1 / 18

P&G

Professor Carl Mela Marketing 460 Product Management Fuqua School of Business. Brand Management System On Building A Brand Managing Across Brands. P&G. P&G Options. New Brand Niche Performance Mild Reformulate Ivory Dawn Joy Reposition Joy Increase Advertising for Ivory.

parkhurst
Download Presentation

P&G

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Professor Carl Mela Marketing 460 Product Management Fuqua School of Business Brand Management System On Building A Brand Managing Across Brands P&G

  2. P&G Options • New Brand • Niche • Performance • Mild • Reformulate • Ivory • Dawn • Joy • Reposition Joy • Increase Advertising for Ivory

  3. P&G - What Happened? • H80 test marketed as Cinch • Results short of expectation • Fell 25% short of share objectives • Lack of follow up support • Overly harsh, not sudsy, “liquid sandpaper”

  4. P&G - What Happened? • Modified in revised test market • Ad copy focused on tough jobs • Package from green to white • Lighter color, more suds • Endorsement from Corning - would not scratch • Volume objectives cut 33%

  5. P&G What Happened • Trial 40% greater than 1st test market • Never reached 11% sales goal • Reasons • Growth of Dawn and Sunlight • Consumer attitudes highly polarized

  6. P&G What Happened • Organization 2005 • Much like 1981 with • Global regions folded into product organization • Yet sales department by region • Matrix failed, regional failed • Issues of coordination and silos • Committees coordinate now • Contrast with Samsung • Region like MDO • Product like GBU (however, central global brand)

  7. P&G Take Aways • Product manager’s role and logic for that role • Importance of marketing • Accountability • Decisions brand managers make • P&L • Marketing plan

  8. How Has P&G LDL Changed? • Org structure very similar • Business Review => Marketing Plans process • P&G brand portfolio has dramatically shifted to HABA • P&G LDL portfolio unchanged

  9. How Has the LDL Market Changed? • Category continues to shrink • Consumer pref. roughly same • Competitive set has shrunk • Adjacency launches have failed • Price pressures are intense

  10. Current Strategy • Dawn – 3 Tiers of Performance • Joy – Value Clean • Ivory – Hand Mildness

  11. Dawn

  12. P&G Performance New Wal-mart Inventory Policy

  13. Exercise • What are key challenges related to regionalization facing P&G today? • Then, let’s hear directly from P&G!

  14. Pantene Relaxed & Natural Packaging Issue: The North America Pantene Brand is planning to introduce a line of products targeted to African-American women. This collection will be called Relaxed & Natural. As you (ABM) develop the proposition, you are faced with a packaging decision. Should you use the base Pantene (pearl white) package color or design a different package color (tbd)?

  15. Discussion Questions • How would you (as an ABM) approach this decision? • What are some of the questions you would ask? • Any thoughts on how you would come to a decision? • Who do you think should have the final say?

  16. ABM and team conducted research / obtained input consumer groups customer calls copy testing (via the verbatims) internet package design assessment test shelf tests BM and Marketing Director consulted and managed the GM and Global Franchise Leader’s expectations What Happened?

  17. What Happened? • ABM presented the recommendation to GM • GM aligned the Global Franchise Leader to the recommendation • The GM and Global Franchise Leader presented the recommendation to the Hair Care President for final approval as a part of the launch plan agreement (LPA)

More Related