Abstract

This case discusses the evolution and growth of the brand management system of the US based FMCG major -Procter & Gamble (P&G). It describes in detail how the ‘brand management’ in the 1940s evolved into ‘category management’ in the 1980s, as the brand portfolio of P&G expanded. Finally, the case focuses on how category management is gradually evolving into ‘cohort management’ at P&G in the initial years of the new millennium. The case also examines in detail the best practices followed by P&G in managing brands.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Significance of a brand management system and category management.

Keywords

Brand management system, US, FMCG, Procter & Gamble, P&G, brand management, 1940, category management, brand portfolio, P&G, cohort management, best practices, brand