Transcript Procter & Gamble Marketing/Brand Management

Procter & Gamble
Marketing/Brand Management
Meredith Suffron and Amanda Etter
9/12/02
Agenda
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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
About P&G…
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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)
Brand Management/Marketing
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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?
Brand Management
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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
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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
Asst. Brand Mgr. Responsibilities
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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.)
Career Path
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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
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Weave career with
‘MDO’ positions
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Customer Marketing
Advertising Development
Marketing Concentration
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Top Prospecting
Direct-to-Consumer
Key Brand Management Skills
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Leadership
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Solutions
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Set a vision or goal
Align with others
Energize others to help you achieve your goal
Creative problem solving
Collaboration
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Work well with others to accomplish goal
Manage different points-of-view
Full-time Interviews
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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
Questions?