TITLE

How P&G Fights the Tide of Private Label

AUTHOR(S)
Wong, Elaine
PUB. DATE
June 2010
SOURCE
Adweek;6/7/2010, Vol. 51 Issue 23, p21
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article discusses marketing management by Procter & Gamble Co. The company is one of the world's largest makers of brand name household products. Means by which Procter & Gamble competes against cheaper house brand competition are considered, including the introduction of new products under existing brand names and an increase in advertising. INSET: With Leering Bubbles and Sexy Detergent, Method Embraces Madness.
ACCESSION #
51393808

 

Related Articles

  • mt MASTER CLASS.  // Management Today;Oct2008, p22 

    The article explains the concept of product management. The author says that product placement puts consumer durable in line of sight without signaling that advertising is the main goal. He shares that the concept has started in the 1940s, when soap operas nudged viewers in the direction of...

  • P&G Gets Personal to Fight Age Old Problem of Aging. Facenda, Vanessa L. // Brandweek;12/17/2007, Vol. 48 Issue 46, p10 

    The article discusses how in 2008 Procter & Gamble's Olay skincare products is planning to launch five products and a personal care web site, OlayForYou.com, all backed by multimedia campaigns. One of the new products is Olay Regenerist 14 Day Skin Intervention, which is a two-week treatment...

  • When the old one is rusty, it's time for a new model. Mitchell, Alan // Marketing Week;11/25/2004, Vol. 27 Issue 48, p34 

    Focuses on the launching of the marketing campaign of Procter & Gamble Co. in Great Britain. Contribution of the marketing approaches of the company to its sales performance; Reputation of the company in the field of marketing; Efforts of the company to reinvent its marketing strategies.

  • Invites non-rosters: P&G unbundles media planning. Neff, Jack // Advertising Age;4/5/2004, Vol. 75 Issue 14, p1 

    Reports on the revision made by Procter & Gamble Co. (P&G) on its media-planning account as of April 2004. Details of the revamping; Demand of the company for comprehensive and non-television centric systems for measuring market effectiveness; Increase in U.S. media spending of P&G in 2003.

  • P&G Review Could Be Far-Reaching. Mandese, Joe // Television Week;4/12/2004, Vol. 23 Issue 15, p55 

    Discusses the first large-scale review of a communications planning account initiated by Procter & Gamble (P&G) in the U.S. in April 2004. Impact of the move on the media planning agency executives of P&G; Concept of the communications planning approach; Concerns of clients regarding some media...

  • P&G's barrage of new items pays off, and will continue. Lawrence, Jennifer // Advertising Age;10/18/1993, Vol. 64 Issue 44, p8 

    This article reports on the improvements in the U.S. business performance of Procter & Gamble Co. (P&G) as of October 1993. It is due in part to its value pricing strategy and an array of new products. P&G hopes its value price/new product/big advertising spending formula will be a big help...

  • How P&G Fights the Tide of Private Label. Wong, Elaine // MediaWeek;6/7/2010, Vol. 20 Issue 23, p21 

    The article examines marketing management by Procter & Gamble Co., focusing on how the company deals with the threat to sales of its brand name products posed by house brands. The use of brand extension by presenting new products linked to successful brands is discussed, with the company's Tide...

  • South East Asia: NGC signs P&G for Olay. Murphy, James // Media: Asia's Media & Marketing Newspaper;9/7/2007, p39 

    The article informs that Procter & Gamble Co., a global skin care company, has linked with the National Geographic Channel (NGC) Asia to leverage the broadcaster's scientific credentials among consumers for a new campaign for its Olay Total Effects brand. It is further informed that Olay Total...

  • Private Label Cleans Up. Wong, Elaine // Adweek;6/8/2009, Vol. 50 Issue 23, special section p7 

    The article examines the marketing of brand name household consumer products such as paper products and cleaning compounds. Companies such as Kimberly-Clark and Procter & Gamble have seen sales of their best-known brand name products decline during the recession as consumers have switched to...

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics