Abstract

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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• The importance of marketing research for a large, global FMCG company.

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