This document provides information about Procter & Gamble (P&G) and brand management. It discusses P&G's history and brands, the goals and responsibilities of brand management, the role of assistant brand managers, and key skills for brand managers. Specifically, it outlines that P&G began as a soap and candle maker, invented brand management, and now has over $40 billion in sales across 300 brands. It also describes how assistant brand managers help launch new products, manage marketing budgets, and develop competitive defense strategies.

1. Procter & Gamble
Marketing/Brand Management
Meredith Suffron and Amanda Etter
9/12/02

2. Agenda
 Provide background on Procter & Gamble
 Share what brand management is
 Describe the responsibilities assistant
brand managers have
 Review key skills brand managers exhibit
 Reminder for full-time interviewing

3. About P&G…
 Began as a candle and soap maker in Cincinnati,
Ohio when Harley Procter met James Gamble
(they married sisters)
 Invented Brand Management to lead over 300
brands
 #2 Advertiser and started the “soap” opera
 Now is a $40 billion company with over 100,000
employees worldwide
 Includes 12 brands that are over $1 billion in
sales (more than some Fortune 500 companies
alone)

4. Brand Management/Marketing
 Goal: Build growing, profitable brand franchises
 Tide/Ariel
 Pampers
 Olay
 Define and develop brand equity
 Equity: what a brand stands for in the mind
of consumers, more than competition, over
time
 What does the Neon car stand for? Or
McDonald’s?

5. Brand Management
 Business Analyst
 Review market
results to identify
opportunities
 Monitor customer
growth to close gaps
 Ensure profitability
for P&G and
customer
 Work with Finance,
Product Supply,
Research and
Development
 Marketing Manager
 Develop marketing
plans to reach target
consumer
 Evaluate advertising,
packaging, and
direct-to-consumer
materials
 Work with Market
Research, Sales,
Finance, Agencies,
Research and
Development

6. Asst. Brand Mgr. Responsibilities
 Launch a new product
 Partner with the agency to develop television, magazine,
internet, billboard, radio, sampling and direct mail advertising
 Lead marketing planning
 Own and manage the brand budget ($10-$200 million)
 Analyze the current state of the business to identify brand
opportunities or obstacles
 Partner with the agency to plan a brand’s media spending
($5-$50 million)
 Develop competitive defense plans
 Track volume/sales
 Partner with an agency to develop public relations plans
 Train a new hire or intern
 Develop promotions for customers (I.e. Wal-Mart, Kroger,
etc.)

7. Career Path
 Enter as ABM
 After 2-4 years, may be
promoted to Brand
Manager
 After 3-4 years, may be
promoted to Marketing
Director
 After 4-6 years, may be
promoted to General
Manager
 Weave career with
‘MDO’ positions
 Customer Marketing
 Advertising Development
 Marketing Concentration
 Top Prospecting
 Direct-to-Consumer

8. Key Brand Management Skills
 Leadership
 Set a vision or goal
 Align with others
 Energize others to help you achieve your goal
 Solutions
 Creative problem solving
 Collaboration
 Work well with others to accomplish goal
 Manage different points-of-view

9. Full-time Interviews
 Go to www.pg.com/careers to fill out
survey and submit resume by Sept. 20
 We will host a presentation night for
selected students
 Next, will develop interview preference
list
 Interview the second week of October

10. Questions?