P&G's Online Marketing Research Initiatives - Marketing Management Short Case Studies

Details

Case Code : CLMM023
Publication date : 2005
Subject : Marketing Management
Industry : Fast moving consumer goods (FMCG)
Length : 04 Pages
Price : Rs. 100

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Key words:

P&G, Fortune, World's Most Admired Companies, Consumer Needs, Market Research, Qualitative Research Tools, Focus Groups, In-House Visits, In-Context Visits, In-Store Interviews, Quantitative Research Tools, Blind Tests, Concept Tests, Internet, Online Concept Tests, Crest White Strips, Purchasing Trends, Promotion Campaign, Consumer Panels, Online Surveys, Marketing Plans, Market Research Initiatives

Note

1: This caselet is intended for use only in class discussions.
2: More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.

Abstract:

The caselet highlights the emphasis on marketing research at Procter & Gamble (P&G). It examines the evolution and growth of marketing research efforts of the company. The caselet focuses on the increased use of internet by P&G for its marketing research initiatives. Finally, it explains the advantages and disadvantages associated with the online marketing research initiatives.

Issues:

   » Importance of marketing research for FMCG companies
   » Qualitative research Vs Quantitative research
   » Use of technology in marketing research
   » Efficacy of online marketing research initiatives

Introduction

In March 2003, Fortune magazine ranked Procter & Gamble (P&G), the world's leading fast-moving consumer goods (FMCG) company, as #7 in the list of the 'World's Most Admired Companies.'

P&G was one of the very few companies to have figured in this list for 17 consecutive years (1985-2002). P&G was ranked high on the parameter of 'ability to develop superior quality and highly innovative products on a consistent basis.'

Analysts attributed this 'ability' to the company's understanding of consumers' needs and preferences that had evolved out of its continuous focus on market research (MR).

With the setting up of its MR department in 1924, P&G became one of the first companies in the world to conduct formal research on consumers' needs and preferences...

Questions for Discussion:

1. Outline the market research process for the online concept test conducted for Crest White Strips?

2. From the late 1990s, P&G has been conducting MR online in a big way. Examine the benefits to the company. What, according to you, are the possible limitations of conducting MR online? Explain.