Procter & Gamble Marketing Strategy Update
Procter & Gamble (P&G) is committed to producing household products, designed to make life easier (Procter & Gamble, 2016b). Past marketing efforts for the company relied on a very targeted marketing campaign, but eventually realized that a broader targeted base yielded larger profits (Vizard, 2016). Further, a broader targeted audience-based campaign provided cheaper access to more consumers and was more cost effective to implement. Companies should consider that a highly targeted marketing strategy is likely to eliminate sales, as the limited number of consumers may create loyalty but can result in fewer sales. By deliberately focusing on the ten strongest product lines, P&G created a more focused …show more content…
The change implemented a more customer-focused approach on the digital and visual platforms of advertising, allowing the company to disseminate information relevant to the consumer about the product line. A successful approach to extending the range of audience is to deliver initial messaging about all products to all segments and over a broader base, but then subsequent advertisements can cross segments for a secondary approach targeting the ten strongest product lines (Alpert & Saxton, 2015). Simple web approaches to advertising has become overrun by social media and dynamic blog interactions, that basic web-based advertising is no longer effective, leaving the perceived value of the product to be lesser than the competition (Logan, …show more content…
These statistics indicate a potentially positive outcome of the new marketing initiative, as organic sales are driven by internal operations; although overall sales are attributed to external customers (Procter & Gamble, 2016c). The P&G marketing strategy change is likely too new to identify strong sales changes, but by focusing on the ten major areas of P&G success, the company was able to expand these sales within the wider target audience (Procter & Gamble, 2016c). By expanding the focus, P&G infiltrated the community marketing area where existing customers subscribe to social media venues and can have an impact over those who are not or not yet customers (Baxi, Panda, & Karani, 2016). Implementation of the new strategy created a larger and more diverse audience, thereby expanding the once limited audience strictly made up of loyal
Procter & Gamble (P&G) is committed to producing household products, designed to make life easier (Procter & Gamble, 2016b). Past marketing efforts for the company relied on a very targeted marketing campaign, but eventually realized that a broader targeted base yielded larger profits (Vizard, 2016). Further, a broader targeted audience-based campaign provided cheaper access to more consumers and was more cost effective to implement. Companies should consider that a highly targeted marketing strategy is likely to eliminate sales, as the limited number of consumers may create loyalty but can result in fewer sales. By deliberately focusing on the ten strongest product lines, P&G created a more focused …show more content…
The change implemented a more customer-focused approach on the digital and visual platforms of advertising, allowing the company to disseminate information relevant to the consumer about the product line. A successful approach to extending the range of audience is to deliver initial messaging about all products to all segments and over a broader base, but then subsequent advertisements can cross segments for a secondary approach targeting the ten strongest product lines (Alpert & Saxton, 2015). Simple web approaches to advertising has become overrun by social media and dynamic blog interactions, that basic web-based advertising is no longer effective, leaving the perceived value of the product to be lesser than the competition (Logan, …show more content…
These statistics indicate a potentially positive outcome of the new marketing initiative, as organic sales are driven by internal operations; although overall sales are attributed to external customers (Procter & Gamble, 2016c). The P&G marketing strategy change is likely too new to identify strong sales changes, but by focusing on the ten major areas of P&G success, the company was able to expand these sales within the wider target audience (Procter & Gamble, 2016c). By expanding the focus, P&G infiltrated the community marketing area where existing customers subscribe to social media venues and can have an impact over those who are not or not yet customers (Baxi, Panda, & Karani, 2016). Implementation of the new strategy created a larger and more diverse audience, thereby expanding the once limited audience strictly made up of loyal