Marketing Research at P&G

Case Studies in Business Marketing

ICMR HOME | Case Studies Collection

To download Marketing Research at P&G case study (Case Code: MKTG075) click on the button below, and select the case from the list of available cases:

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

Marketing Case Studies
Marketing Management Short Case Studies
View Detailed Pricing Info
How To Order This Case
Business Case Studies
Case Studies by Area
Case Studies by Industry
Case Studies by Company

Custom Search

Please note:

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.

Chat with us

Strategic Management Formulation, Implementation, & Control, 12e

Please leave your feedback

Leave Your Feedback

ICMR India ICMR India ICMR India ICMR India RSS Feed

Case Details:


Case Code : MKTG075 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extra


Market Research
Case Length : 12 Pages
Period : 2003
Pub Date : 2003
Teaching Note : Not Available
Organization : P & G
Industry : FMCG
Countries : USA


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.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies


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


  Page No.
Introduction 1
Background Note 2
Marketing Research Tools Used by P&G 3
Qualitative Research Tools 4
Quantitative Research Tools 6
Conducting Marketing Research Online 7
The Benefits 8
Exhibits 10


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

Marketing Research at P&G - Next Page>>

Case Studies Links:- Case Studies, Short Case Studies, Simplified Case Studies.

Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.

Business Reports Link:- Business Reports.

Books:- Text Books, Work Books, Case Study Volumes.