Marketing Research at P&G
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(Case Code: MKTG075) click on the button below, and select the case from the list of available cases:
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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:
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Price: |
| Case Code |
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MKTG075 |
For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extraThemes
Market Research |
| Case Length |
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12 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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P & G |
| Industry |
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FMCG |
| Countries |
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USA |
Abstract:
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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.
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Issues:
• Understand the importance of marketing research for a large, global FMCG company.
Contents:
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
Marketing Research at P&G
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