Procter and Gamble Case Study

Procter and Gamble Case Study
Student’s Name
Institution Affiliation
Background of Procter and Gamble
The firm was founded in 1837 and has gradually gained prominence as a global
company that manufactures consumer products in different market segments including
personal care, pet supplies, and pharmaceuticals and cleaning supplies. In the past, the
challenge for the company has been to reduce the time to market for new products, collect
data for use in the research and development of new products, and conduct market research
with the objective of improving the existing product line. The following is s discussion in
three questions concerning the Procter and Gamble case study.
How did P&G reduce time to market?
The company adopted three strategies to reduce time to market for its products and
ensure that the products were still in resonance with the consumer needs upon release to the
market. First, the firm started doing business online thereby reducing the time in which
customers could place orders (Turban, King, Lee, Liang, & Turban, 2010). Second, the
company migrated from traditional research to online research that is economically efficient
and improves the relationship between the firm and the consumers. In particular, online
market research was used in the introduction of the Whitestrips product which accelerated the
growth in sales (Turban, King, Lee, Liang, & Turban, 2010). Finally, the firm adopted data
mining strategies to establish previously unknown patterns in consumer behavior. Data
mining allowed the company to predict purchase patterns and identify consumer interests with
the objective of using that information in research and development (Turban, King, Lee,
Liang, & Turban, 2010).
What was data mining used for?
Data mining was designed to achieve three objectives. One, predict possible patterns
in consumer behavior. Two, establish the preference of consumers between online shipping in
comparison to the traditional shopping (Turban, King, Lee, Liang, & Turban, 2010). Three,
establish customers’ experience in the products and services of the firm.
What research methods were used?
Research methods were implemented using RightNow Technologies. One of the
research methods included the use of a concept test. When the response to the test was
positive, sample products were mailed to the customers, and they were requested to fill the
following questionnaires (Turban, King, Lee, Liang, & Turban, 2010). Using the feedback
from the customers, the firm would decide on whether to initiate mass production of a
particular product.
Turban, E., King, D., Lee, J., Liang, T., & Turban, D. (2010). Electronic commerce- A
Managerial Perspective (1st ed.). New Jersey: Prentice Hall.

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