P&G's Brand Management System
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(Case Code: MKTG073) click on the button below, and select the case from the list of available cases:
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Please note:
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:
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Price: |
| Case Code |
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MKTG073 |
For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Shipping & Handling Charges extraThemesBrand Management |
| Case Length |
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15 Pages |
| Period |
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2003 |
| Pub Date |
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2003 |
| Teaching Note |
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Not Available |
| Organization |
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Procter & Gamble |
| Industry |
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FMCG |
| Countries |
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USA |
Abstract:
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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.
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Issues:
• Understand the significance of a brand manager, brand management system and category management
Contents:
Keywords:
Brand management system, US, FMCG, Procter & Gamble, P&G, brand management, 1940, category management, brand portfolio, P&G, cohort management, best practices, brand
P&G's Brand Management System
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