063045 Assignment 2 V1
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Transcript of 063045 Assignment 2 V1
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FORE SCHOOL OF MANAGEMENT
Proctor & Gamble
Case Study Discussion
Assignment 2
Submitted By:-
Saurabh Gupta
063045
IMG 6
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2 | P a g e
Question 1: P&G believes that if accompanied by the right marketing efforts a
brand can virtually live forever. Yet, in Principles of Marketing you learned that
products have a life-cycle they mature and eventually become obsolete. Which
viewpoint is correct?
Answer 1: Brand is "name, term, design, symbol, or any other feature that identifies one
seller's product distinct from those of other sellers" while a product is that can be offered
to a market that might satisfy a want or need or it is bundle of benefits provided to
customer. Moreover products can be imitated and brands cannot be. P&G has more than
70 brands all over the world out of which some have discontinued with changing
environment but the brand and brand equity has never gone for a toss for P&G. Brand is
established at each and every point of contact while P&G with right marketing efforts has
always kept their brands alive.
So we can say that products can die with changing needs of customer but the brand or
brand equity which is associated with an organization like P&G or its product can
live/remain forever. P&G followed the concept that brand remain similar in consumers
mind. The communication of and about brand was consistent and similar. Hence they
were able to maintain their brand and hence able to maintain brand P&G.
Question 2: P&G repositioned Pampers so that consumers view it as delivering
emotional benefits instead of functional benefits. How did the company do this?
How might P&G do the same thing for its other personal care products such as
toothpaste?
Answer 2:
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3 | P a g e
Question 3: The video mentions that P&G conducts a variety of marketing
research studies to understand the deeper needs of its customers. Students are
required to think about how they would design research that would enable them to
go beyond simple surveys as they explore how various personal care products
play significant roles in peoples everyday lives. Students can to talk to real
people (or at least colleagues) in order to appreciate how seriously they take
these products?
Answer 3: Answer 3: P&G has always tried to understand the consumer behaviour and
innovate as per the changing needs of the consumer. For example repositioning of
Pampers, Ivory soap etc which has helped Proctor and Gamble to maintain brand equity.
Now to understand these changing needs of consumer P&G regularly goes for intensive
market research to understand deeper need of their customer. To design research for the
1. Define Objective and Problem
The major objective of the research is to explore how various personal care
products play significant roles in peoples everyday lives.
Define
objective
and
problem
Determine
Research
Design
Design &
Prepare
Research
Instrument
Sampling &
Data
collection
Analyze
Data
Visualize &
Communic
ate Data
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4 | P a g e
Also this study can be extended to know the awareness about P&G product and
which needs do P&G product caters to and what are satisfaction level. We can
also explore the functional benefits and emotional benefits which consumer
perceive for various products.
2. Determine Research Design
The research will be exploratory research as it will help is to gain broad insights,
narrow our focus, and learn the basics necessary to go deeper i.e. to understand
deeper needs of customer and consumer behaviour. The instruments mainly used
in the research are focus group and
interviews with open ended questions.
Also questionnaire was designed to get
deeper knowledge of the consumer
behaviour.
3. Design and prepare research instruments
Interview and focus groups were the main instruments used in research. Also
questionnaire was designed to gain certain insights. Annexure 1 and 2 shows the
questions asked and responses given.
4. Sampling and data collection
Sampling Technique Convenience sampling. 15 responses were taken and
sampling was non probabilistic sampling, respondents were chosen on the basis
of convenience. Generally interview of the respondents ranged from 15-20
minutes.
5. Analyze Data
Demographics: Out of 15 responses 73% (11 responses) were from males rest
27% from females.
73%
27%
Male
Female
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6 | P a g e
Oral Care Hair Care
What is the most important benefit you perceive
from mentioned category?
How TV ad influences your buying behaviour
and is price a major concern in buying product
of mentioned category?
Have you ever tried product of P&G of the
mentioned category and if yes how was the
experience?
Annexure 2