Team Spirit

Burghard, Ed; Mackay, Lisa
November 2004
Marketing Management;Nov/Dec2004, Vol. 13 Issue 6, p18
This article illustrates how various departments in Procter & Gamble (P&G) organizations collaborate to achieve the company's objectives. In every P&G organization, five important principles for a successful teamwork are observed: build the team before building the product; balance product performance with consumer needs; innovation is not just for research and development (R&D); marketing isn't just for marketers; replicate success. For P&G Pharmaceuticals, the need to incorporate marketing knowledge early in the product development cycle is simply a matter of return on investment (ROI). Historically at P&G, once a product is developed and ready for consumer launch, marketing takes the lead. In truly collaborative teams, this is no longer the case. When P&G Pharmaceuticals prepares to launch a new drug, the collaboration between R&D and marketing continues to be critical. Together, the team agrees on labeling and other communications claims. Often, marketing will facilitate advance dissemination of research and development's pre-clinical data to begin building excitement in the marketplace. Finally, with input from the entire team, marketing developed and executed a strategic plan, often including television advertising, direct marketing, and public relations activities.


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