P&G Reinvents Itself

Higgins, Kevin T.
November 2002
Marketing Management;Nov/Dec2002, Vol. 11 Issue 6, p12
This article presents an interview with Procter & Gamble Co.(P&G) marketing chief James R. Stengel on the reorganization of the consumer products manufacturer. Stengel said that his company has operation in 140 countries and a tremendous variety of product categories. It has demonstrated sales and marketing expertise in developing brands in the international market. The growth rate of 4 to 6 percent is the corporate goal of the company. It will require asset efficiency and a focus on brands with high growth potential. The company is receptive to different approaches to product development. The objective is to continually test and never be standing still. The Internet is inexpensive and very useful for consumer research. It is a tremendous medium for sharing knowledge throughout the company. P&G has always been seen as a great on-the-job training environment. It also values breakaway formal training. It wants to make sure it is the best trainer and creator of marketing in the world. INSET: CMO spotlight.


Related Articles

  • Getting Your House in Order. Schultz, Don E. // Marketing Management;Nov/Dec2002, Vol. 11 Issue 6, p8 

    The article focuses on the establishment of brand architecture. It helps identify how brands will be related or connected within both the market offerings and the management structure of the firm. The house of brands approach allows an organization to operate as a multinational by offering...

  • GETTING TO CASH WITH BRANDS AND BRANDING. Schultz, Don E. // Marketing Management;Winter99, Vol. 8 Issue 4, p10 

    The article focuses on the importance of brands and branding on the success of business enterprises. It is important to establish a relationship between investments in brands and branding to cash flow returns. Marketing investments should be categorized on whether they provide short-term or...

  • Measuring Cross-Category Price Effects with Aggregate Store Data. Song, Inseong; Chintagunta, Pradeep K. // Management Science;Oct2006, Vol. 52 Issue 10, p1594 

    Our objective is to understand the cross-category effects of marketing activities using aggregate store-level scanner data. For this, we provide a framework derived from household utility maximizing behavior which assumes that a household chooses the "bundle" of products with the highest...

  • Branding News: Briefs.  // Marketing (00253650);5/6/2004, p10 

    This article reports on various developments related to the branding of commercial products. PepsiCo Inc. has unveiled a special-edition 300ml bottle to drive sales in the lead-up to, and during, Euro 2004 in June 2004. Five football stars, including David Beckham, feature on a colored sleeve on...

  • P&G starts testing big-name products in key Russian city. McKay, Betsy // Advertising Age;8/24/1992, Vol. 63 Issue 34, p4 

    This article reports that Procter & Gamble Co. is testing a slew of its well-known brands in Saint Petersburg, Russia. It is believed to be the first time a Western company has tested so many products at once in Russia. Most marketers have bypassed testing altogether because high-quality...

  • Name That Brand. Skoultchi, Mark // Pharmaceutical Executive;Jun2002, Vol. 23 Issue 6, p24 

    Presents recommendations that product managers should consider when beginning the brand name development process. Views by pharmaceutical professionals on the importance of research and development of brand names; Stages of allowing enough time for the brand name development process; Factors to...

  • ONCE YOU BUILD A BRAND, PREPARE TO DEFEND IT. Biller, Anthony J. // Business North Carolina;Jun2005, Vol. 25 Issue 6, p92 

    Focuses on building a strong brand. Use of the principles of brand management in building a strong brand; Components of a strong brand; Factors that influenced the selection of an inherently strong brand; Examples of inherently strong brands.

  • Bringing a brand to life. Van Den Berg, Noetine // Finweek;8/3/2006, p69 

    The article provides information about brand activation, which is designed to bring a brand to life in consumers' minds. The author offers information about the different activities organized by business groups. According to Van den Berg of Unilever PLC, its mandate for all its brands is that...

  • NEW LIFE FOR OLD BRANDS. Morrish, John // Management Today;Feb2005, p54 

    The article presents suggestions on how to freshen up old products for improving their market value. This is the day of the brand whisperers, skilled individuals and organisations who take tired, poor-performing, underappreciated brands and breathe sweet nothings into their ears until they start...


Read the Article


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

Try another library?
Sign out of this library

Other Topics