P&G's Brand Management System
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ICMR HOME | Case Studies Collection
Case Details:
Case Code : MKTG073
Case Length : 15 Pages
Period : 2003
Pub Date : 2003
Teaching Note :Not Available
Organization : Procter & Gamble
Industry : FMCG
Countries : USA
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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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Excerpts Contd...
Branding Under Organization 2005
In July 1999, P&G launched Organization 2005, a six-year long organizational restructuring exercise. Under this exercise, P&G sought to reorganize its organizational structure from having four geographically-based business units to five product-based global business units.
There were four important components of P&G's new organization structure (Refer Exhibit IV) -global business units (GBUs), market development organizations (MDOs), global business services (GBS) and corporate functions (CF). Under the new structure, the GBUs defined the brand equity for each of their brands...
Bundling Brands Around Consumer Groups
During the initial years of the new millennium, P&G introduced its new brand management strategy that grouped brands together to appeal to consumers with similar attitudes and needs.
The strategy (coined by Forrester Research as 'cohort management') focused on bundling many brands into online as well as offline marketing efforts aimed at similar consumer groups. This was contrary to P&G's previous practice of grouping brands according to similar product categories...
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Exhibits
Exhibit I: P&G's Competitive Advantage
Exhibit II: P&G's Business Segments
Exhibit III: P&G's Brand Management Memo (1931)
Exhibit IV: Organization Structure Under 'Organization 2005'
Exhibit V: Ranking Of Top Ten Fmcg Marketers & Lifestyle Magazine Sites (February 2002)
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