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Marketing Research of Procter & Gamble

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Marketing Research of Procter & Gamble
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Netra Shetty
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Marketing Research of Procter & Gamble - April 8th, 2011

Procter & Gamble Co. (P&G, NYSE: PG) is a Fortune 500 American multinational corporation headquartered in Downtown Cincinnati, Ohio[2] that manufactures a wide range of consumer goods. It is 5th in Fortune's Most Admired Companies 2011 list.[3] P&G is credited with many business innovations including brand management and the soap opera.
Procter & Gamble is a leading member of the U.S. Global Leadership Coalition, a Washington D.C.-based coalition of over 400 major companies and NGOs that advocates for a larger International Affairs Budget, which funds American diplomatic and development efforts abroad.[4]

artisan Differences
Republicans and Democrats have some differences over how believable they find statements by those in the financial world.

Seven in ten Democrats (70%) and two-thirds of Independents (66%) say they do not find any statement by credit card companies to be believable compared to 56% of Republicans who say the same.

Two-thirds of Republicans (65%) say they do not find statements made by government agencies that regulate financial institutions to be believable compared to 40% of Democrats who say this.

So What?
The issue here is one of trust. It takes a long time for any industry to build up the levels of trust that help them weather crises when they occur.

And since this crisis is one that negatively impacts people's wallets, trust will erode even more quickly and take much longer to rebuild. That is what these financial companies have to undertake right now.







Methodology
This Harris Poll was conducted online within the United States between April 12 and 19, 2010 among 2,755 adults (aged 18 and over).

Figures for age, sex, race/ethnicity, education, region and household income were weighted where necessary to bring them into line with their actual proportions in the population.

Where appropriate, these data were also weighted to reflect the composition of the adult online population. Propensity score weighting was also used to adjust for respondents' propensity to be online.

All sample surveys and polls, whether or not they use probability sampling, are subject to multiple sources of error which are most often not possible to quantify or estimate, including sampling error, coverage error, error associated with nonresponse, error associated with question wording and response options, and post-survey weighting and adjustments.

Therefore, Harris Interactive avoids the words "margin of error" as they are misleading.

All that can be calculated are different possible sampling errors with different probabilities for pure, unweighted, random samples with 100% response rates. These are only theoretical because no published polls come close to this ideal.

Respondents for this survey were selected from among those who have agreed to participate in Harris Interactive surveys. The data have been weighted to reflect the composition of the adult population.

Because the sample is based on those who agreed to participate in the Harris Interactive panel, no estimates of theoretical sampling error can be calculated.

Distribution Channels
Cosmetics are distributed in Japan through the following four channels. An industry source estimated the share of each channel for the last three years as follows:

Japanese Cosmetics Market by Distribution Channel (Percentage)

2003 2004 2005

Franchise System 34.0 33.9 34.1
General Distributorship 32.3 32.3 32.3
Door-to-door & Direct Marketing 26.7 26.3 25.8
Other (Institutional/professional use, etc.) 7.0 7.5 7.8
Source: Shukan Shogyo Jan. 1, 2006

Note: The above “Other” category includes institutional channels. Cosmetics and toiletries for professional use are usually sold directly to beauty salons and barber shops by manufacturers or distributors. Some cosmetics and toiletries are sold over the counter by beauty parlors and barber shops to their customers.

While high-prestige U.S. and European cosmetics companies employ a direct-selling franchise system, wherein a manufacturer deals directly with its own accounts, general distributorship is the most conventional channel with products flowing from manufacturer to wholesaler to retailer. Consumers go directly to shelves where they find cosmetics of their choice and no individualized professional counseling is offered. In this system, the manufacturer delegates distribution to the wholesaler / distributor and supports marketing via advertising and promotion. While products traditionally marketed through this channel have typically consisted of daily necessities such as basic cosmetics and hair care items of relatively low price, the variety of cosmetics distributed through this system is expanding. Many imported cosmetics are distributed via this general distributor system. A wholesaler imports products directly and supplies them to retailers, or an importer brings in a product from an overseas manufacturer and supplies it to wholesalers, who supply the retailers.

Cosmetics and toiletries for spas fall in the “Other” channel. As this channel has traditionally been small in size, products tend to be dealt with by small numbers of niche players. With spas gaining popularity among consumers and attracting attention of the cosmetics industry participants, the size of this distribution channel may increase further, relative to the other channels.

Best Prospect
In the Japanese spa scene, the repertoire of services varies from establishment to establishment, e.g., they offer a single form of treatment or any combination of facial, body, foot/leg, hand/nail, and head/scalp treatments. Accordingly, the types of cosmetics that can be marketed to spas are a function of the targeted treatment and spa ritual employed at specific establishments. The types of cosmetics that have the best prospects are as follows:

Cosmetics for treatment, including cleansing products and balancing products, such as moisturizer, emollient, scrub, skin-brightening/whitening, moisturizing, and anti-aging/age-defying cosmetics. Note hat Japanese consumers are increasingly interested in natural and organic products.
Fragrances and aromatic oils that are believed to relieve the feeling of stress.
Men’s cosmetics, including skin care items. Japanese men, ranging from teenagers to the Japanese baby boomer generation in their fifties, acknowledge the need to look and feel better, and their interest in cosmetics is growing.
Furthermore, industry experts believe that various training programs and equipment may have a fair chance to be marketed to the Japanese market. These include training in treatment rituals or techniques, spa therapist training school and programs, and bathing equipment (germanium, foot bath, soda bath), etc.
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Re: Marketing Research of Procter & Gamble - August 1st, 2016

Quote:
Originally Posted by netrashetty View Post
Procter & Gamble Co. (P&G, NYSE: PG) is a Fortune 500 American multinational corporation headquartered in Downtown Cincinnati, Ohio[2] that manufactures a wide range of consumer goods. It is 5th in Fortune's Most Admired Companies 2011 list.[3] P&G is credited with many business innovations including brand management and the soap opera.
Procter & Gamble is a leading member of the U.S. Global Leadership Coalition, a Washington D.C.-based coalition of over 400 major companies and NGOs that advocates for a larger International Affairs Budget, which funds American diplomatic and development efforts abroad.[4]

artisan Differences
Republicans and Democrats have some differences over how believable they find statements by those in the financial world.

Seven in ten Democrats (70%) and two-thirds of Independents (66%) say they do not find any statement by credit card companies to be believable compared to 56% of Republicans who say the same.

Two-thirds of Republicans (65%) say they do not find statements made by government agencies that regulate financial institutions to be believable compared to 40% of Democrats who say this.

So What?
The issue here is one of trust. It takes a long time for any industry to build up the levels of trust that help them weather crises when they occur.

And since this crisis is one that negatively impacts people's wallets, trust will erode even more quickly and take much longer to rebuild. That is what these financial companies have to undertake right now.







Methodology
This Harris Poll was conducted online within the United States between April 12 and 19, 2010 among 2,755 adults (aged 18 and over).

Figures for age, sex, race/ethnicity, education, region and household income were weighted where necessary to bring them into line with their actual proportions in the population.

Where appropriate, these data were also weighted to reflect the composition of the adult online population. Propensity score weighting was also used to adjust for respondents' propensity to be online.

All sample surveys and polls, whether or not they use probability sampling, are subject to multiple sources of error which are most often not possible to quantify or estimate, including sampling error, coverage error, error associated with nonresponse, error associated with question wording and response options, and post-survey weighting and adjustments.

Therefore, Harris Interactive avoids the words "margin of error" as they are misleading.

All that can be calculated are different possible sampling errors with different probabilities for pure, unweighted, random samples with 100% response rates. These are only theoretical because no published polls come close to this ideal.

Respondents for this survey were selected from among those who have agreed to participate in Harris Interactive surveys. The data have been weighted to reflect the composition of the adult population.

Because the sample is based on those who agreed to participate in the Harris Interactive panel, no estimates of theoretical sampling error can be calculated.

Distribution Channels
Cosmetics are distributed in Japan through the following four channels. An industry source estimated the share of each channel for the last three years as follows:

Japanese Cosmetics Market by Distribution Channel (Percentage)

2003 2004 2005

Franchise System 34.0 33.9 34.1
General Distributorship 32.3 32.3 32.3
Door-to-door & Direct Marketing 26.7 26.3 25.8
Other (Institutional/professional use, etc.) 7.0 7.5 7.8
Source: Shukan Shogyo Jan. 1, 2006

Note: The above “Other” category includes institutional channels. Cosmetics and toiletries for professional use are usually sold directly to beauty salons and barber shops by manufacturers or distributors. Some cosmetics and toiletries are sold over the counter by beauty parlors and barber shops to their customers.

While high-prestige U.S. and European cosmetics companies employ a direct-selling franchise system, wherein a manufacturer deals directly with its own accounts, general distributorship is the most conventional channel with products flowing from manufacturer to wholesaler to retailer. Consumers go directly to shelves where they find cosmetics of their choice and no individualized professional counseling is offered. In this system, the manufacturer delegates distribution to the wholesaler / distributor and supports marketing via advertising and promotion. While products traditionally marketed through this channel have typically consisted of daily necessities such as basic cosmetics and hair care items of relatively low price, the variety of cosmetics distributed through this system is expanding. Many imported cosmetics are distributed via this general distributor system. A wholesaler imports products directly and supplies them to retailers, or an importer brings in a product from an overseas manufacturer and supplies it to wholesalers, who supply the retailers.

Cosmetics and toiletries for spas fall in the “Other” channel. As this channel has traditionally been small in size, products tend to be dealt with by small numbers of niche players. With spas gaining popularity among consumers and attracting attention of the cosmetics industry participants, the size of this distribution channel may increase further, relative to the other channels.

Best Prospect
In the Japanese spa scene, the repertoire of services varies from establishment to establishment, e.g., they offer a single form of treatment or any combination of facial, body, foot/leg, hand/nail, and head/scalp treatments. Accordingly, the types of cosmetics that can be marketed to spas are a function of the targeted treatment and spa ritual employed at specific establishments. The types of cosmetics that have the best prospects are as follows:

Cosmetics for treatment, including cleansing products and balancing products, such as moisturizer, emollient, scrub, skin-brightening/whitening, moisturizing, and anti-aging/age-defying cosmetics. Note hat Japanese consumers are increasingly interested in natural and organic products.
Fragrances and aromatic oils that are believed to relieve the feeling of stress.
Men’s cosmetics, including skin care items. Japanese men, ranging from teenagers to the Japanese baby boomer generation in their fifties, acknowledge the need to look and feel better, and their interest in cosmetics is growing.
Furthermore, industry experts believe that various training programs and equipment may have a fair chance to be marketed to the Japanese market. These include training in treatment rituals or techniques, spa therapist training school and programs, and bathing equipment (germanium, foot bath, soda bath), etc.
Wow netra, it is really awesome my friend! i am really impressed by your effort and also thanks for the information on Procter & Gamble. BTW, you would be happy to know that i am also going to share a report on Procter & Gamble which would help more and more people.
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