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Procter & Gamble Marketing/Brand Management

Procter & Gamble Marketing/Brand Management. Meredith Suffron and Amanda Etter 9/12/02. Agenda. Provide background on Procter & Gamble Share what brand management is Describe the responsibilities assistant brand managers have Review key skills brand managers exhibit

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Procter & Gamble Marketing/Brand Management

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  1. Procter & GambleMarketing/Brand Management Meredith Suffron and Amanda Etter 9/12/02

  2. Agenda • Provide background on Procter & Gamble • Share what brand management is • Describe the responsibilities assistant brand managers have • Review key skills brand managers exhibit • Reminder for full-time interviewing

  3. About P&G… • Began as a candle and soap maker in Cincinnati, Ohio when Harley Procter met James Gamble (they married sisters) • Invented Brand Management to lead over 300 brands • #2 Advertiser and started the “soap” opera • Now is a $40 billion company with over 100,000 employees worldwide • Includes 12 brands that are over $1 billion in sales (more than some Fortune 500 companies alone)

  4. Brand Management/Marketing • Goal: Build growing, profitable brand franchises • Tide/Ariel • Pampers • Olay • Define and develop brand equity • Equity: what a brand stands for in the mind of consumers, more than competition, over time • What does the Neon car stand for? Or McDonald’s?

  5. Business Analyst Review market results to identify opportunities Monitor customer growth to close gaps Ensure profitability for P&G and customer Work with Finance, Product Supply, Research and Development Brand Management • Marketing Manager • Develop marketing plans to reach target consumer • Evaluate advertising, packaging, and direct-to-consumer materials • Work with Market Research, Sales, Finance, Agencies, Research and Development

  6. Asst. Brand Mgr. Responsibilities • Launch a new product • Partner with the agency to develop television, magazine, internet, billboard, radio, sampling and direct mail advertising • Lead marketing planning • Own and manage the brand budget ($10-$200 million) • Analyze the current state of the business to identify brand opportunities or obstacles • Partner with the agency to plan a brand’s media spending ($5-$50 million) • Develop competitive defense plans • Track volume/sales • Partner with an agency to develop public relations plans • Train a new hire or intern • Develop promotions for customers (I.e. Wal-Mart, Kroger, etc.)

  7. Enter as ABM After 2-4 years, may be promoted to Brand Manager After 3-4 years, may be promoted to Marketing Director After 4-6 years, may be promoted to General Manager Career Path • Weave career with ‘MDO’ positions • Customer Marketing • Advertising Development • Marketing Concentration • Top Prospecting • Direct-to-Consumer

  8. Key Brand Management Skills • Leadership • Set a vision or goal • Align with others • Energize others to help you achieve your goal • Solutions • Creative problem solving • Collaboration • Work well with others to accomplish goal • Manage different points-of-view

  9. Full-time Interviews • Go to www.pg.com/careers to fill out survey and submit resume by Sept. 20 • We will host a presentation night for selected students • Next, will develop interview preference list • Interview the second week of October

  10. Questions?

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