Marketing Research

1. Case on: “Procter & Gamble: Using
Marketing Research to Built
Brands”
TOPIC OF PRESENTATION

2. P&G was founded in the US in 1837 by two men
who met by chance. William Procter and James
Gamble were from England and Ireland respectively
and were on separate journeys through the United
States when the challenges of travel led both of them
to Cincinnati. They might never have met had they
not married sisters – Olivia and Elizabeth Norris –
whose father convinced them to become business
partners and In 1837, a humble but bold new
enterprise called Procter & Gamble was born. What
began as a small, family-oriented soap and candle
company grew and thrived, inspired by P&G’s
Purpose of providing products and services of
superior quality and value.
INTRODUCTION

4. Q1:P&G and the Role of
Marketing Research
 P&G are recognizing the way perceptions are changing, and
are adapting their branding strategies accordingly.
 Marketing research: Assessing the preferences and choices of
consumers and potential consumers.
 A very important role in building any brand.
 P&G: The ability to understand consumers’ needs and
preferences.
 Getting information from consumers, analyzing their feedback
& making conclusions.
 Conducting online concept tests to get feedback from
consumers.
 Consumer Relationship Department (1941): Improving many of
its brands and becoming one of the leading companies in the
world.
 P&G recognize that its strength is rooted in its closeness to
customers, that its brand is built basically in the everyday
contacts with them .

5. Q2:Management Decision Problem
 Too many brands.
 Attempt to meet needs of every customer.
 Do not concentrate on a specific segment

6. Q3: Marketing Research
Problem
 Growing number of consumers
 Difficult to focus on a target group
 Higher expectations

7. Q4:Research Design
 Descriptive Research design can be
used for the problem that has been
identified.
 Descriptive research is undertaken
to describe answers to questions of
who, what, where , when , and how

8. Q5:Market Shares of the Major
Toothpaste Brands for The last
year.
 In 2014, Toothpaste sales at USA
supermarkets just over 734m US Dollars.
 Colgate was the Leading USA Toothpaste
Brand with Sales of USD 172.9m.
 The usage of toothpaste in the in developed
countries like USA and England the
toothpaste usage is 375 gms per person.

10. Q6: SYNDICATE DATA
 Syndicate data are supplied to client
companies can be personalized to fit
particular needs.
 Household/ Consumer data will be
useful in addressing the marketing
problem because we can directly collect
information from consumer and obtain
exact and specific information that
reduce the error of market research
problem.

11. Q7:Role of QUALITATIVE
RESEARCH to Increase Share
of Toothpaste
 Help in decision making through
many methods.
 Not concern only what, where, when
but also concern why and how.
 Focus on small group in store, use
internet later.

12. Q8:Survey Method for New
toothpaste before Introducing in
the Marketplace
 Experiment method – Laboratory,
field
 Real life situation
 Final decision according to quality
and quantity of sales data.

13. Q9: Role of Causal Research
to increase Market Share
 Causal research use to predict effect
relationship.
 Independent and dependent
variables.
 Price level vs. market share.

14. Q10:Primary Type of Scale in
Measuring
Consumer Preferences for
Toothpaste Brand
 NOMINAL: Brand Numbers, Store Types.
 ORDINAL: Preferences Ranking, Market
Position, Social Class.
 INTERVAL: Attitude, Opinions.
 RATIO: Age, Sales, Income, Cost.

15. Q11:Marketing Research to
Determine consumer preference for
toothpaste in Latin America
 Since consumer preferences for
toothpaste brands are ordinal scale which
the categories can be placed in a logical
order of ascendance e.g.; 1 – 5 scoring
scale, where 1 = poor and 5 = excellent
 How satisfied are you with following
toothpaste brands? (4) Oral-B (2) Colgate

16. Q:12 Ethical Issues in Researching
 Ethical Issue is a problem or situation
that requires a person or organization to
choose between alternatives that must be
evaluated as right (ethical) or wrong
(unethical).
 For example, toothpaste brands
approve researchers to give some money
or gift to consumers who join the survey.
Because the companies believe that policy
increases the attendants. But the defect of
this policy is that the survey maybe not
accuracy.