Procter And Gamble Case Study

Running head: PROCTER AND GAMBLE CASE STUDY

Procter and Gamble Case Study

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PROCTER AND GAMBLE CASE STUDY

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

PROCTER AND GAMBLE CASE STUDY

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.

PROCTER AND GAMBLE CASE STUDY

References

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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