P&G's Online Marketing Research Initiatives

            


Details


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

To download this case click on the button below, and select the case from the list of available cases:

Marketing Management
Short Case Studies

Marketing Case Studies**
Case Studies Collection
View Detailed Pricing Info

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:
ICMR India ICMR India ICMR India ICMR India RSS Feed

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.

Google