1. What role can causal research play in helping P&G increase its market share?
ID: 367519 • Letter: 1
Question
1. What role can causal research play in helping P&G increase its market share?
2. Illustrate the use of the primary type of scales in measuring consumer preferences for toothpaste brands.
3. If marketing research to determine consumer preferences for toothpaste brands were to be conducted in Latin America, how would the research process be different?
4. Illustrate the use of the primary type of scales in measuring consumer preferences for diaper brands in social media.
5. Discuss the ethical issues involved in researching consumer preferences for toothpaste brands.
PROCTER & GAMBLE: Using Marketing Research to Build Brands As of 2011, Procter & Gamble (www.pg.com) delivered products to nearly and answer questions about them. In the procass, P&G; also collects valuable 42 billion consumers in more than 180 countries around the world. Its portfolio marketing research information. of brands included 50 leadership brands that are some of the world's most well-known household names. Its revenues amounted to $79.57 billion in 2010. The company began operations in the United States in 1837 and has continued to axpand its global operations. The stated purpose of the company is to "provide scial media to understand consumers. This was the case when P&G; decided to products and services of superior quality and value that improve the lives of the aunch Crest White Strips nat on television, but on the Internet. The Crest White world's consumers. Sometimes new-product plans result from Internet marketing research. P&G; has discovered that Internet research offers a more representative feel for consumer reactions, and P&G; is leveraging the Internet and Social Media Strips product launch was one of the most successful product launches in history The Pampers brand also presents an example of understanding brand equity Over time, Procter & Gamble (P&G;) has proven to be an innovator in creating brands and understanding consumers by making extensive use of the brand has recently been redefined from one about absorption to one about baby marketing research. Building brands has been a cornerstone of P&G;'s success. development. Focus groups and surveys revealed that parents are very emotionally The marketers at P&G; use marketing research to determine a brand's equity and involved in the development of their babies. This simple but deep change from a then make sure everyone understands it, because it drives every decision made functional equity to a broad emotional one has resulted in a whole different look for about the brand. P&G; always thinks about the consumer and why a particular Pampers diapers, a whole different look in the advertising, a different media plan, product is relevant to the consurmer. P&G; always asks "What is in this for the a totally new product plan consumer? This strategy has served the company well. It believes in catering to the consumer. With that in mind, P&G; has spent a trermendous amount of money, ot to consumers, sometimes by developing new products and introducing new effort, and innovation on marketing research. P&G; is always conducting marketing research to discover new ways to reach product categories. P&G; invented disposable diapers, home dry-cleaning, and the A focus group talking about a product is simply not enough; the marketers very popular cleaning tool the Swiffer, which was designed after extensive marketing at P&G; dig deeper to try to really understand consumer behaviors. Leonara earch. P&G; marketing has been innovative and pioneering over the years, and Polonsky, marketing director one would expect the same from it in the future. P&G;, describes the intensity with which P&G; pursues its marketing research efforts. Some of these efforts include shopping with consumers and spending saveral hours in consumers' homes. In fact, Polonsky describes her own experience at spending time at consumers' homes in Caracas, making coffee with therm and trying to understand how these consumers think about coffee. This marketing research initiative is an innovative approach that puts the consumer at the center of everything P&G; does. P&G; now thinks much more holistically about the consumer's entire experience related to its brands, and so it pays much more attention, for the at Conclusion The case presents P&G;'s strong culture of understanding its consumers by conducting marketing research and innovating to meet their needs and desires. P&G;, with its long and rich legacy, has continuously evolved newer ways to comnect with its consumers and gain insights into their behavior. P&G; has been adept at adopting newer technolo- gies, such as the Internet, and leveraging marketing research to enhance its under- standing of its consumers. P&G; is constantly using marketing research to solve the problems of today and to build brands that will continue to be leaders tomorrow. PROCTER& GAMBLE Questions example, to the in-store experience. P&G;'s basic marketing principles have not changed, but its methods of argeting and identifying consumers have changed to meet the increasingly complicated consumer base. In the early days, P&G; would mass market through elevision and other sources, because this was the most effective strategy at the Discuss the role that marketing research can play in helping P&G; build its arious brands. P&G; is considering further increasing its market share. Define the maragernent-decision problem. 1. 2.Explanation / Answer
1. Causal research can help marketing managers understand and validate the cause of desired outcomes. In this case, if the effect desired is to increase market share, then the causes can further be hypothesized and validated. For eg: Increase in market share could mean increase in sales. To achieve a desired effect of increase in sales at the stores, P&G can explore if training its sales people in the shops can increase customer interest, or if a campaign on social media from an influencer could help target an audience etc.
2. There are 4 scales:
3. The research if conducted in Latin America, these aspects could change compared to United States:
5. Two concerns -
a) Invasion of privacy – All subjects of the research must be made to understand that they are agreeing to a market research process
b) Companies may also sell their research data to partners and associates for income. This is unlawful.
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