Caselet Code : CLMM023
Publication date : 2005
Subject : Marketing Management
Industry : Fast moving consumer goods (FMCG)
Length :
 04 Pages
Price :  Rs. 100 (Detailed Pricing Info)

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Abstract

The caselet highlights the emphasis on marketing research at Procter & Gamble (P&G). It examines the evolution and growth of marketing research efforts of the company. The caselet focuses on the increased use of internet by P&G for its marketing research initiatives. Finally, it explains the advantages and disadvantages associated with the online marketing research initiatives.


Issues:

» Importance of marketing research for FMCG companies

»  Qualitative research Vs Quantitative research

»  Use of technology in marketing research

»  Efficacy of online marketing research initiatives

Key words:

P&G, Fortune, World's Most Admired Companies, Consumer Needs, Market Research, Qualitative Research Tools, Focus Groups, In-House Visits, In-Context Visits, In-Store Interviews, Quantitative Research Tools, Blind Tests, Concept Tests, Internet, Online Concept Tests, Crest White Strips, Purchasing Trends, Promotion Campaign, Consumer Panels, Online Surveys, Marketing Plans, Market Research Initiatives.

Questions for Discussion:

1. Outline the market research process for the online concept test conducted for Crest White Strips?

2. From the late 1990s, P&G has been conducting MR online in a big way. Examine the benefits to the company. What, according to you, are the possible limitations of conducting MR online? Explain.