7/28/2019 063045 Assignment 2 V1

1/6

FORE SCHOOL OF MANAGEMENT

Proctor & Gamble

Case Study Discussion

Assignment 2

Submitted By:-

Saurabh Gupta

063045

IMG 6

7/28/2019 063045 Assignment 2 V1

2/6

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:

7/28/2019 063045 Assignment 2 V1

3/6

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

7/28/2019 063045 Assignment 2 V1

4/6

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

7/28/2019 063045 Assignment 2 V1

5/6

7/28/2019 063045 Assignment 2 V1

6/6

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