Proctor and Gamble is a company that I greatly admire. It is a large company with numerous brands, and each brand has its own unique purpose and serves to advance P&G's overall goals. The company has established itself well in developed countries, but it is currently focusing more on the developing countries of the world.
The January edition of Fortune wrote about P&G's goal of raising sales from developing regions to 50% of total sales. The author of the article, Jennifer Reingold, writes "Yet P&G, realizing that its future success lies in the developing world, has concluded that it must compete at the lower end of the spectrum as aggressively as it does at the higher one." The article goes on to explain the R&D strategies used by P&G to achieve its goals, but I would like to examine the marketing implications of this article.
As a aspiring marketer, goals set by top management affect marketing strategies and implementation. The marketing required for luxury goods in developed countries differs considerably from basic products in developing countries. Given the P&G example, consumers will need to be given a reason to purchase the P&G products. Local marketers from the developing regions will play in integral part in learning the characteristics of their market.
Going back to the principles set out in The Global Brand CEO, P&G needs to make sure the marketing strategy for brands used in developing markets have a universal truth, purposeful positioning, and a total brand experience. There are many strategies available to marketers at P&G, but they must keep in mind their target market and the position their brand occupies globally.
Aaron Roecker
Showing posts with label The Global Brand CEO. Show all posts
Showing posts with label The Global Brand CEO. Show all posts
The Global Brand CEO
Over winter break I have been reading The Global Brand CEO by Marc de Swaan Arons & Frank Van Den Driest. This book has offered me insights that I have never before encountered and has increased my desire to work globally even more.
The Global Brand CEO is a great mix of technical analysis and practical advice, but the best parts are the quotes from various CMO and global brand leaders. These quotes gave me an insight into the thoughts of a CMO and how they operate. They shared their experiences and advice. I will constantly be going back to this book to hear their thoughts.
Before reading this book I never thought too much about brand marketing, but now it is one of the top career paths I wish to pursue. Brand marketing has unique challenges and opportunities, but what I like the best is the ability to completely engross myself into a specific brand. Working for a certain brand will then allow me to learn the inner-workings of the consumers who use it. Learning about consumers and developing a marketing plan based on those insights would be the perfect job.
Eventually I would like to work on a global brand, but before that can happen I must learn how to manage a brand locally/regionally. I need to execute marketing plans and put them into action. Learning from this experience can help me better achieve my goal of working internationally/globally. The ability to affect the lives of millions across the globe is exciting, but equally frightening. I look forward to what happens in the future and where my life leads.
Aaron Roecker
The Global Brand CEO is a great mix of technical analysis and practical advice, but the best parts are the quotes from various CMO and global brand leaders. These quotes gave me an insight into the thoughts of a CMO and how they operate. They shared their experiences and advice. I will constantly be going back to this book to hear their thoughts.
Before reading this book I never thought too much about brand marketing, but now it is one of the top career paths I wish to pursue. Brand marketing has unique challenges and opportunities, but what I like the best is the ability to completely engross myself into a specific brand. Working for a certain brand will then allow me to learn the inner-workings of the consumers who use it. Learning about consumers and developing a marketing plan based on those insights would be the perfect job.
Eventually I would like to work on a global brand, but before that can happen I must learn how to manage a brand locally/regionally. I need to execute marketing plans and put them into action. Learning from this experience can help me better achieve my goal of working internationally/globally. The ability to affect the lives of millions across the globe is exciting, but equally frightening. I look forward to what happens in the future and where my life leads.
Aaron Roecker
