This document provides a final project paper analyzing the digital strategy of Procter & Gamble's Fabric & Home Care brand in China. It discusses P&G's current market position and strategies, as well as trends affecting demand. It argues that P&G needs to adapt to the digital platform business model to generate customer data and retain market share against new competitors. Specifically, it recommends that P&G create its own marketplace platform to connect customers, stores and suppliers, and develop smart home devices to increase convenience. This could help P&G better understand customer needs while streamlining operations.
The complete Building An FMCG Social Brand whitepaper. This publication explores content across the three key phases of the consumer decision journey:
1) Initial Consideration – Trigger
2) Active Evaluation – Information Gathering, Shopping and Buying
3) Post Purchase Experience and Advocacy
Day-1 Post Covid 19, Apparel Industry Way Forward Singh Deepak
The document summarizes the impact of COVID-19 on India's apparel industry and proposes ways forward. It discusses how exports, retail, and educational institutions have been impacted. Exports have been severely impacted with orders cancelled and shipments stuck. Retail has seen medium impact with manufacturing halted and orders on hold. Educational institutions have faced lighter impact by shifting online. It provides details on issues like buyers demanding large discounts, workers being scattered, and inventory pileups. It proposes roles for educational institutions in providing workforce support and for establishments like AEPC to release whitepapers and resources to assist the industry during the crisis.
Chinese babies are commonly fed a combination of breastfeeding and infant formula between birth and 6 months, and a combination of formula and homemade baby food from 6-36 months. This diverges from WHO recommendations and makes China a major market for infant formula brands. Online presence is important for influencing Chinese consumers. Scandals can severely damage brand reputation - a 2013 contamination incident decreased Fonterra formula sales by 80%. China's declining birth rate may decrease overall formula demand going forward.
The health crisis and the unprecedented disruption caused by COVID-19 have had profound impacts on economies, businesses and consumers worldwide, changing the way consumers live, work and shop.
Uncertainty remains high, but what is clear is that economies will not emerge unscathed and the daily routines and lifestyles of consumers will shift to accommodate continued social distancing. Whilst treatment and vaccine options are investigated, and potentially into the longer term, a new normal will emerge, as fears of a pandemic or other destructive events remain palpable.
The document summarizes a study of luxury auto brands' presence on social media. It finds that Porsche and BMW have the strongest social media presence, while Japanese brands are largely absent. It provides rankings of brands and analysis of what consumers discuss. It concludes with recommendations for luxury brands to better engage consumers through social platforms like Twitter, Facebook, YouTube and Flickr.
Impact of covid 19 on fashion industrymirhussain27
Due to COVID 19 Lockdown there was a gradual decline in the fashion and apparel industry affecting the migrants including embroidery workers and tailors
TAM ad ex television advertising ad strategies (July 2021-July 2020)Social Samosa
TAM AdEx TV advertising report highlights the monthly trends, top and exclusive spenders from advertisers and sectors on the medium in the period of July 2021 compared to July 2020.
1. Omni-channel marketing is necessary for brands in China due to the collision of e-commerce and brand building in the large Chinese market where consumers make frequent online purchases but are also developing brand loyalty.
2. The consumer segment targeted by omni-channel marketing includes Chinese millennials who favor experiences that allow self-expression and trust recommendations from friends over brands. They are also strong influencers of friends and family and take actions offline based on what they read online.
3. Designing brand experiences for omni-channel marketing should leverage big data insights about millennial social and spending habits to drive social e-commerce and make social content a key factor in brand preference and buying decisions.
The complete Building An FMCG Social Brand whitepaper. This publication explores content across the three key phases of the consumer decision journey:
1) Initial Consideration – Trigger
2) Active Evaluation – Information Gathering, Shopping and Buying
3) Post Purchase Experience and Advocacy
Day-1 Post Covid 19, Apparel Industry Way Forward Singh Deepak
The document summarizes the impact of COVID-19 on India's apparel industry and proposes ways forward. It discusses how exports, retail, and educational institutions have been impacted. Exports have been severely impacted with orders cancelled and shipments stuck. Retail has seen medium impact with manufacturing halted and orders on hold. Educational institutions have faced lighter impact by shifting online. It provides details on issues like buyers demanding large discounts, workers being scattered, and inventory pileups. It proposes roles for educational institutions in providing workforce support and for establishments like AEPC to release whitepapers and resources to assist the industry during the crisis.
Chinese babies are commonly fed a combination of breastfeeding and infant formula between birth and 6 months, and a combination of formula and homemade baby food from 6-36 months. This diverges from WHO recommendations and makes China a major market for infant formula brands. Online presence is important for influencing Chinese consumers. Scandals can severely damage brand reputation - a 2013 contamination incident decreased Fonterra formula sales by 80%. China's declining birth rate may decrease overall formula demand going forward.
The health crisis and the unprecedented disruption caused by COVID-19 have had profound impacts on economies, businesses and consumers worldwide, changing the way consumers live, work and shop.
Uncertainty remains high, but what is clear is that economies will not emerge unscathed and the daily routines and lifestyles of consumers will shift to accommodate continued social distancing. Whilst treatment and vaccine options are investigated, and potentially into the longer term, a new normal will emerge, as fears of a pandemic or other destructive events remain palpable.
The document summarizes a study of luxury auto brands' presence on social media. It finds that Porsche and BMW have the strongest social media presence, while Japanese brands are largely absent. It provides rankings of brands and analysis of what consumers discuss. It concludes with recommendations for luxury brands to better engage consumers through social platforms like Twitter, Facebook, YouTube and Flickr.
Impact of covid 19 on fashion industrymirhussain27
Due to COVID 19 Lockdown there was a gradual decline in the fashion and apparel industry affecting the migrants including embroidery workers and tailors
TAM ad ex television advertising ad strategies (July 2021-July 2020)Social Samosa
TAM AdEx TV advertising report highlights the monthly trends, top and exclusive spenders from advertisers and sectors on the medium in the period of July 2021 compared to July 2020.
1. Omni-channel marketing is necessary for brands in China due to the collision of e-commerce and brand building in the large Chinese market where consumers make frequent online purchases but are also developing brand loyalty.
2. The consumer segment targeted by omni-channel marketing includes Chinese millennials who favor experiences that allow self-expression and trust recommendations from friends over brands. They are also strong influencers of friends and family and take actions offline based on what they read online.
3. Designing brand experiences for omni-channel marketing should leverage big data insights about millennial social and spending habits to drive social e-commerce and make social content a key factor in brand preference and buying decisions.
Online business and covid 19 benefits & challenges term-paper-ob-group-09MdAsifRaihan
Online Business and COVID-19 Benefits & Challenges
Contributors:
Md. Asif Raihan 801827004
Md. Sabriat Hossain 801827049
Md. Zahidul Alam Bhuiyan 801827055
Kazmee Al Faruk Chowdhury 801827062
Supervised by:
Dr. Muhammad Shahin Miah, CPA
Assistant Professor
Department of International Business
University of Dhaka
China's spirits market is rapidly developing. What kinds of spirits are popular in China? What are Chinese consumers' opinions about spirits? Who are the leading brands in this market? Daxue consulting is offering a presentation highlights the key findings in China's spirits market.
The pandemic has put pressure on marketers to focus on short-term ROI goals like customer acquisition. However, it has also disrupted traditional in-person customer experiences. Wise marketers will use social media to both drive quick ROI and recreate engaging digital experiences around discovery, connection, and fun. Livestreaming shopping events and short-form video are helping brands engage customers socially and monetize online. Marketers should also use multichannel campaigns and user-generated content to inspire customers and make online shopping a more social experience. This balanced approach will help brands acquire customers now while differentiating their experience for long-term growth.
This Euromonitor market report provides market trend and market growth analysis of the Apparel industry in Germany. With this market report, you’ll be able to explore in detail the changing shape and potential of the industry. You will now be able to plan and build strategy on real industry data and projections.
The ready-to-eat market in China by Daxue consulting Daxue Consulting
The ready-to-eat food market in China is dominated by domestic brands. Instant noodles are the most popular ready-to-eat food, though demand is slowing. Taste is the most important factor for Chinese consumers when choosing instant foods. Health and nutrition are becoming more important trends as consumers demand healthier options. International brands can access the large Chinese market through e-commerce platforms and social media.
The document provides an overview of retailing in Vietnam in 2015-2020, with the following key points:
1) Retailing saw slower value growth in 2015 due to lower consumer prices and inflation, though demand remained strong. New aggressive entrants like Aeon Vietnam and Vingroup created greater competition.
2) Positive economic signs like 6% GDP growth and rising incomes supported consumer demand. However, value growth decelerated from 2014 due to low inflation. Foreign investment also increased competition.
3) Online marketplaces emerged as the fastest growing internet retailing channel, surpassing independent Facebook stores. Aggressive expansion by players like Mobile World and Vingroup will likely intensify competition over the forecast period.
樂You probably know about the N°1 e-commerce festival in China: 11.11, but do you know about the second largest?
It's 618 (June 18th), here are a few insights, and if you interested in a full report about this year festival, let me know in the comments ⬇
618 campaign in China was initially launched by Jingdong for its anniversary in 2010. Every June is the anniversary month of JD; and, the promotion and discount reach a peak on 18 June.
This year, besides traditional e-commerce players represented by Tmall and JD, Douyin and Kuaishou, the top2 short video platforms, also joined the game.
螺 Over 578 billion yuan of total GMV on Tmall, JD, and PDD, with 250,000 brands participating (x 2.5 more than last year)
️On Douyin, the post-00s accounted for the largest number of new users during the 618 promotion period, with a year-on-year increase of 392.1%. Young consumers’ emergence prompts brands and platforms to adjust their marketing strategies like using virtual influencers
Consumers' demand for improving the quality of life is increasing, and they are more and more accustomed to getting premium, imported, personalized, and diversified products/services on e-commerce platforms.
#china #chinamarketing #chinatrends #chinabusiness #chinaecommerce #ecommercemarketing #digitalcampaigns #digitalmarketing #jd #tmall #618 #douyin #kuaishou #ecommerce
This document provides a summary of how businesses in Greece can adjust to changes brought about by the COVID-19 pandemic. It outlines several key changes like increased online shopping, people working from home, and concerns about health and safety. It then discusses opportunities for businesses, such as providing more delivery options, improving ecommerce infrastructure, and addressing needs for mental health support and hygiene products. The document advocates for fearless leadership that focuses on the long term, accelerates change, leverages data, prioritizes employees, and uses advertising to gain competitive advantages during the economic recovery.
The Eyeota Index contains internal data from Eyeota, the global leader in local audience data. This report tracks thousands of campaigns executed by hundreds of agencies across 60 countries. We have developed our own proprietary Indices, the Eyeota Price and Spend Indices. These are beneficial to all parties. For advertisers, it provides a rare window into how their peers in their category are using data and which audience segments work well for specific advertiser sectors. Publishers gain further insights about the most sought-after data segments, and the types of advertisers purchasing them.
Each region has its own unique factors driving audience data spend.
This report will be a useful guide for advertisers, media buyers and publishers in staying updated with the latest trends in global audience data spend.
The document discusses key findings about China's seafood market. It finds that demand for imported seafood is growing rapidly in China. Both online and offline channels are important for seafood sales. Safety, freshness and taste are main concerns of Chinese consumers. The seafood market remains booming in China as rising incomes increase consumption. Popular imported seafood products online include frozen shrimp, salmon, crab and oyster, mainly from Russia, the USA, Norway and other countries.
Insight & Data Compilation on Covid-19 the NEW NORMALl in indonesiaSeno Pramuadji
This document summarizes the impact of COVID-19 on various industries and consumer behavior in Indonesia. It shows that industries like airlines, retail, hospitality, restaurants, and luxury goods have seen estimated losses of tens to hundreds of billions of dollars. It also outlines trends in Indonesia like increased online searches for health products and a rise in purchases of items like thermometers, masks, vitamins, and hand sanitizers. Consumer behaviors have shifted with more time spent at home, increased online shopping and education, and a focus on preventative health measures.
This ppt contains all the data about Samsung Smartphone Marketing like- 4p's, SWOT analysis, STP analysis, USP, Marketing & Promotional strategies, about SAMSUNG Competitor's Analysis & comprehensive data of their competitor's during COVID situation.
India’s e-commerce retail market faces an increasing demand for packaging, such as Mono Cartons and Corrugated Boxes due to the packaging’s firm structure, adding brand concept and preventing potential damage in transportation. The mono carton packaging category makes up 80% of the country’s overall packaging market.
The condiment and sauce market in China by Daxue consultingDaxue Consulting
Condiment and sauce are integral to every Chinese citizen. What are Chinese consumers' opinions about condiment and sauces? Who are the leading players in this market? A comprehensive report on the condiment & sauce market in China, targeted towards foreign brands interested in entering China's market by Daxue Consulting.
Retail Environment: US Retail Revolution
1. Retail Revolution Is Happening: Store Openings and Closures
2. All-Channel Universe Will Require Adaptation
Top 8 Global Retail Trends
1. Corporate Innovation Is the New R&D
2. Store as a Platform
3. Wellness as the New Luxury
4. Consumers Want to Be Part of a Community
5. Personalization and Customization
6. Resale Is Thriving While Retail Is Struggling
7. Demographics Suggest Opportunity in Plus-Size Apparel
8. Silver Economy: Aging Population Will Impact Retail
Private Label Clothing Brands in China | Daxue Consulting Daxue Consulting
China’s apparel market remains one of the fastest growing markets in the world, and the rise of e-commerce as well as fast fashion have further encouraged its growth.
As the quality in China’s apparel industry varies greatly, private label brands may be the solution addressing a growing consumer segment in the market.
Ogilvy social lab 18 mar - making communication choices covid19 - enSebnem Ozdemir
The document provides recommendations for media strategy during the COVID-19 pandemic. It notes changing consumer behaviors like increased time spent online and streaming services as sports are cancelled. Examples of brands like KFC pulling ads that could now be seen as insensitive are given. The recommendations section suggests taking a flexible media planning approach across multiple countries and considering the impact on business performance, brand perception, and potential opportunities.
The prenatal care market in China by Daxue consultingDaxue Consulting
What are the main products of the prenatal care market in China? How well do international brands fare on Chin's prenatal market? Do Chinese pregnant women use any special products? A comprehensive presentation on the prenatal care market in China, targeted towards foreign brands interested in entering China's market by Daxue Consulting in China.
Future of manufacturing in China -2016 versionFred Lemoine
Perspective on the future of apparel and footwear manufacturing in China. Challenges faced by manufacturers.Innovative ways to fight incremental operating cost and for manufacturers to go up the value chain.
GroupM’s The Great Shift 2020 details the shift caused by the pandemic in four major sectors (Auto, CPG & E-comm, Telecom and Financial Services) and another (Entertainment) where the industry has gone through significant change and, as a result, we must alter the way we think of them as sources of inventory.
De acuerdo con el estudio State of Consumer Outlook 2023 realizado por GfK, las ventas del sector de tecnología y bienes de consumo duraderos cae en Latam 5% en el primer semestre de 2022 en comparación con el mismo periodo de 2021
Online business and covid 19 benefits & challenges term-paper-ob-group-09MdAsifRaihan
Online Business and COVID-19 Benefits & Challenges
Contributors:
Md. Asif Raihan 801827004
Md. Sabriat Hossain 801827049
Md. Zahidul Alam Bhuiyan 801827055
Kazmee Al Faruk Chowdhury 801827062
Supervised by:
Dr. Muhammad Shahin Miah, CPA
Assistant Professor
Department of International Business
University of Dhaka
China's spirits market is rapidly developing. What kinds of spirits are popular in China? What are Chinese consumers' opinions about spirits? Who are the leading brands in this market? Daxue consulting is offering a presentation highlights the key findings in China's spirits market.
The pandemic has put pressure on marketers to focus on short-term ROI goals like customer acquisition. However, it has also disrupted traditional in-person customer experiences. Wise marketers will use social media to both drive quick ROI and recreate engaging digital experiences around discovery, connection, and fun. Livestreaming shopping events and short-form video are helping brands engage customers socially and monetize online. Marketers should also use multichannel campaigns and user-generated content to inspire customers and make online shopping a more social experience. This balanced approach will help brands acquire customers now while differentiating their experience for long-term growth.
This Euromonitor market report provides market trend and market growth analysis of the Apparel industry in Germany. With this market report, you’ll be able to explore in detail the changing shape and potential of the industry. You will now be able to plan and build strategy on real industry data and projections.
The ready-to-eat market in China by Daxue consulting Daxue Consulting
The ready-to-eat food market in China is dominated by domestic brands. Instant noodles are the most popular ready-to-eat food, though demand is slowing. Taste is the most important factor for Chinese consumers when choosing instant foods. Health and nutrition are becoming more important trends as consumers demand healthier options. International brands can access the large Chinese market through e-commerce platforms and social media.
The document provides an overview of retailing in Vietnam in 2015-2020, with the following key points:
1) Retailing saw slower value growth in 2015 due to lower consumer prices and inflation, though demand remained strong. New aggressive entrants like Aeon Vietnam and Vingroup created greater competition.
2) Positive economic signs like 6% GDP growth and rising incomes supported consumer demand. However, value growth decelerated from 2014 due to low inflation. Foreign investment also increased competition.
3) Online marketplaces emerged as the fastest growing internet retailing channel, surpassing independent Facebook stores. Aggressive expansion by players like Mobile World and Vingroup will likely intensify competition over the forecast period.
樂You probably know about the N°1 e-commerce festival in China: 11.11, but do you know about the second largest?
It's 618 (June 18th), here are a few insights, and if you interested in a full report about this year festival, let me know in the comments ⬇
618 campaign in China was initially launched by Jingdong for its anniversary in 2010. Every June is the anniversary month of JD; and, the promotion and discount reach a peak on 18 June.
This year, besides traditional e-commerce players represented by Tmall and JD, Douyin and Kuaishou, the top2 short video platforms, also joined the game.
螺 Over 578 billion yuan of total GMV on Tmall, JD, and PDD, with 250,000 brands participating (x 2.5 more than last year)
️On Douyin, the post-00s accounted for the largest number of new users during the 618 promotion period, with a year-on-year increase of 392.1%. Young consumers’ emergence prompts brands and platforms to adjust their marketing strategies like using virtual influencers
Consumers' demand for improving the quality of life is increasing, and they are more and more accustomed to getting premium, imported, personalized, and diversified products/services on e-commerce platforms.
#china #chinamarketing #chinatrends #chinabusiness #chinaecommerce #ecommercemarketing #digitalcampaigns #digitalmarketing #jd #tmall #618 #douyin #kuaishou #ecommerce
This document provides a summary of how businesses in Greece can adjust to changes brought about by the COVID-19 pandemic. It outlines several key changes like increased online shopping, people working from home, and concerns about health and safety. It then discusses opportunities for businesses, such as providing more delivery options, improving ecommerce infrastructure, and addressing needs for mental health support and hygiene products. The document advocates for fearless leadership that focuses on the long term, accelerates change, leverages data, prioritizes employees, and uses advertising to gain competitive advantages during the economic recovery.
The Eyeota Index contains internal data from Eyeota, the global leader in local audience data. This report tracks thousands of campaigns executed by hundreds of agencies across 60 countries. We have developed our own proprietary Indices, the Eyeota Price and Spend Indices. These are beneficial to all parties. For advertisers, it provides a rare window into how their peers in their category are using data and which audience segments work well for specific advertiser sectors. Publishers gain further insights about the most sought-after data segments, and the types of advertisers purchasing them.
Each region has its own unique factors driving audience data spend.
This report will be a useful guide for advertisers, media buyers and publishers in staying updated with the latest trends in global audience data spend.
The document discusses key findings about China's seafood market. It finds that demand for imported seafood is growing rapidly in China. Both online and offline channels are important for seafood sales. Safety, freshness and taste are main concerns of Chinese consumers. The seafood market remains booming in China as rising incomes increase consumption. Popular imported seafood products online include frozen shrimp, salmon, crab and oyster, mainly from Russia, the USA, Norway and other countries.
Insight & Data Compilation on Covid-19 the NEW NORMALl in indonesiaSeno Pramuadji
This document summarizes the impact of COVID-19 on various industries and consumer behavior in Indonesia. It shows that industries like airlines, retail, hospitality, restaurants, and luxury goods have seen estimated losses of tens to hundreds of billions of dollars. It also outlines trends in Indonesia like increased online searches for health products and a rise in purchases of items like thermometers, masks, vitamins, and hand sanitizers. Consumer behaviors have shifted with more time spent at home, increased online shopping and education, and a focus on preventative health measures.
This ppt contains all the data about Samsung Smartphone Marketing like- 4p's, SWOT analysis, STP analysis, USP, Marketing & Promotional strategies, about SAMSUNG Competitor's Analysis & comprehensive data of their competitor's during COVID situation.
India’s e-commerce retail market faces an increasing demand for packaging, such as Mono Cartons and Corrugated Boxes due to the packaging’s firm structure, adding brand concept and preventing potential damage in transportation. The mono carton packaging category makes up 80% of the country’s overall packaging market.
The condiment and sauce market in China by Daxue consultingDaxue Consulting
Condiment and sauce are integral to every Chinese citizen. What are Chinese consumers' opinions about condiment and sauces? Who are the leading players in this market? A comprehensive report on the condiment & sauce market in China, targeted towards foreign brands interested in entering China's market by Daxue Consulting.
Retail Environment: US Retail Revolution
1. Retail Revolution Is Happening: Store Openings and Closures
2. All-Channel Universe Will Require Adaptation
Top 8 Global Retail Trends
1. Corporate Innovation Is the New R&D
2. Store as a Platform
3. Wellness as the New Luxury
4. Consumers Want to Be Part of a Community
5. Personalization and Customization
6. Resale Is Thriving While Retail Is Struggling
7. Demographics Suggest Opportunity in Plus-Size Apparel
8. Silver Economy: Aging Population Will Impact Retail
Private Label Clothing Brands in China | Daxue Consulting Daxue Consulting
China’s apparel market remains one of the fastest growing markets in the world, and the rise of e-commerce as well as fast fashion have further encouraged its growth.
As the quality in China’s apparel industry varies greatly, private label brands may be the solution addressing a growing consumer segment in the market.
Ogilvy social lab 18 mar - making communication choices covid19 - enSebnem Ozdemir
The document provides recommendations for media strategy during the COVID-19 pandemic. It notes changing consumer behaviors like increased time spent online and streaming services as sports are cancelled. Examples of brands like KFC pulling ads that could now be seen as insensitive are given. The recommendations section suggests taking a flexible media planning approach across multiple countries and considering the impact on business performance, brand perception, and potential opportunities.
The prenatal care market in China by Daxue consultingDaxue Consulting
What are the main products of the prenatal care market in China? How well do international brands fare on Chin's prenatal market? Do Chinese pregnant women use any special products? A comprehensive presentation on the prenatal care market in China, targeted towards foreign brands interested in entering China's market by Daxue Consulting in China.
Future of manufacturing in China -2016 versionFred Lemoine
Perspective on the future of apparel and footwear manufacturing in China. Challenges faced by manufacturers.Innovative ways to fight incremental operating cost and for manufacturers to go up the value chain.
GroupM’s The Great Shift 2020 details the shift caused by the pandemic in four major sectors (Auto, CPG & E-comm, Telecom and Financial Services) and another (Entertainment) where the industry has gone through significant change and, as a result, we must alter the way we think of them as sources of inventory.
De acuerdo con el estudio State of Consumer Outlook 2023 realizado por GfK, las ventas del sector de tecnología y bienes de consumo duraderos cae en Latam 5% en el primer semestre de 2022 en comparación con el mismo periodo de 2021
This report analyzes Polo Ralph Lauren's current market and opportunities in the post-pandemic world. It finds that while the company's revenue and stock price declined due to COVID-19, it has opportunities in e-commerce, social media, and eco-friendly products/partnerships. The report recommends digital marketing strategies targeting younger audiences, partnerships promoting sustainability goals, and focusing on online stores. A 2022 analysis should compare progress on areas needing work and adding new campaigns.
This document discusses trends in the fashion industry, with a focus on sustainability and the circular economy. It first provides an overview of changes in the competitive landscape for fashion companies, including increased digitalization, economic uncertainty, and fast fashion trends. It then discusses emerging consumer trends like an increased attention to sustainability, growth of online shopping, personalization, and use of influencers on social media. Finally, it analyzes how sustainability and principles of the circular economy are influencing consumer perceptions, especially among younger generations.
The 12th edition of WARC’s annual Marketer’s Toolkit includes a series of reports aimed at helping marketers identify and focus on key areas of industry disruption, determine the most effective strategies, and benefit from arising opportunities.
The Flux Paradox - Branding at the Speed of ChangeYoung & Rubicam
Insights on how brands can build loyalty at the speed of change - By Matt Godfrey, President of Y&R Asia.
The erosion of consumer loyalty, or 'The Flux Paradox', is being driven by rapid product innovation. This dwindling brand loyalty, in Asia at least, is borne out by Y&R’s own proprietary research ‘Generation Asia’; a survey conducted by Y&R Advertising and VML, of 34,000 people across 10 countries.
The document provides an overview of the Marketer's Toolkit 2021 report, which analyzes six major challenges facing brands in the upcoming year:
1. Responding to recession - Marketing budgets are expected to increase but not return to pre-pandemic levels due to economic pressures. There is a shift towards performance and digital channels.
2. Staying effective in e-commerce - The growth of e-commerce during the pandemic is seen as a permanent change, requiring brands to adapt strategies and investments.
3. Engaging home consumers - Restrictions will remain through 2021, so brands must find ways to engage consumers spending more time at home.
4. Succeeding in the closed web - Changes to
Britannia Good Day biscuits are a popular product from Britannia Industries in the FMCG industry. Good Day biscuits target all ages and backgrounds with varied ingredients and premium positioning at an affordable price. They are marketed nationwide through Britannia's extensive distribution network of over 2500 wholesalers and retailers. Good Day faces competition from similar biscuits like Priyagold Butter Bite and Sunfeast, but maintains its market share through varied flavors, promotions, and competitive pricing.
Luxury and Cosmetics Market and Consumer Trends Chris Cadden
"Increase the digital effort — Luxury companies are behind in an increasingly digital world. New technology has changed the way companies do business, providing new communication channels, with buying behaviors evolving and the emergence of a new segment, the “millennials.” Immediacy is key, so there is a constant need to innovate within the digital world, which seems to contrast with the exclusivity known for its pole position at the core of the luxury market. Luxury brands have to manage dual aspects; namely to maintain their heritage and create long-term value while responding to consumers’ expectations and trying to offer instant gratification. Without innovation companies are risking losing ground to more dynamic, digitally savvy players." -Roberto Bonacina
WGSNFutures.com: Vision 2030 White Paperpaulcoxhill
With a booming global population that has an insatiable appetite for new fashion styles, the fashion industry is under pressure to deliver at speed, but it doesn't have to be at the expense of our natural environment.
The document discusses how technology can help create a more sustainable fashion industry by 2030. It notes that constant new collections and price drops are unsustainable. Technology can help by enabling more efficient design and production, as well as improving communication about social and environmental issues. Examples are given of companies using technology to increase supply chain transparency and accountability. 3D printing is also discussed as a technology with potential to significantly reduce waste in fashion production.
2017 Consumer Products Industry Outlook by DELOITTEthierry jolaine
2017 Consumer Products Industry Outlook
Our latest consumer products industry overview provides a closer look at the trends that are disrupting the industry and changing the way they go to market.
The article discusses several funding and acquisition events in the digital world over the last 30 days. Getir, a Turkish grocery delivery startup, ceased operations in Spain due to unsustainable cash flows and a focus on growth over profits. Colvin, a Spanish floral delivery startup, reduced its workforce by 40% and halted international expansion after projections were disrupted and it ran out of cash. Volava, a Spanish home fitness startup, entered bankruptcy proceedings after experiencing peak demand during the pandemic that did not continue afterwards. A Bitcoin "whale" transferred 1,037 BTC worth $31 million after not transacting for 11 years.
Industrial Revolution and the Market’s Perspective towards the Business Indus...ijtsrd
Industrial Revolution directly affects the Business Industry through its demands of innovation, changes, and adaptation, this research however focused on how the market gets affected by it. The results show clear effects of Industrial Revolution towards the perspective of the business industry market in terms of their needs and wants, product delivery system, and branding. This also justifies that Industrial Revolution aside from its positive contributions to the growth of the economy also brings negative impacts particularly on employment opportunities, environment, and the operations of small and medium sized businesses. This research is a good basis for a sustainable and responsible Industrial development initiative and a guide to the business industry in making sure sustainable operations. Mark Gabriel Wagan Aguilar "Industrial Revolution and the Market’s Perspective towards the Business Industry: A Macro Analysis" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-4 | Issue-3 , April 2020, URL: https://www.ijtsrd.com/papers/ijtsrd30695.pdf Paper Url :https://www.ijtsrd.com/management/general-management/30695/industrial-revolution-and-the-market%E2%80%99s-perspective-towards-the-business-industry-a-macro-analysis/mark-gabriel-wagan-aguilar
Top 5 Trends For CPG & Retail Industry 2015ITC Infotech
With the CPG & Retail industry gaining fast grounds into an increasingly global market place, businesses are demanding a blend of Strategic Consulting, Operational Consulting and Value Realization through flawless
execution. Glocalisation – phenomenon of the modernized world – has a profound effect in the CPG & Retail industry and has created unprecedented challenges such as, maintaining consistency in customer experience, optimizing supply chains in emerging markets and devising
methods for developing new products more efficiently. We believe that in order to help the industry gear up for success and be future-ready, consulting firms will have to seamlessly blend industry & domain expertise
with management consulting skills, bringing unique capabilities to discover and resolve business concerns of the day.
Eastman Kodak Company
Haley Duell
5/12/2016
BUS/475
Eastman Kodak Company
The consumer electronic field is a great and also equally competitive business area. Different companies usually design different techniques to and outsmart their fellow business counterparts. They do this via developing various business promotional methods and marketing designs. Companies normally review their marketing strategies from time to time in order to ensure that they make maximum profits in their businesses, the do this due to changing internal and external factors of their business enterprises that they view as factors that slow their advancement. Most of the marketing departments have the likelihood of considering their consumers wants, they have a tendency to make or design products that are very much appealing and motivating to their customers. They do this to ensure customer satisfaction and ultimately they do this to ensure that their company makes maximum profit. Most of the marketing departments try to understand consumer feedback concerning their products therefore they have set up forums to ensure that they get the consumer feedback in order to think of even more interesting strategies that will ensure the companies maximum profit and sustainability in the market. To increase its competitiveness in the industry, the company should produce a new middle range smart phone in the market,
1.1 Brief Description of the company
Eastman Kodak is part of one of the growing largest multi-billion dollar corporations in the world. In 2007 it exceeded the $100bn mark in annual sales for the first time in its history. This makes it one of the world's top three companies in the electronics industry where only two other companies, Siemens and Hewlett-Packard, have posted larger revenues. The name Eastman Kodak literally means grow Group’s dominance in two further sectors: Eastman Kodak Heavy Industries and Eastman Kodak Engineering and Construction. If you are talking innovation in Eastman Kodak walks the walk and is now the established leader in consumer electronics, providing a range of leading-edge premium products and, in their own words, ‘leading the digital convergence revolution’. In so doing Eastman Kodak has made a remarkable transformation from copy-cat manufacturer to become Asia's most valuable technology company.
1.2 Organizational Structure
As of 2013, Eastman Kodak Electronics has established 15 regional headquarters, 54 global sales offices, 38 global production facilities and 34 global R&D centers.
Eastman Kodak consists of three main divisions: Consumer Electronics, IT & Mobile Communications and Device
Solution
s. Each division consists of several subsidiary divisions.
1.3The product being offered
To increase its competitiveness in the market, the company should introduce a new mid-range smart phone, Blast, targeting the middle class consumers and the teenage population in third countries who are the largest consumers of mobile ...
CES 2015: A No Gadget Report for Marketers & BrandsBen Grossman
A fresh, no gadget take on the 2015 International CES, this report covers the top trends marketers and brands need to know as they enter 2015. Based on the evolution of the CES show over the last several years, the report also documents the rising in notoriety and popularity of CES within the marketing and advertising industry, now rivaling events like the Cannes Lions International Festival of Creativity and SXSW Interactive.
After 48 years in existence, the event shows no signs of slowing down. 2015 marked the largest CES in history, with over 170,000 industry professionals in attendance and more than 2.2 million net square feet of exhibit space occupied by exhibitors. Today, the show sits comfortably at, as the Consumer Electronics Association (CEA) has dubbed it, “the center of convergence among content, services and products.”
1 Outline for Completing the Marketing Plan Assignment .docxfelicidaddinwoodie
1
Outline for Completing the Marketing Plan Assignment
MKT501– Strategic Marketing
Use this format to plan your research and complete the SLP assignments. Your final paper in
module 4 SLP should follow this outline. Note that the letters “a, b, c…” and the numbers “i, ii,
iii, iv…” in the outline below are used to show the major issues you need to include in your
paper and you should not use these letters and numbers to organize your paper.
Cover Page (1 page)
a. Marketing plan title
b. Course title and number
c. Your name and date
d. Name of Instructor
e. Executive Summary (2 pages maximum)
f. Summary of what plan is designed to achieve
g. Summary of key elements of internal environment and external environment
analysis (only points that are relevant to understanding the action plan, only the
point, not the analysis)
h. Summary of prescribed goals and strategic approach to achieving them.
i. Summary of key actions that are outlined.
Table of Contents (as many pages as needed)
I. Product Statement (2 pages maximum)
j. Describe the company/organization
k. Provide brief background of the organization
l. Describe charge you have for this marketing plan
m. Provide a brief overview of what issue you are studying, and how a marketing
perspective can help address the issue.
II. Situation Analysis (3‐6 pages)
NOTE: only include sections which are relevant to your charge. The relevance of
each section of analysis should be clear to the reader.
a. External Environment Analysis
i. Context Analysis
Industry forces that might impact success of any actions taken
ii. Competitor Analysis
Any organization or message which may prevent any actions
taken from being successful
iii. Technological and Economical situation Analysis
iv. Political, legal and cultural Analysis
2
b. Customer Environment Analysis
i. Customer Analysis
ii. Collaborator Analysis
c. Internal Environment Analysis
i. Company Analysis
III. SWOT Analysis (3‐6 pages)
a. Strengths and Weaknesses(Internal)
i. Strengths
ii. Weaknesses
b. Opportunities and Threats (External)
i. Opportunities
ii. Threats
c. SWOT Table
IV. Issues Analysis (2 pages maximum)
a. Given your complete marketing analysis, what are the key issues which the
company/organization must understand in order to address the charge that is
being considered?
i. NOTE: This section concisely identifies the most important issues and
decisions that the organization is likely to face when trying to promote
the product in your charge
Bullet points (or numbered statements) are acceptable.
V. Goals and Objectives (2 pages maximum)
a. The goals and objectives should be stated clearly and concisely
i. (Think S.M.A.R.T.).
b. Do not “Discuss” the goals/objectives. Just present them.
i. Each goal/objective should be easily understood given your ...
[Article] How marketing strategies are evolving in response to COVID?Biswadeep Ghosh Hazra
An article on how marketing strategies are evolving in response to COVID?
The article is divided into the following sections-
1) Analysing the impact of COVID-19
2) Delving Deeper
3) Current Trends
4) User Content Consumption Pattern
5) Changing Marketing Strategies
6) Conclusion
7) References
Research on Marketing Strategy of Huawei Brand in KazakhstanDr. Amarjeet Singh
Marketing research is a complex multi-step process
that requires in-depth knowledge of the object of study, the
accuracy and timeliness of the results of which largely
determine the successful operation of the entire enterprise.
Most business failures (from loss of market share to
bankruptcy) are because important strategic decisions are
made either in conditions of lack of information or on the
basis of erroneous or outdated data. Marketing research will
provide the necessary information and reduce the risk when
making important decisions. Marketing strategy is the
collection of information about the activities of the enterprise,
in the main areas (product, price, customers, and promotion)
and the use of the results to choose the direction of business
development.
The goal is to identify possible ways to improve the
effectiveness of Huawei’s marketing strategy in Kazakhstan.
Theoretical issues of marketing are considered, namely the
concept of marketing, goals, objectives, functions and issues
of marketing, marketing macro and microenvironment,
marketing research.
This article will be of positive importance for the
study of foreign investment of Chinese enterprises.
This document discusses the insurance industry. It notes that insurance companies offer risk management through insurance contracts by guaranteeing payment for uncertain future events. The top 10 global insurance companies are listed. Different types of insurance are described like life, health, auto, home, and travel insurance. The document distinguishes between the consumer and business markets. It explains that consumer insurance is bought by individuals while business insurance is customized for organizations. Insurance market segmentation is also covered, separating consumers by demographics and psychographics and businesses by their specific insurance needs. The document concludes by listing the team members who created it.
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Solution to Problem No. 22
Lag Exercise
Chapter 6- Developing a Project Plan
Project Management-The Managerial Process-7e (McGrawHill)
Erik W. Larson & Clifford F. Gray
Agoda is one of the leading online travel booking websites that was acquired by Booking Holdings in 2007. It has grown rapidly by focusing on the Asian market and differentiating itself through services like home rentals. While Agoda has strong brand recognition in Asia, it faces intense competition from large global players and pressure to continue expanding into new markets and services. The report analyzes Agoda's strategies, competitive position, and recommendations to ensure future sustainability and growth amid changing industry trends.
1. DJI is currently the dominant player in the consumer drone market with 77% market share. It started as a DIY drone company and introduced the first consumer drone, the Phantom 1, in 2013.
2. DJI has successfully captured competitive advantages through strategic partnerships, crowd-sourcing contests, rigorous internal processes, and protecting its intellectual property with over 1,000 patents.
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This document discusses strategy and corporate sustainability at a travel company. It identifies the company's core competencies as high quality services, inventory growth, payment innovation, and strong customer service. Key success factors include the business model, technology development, and marketing. The corporate strategy is to aggressively target new customer segments like solo travelers, eco-travelers, and female travelers. It also recommends diversifying services, pursuing green marketing strategies, and developing alternative technologies to prepare for possible unpredictable trends.
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- Moss and McAdams Accounting Firm has 160 employees across 6 offices providing corporate audits and tax preparations. Bruce Palmer was recently promoted to manager.
- In a matrix structure, responsibilities can be ambiguous without clear goals and delegation. This led to Ken Crosby contacting Zeke Olds directly, bypassing Palmer, and Olds feeling torn between projects.
- To better manage such situations, the firm should define clear roles and responsibilities in matrix projects, provide resources stability, assess proper project size, prioritize importance, and train managers in conflict resolution.
The Evolution and Impact of OTT Platforms: A Deep Dive into the Future of Ent...ABHILASH DUTTA
This presentation provides a thorough examination of Over-the-Top (OTT) platforms, focusing on their development and substantial influence on the entertainment industry, with a particular emphasis on the Indian market.We begin with an introduction to OTT platforms, defining them as streaming services that deliver content directly over the internet, bypassing traditional broadcast channels. These platforms offer a variety of content, including movies, TV shows, and original productions, allowing users to access content on-demand across multiple devices.The historical context covers the early days of streaming, starting with Netflix's inception in 1997 as a DVD rental service and its transition to streaming in 2007. The presentation also highlights India's television journey, from the launch of Doordarshan in 1959 to the introduction of Direct-to-Home (DTH) satellite television in 2000, which expanded viewing choices and set the stage for the rise of OTT platforms like Big Flix, Ditto TV, Sony LIV, Hotstar, and Netflix. The business models of OTT platforms are explored in detail. Subscription Video on Demand (SVOD) models, exemplified by Netflix and Amazon Prime Video, offer unlimited content access for a monthly fee. Transactional Video on Demand (TVOD) models, like iTunes and Sky Box Office, allow users to pay for individual pieces of content. Advertising-Based Video on Demand (AVOD) models, such as YouTube and Facebook Watch, provide free content supported by advertisements. Hybrid models combine elements of SVOD and AVOD, offering flexibility to cater to diverse audience preferences.
Content acquisition strategies are also discussed, highlighting the dual approach of purchasing broadcasting rights for existing films and TV shows and investing in original content production. This section underscores the importance of a robust content library in attracting and retaining subscribers.The presentation addresses the challenges faced by OTT platforms, including the unpredictability of content acquisition and audience preferences. It emphasizes the difficulty of balancing content investment with returns in a competitive market, the high costs associated with marketing, and the need for continuous innovation and adaptation to stay relevant.
The impact of OTT platforms on the Bollywood film industry is significant. The competition for viewers has led to a decrease in cinema ticket sales, affecting the revenue of Bollywood films that traditionally rely on theatrical releases. Additionally, OTT platforms now pay less for film rights due to the uncertain success of films in cinemas.
Looking ahead, the future of OTT in India appears promising. The market is expected to grow by 20% annually, reaching a value of ₹1200 billion by the end of the decade. The increasing availability of affordable smartphones and internet access will drive this growth, making OTT platforms a primary source of entertainment for many viewers.
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Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
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Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.AnnySerafinaLove
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A select set of project management best practices to keep your project on-track, on-cost and aligned to scope. Many firms have don't have the necessary skills, diligence, methods and oversight of their projects; this leads to slippage, higher costs and longer timeframes. Often firms have a history of projects that simply failed to move the needle. These best practices will help your firm avoid these pitfalls but they require fortitude to apply.
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
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1. S.M.80.9062: DIGITAL STRATEGY & MARKETING (IN CHINA)
Final Project Paper on:
Digital Strategy of Fabric & Home Care Brand of Procter & Gamble
Submitted to:
Prof. Jeffrey Towson
Prepared by:
Kazi Mustafizur Rahman (st120943)
Master of Business Administration
School of Management
Asian Institute of Technology
Session: January, 2020 Submission date: 20 February, 2020
2. Contents
1.0 Procter & Gamble: An overview and the future of its Fabric & Home Care Segment............ 3
2.0 Demand and Market for Fabric and Home Care Products...................................................... 4
2.1 Future Trends........................................................................................................................ 5
2.2 P&G’s current state and strategies adopted......................................................................... 5
3.0 Digital Platform Business Model: What Procter &Gamble is missing out? ............................ 7
4.0 Recommendation for P&G’s Fabric & Home Care Business Segment.................................... 9
4.1 Value Proposition................................................................................................................ 10
5.0 Conclusion .............................................................................................................................. 11
6.0 References ............................................................................................................................... 13
3. 1.0 Procter & Gamble: An overview and the future of its Fabric & Home Care Segment
With over a century’s history Procter and Gamble (P&G) stands as one of the global leaders
in the fast-moving consumer goods industry (FMCG) across the globe with a dominant lead in the
Fabric and Homecare segment. Although, the company started as a puny soap making firm through
a joint partnership between William Procter and James Gamble in Cincinnati, USA in 1837, today
it stands as a billion-dollar multinational company spreading its product and prevalence in more
than 180 countries and on ground operations in 70 countries.1
The company currently has more than 50 brands with numerous products under each brand
and divided into six business segments namely Fabric and Home Care, Baby, Feminine and Family
Care, Beauty, Healthcare and Grooming. In this report, the Fabric and Home Care segment will be
the kernel of discussion as 33% of the company’s consolidated revenue comes from this segment
while the operation and sales concentration (60%) circles around North America and Europe. 2
Over the decades the revenue from Fabric and Home Care segment has grown five-fold and still
remains as one of the strongest brand segments with significant organic growth in market share.
However, in this era of the fourth industrial revolution retention of the market share is highly
challenging as online platforms and digital media have opened up the room for even puny and
regional players to compete against global brands. The platform businesses are accounting for
direct to customer approach by the firms and as such small businesses are slowly nibbling into the
market share of the global brands like P&G. In a report, it was also cited that 39% of online
1 P&G: A company history 1837 - Today
2 P&G: Annual Report, 2019
4. consumers were willing to try out new brands.3 Moreover, as the economic power shifts towards
Asia and Africa, sustaining growth and retaining consumers’ loyalty towards the brand would be
highly challenging for generic products like detergents and washing powders under the Fabric and
Homecare umbrella.
Therefore, P&G seems to be vulnerable to enjoy brand loyalty and growth in the particular
segment and needs transformation across its operational and marketing strategies. As an innovative
company P&G has already taken number of initiatives to embrace to the changes posed by digital
age that will be discussed in the following sections along with a forward outlook towards the new
economies and probable strategies in light of digital technologies to expand and retain market
share.
2.0 Demand and Market for Fabric and Home Care Products
Home Care products like laundry detergents and cleaning items are considered as regular
household items and purchased on a daily basis. Their demand is also fairly inelastic in nature and
effect of quantity shift is very likely to be subtle while brands only come into play when there is a
change in household income. The biggest challenge companies face in marketing the product is
differentiation. As a generic product, it is very difficult to place the brand uniquely and therefore
a more personalized approach is required to gain customer attention and retention.4
As the world moves towards a more urbanized mansion, positive growth in demand of
home care products can be sensed right now as cleanliness, hygiene and awareness becomes pre-
dominant factors for the society to uphold living standard and lifestyle. Therefore, the market for
3 MonllosK., 2019, Procter & Gamble is looking to add more direct-to-consumer brands to its roster – Digiday.
Retrieved from https://digiday.com/marketing/procter-gamble-looking-add-direct-consumer-brands-roster/
4 https://www.marketing-schools.org/consumer-psychology/marketing-laundry-detergent.html
5. homecare products is likely to grow at a higher pace and companies like P&G, who are already
popular brands can reap the advantage of this growth by tapping the developing economies and
new middle-class consumer segment.
2.1 Future Trends
The world is currently taking a dramatic shift when the economic power shifts from the
west to the east. Emerging economies will account for more than 50% of the global economy while
`80% of the rising middle-class will be from developing regions.5 Emerging economies will be
growing 75% faster than developed nations. 35% of the world population will be only in China
and India by 2030 and their combined GDP will account for 25% of the world GDP.6
Technological advancement will reshape the consumer behavior and all products are
expected to become services.7 In this world of rapid changes, even large conglomerates will face
nose dive to stand on their competitiveness if unable to keep pace with the changing trends.
2.2 P&G’s current state and strategies adopted
The Fabric and Home Care Business segment of P&G comprises of a variety of fabric care
products, including laundry detergents, additives and fabric enhancers; and home care products,
including dishwashing liquids and detergents, surface cleaners and air fresheners. In fabric care,
P&G is a market leader with 25% global market share while in home care products it captures 20%
of the global market share. Since P&G has different business segments, it has many competitors
across different industries but this generic segment brings in majority of the revenue for group that
5 ECB, Monthly Bulletin,October 2010
6 UN, Economic and Social Affairs, Population 2030,Demographic challenges and opportunities for sustainable
development planning,2015
7 ParkerC. 2016,8 Predictionsof the world in 2030,World Economic Forum. Retrieved from
https://www.weforum.org/agenda/2016/11/8-predictions-for-the-world-in-2030/
6. is concentrated in the European and US market while the world rising economies tend to shift
towards Asia and Africa. Particularly, China is predicted to be the most advanced and dominant
economy in the world by 2050 and will surpass the US economy by 50%.8 P&G, although has
taken several steps in retaining large market share in China and other parts of Asia, technological
disruption is always posing challenge on these global leaders to sustain the growth as small traders
and new brands erode the market share in tiny portions but significantly impacting on higher
investment and marketing efforts.
One such example is the case of Unilever’s acquisition of Dollar Shave Club as it entirely
disrupted the market through Direct to Customer (DTC) strategy. As a result, Unilever had to
acquire Dollar Shave Club at a premium value to retain the market share and competitiveness.9
Similarly, to maintain the competitiveness P&G have also acquired many start-ups over the last
decade for its many segments.10
P&G in recent years have embraced major changes and have heavily invested in its supply
chain management as a competitive measure. It has also embedded real-time demand signal
features in its system to meet the ever-evolving demand of the customers. Moreover, it has also
initiated cost-effective measures through strategic sites for manufacturing and digitizing them.
They are also in the process of saving on media costs.2 As its latest marketing strategy involves
featuring multiple brands and a TV show far different from the traditional product placement and
claims to innovate advertising from mass clutter with too many nuisance messages to useful,
8 Kupchan C.A., 2012,The World in 2050:When the 5 Largest Economies Are the BRICs and Us, The Atlantic,
Retrieved from: https://www.theatlantic.com/business/archive/2012/02/the-world-in-2050-when-the-5-largest-
economies-are-the-brics-and-us/253160/
9 Brown J.M> & Massoudi A., 2016, Unilever buys Dollar Shave Club for $1bn,Financial Times, Retrieved from:
https://www.ft.com/content/bd07237e-4e45-11e6-8172-e39ecd3b86fc
10 https://www.bizjournals.com/cincinnati/news/2018/02/06/p-g-acquiresinternational-competitor.html
7. creative and interesting contents focused towards the need of the customers.11 “It is also pursuing
external partnerships to monetize P&G innovation, creating revenue streams that can be reinvested
back in game-changing technologies needed to create winning brands. P&G claims that it is
leading the disruption into brand creation by shifting from traditional mass marketing to mass one-
to-one brand building through the essence of data and technology.”2
It is also embracing digitization and data analytics to capture data and unique insights to
solve business problems, and embedding these skills in the businesses to help accelerate results.
This is very critical to determine the value chain and future of business as it has always led the
path of traditional sales channel but in todays online world, direct link with the customers is the
key to dominance. The Direct to Customer (DTC) brands are in charge of their customers data
while the wholesale horizon of P&G has not enabled them to capture this opportunity of holding
customer data. DTC brands also tend to be associated with certain “values” at a time that brand
purpose becomes more important as a marketing strategy. P&G has already started borrowing the
DTC marketing playbook using influencers, PRand social, as well as a more data-centric approach
to marketing for its few brands but it seems to be late to the party.3 However, for the Fabric and
Home Care brand, such initiatives are yet to be evident and the thus the focus goes to the segment
as it is the biggest driver of the revenue of the entire group.
3.0 Digital Platform Business Model: What Procter &Gamble is missing out?
The digital platform can be attributed to the strengths of a physical market place connecting
two or more parties to transact however, with massive powerful features. It not only connects
11 Handley L., 2019,P&G moves away from ads and toward TV shows that go way beyond product placement,
CNBC, Retrieved from: https://www.cnbc.com/2019/09/05/pg-moves-away-from-ads-and-toward-creative-content-
partnerships.html
8. between consumers and markets but also have profound impacts on other parties and stakeholders
with economies of scale, versioning and most importantly data. A platform once started possesses
nearly zero marginal cost of production with the propensity to scaling up across the whole world
and very low distribution costs.
Among the platforms, the marketplace platforms like Alibaba, Amazon, Taobao have
become major disruptors for global brands in the consumer brands industry as the small traders
and manufacturers now have access to a massive user group while the platforms have created
consumer convenience in shopping and building direct relationship with the customers. The
platform model has also enabled to generate user data to help the producers and suppliers to
customize the product and deep understanding of customer demand while the customers are also
being offered with bundle options and induced to repeat the purchasing habit. Moreover, it also
provides the open floor of discussion and reviewing the experience.
Major global brands, particularly like Procter & Gamble who have always depended on
pipeline business model and in improving efficiency and supply chain have also faced nosedives
to infinitesimal and new local brands with the advent of the platforms. The key problem lies in its
reliance on the sellers for the information on consumer data while the platforms have enabled even
small producers and sellers to directly sell to the customers and build a relationship for their brands.
Even the heavy marketing efforts did not give enough advantage to supersede the superpower of
the platforms.
P&G and similar brands try to fill out the shelves of the sellers, stores, departmental stores,
etc. They hardly have direct connection with the end users. On the other hand, they only reap the
advantage by establishing their supplies centers of production factories in strategic locations to
9. build competitive advantage in supply chain. However, it is highly difficult and also investment
intensive to establish physical stores around the globe and then solely compete in the retail market
but digital strategies and investment in digital tools can widen the possibility. The next section will
thus focus on the digital strategies and measures to retain the brand value, generate customer
information and also reduce transaction cost to remain strategically competitive by P&G,
especially for its Fabric Care and Home Care business segment.
4.0 Recommendation for P&G’s Fabric & Home Care Business Segment
The economics of digital is vast and no one strategy is a perfect measure to give competitive
advantage in the market. But the digital world’s vastness always creates new opportunities and
numerous options for exploring. The overall plan can be expressed through a graph as presented
below, but the core essence is creating its own platform to generate user data on both customer
and merchant.
Fig.: Platform of P&G Fabric and Homecare business
It is high time that P&G embrace the digital strategies to remain competitive. A market
place platform could be one of the probable measures to always retain customers to its brand. The
10. platform can connect both household and nearby stores and shopping malls who are selling P&G
products. Customers can easily order their products while the platform can use geographical
location and connect the order to the nearest store/supplier selling the product (alike UBER,
GRAB, etc.) and products can be delivered at the shortest possible time.
Payments management would also become easy as the platform could also associate the
gateways and payment platform partners to ease the process through online payment system. On
the other hand, it could be a great tool for the resellers/suppliers to manage their inventory of P&G
products while P&G can contain consistent orders and manage its supply chain more effectively
reaping cost advantages and building a new competitive edge.
Alongside the group can also promote its other brands and bundle packages towards the
customized need of the customers. The data generated will provide insights on usage, brand
preference, and customized requirements to fulfill the need of the customers as well as new product
development. The second recommendation is providing convenience through new devices. P&G
along with the platform can develop, automate and promote digital devices of storage that can send
automatic signal to refill the device when the products quantity lowers below a certain level which
can add more convenience and better experience to the customers. As, customers tend to pay less
time on shopping for these generic items, added convenience will retain the ordering process and
the customer to P&G as well as the seller/store/shop.
4.1 Value Proposition
Customer
Convenience (Just a click)
Quick delivery
11. Convenient payment options
Product information and variety
Able to provide feedback
Bundle products
Information on other P&G brands and products
Information about new products and functionality
Value addition: Health & hygiene tips
Merchants/Retailers/Sellers
Inventory management
Order management
Sales and commission increase
Customer relationship and personalization to promote other products
Continuous and consistent sales support
5.0 Conclusion
Platform business model is a super power and soon an oligopolistic digital economy will
emerge as the basis of all transactions across the globe. Many large companies are expected to face
hardship to sustain if remain uncanny of the mega disruption. The platform all over the world is
shaping and giving new look to the industries and there is no alternative to other than embracing
the change and keep pace in transforming organizations and the way of doing businesses. Procter
and Gamble, as one of the largest consumer brand conglomerates in the global market can also not
escape this disruption. Therefore, they also need to change as the global economy changes with
digitization and online phenomena.
12. The company has already taken few measures to bring in changes across the organization
and the business processes, it seems to lack behind to some extent in coping up with the digital
age. For its many fashion brands, influence based marketing efforts have been adopted but, it is
also true that products that relate to healthcare make their own reputation in in consumer minds as
reliable and good brands. P&G has already established a robust brand value among its consumers
for its certain brands, mostly related to healthcare and fashion. But, how about its fast-moving
goods like the fabric and home care? They are very generic and people fairly don’t mind to pass
the least time shopping for such products. Now, the question is how, P&G can retain the market
and protect itself from the nibbles of the rising brands that already started with the online platform
and making impactful relationship with consumers.
P&G being a giant company has all the resources and competitive advantage in
transforming itself and protect its brands by innovations of the digital era. As the recommendations
stated above, the opportunities should be capitalized by P&G at the least possible time. However,
as the world moves forward the nature of work and future jobs are also changing, and P&G being
the core of manufacturing hub automation into their processes will lead to mass job loss and
requirement of new skill set. This will eventually raise the question of ethical concern for such a
reputable and responsible brand. Above all, the world has become very disruptive and now
disruptors to disruptions are growing and so, to remain competitive and survive in this market it is
inevitable to embrace to the digital changes and also be a disruptor to clear its path for a sustained
future as by only merger and acquisition cannot sustain the competitive advantage rather self-
innovation and forward strategies will ensure the sustained success of P&G.
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