How P&G Plans to Cut $1 Billion From Marketing

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AgnesSector
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Re: Shopkick
AgnesSector   10/7/2013 7:39:50 AM
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P&G is already a renowned brand, I don't think it really needs any more marketing it being known for its services and products.

schweizer Kosmetik

 

Mitch Wagner
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tinym - Second puberty? Sounds appalling. I'll take a look. 

tinym
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Evangelist

Dad pants? At least Dockers are better than mom jeans.

Did you see the "Second Puberty" promotions from an electric shaver brand? This was several years ago and I can't seem to recall the brand now. They created a viral video campaign to promote the shaver. It was pretty funny stuff.

Update: My Google-fu is strong tonight. It was a Philips campaign. Here's the Philips Second Puberty campaign press release. There's video to go with...

sohaibmasood
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Proponent

John, you are absolutely right. Brand managers therefore need to be on the constant lookout for new recruits. It is also important to convey the brand story to the next generation so that they start believing in the brand at a young stage. Hence, the brand would have ensured their loyalty by the time they have adaquate buying power. 

Mitch Wagner
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John Barnes - Car brands seem to be particularly prone to that kind of generational crash. "This is not your father's Oldsmobile." Also, clothes: I turned around one day and found that Dockers had gone from hip casual pants to Dad-pants.

BTW, do follow that link on the Oldsmobile commercial. Read the article and watch the video. It's terrific.  

John Barnes
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sohaibmasood, yes, that's certainly true.  In fact many brands have suffered major crashes after years of steady sales exactly because they never recruited the next demographic, and they quite abruptly ran out of the old one.

John Barnes
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Mitch, I'm not particularly advocating it as a strategy -- just pointing out that the overall data and perception are going to be badly contaminated, because the system as a whole will not respond very quickly or thoroughly with so many values effectively locked in.

Mitch Wagner
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John Barnes - That's a good strategy for their incumbent, successful brands, but P&G also has emerging and struggling brands that need help. In many markets, P&G goes up against equally established brands. And investors require not just sustained sales, but also growth. So a keep-doing-what-we're-doing strategy won't work for P&G. 

sohaibmasood
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Proponent

@John: You are absolutely right about P&G being in the game for a very long time now. It also makes sense that they will continue to do business if they just tell consumers they exist.

What concerns me is that P&G has brand loyalists belonging the middle and upper age brackets. They need to tap into the young generation and I think there is no better way to do that than using social media or the internet. If they tap into this market early they will be able to build brand loyalty with these consumers before they mature. Hence, ensuring a lifetime usage of P&G brands. 

John Barnes
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P&G has some brands that are well over 100 years old, and enormous numbers of highly recognizable ones.  I honestly can't think of a consumer products company with broader or more deeper recognition worldwide.  So for at least a generation, all they really need to do is remind people that they still exist, and they'll do all right.  If this is a terrible mistake it will take a generation to show up, and if it's a great idea, there's so little room to improve -- honestly, where are there any large groups of possible buyers who aren't aware of them? -- that most of their scores will barely budge. It will be interesting to see what happens but not necessarily informative.

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