Procter & Gamble`s ‘Double Down’ Strategy during COVID-19 Pandemic
Case Code: BSTR631 Case Length: 18 Pages Period: 2020-2021 Pub Date: 2022 Teaching Note: Available |
Price: Rs.400 Organization : Procter & Gamble Industry : - Countries : United States Themes: Branding Strategy, Consumer Behavior, Advertising & Promotion,Brand Strategy |
Abstract Case Intro 1 Case Intro 2 Excerpts
Abstract
The case “Procter & Gamble’s ‘Double Down’ Strategy during COVID-19 Pandemic” discusses the strategy adopted by US-based multinational Consumer goods company to increase its brand visibility during the COVID-19 pandemic. With the outbreak of corona virus in the US, the government imposed lockdown. Expecting an unspecified period of lockdown, people began to stockpile essential items. As a result retailers struggled to maintain adequate stocks of popular items. Business houses began to cut down on media expenditure in anticipation of recession. But amid all uncertainty, P&G decided to double down its investment on marketing initiative to increase its brand visibility. Despite such unfavorable market conditions and economic slowdown, will P&G be successful with its advertizing strategy?
Issues
The case is structured to achieve the following teaching objectives:
- Understand issues and challenges in understanding consumer behavior –the rationale behind panic buying.
- Analyze the changing behavior patterns of consumers during crisis.
- Evaluate the company’s business strategy to remain competitive during the pandemic phase.
- Evaluate the company’s media strategy to double down on media spends during the pandemic.
- Explore the issue and challenges that the company was likely to face with regard to its strategy during times of an economic slowdown.
Contents
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Introduction
Background Note
Coronavirus Outbreak, Panic Buying and Stockpiling
Covid Induced Consumer Behavioural Changes
Manufacturers’ Response to The Rising Demand
P&G’s Double Down Strategy
Challenges Ahead
Exhibits
Keywords
Business Strategy; FMCG Products, COVID-19 Pandemic; Consumer Buying behavior; Panic buying; Stockpiling; Advertising & Promotion; Brand visibility.
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