Procter & Gamble`s ‘Double Down’ Strategy during COVID-19 Pandemic

Procter & Gamble`s ‘Double Down’ Strategy during COVID-19 Pandemic
Case Code: BSTR631
Case Length: 18 Pages
Period: 2020-2021
Pub Date: 2022
Teaching Note: Available
Price: Rs.400
Organization : Procter & Gamble
Industry : -
Countries : United States
Themes: Branding Strategy, Consumer Behavior, Advertising & Promotion,Brand Strategy
Procter & Gamble`s ‘Double Down’ Strategy during COVID-19 Pandemic
Abstract Case Intro 1 Case Intro 2 Excerpts


The case “Procter & Gamble’s ‘Double Down’ Strategy during COVID-19 Pandemic” discusses the strategy adopted by US-based multinational Consumer goods company to increase its brand visibility during the COVID-19 pandemic. With the outbreak of corona virus in the US, the government imposed lockdown. Expecting an unspecified period of lockdown, people began to stockpile essential items. As a result retailers struggled to maintain adequate stocks of popular items. Business houses began to cut down on media expenditure in anticipation of recession. But amid all uncertainty, P&G decided to double down its investment on marketing initiative to increase its brand visibility. Despite such unfavorable market conditions and economic slowdown, will P&G be successful with its advertizing strategy?


The case is structured to achieve the following teaching objectives:

  • Understand issues and challenges in understanding consumer behavior –the rationale behind panic buying.
  • Analyze the changing behavior patterns of consumers during crisis.
  • Evaluate the company’s business strategy to remain competitive during the pandemic phase.
  • Evaluate the company’s media strategy to double down on media spends during the pandemic.
  • Explore the issue and challenges that the company was likely to face with regard to its strategy during times of an economic slowdown.



Business Strategy; FMCG Products, COVID-19 Pandemic; Consumer Buying behavior; Panic buying; Stockpiling; Advertising & Promotion; Brand visibility.

Buy this case study (Please select any one of the payment options)

Price: Rs.400
Price: Rs.400
PayPal (9 USD)

Custom Search