Brand Extension Strategy of Procter and Gamble and Hindustan New
Procter & Gamble Marketing/Brand Management
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Transcript of Procter & Gamble Marketing/Brand Management
Procter & GambleMarketing/Brand
Management
Meredith Suffron and Amanda Etter9/12/02
Agenda
Provide background on Procter & Gamble
Share what brand management is Describe the responsibilities assistant
brand managers have Review key skills brand managers
exhibit Reminder for full-time interviewing
About P&G… Began as a candle and soap maker in Cincinnati,
Ohio when Harley Procter met James Gamble (they married sisters)
Invented Brand Management to lead over 300 brands
#2 Advertiser and started the “soap” opera Now is a $40 billion company with over 100,000
employees worldwide Includes 12 brands that are over $1 billion in sales
(more than some Fortune 500 companies alone)
Brand Management/Marketing
Goal: Build growing, profitable brand franchises Tide/Ariel Pampers Olay
Define and develop brand equity Equity: what a brand stands for in the
mind of consumers, more than competition, over time
What does the Neon car stand for? Or McDonald’s?
Brand Management Business Analyst
Review market results to identify opportunities
Monitor customer growth to close gaps
Ensure profitability for P&G and customer
Work with Finance, Product Supply, Research and Development
Marketing Manager Develop marketing
plans to reach target consumer
Evaluate advertising, packaging, and direct-to-consumer materials
Work with Market Research, Sales, Finance, Agencies, Research and Development
Asst. Brand Mgr. Responsibilities
Launch a new product Partner with the agency to develop television, magazine,
internet, billboard, radio, sampling and direct mail advertising
Lead marketing planning Own and manage the brand budget ($10-$200 million) Analyze the current state of the business to identify brand
opportunities or obstacles Partner with the agency to plan a brand’s media spending
($5-$50 million) Develop competitive defense plans Track volume/sales Partner with an agency to develop public relations plans Train a new hire or intern Develop promotions for customers (I.e. Wal-Mart, Kroger,
etc.)
Career Path Enter as ABM After 2-4 years, may
be promoted to Brand Manager
After 3-4 years, may be promoted to Marketing Director
After 4-6 years, may be promoted to General Manager
Weave career with ‘MDO’ positions Customer Marketing Advertising
Development Marketing
Concentration Top Prospecting Direct-to-Consumer
Key Brand Management Skills Leadership
Set a vision or goal Align with others Energize others to help you achieve your goal
Solutions Creative problem solving
Collaboration Work well with others to accomplish goal Manage different points-of-view
Full-time Interviews
Go to www.pg.com/careers to fill out survey and submit resume by Sept. 20
We will host a presentation night for selected students
Next, will develop interview preference list
Interview the second week of October
Questions?