MKT501 Module 3 - Case

MKT501 MODULE 3 - CASE
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(16 October 2010)
MKT501 Module 3 - Case
The P & G company is consolidating partially its marketing groups to put the strategy of retail marketing under similar marketing directors have are to oversee brand stuff, in place of under the group that manages the force of sales. After the introduction of the new system, marketing directors or general managers who are able to find a brand respond better to trade marketing than the consumer marketing will have the capability of shifting more funds in-store. This has to be made for more genuine discipline-agnostic P&G. This paper looks at whether or not P & G has the expertise to move into this distribution channel versus its current methods of product distribution and whether or not sales through this channel will cannibalize current methods of distribution sales.
Handfield et al (2005),Walker (2005), Gunasekaran & Ngai (2004), Chesbrough (2006), Armstrong (2000) and Laursen & Ammon (2006) emphasized that, move will tend to answer the questions that long has dogged markers of packaged goods; as who to control the billions of dollars spent during trade promotion. Mostly, larger percentage of marketing budget and how to ensure these dollars are working in a similar strategic plan as consumer promotion and advertising. Whilst there exist no reason to think that most of the expenses will be channeled to stores, there exist other techniques like direct online, mail and promotion that can be successful. Looking at the P&G past indication that in-store marketing technique is becoming vital, it is probably safe to have it bet in that direction and see some new items in-store for them.
McKellar (2010), Peppers & Rogers (2002), Merritt (2009), Luechtefeld (2008), Corporatewatch (1996), Ailawadi et al (2001), Sun (2003) and Gandossy et al (2004) concludes that, it is important to recognize the nature of goods consumed. Recognition of dual nature of consumer goods complicates all theories in which there is treatment of consumption. If consumption is at the same time the touchstone political economy, which is underwritten by a commercial logistic that puts realization of surplus value at its center, as well as the site that popular pleasures are produced, mostly due to unforeseen uses and giving meanings to products by users in their all time domestic life, which then constructs theoretical consumption model. No company has ever done more in developing and advancing the science art of product positioning as P & G. developing new products successfully that carefully addresses consumer attitudes and wants. Then it is followed that, the Cincinnati-based firm would closely look at the possibilities of the internet, for testing consumer demands for the new products very quick and effectively. For long time, the firm has embraced the internet as a powerful market testing tool. It usually invites consumers online to sample and provide feedback on new prototype items, carrying out around 40% of its 60,000 product tests and any other studies online. P&G might roll out the stuff to retail stores if the new product gets great reviews. The responses showed that P&G had a winning product.
Applegate (1998), McCracken, & Byron (2009), Donaldson & O'Toole (2002), Drori et al (2006) and Griffin & Herres (2002) stated that, having enough statistics, Bogdan-Powers has been able to make convincing case to most retailers to stock the item, regardless of its higher prices. Healthy sales will then follow soon. Three month downs the line after introduction, and backed by TV and print ad the support, Crest Whitestrips had already sold worthy $ 50 million kits. That was a marked success for the new items as per any standard. P&G due to completion, noticed that remaining ethical in their advertising, they would prosper invariably. The way a firm is looked at by customers and employees must initially be within a framework that is similar. For instance, in typical big manufacturing companies like P&G, there exist many brands most of which are not immediately associated by consumers in the parent company. It is unnecessarily for the internal identity of P&G to be similar as the external image among brand users. Internet is also assisting P&G refine existing to match consumer`s preferences. P&G is already successful in the role of providing items for retailers, shopping centers and supermarkets.
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