How P&G Remains a Leading Global Marketer
NEW YORK (AdAge.com) -- Procter & Gamble Co. became the first corporate inductee to the American Advertising Federation Hall of Fame on March 25, and while it's a big honor, it could be seen as a mixed blessing. After all, the other inductees are retired, and many have been honored posthumously, while P&G still considers itself very much in the game. In an interview with Advertising Age prior to the induction, P&G Chairman-CEO Bob McDonald said avoiding the trap of leaning too heavily on the company's marketing legacy is one thing that keeps him up at night. Increased focus on digital marketing, he said, is one of the keys to P&G's strategy to remain a leading marketer.
Another key is bringing the power of multiple brands together into umbrella marketing efforts, and Global Brand-Building Officer Marc Pritchard said P&G appears to have gotten better return on investment from its corporate branding effort around the Winter Olympics than from many individual brand efforts.
Such multi-brand campaigns long have been the promise behind P&G's regional market-development organizations, such as the North American one headed by Group President-North America Melanie Healey.
And in short order following the Winter Olympics, she's leading another group effort, P&G's "Future Friendly" green-marketing campaign that unites multiple brands. Despite the recession, consumer demand for more sustainable products isn't abating, Ms. Healey said, but she said the mainstream consumers P&G is targeting with its campaign also don't want to sacrifice performance.
Ms. Healey's group also heads media planning and buying operations for P&G, and a year after the company took advantage of a soft recessionary media market to drive down costs, she said it retains hopes of getting better pricing once again going into the upcoming TV upfront.
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In a 2 paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions. The CEO talks about constantly trying to change the products in order to best satisfy the needs and wants of consumers. In paragraph # 1, discuss that statement and provide your perspective on that marketing strategy. While it works for P & G, do you think it's a strategy that all companies should live by? Why or why not? Be specific with your thoughts. In addition, the article talks about 3 other marketing strategies currently working for P & G: a focus on digital marketing, bringing the power of multiple brands together into umbrella marketing efforts, and "green marketing". Of the 3 strategies mentioned in the article, in paragraph # 2, disucss which one you feel gives P & G the best opportunity to connect with consumers. Why do you feel this way? Be specific with your thoughts.
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When P&G is constantly trying to change the products that they sell in order to best satisfy the needs and wants of consumers, they are doing a great thing because every person that could be a potential consumer is different in what they are looking for. I believe that this is a strategy that all companies should use. All companies should aim to be successful, and in order to do that they must reach out to their consumers and their needs.
ReplyDeleteI believe that P&G should mainly focus on the digital marketing aspect to reach out to their consumers. This is because most people today are very much involved with electronic means in order to communicate and basically function. The more P&G changes their advertising techniques to what is common today, the more they will sell because more people will be subjected to it.
Samantha Poe
I think the strategy is great. In most cases a company has to change with or for the times at hand. If you are a company that doesn’t have to change then you are a lucky one. Other companies are changing and making their products to so you have to change in order to keep up with the needs of your consumers. In some cases change could be detrimental to the company. Similar to when Coke changed the flavor. Their company was almost sent to the depths of no return.
ReplyDeleteI think digital marketing is the best type of marketing since it can be reached by the masses. By using digital marketing it allows the company to reach a marketing that they normally wouldn’t be able to reach or wouldn’t be interested. If you saw a ad on Facebook then you would be more entitled to maybe try the product. There really isn’t anything bad that could come from digital marketing really on positives. If I was a company I would defiantly try digital marketing.
I feel that the strategy is a good idea. In this chase the the company changes things for the better. I think that strategy would work becuase just about everyone these days has a Facebook. They do it do in order to help build the company's interactions with each person. they use Facebook to get messages about the company.
ReplyDeleteI feel that it is a great idea to use Facebook. I feel that if a company is not on Facebook yet they are behind everyone else. with all the new things people can use to talk to others. The harded people work to get the product out there the easier it gets for the customers. They dont have to go out and look for deals anymore they are on Facebook.
The strategy used by P & G seems to be working well for them because they are still leaders in the market. The strategy they are using is that they believe that they should change there products in order to best satisfy the needs and wants of consumers. There strategy is working out for them because they still are in high demand for there products. Companies should use this strategy because they would benefit heavily. The strategy is a great one because it heavily emphasizes the importance of the consumer which many companies stray from.
ReplyDeleteIn the article it talks about 3 other marketing strategies currently working for P & G, which is a focus on digital marketing, bringing the power of multiple brands together into umbrella marketing efforts, and "green marketing". Out of all three of those strategies the “green marketing” gives P & G the best opportunity to connect with consumers. This allows consumers to connect with P & G because they would be able to input there opinion about going green. I feel this way because it would help build a public relation by allowing consumers to give ideas on which products should be changed to green. Also the green market would benefit because people are more heavily focused on helping and saving the environment.
I think changing the product to fit the customer’s needs is important. The CEO’s statement is smart and all business should try to do this. I think almost every company could find a way to make their product better, whether it is advertisement, display, or actual upgrades on the product. Apple is a great example because they change their product for the better almost every year. They also have updates that can be accessed for the product by the customer free of charge.
ReplyDeleteDigital Marketing will probably give P & G the best opportunity to connect with customers. Most people use electronics every day and it would be easy to connect with P & G that way. Facebook, Twitter, and just regular websites could post ad’s and everyone using the sites would see them.
The CEO of Procter & Gamble is constantly trying to change the products of his company in order to best satisfy the needs and wants of consumers. That is good that he wants to change his strategy just for the customers,but i think he should not change it too much since that particular strategy has been working for the company for years,which cause them to be in the American Advertising Hall of Fame. All companies should live by those strategies because those are what a company needs to be successful.
ReplyDeleteBringing the power of multiple brands together into one marketing efforts, gives P&G the best opportunity to connect with customers because if the customers like P&G, they can get all of their needs under one umbrella without having to buy everything that is needed from several different companies. This puts P&G ahead
I think that the statement is very true and helps the customer with better product, and helps them get what they paid for. Aslo it shows that the maker of the product actually cares about thier customers, and want to give them what they want. P&G are also working on marketing on the internet or marketing digitaly so more people can know about their product. Another reason why companies should follow this belief is that alot of customers will buy companies products, who actually think of the customer instead of their money. One of the three marketing strategies that they are using is muti campagn marketing where they are marketing alot of products at once.
ReplyDeleteI think that they are good at advertising their product because they have been around for a long time and people have gotten used to their product names. Such as Tide, everyone who does laurndry knows the name Tide because almost everyone uses it, and know how good it is. I think that they should focus more on green marketing because alot of peope today are trying to make the world a better place and, trying to help the enviornment.
TaRiQ mAsOuD
To make change to the companies is a good thing because if the customers don't see any change the company is noting thats why they change all the time. like some company that is very popular they have their own color,logo,and some other staff. so they can change the color every year because people have already had see the staff and got tired of it so they want a new thing they can spend their money on and that is very smart idea but if the company is not like that it must be losing a lots of business.
ReplyDeleteI think the advertising is the best thing to connect with the customers because people watch a lots of TV shows,movies etc.. putting advertisement in between those TV show so people can see new thing that are coming out. but also news paper is a good way also to.
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ReplyDeleteI think that the strategy that P&G is trying to do is a really good one because is good to make a change in their product not only in the formula that they use for the product, but also in the kind of package that the product in going to be in. some people buy product because of the shape of a bottle, or even for the color that the bottle has.
ReplyDeleteI think that the only way that P&G can connect to their customers in by E-mail or text message. Because a huge part of the world has an E-mail or they can text. If P&G want to show their product on something that everybody in the world has, they should advertize their product on TV.