Procter & Gamble`s ‘Double Down’ Strategy during COVID-19 Pandemic
| Case Code: BSTR631 Case Length: 18 Pages Period: 2020-2021 Pub Date: 2022 Teaching Note: Available |
Price: Rs.400 Organization : Procter & Gamble Industry : - Countries : United States Themes: Branding Strategy, Consumer Behavior, Advertising & Promotion,Brand Strategy |
Abstract Case Intro 1 Case Intro 2 Excerpts
Introduction
In April 2020, the US-based multinational fast moving consumer goods (FMCG) giant, Procter & Gamble (P&G), decided to ‘double down’ its media plans amid the corona virus pandemic (COVID-19). While many global brands were holding back on marketing spend, P&G saw it as a huge opportunity to increase brand visibility by reminding consumers of its brands and benefits. The FMCG Company thus decided to ramp up its advertising plans rather than withholding budget during the pandemic. Commenting on the move, Jon Moeller (Moeller) Chief Financial Officer, P&G said, “We need to work hard to ensure that we maintain mental and physical availability to the greatest extent possible, so that those consumers return to their beloved and trusted brands – which are ours – as they’re more fully available. There’s a big upside here in terms of reminding consumers of the benefits that they’ve experienced with our brands and how they’ve [met] their family’s needs, which is why this is not a time to go off air.” ..
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