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Professor Carl Mela Marketing 460 Product Management Fuqua School of Business
Professor Carl Mela Marketing 460 Product Management Fuqua School of Business
Professor Carl Mela Marketing 460 Product Management Fuqua School of Business
• Brand
Professor Carl Mela Management
System
Marketing 460 • On Building A
Product Management Brand
• Managing
Fuqua School of Business Across Brands
P&G–1
P&G Options
• New Brand
– Niche
– Performance
– Mild
• Reformulate
– Ivory
– Dawn
– Joy
• Reposition Joy
• Increase Advertising for Ivory
P&G–2
P&G - What Happened?
P&G–3
P&G - What Happened?
P&G–4
P&G What Happened
P&G–5
P&G What Happened
• Organization 2005
– Much like 1981 with
• Global regions folded into product organization
• Yet sales department by region
– Matrix failed, regional failed
• Issues of coordination and silos
• Committees coordinate now
– Contrast with Samsung
• Region like MDO
• Product like GBU (however, central global brand)
P&G–6
P&G Take Aways
P&G–7
How Has P&G LDL Changed?
P&G–8
How Has the LDL Market Changed?
P&G–9
Current Strategy
P&G–10
Dawn
P&G–11
P&G–12
P&G Performance
New Wal-mart
Inventory Policy
P&G–13
Exercise
P&G–14
Pantene Relaxed & Natural Packaging
Issue:
The North America Pantene Brand is planning to
introduce a line of products targeted to African-
American women. This collection will be called
Relaxed & Natural. As you (ABM) develop the
proposition, you are faced with a packaging decision.
Should you use the base Pantene (pearl white) package
color or design a different package color (tbd)?
P&G–15
Discussion Questions
P&G–16
What Happened?
• ABM and team conducted research /
obtained input
– consumer groups
– customer calls
– copy testing (via the verbatims)
– internet package design assessment test
– shelf tests
• BM and Marketing Director consulted and
managed the GM and Global Franchise
Leader’s expectations
P&G–17
What Happened?
P&G–18