Marketing Research at P&G
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Case Details:
Case Code : MKTG075
Case Length : 12 Pages
Period : 2003
Pub Date : 2003
Teaching Note :Not Available
Organization : P & G
Industry : FMCG
Countries : USA
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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.
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Introduction Contd...
Market research is still a foremost tool for understanding consumers' needs for P&G."3 P&G used qualitative research tools, such as focus groups, in-house visits, in-context visits and in-store interviews, and quantitative research tools like blind tests, concept tests, and so on.
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The company also hired external agencies to conduct MR. In recent years, P&G used the Internet as a medium for research and, in the process, achieved significant savings of cost and time. Commenting on the benefits of the Internet, Barbara B. Lindsey, director of P&G's consumer research services and new-technologies group, said, "It can save you a whole lot of time and a whole lot of money."4
It has also helped P&G to reduce its reliance on external research agencies. According to the 2001 figures,5 every year P&G spent an estimated $150 million on more than 6,000 surveys, half of which were conducted in the US.
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Commenting on the importance the company attached to MR, an employee in its market research department said, "They really believe in (research). They do not just do it as a routine thing; they do it with genuine interest in finding out. They're really curious. They believe in the results; then they act on (that belief)."6
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Background Note
Procter & Gamble was established in 1837 when candle maker, William Procter and his brother-in-law, soap maker, James Gamble merged their small businesses. They set up a shop in Cincinnati and nicknamed it "Porkopolis" because of its dependence on swine slaughterhouses.
The shop made candles and soaps from the leftover fats. From its inception, P&G sought product response from consumers in the form of complaints or suggestions. This feedback was given serious attention and the company incorporated the required changes. |
In one particular instance, in 1879, an 'Ivory' brand soap machine operator discovered that due to over-stirring, the soap floated on water. The consignment of Ivory 'floating soaps' was dispatched soon. P&G received appreciative comments from consumers and within a month, it had modified its production process so that the entire range of its 'Ivory' brand soap had this unique feature...
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