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Marketing Research at P&G

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Excerpts Marketing Research Tools Used by P&G
Case Details:

P&G employed market researchers for every product division. The company also had two independent in-house research groups which were responsible for advertising research and market testing...
Qualitative Research Tools

Case Code : MKTG075 Case Length : 12 Pages Period : 2003 Pub Date : 2003 Teaching Note :Not Available Organization : P & G Industry : FMCG

P&G undertook qualitative research to generate new ideas for product and market development. The researchers engaged the customers in detailed discussions over different features of the company's products. As a result, the personal interaction between the researchers and the consumers was high. The major qualitative research tools used by P&G included focus-group discussions, in-home visits, in-context visits and instore interviews...
Quantitative Research Tools

Countries : USA

To download Marketing Research at P&G case study (Case Code: MKTG075) click on the button below, and select the case from the list of available cases:

P&G also employed quantitative research tools extensively. These tools helped in generating new product ideas for P&G. While the sample sizes for quantitative research was usually larger, the personal interaction between the researchers and the respondents was minimal...
Conducting Marketing Research Online

Price: For delivery in electronic format: Rs. 300; For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

P&G conducted online concept tests to get feedback from

consumers. This feedback helped it in new product introduction and launching improved versions of existing products...
The Benefits

P&G's online MR surveys saved considerable time and costs for the company. Using traditional methods, a consumer survey cost the company around $50,000 and took at least three to four weeks...
Exhibits

G a d g e t s p o w e r e d b y G o o g l e

Exhibit I: P&G's Business Segments Exhibit II: P&G & its Subsidiaries - Consolidated Earnings
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1. Determining the viability of a new market for your company to enter.

2. 3. 4. 5. Estimating market size/share/adoption rate for investment or business planning. Identifying new product/service opportunities and value-added offerings. Risk management - identifying what risks pose the greatest threat to your business. Understanding what customers expect of you and how well you are delivering.

6. Root cause analysis for lost business or customer defections.

7. 8. 9. Identifying your most profitable customer segments and how to protect them. Developing the right price points/identifying bundling opportunities. SWOT intelligence on competitors to plan business strategies/identify M&A scenarios.

10. Understanding how customers perceive your market positioning relative to competitors. 11. Determining the most effective marketing/advertising channels to support your business.