procter & gamble marketing/brand management

Procter & GambleMarketing/Brand

Management

Meredith Suffron and Amanda Etter9/12/02

Agenda

Provide background on Procter & Gamble

Share what brand management is Describe the responsibilities assistant

brand managers have Review key skills brand managers

exhibit Reminder for full-time interviewing

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)

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?

Brand Management 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

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

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 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

Weave career with ‘MDO’ positions Customer Marketing Advertising

Development Marketing

Concentration Top Prospecting Direct-to-Consumer

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

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

Questions?