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Designing a Customer Driven Marketing Strategy and Market Mix
How Procter and Gamble Designed a Successful Customer Driven Marketing Strategy and Market Mix. I have been using Zest soap since I can remember. I started using it because my parents did. Their reasons for using Zest soap was we lived in the country and had well water. Zest's Advertisements would be how it was an excellent choice for hard water bathing and that the tub and you would be Zestfully Clean. Their original advertisements were on a cleaner you but also soap scum being left in the tub. They have changed characteristics of Zest to several different scents and colors. This modification was necessary to keep up with the competition, customer's needs and wants. They have also added new wording to packaging such as "rejuvenate", "great refreshing scent", "won't dry out your skin", and "just showered feeling". These are things that people want along with instant gratification. The P&G community consists of nearly 98,000 people working in almost 80 countries worldwide. What began as a small, faamily-operated soap and candle company, now provides products and services of superior quality and value to consumers in 140 countries. They have one of the largest and strongest portfolios of trusted brands, including pampers, tide, ariel, always, pantene, bounty, folgers, pringles, charmin, downy, iams, crest actonel and olay. The are the #1 in the advertising competition. P&G is externally focused on developing superior understanding of consumers and their needs. Create and deliver products, packaging and concepts that build winning brand equities. Develop close, mutually productive relationships with customer and suppliers and, they are good corporate citizens. Their values within the company are also quite impressive. They attract and recruit the finest people in the world. Build their organization from within, promoting and rewarding people without regard to any difference unrelated to performance. They act on the conviction that the men and women of Procter & Gamble will be their most important asset. P&G's values are of leadership, integrity, trust, ownership and a passion for winning. Refereneces: P&G Global Operations, Purposes, Values and Principles (n.d.) Retrieved from http://www.pg.com/company/who_we_are/ppv.jhtml
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This intel was contributed by D. STEVENS
D. STEVENS
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May, 2012
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