around 138,000 working in over than 80 countries worldwide. For more history detail of Procter and Gamble (P&G), describe as in the Procter and Gamble company cannot profitably serve all their consumers need and demand in a given market, but at least all consumers serve in the same way. There are too many different kinds of consumers with too many different types of needs. Thus, Procter and Gamble divide up the total market, after that choose the segments on it to serve better. It is for better way to complete the customer need and demand than competitors do. Procter and Gamble also designs the strategies for profitably serving chosen segments. This paper purpose is to recommend ways to improve and operationalise the segmentation, targeting and positioning (STP) strategies to be adopted by Procter and Gamble (P&G) company. There is no specific way for segment market users. Company will using different variable segments or a combination of the best ways to view the structure of the market. When it is related to market strategy and e-mail campaigns for example, it is key to company success. Market segmentation is a marketing way to company target their market become in a smaller groups and more manageable. With the differences, distinction and attractions determined, company can then divert focus to determine the best customers for their company. The customer will represent the last market segment that will be established to serve. Procter and gamble focus on product that always be a daily needs for consumers. Through market segmentation, Procter and Gamble has divided their large markets into a smaller segments of consumer. It can be achieved more efficiently and effectively with company products that match their unique needs. The market segmentation of company to success must expanded to globally. So, because the company has global expansion, as well as its market segmentation. Market segments also allow companies to provide better services to customers by identifying and marketing their different products to different users. Brand positioning is a kind of concept that seems to be always there. However, when see the history of Procter & Gamble proving otherwise. Additionally, some of the fundamental foundations of practice research for consumer product companies began with Procter & Gamble. Fixing brand positioning strategy identifies the basis of which company expect to their brand purchased with priority for competition. The content appears directly on the product or service and the needs of the user base intended to be filled. Company should clearly state the basic benefits of product promised by the brand and which are the most basis for purchase. Then, brand positioning strategies also must be include the product feature statements that make this possible benefit and the desired or character to build for the brand. Procter and Gamble is the largest manufacturer of branded products for household. Procter and Gamble increase investment in its digital capabilities, as it recognizes it should have a stronger brand position. The company brand positioning strategies determined to be a more efficient business that can respond quickly to new consumer trends . Procter and Gamble company has over 250 brands from several consumer goods categories which are beauty care, feminine care, hair care, baby care, food items, paper goods, beverages, and health care. Procter and gamble also highlight their nature of packaged products brand marketing in the second half of the century. The biggest of company product is Pampers, followed by wash powder Tide and Ariel brand. The hair care product include Pantene and Olay brand. They are in turn supported by Always brand product, Iams, Charmin, Bounty and Downy are their detergent products. In 2004, the brand of Head and Shoulders joined the Billion Dollar. This brand use the most popular football player, Cristiano Ronaldo to become the ambassador and increase the brand popularity. Besides that, in 2006 the personal care of product such Gillette Mach 3 razors, Gillette Series grooming products, Braun, Duracell, and Oral-B Gain was the daily need of consumer until nowadays. Moreover, Procter and Gamble produce an antibacterial protection product for cleaning which is Fabreze. Moreover, Procter and Gamble also produce beauty and health care for women. The most quality that SK-II skincare have, attract many adult women consume the brand. In 2012, Vicks also company product that surpassed level of company sale for the first time. Apart from that, there are another 14 brands such Herbal Essences which is the best treatment product for hair, Cover Girl and Swiffer was produce by Procter and Gamble. The company become more well-known because the product are very good quality for most level of consumer.