A detailed analysis of Harvard Business School's case study of Procter and Gamble. Prepared by Kandukuri Sai Omkar a 3rd yr Undergraduate student at BITS Pilani K.K Birla Goa Campus during an marketing internship under Prof. Sameer Mathur.
'Winterlicious' was held in the month of December 2013 with aim to generate a buzz around promotional winter events taking place at Ambience Mall, Gurgaon. The voice of the campaign was 'Snowie' (The Winterlicious Mascot), whose personality, expressions & props were used to push out content related to current affairs, special days & event related updates . The campaign was divided into 4 parts namely, 'Hello Winter', 'Fashion Freaks', 'Chocofest' & 'Party Poppers'. Social media posts, tweets & contests were the primary promotional channels used to generate a hype around the events.
Case Study on American Apparel
By Liza Bain, Aaron Brown-Kert, Andrew Hyde, Maxie Winick and Mark Gronowski
For Marketing Management Class
Use for educational purposes only
This document showcases integrated marketing campaigns launched by different companies at different times. Which used both online and offline mediums, to create awareness and increase the brand recall among the consumers.
We’ve put together some recommendations to help expand American Apparel social media presence and highlight how the company is reaching out to an undeserved audience-African American consumers.
'Winterlicious' was held in the month of December 2013 with aim to generate a buzz around promotional winter events taking place at Ambience Mall, Gurgaon. The voice of the campaign was 'Snowie' (The Winterlicious Mascot), whose personality, expressions & props were used to push out content related to current affairs, special days & event related updates . The campaign was divided into 4 parts namely, 'Hello Winter', 'Fashion Freaks', 'Chocofest' & 'Party Poppers'. Social media posts, tweets & contests were the primary promotional channels used to generate a hype around the events.
Case Study on American Apparel
By Liza Bain, Aaron Brown-Kert, Andrew Hyde, Maxie Winick and Mark Gronowski
For Marketing Management Class
Use for educational purposes only
This document showcases integrated marketing campaigns launched by different companies at different times. Which used both online and offline mediums, to create awareness and increase the brand recall among the consumers.
We’ve put together some recommendations to help expand American Apparel social media presence and highlight how the company is reaching out to an undeserved audience-African American consumers.
Presentation made by Siddhant Mishra (NIT Patna) under Harvard Business case Proctor & Gamble, during Winter Internship on Marketing by Prof. Sameer Mathur (IIM L)
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
5. Procter & Gamble Co. , also known as P&G , is an
American multinational consumer goods company
headquartered in downtown Cincinnati , Ohio , U.S. ,
founded by William Procter and James Gamble.
6. • CEO A.G. LAFLEY
• CEO BOB MCDONALD
• CEO DURK JAGER
• CEO JIM STANGEL
• CLAUDIA KOTCHA
• VICE PRESIDENT
• DESIGN UNIT
• MARC PRITCHARD
• GLOBAL BRAND BUILDING OFFICER
KEY PLAYERS
7. COMPANY BACKGROUND
1940 – 1980
• Business expansion internationally through acquisitions
• Divested brands that did not fit company profile.
• First Global Brands- Always, Pringles & Pantene (in 1980s)
• U.S.’s Top Cosmetics Company- acquisition of Noxell (1989) and
Max Factor (1991).
• Entry into pet-care market: acquisition of Iams (for $2.3 billion)
• $57 billion acquisition of Gillette in 2005 made P&G the Top
Consumer Goods Company.
12. • P&G had pursued a multi-brand strategy.
•P&G managed its brands across a category carefully ,
with each getting individual support.
• A new design unit was introduced in P&G which
complemented function-driven process .
13. •A consumer-centric marketing approach was followed.
•Customization is done on the basis of needs of people.
•Focused on “Return On Marketing Investment” and
shopper marketing experience .
14. •As a whole the marketing strategy changed from
Function, Performance and Price to Consumer-centric
focus and Design.
•New strategies were implemented such as ROMI
(return on market investment), Store back Approach.
15.
16. • A lot of innovative approaches were introduced in product
and market research which gained both qualitative and
quantitative information from the consumers, in turn
resulting better products and positive buying behavior.
Qualitative:
• focus group discussions
• customer interviews
• in-store interviews
• in-context visits
Quantitative
• Data acquisition - habits & practices
of consumers.
• Personal endorsement approach
e.g. Vocal Point- P&G’s word-of-
mouth program.
17. Word of mouth advertising was followed, especially in
relation with women through interesting campaigns such as
“Thank You Mom” & “Loads of Hope” which acted as a means of
emotional branding.
18. Expenditure on
consumer marketing
• $500 million spent
• 20,000 market research studies
• 5 million consumers
• 100 countries
Technology
• Stake in Ocado (2008)
• Partnership with Tobii (2010)
• Neuromarketing (psychological surveys)
19.
20. Day time radio Dramas
Soap Operas
• Products are advertised through dramas , T.V.
Commercials and operas instead of including
wholesalers and retailers in the chain.
•Lafley, Stengel and Kotchka aimed towards design
and emotion-driven advertising along with
benefits and functionality .
21.
22. • Sponsored the U.S. Olympics in 2010, 2012 winter games,
Russia and 2016 summer games and Brazil.
23. • Fitness Campaign through NFL sponsorship and
major campaign “Thank You Mom” which gained
over 17 million views on YouTube and earned 33.6
Billion in media impressions.
27. • During recession in 2009, P&G shifted to coupons and in-
store promotional activities to maintain its media presence
while shifting advertisement costs.
• In 2010, P&G increased its advertisement spending by $1
Billion with a 20% increase in media impressions and
hence higher revenues led to an increase in dollars spent.
• Mc Donald, who became the CEO in 2010, stated that P&G
would maintain same level of spending while shifting
dollars to digital advertising and other new media to
broaden the audience.
33. • In 2007 two social media sites were launched namely
“Capessa” and “People’s Choice” for women on
Yahoo! Health and associated with People’s Choice
award.
• Aquired huge number of friends on Facebook and
learned how to use them.
• A website for household advice for men called
Manofthehouse.com was started in 2011.
35. •T-shirts with slogans and endorsed celebrities used to promote
sale of products like Tide . The t-shirts were worn by celebrities
, sold online and proceeds went to hurricane affected people .
• A mass promotional activity held in Times Square targeted
holiday shoppers , generated YouTube ads and attracted youths
.
36. “Loads of Hope” Campaign - 2005
Laundromat to wash clothes of
survivors of Katrina Hurricane
by which Tide increased to the
best of its sales in next 10
years.
37. “Times Square” Campaign - 2006
An innovative advertisement
including restrooms and
spotless toilets used to promote
Charmin toilet paper which
was then loved by tourists.
Campaign created 9 YouTube
advertisements and generated
20 Million views in a month.
.
38. What next for P&G?
With its proven ability to campaign in all the environments through
traditional and non-traditional ways P&G continues to evolve and innovate as the
World’s Largest Marketer with an aim to reach out to 5 Billion consumers worldwide
with advancements in consumer research and product performance.
39. DISCLAIMER
Created by Kandukuri Sai Omkar, BITS Pilani K.K Birla Goa Campus during a Marketing
Internship under Prof. Sameer Mathur, IIM Lucknow.