Marketing Management Strategy Of Procter & Gamble Essays

Marketing Management Strategy Of Procter & Gamble Essays

Length: 1112 words (3.2 double-spaced pages)

Rating: Better Essays

Open Document

Essay Preview

The objective and aim of this paper is to provide details on the proposed solutions and interventions that will improve the brand management strategy of Procter & Gamble, given the concerns raised in the first paper. As a result of the diversifying consumer needs and increased competition, the product centric method of P&G might change its brand management approach from product promotion to driving up consumer value perception and changing brand portfolios in order to increase the level of consumer loyalty and traction on P&G products (Di Somma, “Why Brand Management will replace Marketing”). The format of this paper is designed to discuss the identified issues and challenges in the area of P&G brand management while also providing solutions on the gaps.
Solution to improving P&G’s Brand Management strategy
In exploring the business environment of P&G, various issues arise that stem from its brand management strategies which need to be addressed especially concerns that relate to brand advertising. The need to diversify its product across international markets and segments, and finding more ways to transition from a product centric approach towards a value driven brand management initiative are among the vital issues which the company need to focus on if effective marketing to consumer is to be achieved.
The significance of diversifying the brand advertising efforts of P&G is to ensure that it considers various methods where it can strengthen its brand management initiatives across different advertising mediums aside from the traditional TV ads. According to Kapferer, communicating the identity of a brand relates to assorted elements and not just using a single form of media (196). Although TV advertising has been effective in ...


... middle of paper ...


...oss different segments. This helps in alleviating pressure in its brand management initiatives especially if it focuses only on a product centric approach. Accordingly, P&G can create certain products within the same brand to cater to various economic demographics in order to address the existing market competition.
Conclusion
The various proposed interventions and solutions showcase the importance of diversifying the brand management initiatives of P&G in order to address various market segments and opportunities. In addition, there should be a move from a product centric brand management approach to a more diverse value driven brand identity in order to consider the growing market competition that sometimes affect consumer perception and brand loyalty. With the aforementioned, an advantageous placement in improving its marketing to consumers can be expected.




Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

Case Study : Teaching An Old Dog New Tricks Essay

- PG: Teaching an Old Dog New Tricks A summary of a special report on innovation Background When Procter & Gamble (P&G) acquired Iams, an exclusive and high-priced pet brand, there was some angst that the acquisition would stem the brand growth and adversely affect the brand loyalty of consumers. Initially only available for purchase at pet stores and veterinarians, P&G immediately increased product availability through retail outlets and thus, increased the distribution by 50% overnight. In addition, P&G conducted research focused on the fears of consumers and subsequently, launched products concentrating on pet health and longevity, such as weight-control pet-food formulas and pet medic...   [tags: Procter & Gamble, Marketing, Brand management]

Better Essays
976 words (2.8 pages)

Marketing And Branding Of A Brand Essay

- Intro It has become impossible to avoid marketing and branding. Everywhere a consumer turns, they are being persuaded and influenced by all sorts of symbols, logos, slogans etc. These aspects of a brand create the culture we live in. “The effect, if not always the original intent, of advanced branding is to nudge the hosting culture into the background and make the brand the star. It is not to sponsor culture but to be the culture.” 30 no logo. Humanity has become one large sponsored event, making it impossible in order to escape....   [tags: Brand, Brand management, Procter & Gamble, Logo]

Better Essays
1782 words (5.1 pages)

Procter & Gamble Essay

- Procurement: Recently, Procter & Gamble has made a number of important decisions regarding how they handle procurement and purchasing for different raw materials and components. One very important decision that has radically changed the P&G organization is their implementation of a Supplier Environmental Sustainability Scorecard in mid 2010. (Greenconomist) This Sustainability Scorecard was a precursor to a larger sustainability initiative in late 2010, and had the goal of encouraging suppliers to improve across the board....   [tags: Business Analysis ]

Better Essays
1355 words (3.9 pages)

The Merger Between Gillette and Procter and Gamble Essay

- "This merger is going to create the greatest consumer-products company in the world … It's a dream deal." Warren Buffett "This was two companies with great products, strong management and terrific business models coming together to create arguably the best consumer product company in the world" Michael Barbaro, Washington Post[1] Introduction: The merger between Gillette and Procter and Gamble is indeed a strategic move on the part of both parties. It is a corporate marriage creating a union between male and female product lines; a contract valued at more than $55 billion dollars....   [tags: GCSE Business Management Studies Essays]

Better Essays
2264 words (6.5 pages)

Essay on Operational Management

- Introduction Operational management is an activity on the development, use and improvement of business processes to the production of major products and services. Operating activities specifies the implementation of any functions of the organization, focusing on content and targeted action sequences associated with the production of a particular product or services. Operating strategy can be considered as part of the overall planning process, ensuring compliance of operational tasks with tasks of broader organizational structure....   [tags: business, Procter & Gamble, production]

Better Essays
2269 words (6.5 pages)

History and Overview of Proctor and Gamble Essay examples

- Proctor and Gamble has become a household name due to their business strategy and commitment to their mission statement Proctor & Gamble Company was started by William Proctor and James Gamble in Cincinnati, Ohio. William Proctor made candles and James Gamble made soap. Proctor and Gamble started making and selling their soap and candles on April 12, 1837. William Proctor and James Gamble signed a formal partnership agreement on October 31, 1837 officially starting P&G. Despite the difficult times in 1837 for stating a new business William Proctor and James Gamble launched their new enterprise....   [tags: Bookkeeping Practices, Mission Statement]

Better Essays
2959 words (8.5 pages)

Proctor & Gamble Essay

- Proctor & Gamble      Founded in 1837, Procter & Gamble is the #1 U.S. makers of household products and a recognized leader in the development, manufacturing, and marketing of a broad range of products including Crest toothpaste, Tide laundry detergent, Ivory soap, Pampers diapers, and Dawn liquid detergent. Procter & Gamble has operations in over 70 countries and employs over 100,000 people worldwide and markets to nearly five billion customers in over 140 countries.      Procter & Gamble?s purpose or mission statement states exactly why Procter & Gamble is so driven in providing quality products and services to consumers all over the world....   [tags: Business Management Analysis Essays]

Better Essays
1863 words (5.3 pages)

Individual Campaign Analysis of Procter and Gamble Essay

- Mission: We will provide branded products and services of superior quality and value that improve the lives of the world’s consumers, now and for generations to come. 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....   [tags: p&g, personal product market, unilever]

Better Essays
1427 words (4.1 pages)

Proctor & Gamble in Singapore Essay

- Proctor & Gamble in Singapore Proctor & Gamble took time in deciding where to locate both their regional headquarters and the perfume plant in Singapore. P&G decided to place the perfume plant along the coastal part of the country in Tuas, Singapore (Moneycontrol.com, 2008). The plant operates on a just in time process. The plant receives raw materials only as they need it and send out supplies to the main manufacturing plants to be used in the products only as they need it. By being along the coast it is easy to have the ships and trucks pick up and deliver the products in as short of time as possible....   [tags: Business Strategy Analysis market]

Free Essays
1646 words (4.7 pages)

Proctor And Gamble Scope Case Analysis Essay

- Procter & Gamble Scope Case Analysis: Scope, a green mint tasting mouthwash, was positions as a great tasting mouth refreshing brand that provided bad breath protection. It is the first brand that offers both effective protection against bad breath and a better taste than other mouthwashes. Scope was introduced in 1967 by Procter & gamble, which is one of the most successful companies in the world. P&G philosophy is to provide superior quality and value that best fills the needs of the consumers; it was recognized as a leader in the Canadian packaged good industry....   [tags: Business Case Study]

Better Essays
1672 words (4.8 pages)