Procter and Gamble
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This document discusses a global leader in fast-moving consumer goods (FMCG) that has over two dozen $1 billion brands and was the first company to directly advertise to consumers. It has a huge brand portfolio distributed across North America, Western Europe, Asia, Central and Eastern Europe, the Middle East, and Africa. The company has a large market capitalization and annual sales and income. It uses an integrated marketing strategy across channels that takes a scientific approach, replacing trial and error. The new CEO implemented a new product team and unique digital marketing strategy through specialized websites. The company conducts extensive consumer research and advertising through TV and sponsored events to market its products.
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DISCLAIMER
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The document outlines a marketing plan for Research In Motion (RIM) to launch a new Blackberry phone line called the Blackberry Swirl, targeted at youth in North America. The objectives are to increase market share and sales among younger generations. The target market is Canadians aged 12-24, focusing on those with tech savvy parents or who already own cell phones. The positioning positions RIM as innovative and connecting users. The budget allocates funds across TV, sports, and online advertising campaigns to promote the new product line through 2011.
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The document discusses how major societal forces over the past 10 years have changed marketing behaviors and created new opportunities and challenges for companies. Specifically, it mentions how developments like network information technology, globalization, deregulation, heightened competition, industry convergence, retail transformation, disintermediation, increased customer buying power, greater consumer information and participation, and consumer resistance have impacted marketing management.
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How has marketing management changed in recent years ?
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Campaigns kick off in September when back to work?
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How has marketing management changed in recent years
How has marketing management changed in recent years
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P&G is a global consumer goods company with over 65 brands in beauty, grooming, healthcare, snacks, fabrics, and home care. It has become successful through international expansion, connecting with scientists worldwide through its R&D department, and shifting to more emotional consumer-centric marketing. Though P&G faced issues like rising costs and struggling against rivals, it overcame challenges by focusing on design thinking, creating iconic brands, innovative marketing like neuromarketing, tackling the recession through promotions, and leveraging social media. Going forward, P&G can further focus on major brands, digital marketing, and leveraging e-commerce.
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The campaign involved creating a fake snow day website that looked like it was created by a local news station to report on a snow day. The goal was to change perceptions of the agency from a strategy company to a creative interactive agency. It was hugely successful, receiving over 1 million unique visitors and being widely shared on social media, achieving the goal of positioning the agency as world-class in interactive, viral and social media capabilities.
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Direct Marketing Methods
This chapter discusses integrated marketing communications and the promotional mix. It explains that IMC coordinates all promotional activities to deliver a unified customer message. The promotional mix includes personal selling, advertising, sales promotion, public relations, and direct marketing. The chapter also describes pulling and pushing strategies, how to budget for and measure the effectiveness of promotion, and the value of marketing communications.
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L'oreal Presentation
L'Oreal struggled to penetrate the US market using a global strategy. Recommendations include reducing SKUs, a new marketing strategy, and 20% price cuts. This would increase profits to $24M by 1999. Taking a product leadership approach and focusing on moisturizers would allow L'Oreal to gain market share in the US. The marketing plan forecasts increasing annual sales 57% each year to capture more of the moisturizer market.
Hugh Robisons Resume Sales Jan 2011
Hugh Robison has over 20 years of experience in marketing, sales, and business development for consumer products companies. He has a proven track record of developing strategies to grow markets, launching new products, and managing multi-million dollar budgets and teams. His areas of expertise include new product development, account management, marketing, and sales optimization.
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DAVID ALTMAN CONSUMER GOODS & RETAIL OMNI-CHANNEL E-COMMERCE CHIEF EXECUTIVE ...
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Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
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2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
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Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
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5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
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Procter and Gamble
- 2. GLOBAL LEADER IN FMCG MORE THAN 2 DOZEN $1 BILLION BRANDS FIRST COMPANY TO DIRECTLY ADVERTISE TO CONSUMERS
- 7. • North America represented 42% of sales • Western Europe, 21%; Asia, 15%; • Central and Eastern Europe and the Middle East and Africa, 13%
- 8. ARKET CAPITALIZATION : $186.63 BILLIO LES : 78.94 BILLION T NCOME : 12.94 BILLION
- 11. MARKETING SECRET SAUCE ? MARKETING STRATEGY ? INTEGRATED MARKETING CHANNELS ?
- 13. • SCIENTIFIC APPROACH • REPLACED TRIAL & ERROR METHOD • CONNECT TO DEVELOP STRATEGY
- 15. LAFLEY : The New CEO A New Product Team
- 16. 5 MILLION CONSUMERS 100 COUNTRIES 20,000 RESEARCH STUDIES
- 18. ADVERTISING MAJORLY THROUGH TV
- 20. Sponsored Major Events to market its products
- 23. UNIQUE DIGITAL MARKETING STRATEGY BY LAUNCHING SITES LIKE PAMPERS.COM AND BEINGGIRL.COM
- 29. • FACTS • SITUATION ANALYSIS • MARKETING STRATEGY • MARKETING CAMPAIGNS • SALES
- 30. DISCLAIMER Created by Parul Kaushal, NSIT Delhi during a marketing internship by Prof. Sameer Mathur, IIM Lucknow.