P&G's Brand Management System

  
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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:

Price:
Case Code : MKTG073 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling Charges

Themes

Brand Management
Case Length : 15 Pages
Period : 2003
Pub Date : 2003
Teaching Note : Not Available
Organization : Procter & Gamble
Industry : FMCG
Countries : USA

Abstract:

This case discusses the evolution and growth of the brand management system of the US based FMCG major -Procter & Gamble (P&G).

It describes in detail how the 'brand management' in the 1940s evolved into 'category management' in the 1980s, as the brand portfolio of P&G expanded.

Finally, the case focuses on how category management is gradually evolving into 'cohort management' at P&G in the initial years of the new millennium. The case also examines in detail the best practices followed by P&G in managing brands.

Issues:

• Understand the significance of a brand manager, brand management system and category management

Contents:

  Page No.
Introduction 1
Background Note 2
The Brand Management System 3
The Initial Decades 3
The Category Management Model 4
The 'Glocal' Branding Strategy 5
Branding Under Organization 2005 6
Bundling Brands Around Consumer Groups 6
Exhibits 9

Keywords:

Brand management system, US, FMCG, Procter & Gamble, P&G, brand management, 1940, category management, brand portfolio, P&G, cohort management, best practices, brand

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