Brand purpose, social trends: Consumer segmentation based on their needs, thoughts and values.
ProcterGamble is widely seen as cutting edge in how well we understand consumer and market dynamics and how we bring this knowledge to our retail partners. The project 'How to Shape Future Health and Beauty Shopping' embarks on a highly collaborative journey together with retail partner dm and GIM as the chosen partner for in-depth consumer understanding. This paper will reveal the need to evolve the shopping environment into a place for exchange with the need to view health and beauty as two sides of the same coin.
On December 8, 2003, President Bush signed into law the Medicare Prescription Drug Improvement and Modernization Act of 2003. This legislation provided new prescription drug benefits for 36 million Americans aged 65 years and older and 6 million younger Americans with permanent disabilities. Although it passed in 2003 this new Medicare benefit did not take effect until 2006.This was a sweeping change in the US healthcare industry. In the years before this change, most older Americans paid for prescription medications out of their own pocket or through supplemental private insurance from a previous employer. As a result, most large health insurance companies were focused on marketing to large corporations. With the new system, these companies would be subsidized by the Federal government to provide pharmaceutical insurance to individual patients.With the passage of the Medicare Modernization Act of 2003, the health insurance industry had two tremendous new challenges: understanding the modern 65+ consumer who hasn't ever been their customer, and, in a dramatic departure from their experience, creating marketing plans that focused on individuals seeking insurance.
This paper provides key learnings of 'Parentesi', the project led by P&G Italy and 'Acqua e Sapone', the Italian drug specialist leader. The project aimed to design and to implement a new in store layout, leveraging on several in store retail mix variables, including categories layout, shelf layout and assortment and in store communication. The project assessment has been provided through two technologies able to track and evaluate emotional and cognitive experience in store: Biofeedback and Eye Tracking.
This paper focuses on a project carried out for Procter & Gamble by marketing semiotics agency Space Doctors to develop a new model of the acculturation process in the U.S. Hispanic market. The U.S. Hispanic culture today embodies a shift towards more complex and diverse patterns of acculturation. The paper addresses emerging markets and cultures, and understanding and forecasting trends in markets and demographics to target new and emerging segments in ways that are timely and relevant.
This paper describes the role of market research in building knowledge as well as a tool to assist in improving company business and profit management. We are living the information age, in which knowledge is considered a company asset and more valuable than ever. Companies constantly search for higher profits while marketing professionals are becoming more accountable for responding to financial gains instead of just managing products or communication. This trend has had an impact on the market research business, which is leveraging its involvement with the success of the company as it plays the role of a strategic consultant rather than just a data supplier. This is illustrated by a practical case: 'Living 24/7' carried out in the second half of 2002 by two large-sized companies in Brazil: Procter & Gamble (multinational) and Sadia (Brazilian). In this ethnographical methodology researchers lived in the households of twenty-five consumers for seven days, twenty-four hours a day (24/7). The way the research was carried out and results presented to the clients is an example of the new accountability of market research and how it can contribute to building knowledge for increased client profits.