No company in the world has invested more in market research than P&G. We interact with more than five million consumers each year in nearly 100 countries. We conduct over 20,000 research studies every year, and invest more than $400 million annually in consumer understanding. The insights we gain help us identify opportunities for innovation and better serve and communicate with our consumers. Innovation
P&G is the industry’s innovation leader. Nearly all organic sales growth over the past decade has come from new brands or improved products. We also leverage a global network of research partners—and more than half of all product innovation coming from P&G today includes at least one major component from an external partner. Their contributions have consistently helped us earn honors from the SymphonyIRI New Product Pacesetters Report—the annual list of the biggest innovations in our industry. Over the past 16 years, P&G has had 132 products on the top 25 Pacesetters list—more than our six largest competitors combined. In 2010, P&G launched 4 of the top 10 most successful non-food products as judged by SymphonyIRI: Crest 3D White, Olay Professional Pro-X, Scope Outlast and Tide Stain Release. And in 2009, SymphonyIRI recognized P&G as the most innovative manufacturer in the consumer packaged goods industry for the last decade—presenting the Company with its “Outstanding Achievement in Innovation” award. Brand-Building
P&G is the brand-building leader of our industry. We’ve built the strongest portfolio of brands in the industry with 50 leadership brands that are among some of the world’s best-known household names–and which together make up 90% of P&G’s sales and more than 90% of profits. Twenty-three of these brands each generate more than $1 billion dollars in annual sales. Go-to-Market Capabilities
We’ve established industry-leading go-to-market capabilities. P&G is consistently ranked by leading retailers in industry surveys as a preferred supplier. We’re also frequently ranked as the industry leader in a wide range of capabilities, including clearest company strategy, brands most important to retailers, strong business fundamentals and innovative marketing programs. Scale
P&G is creating scale advantage by integrating across our enterprise, consistently acting as one Company across our businesses and markets. By harnessing the strength of our brands and categories as one Company, we can better serve more consumers around the globe. With all of our brands, businesses, and people working in unison, we can create scale advantages by allocating resources more strategically and efficiently than any individual business can do on its own. marketing
US-based FMCG major, Proctor and Gamble (P&G) is believed to have pioneered the marketing research concept way back in 1924.
The case gives a brief account of the evolution and growth of P&G's marketing research efforts. The various marketing research tools used by the company are discussed in detail and several real life instances are narrated. P&G used qualitative research tools, such as focus groups, in-house visits, in-context visits and in-store interviews, and quantitative research tools like blind tests, concept tests, and so on. Within the marketing development organization (MDO), CMK's role focuses on how we deliver the global business strategy to the local market/consumer. You'd use consumer and customer learning to maximize the business potential of new and existing brands; you'd also identify new consumer segments and market channels. Projects within the MDO are exciting and diverse; you could work on an entry-point marketing program directed at attracting the teen consumer, or you'd identify ways to market to French Canadian consumers more effectively. You might work directly with our major account teams to identify mutually beneficial ways to market our products to consumers. The ultimate goal: to improve and maximize...