Advertising vs. Publicity What other people say about you (publicity‚ referrals and testimonials) is infinitely more believable and less expensive than what you say about yourself (conventional advertising). This is why advertising isn’t enough – effective publicity is a vital part of any marketing campaign. You can leverage the power of your existing customers and the media to tremendously increase the impact of your marketing message by making it far more credible. Let’s start with the simple
Premium Marketing Advertising Public relations
DEFINITION BCG MATRIX Boston Consulting Group (BCG) Matrix is defined by the following authors as follows: Table 1 Definition of BCG Matrix Pearce (2013) David (2012) BCG Matrix is an approach pioneered by the Boston Consulting Group that attempted to help managers “balance” the flow of cash resources among their various businesses while also identifying their basic strategic purpose within the overall portfolio. It is also known as “portfolio techniques”. BCG Matrix graphically portrays
Premium Marketing Strategic management
Procter & Gamble (P&G) for the past three years gave a faltering and apologetic speech at a conference there hosted by Deutsche Bank‚ in which he predicted lower-than-expected profits in the coming quarter for the world’s largest maker of household and personal-care products‚ and confessed to deep-seated problems at his firm both in innovation and the broader execution of its strategy. The same day‚ at the Rio+20 Summit in Brazil‚ Paul Polman‚ a former colleague of Mr McDonald’s at P&G and now boss
Free Developed country Developing country Emerging markets
Placing products in the BCG matrix results in 4 categories in a portfolio of a company: BCG STARS (high growth‚ high market share) - Stars are defined by having high market share in a growing market. - Stars are the leaders in the business but still need a lot of support for promotion a placement. - If market share is kept‚ Stars are likely to grow into cash cows. BCG QUESTION MARKS (high growth‚ low market share) - These products are in growing markets but have low market share. - Question
Premium Strategic management Marketing
season Strategy for 2 in India Brand Strategist The Dream Team Season 2 Case Study for Strategy Development S T R AT E G Y F O R T I D E I N I N D I A Case Background The Mint‚ 3rd December 2012: In a recent global investor meeting‚ Procter & Gamble affirmed that a strong momentum in developing markets continues to be a key part of its strategy. It said it will invest resources on the biggest opportunities‚ and aim for profitable expansion by focusing on growing markets‚ increasing market
Premium Laundry detergent Price
LEVIS SWOT ANALYSIS SWOT analysis empowers firms to identify elements that need to be taken into account when developing marketing and corporate strategy. Strengths and Weaknesses are in-house factors that are controllable by the organization. Opportunities & threats are outside factors‚ which are uncontrollable by the organization. According to Kotler and Armstrong‚ SWOT analysis involves a distillation of the findings of an internal and external inspection that lures attention‚ from a strategic
Premium Marketing Strategic management SWOT analysis
cultural norms‚ consumer preferences‚ and business structures versus the United States‚ Japan is definitively a market that P&G should continue to do business in. With a population that is more than half the size of P&G’s largest market (U.S.A) and a per capita income higher than other major markets for P&G (such as West Germany)‚ Japan is simply a market that P&G cannot exit if it hopes to continue to grow internationally. In fact‚ Japan is the second largest market for consumer-packaged
Premium New product development Marketing Price
revenue from emerging economies. P&G‚ on the other hand‚ only generates 40% of its revenue abroad‚ despite being the world’s largest household product maker. P&G is famous for having a rich portfolio of well-recognized brands in the personal care‚ beauty‚ grooming‚ health and fabric segments. As Morningstar notes‚ some of its brands are essential for retailers to bring more traffic to their stores and therefore enjoy privileged product positioning. More than 20 of P&G’s brands generate $1 billion
Premium Developed country Emerging markets Developing country
famous is the Boston Matrix. U ntil the 1960s‚ models were the impenetrable domain of economists. The man who can be largely credited with bringing business models into the mainstream was Bruce Henderson (1915-92)‚ an Australian engineer who worked as a strategic planner for General Electric. From GE‚ Henderson joined the management consultancy A rt hur D. Li tt le. In 1963‚ he announced that he was leaving to set up his own consultancy‚ the Boston Consulting Group (BCG). An engineering
Premium Strategic management Management consulting
Procter and Gamble‚ Inc. Scope The problem for Procter & Gamble`s (P&G) “Scope” brand is that their share at mouthwash market is slightly going down while a new brand called “Plax” launched by Pfizer Inc. has gained a %10 market share in a very short time period which created a situation that left “P&G”s management team in dilemma for how to respond. P&G has some constraints to solve the problem (in fact‚ the situation is so complex that for some‚ no problem and threat exist). First
Premium Marketing Procter & Gamble Toothpaste