Marketing & Distribution

책 소개

PREFACE Current Marketing Leaders Advertising Age Top Four “Marketers of the Century” (December 13, 1999) In December 1999, Advertising Age (the primary trade publication for the marketing and advertising industries) attempted to determine which companies were the best marketers during the 20th century. The top four marketers of the 20th century, according to Advertising Age, were as follows: 1. Procter & Gamble ? Procter & Gamble is one of the world’s largest manufacturers of consumer goods. Consumers may not even recognize them because the company uses a multiple branding approach-it use multiple independent brands instead of one general “Procter & Gamble” brand. Today, Procter & Gamble has more than 100 brands, including Ivory, Crest, Tide, Bounce, Cheer, Downy, Dreft, Era, Febreze, Gain, MR. Clean, Bounty, Swiffer, Cascade, Dawn, Camay, Olay, Safeguard, Noxzema, Zest, Charmin, Puffs, Aussie, Head & Shoulders, Herbal Essences, Infusium 23, Pantene, Old Spice, Secret, Sure, Braun, Fixodent, Gleem, Glide, Oral-B, Scope, Gillette, Pampers, Luvs, Pringles, Iams, CoverGirl, Metamucil, Prilosec OTC, Pepto-Bismol, Vicks, Always, Tampax, and Duracell. As people can see, Procter & Gamble owns a large number of brands, covering a wide variety of consumer products. Procter & Gamble currently sells products to about half of the world’s 6.7 billion customers. It continues to expand globally in order to take advantage of countries with higher growth rates than the United States. Procter & Gamble is 173 years old, has $84 billion in revenues, and 23 brands worth $1 billion each. The company has more than 140,000 employees, and operates in 80 countries. Advertising age honored Procter & Gamble with the title of “Marketer of the Century” for three significant contributions to marketing: * Advertising leadership - Procter & Gamble is one of the largest advertisers in the United States. In fact, the company sponsored the first soap operas in an effort to reach a large number of consumers (especially housewives) at once. Advertising Age has been keeping track of advertisers for 53 years. Procter & Gamble has been #1 or #2 in advertising expenditures for 51 of those 53 years. This is pretty impressive! * Brand management system - Procter & Gamble invented the concept of brand management (also called product management or market management), which we will discuss later in the semester. A different brand manager is responsible for making the marketing decisions for each Procter & Gamble brand. These include decisions about packaging, advertising, varieties, and brand positioning. Brand management has been adopted by virtually all marketers. * Internet advertising - Procter & Gamble was alone one of the leaders in Internet marketing. It was one of the first big companies to recognize and use the promotional potential of the Internet. Today, it is one of the largest investors in Internet advertising. Procter & Gamble is trying to generate $5 to $7 billion in Internet sales. A popular Tide-to-Go commercial is representative of Procter & Gamble’s movement onto the Internet. The commercial, which features a comedic talking stain, encourages viewers to visit http://www.mytalkingstain.com to make their own talking stain commercials. Tide-to-Go is especially useful for business people who are on the go. Procter & Gamble researchers said that they wanted to “alleviate” the feeling of embarrassment that consumers have when they stain their clothes. According to Tide’s brand manager, “No one ever needs to know you had a satin.” The company did extensive research on a number of common stains, including grape juice, cranberry juice, coffee, wine, ketchup, and BBQ sauce. * Commitment to marketing research - Procter & Gamble is committed to using marketing research to manage its brands. The company does intense customer research, including test marketing for new products. In fact, Procter & Gamble does more research than any other firm. The company’s success i…

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