Sunday, October 24, 2010
Marketing Tide the P&G way!
You work in marketing at Procter & Gamble, and your job is to sell 10 per cent more Tide detergent this year.
You have all the tools of marketing at your disposal (the four Ps: product, place, price, promotion), and can do anything you want in order to sell 10 per cent more - but you shouldn't break the bank to do it.
What do you do?
See the bottom of this blog post.
I pull out this case study at the beginning of every new advertising class or seminar I teach.
I love it because it's so simple, and - even better - it's true! This was my former boss's cross to bear when he worked as vice-president of Procter & Gamble (that was before he fell on hard times and had to work with me!).
It also underscores the point made my Bill Hicks in this classic stand-up comedy bit: marketers never met a dollar they didn't like, and are so focused on their quest to make more and more, they're not necessarily concerned with what you or I have to say about it:
What P&G did
My former boss was successful in his bid to sell 10 per cent more Tide that year, and quite possibly not a single consumer was aware that he did it.
What he did was simplicity at its finest: he increased the size of the scoop in the box by 10 per cent.
Genius or "Satan's little helper?" You decide!