Marketing Research at P&G

            
 
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



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Case Details:

Price:

Case Code : MKTG075 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

Market Research
Case Length : 12 Pages
Period : 2003
Pub Date : 2003
Teaching Note : Not Available
Organization : P & G
Industry : FMCG
Countries : USA

Abstract:

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.

The case also highlights the recent marketing research initiatives of P&G, including the thrust on online market research. The benefits to the company from its offline and online market research initiatives are also discussed.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

Issues:

• Understand the importance of marketing research for a large, global FMCG company.

Contents:

  Page No.
Introduction 1
Background Note 2
Marketing Research Tools Used by P&G 3
Qualitative Research Tools 4
Quantitative Research Tools 6
Conducting Marketing Research Online 7
The Benefits 8
Exhibits 10

Keywords:

US, FMCG, major, Proctor and Gamble, P&G, marketing research, 1924, evolution, growth, P&G, marketing research, efforts, marketing research, tools, real life instances, online market research

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