Diggs P&G Tipping Point?
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This document discusses P&G's planned spending cuts and implications for brand management. P&G aims to cut costs through fewer marketing executives, more efficient spending on digital channels, and multi-brand initiatives. This could prove relevant trends in marketing efficiency. Implications for companies include changes to culture, processes, skills, people and structure. The document seeks to identify opportunities and indicated actions based on credible examples and implications for clients.
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Diggs P&G Tipping Point?
- 1. TIP P IN G P O IN T?
- 2. AG E N D A Topic Desired Outcome Introductions, purpose Understand session goals Opinion on P&G’s planned Relevance to brand spending changes management discipline Is this a relevant trend? Prove, disprove Implications for brand models Points of relevance to companies and clients Summary, points of view, Next steps indicated Actions Q&A ---
- 3. O p inion on P &G ’ s p lanne d cu ts •Fewer Marketing Executives •More efficient spend— increase reach, frequency, effectiveness of impressions •Increase use of digital marketing channels— lower-cost for one to one marketing •More multi-brand group marketing initiatives •Annual cost increase and headcount reduction targets
- 4. P &G ’ s Annou nce d $1 0b s avings Implications for clients and Brand Learning •Strategic trends •Credible examples for clients •Implications, actions
- 5. RELATIONSHIP HISTORY Product blasting Product knowledge 1870-1970
- 6. RELATIONSHIP HISTORY Matching consumer profiles Product knowledge 1900-1960 Consumer knowledge 1970 -2000
- 7. RELATIONSHIP HISTORY Relationshopping Product knowledge 1900-1960 Relationshop knowledge 2000-
- 8. RELATIONSHIP HISTORY Relationshop Consumer knowledge knowledge 2000- Product knowledge 1960 -2000 1900-1960
- 9. Credible examples and value Over 200,000 likes in one day
- 10. Credible examples and value Over 1.6 million YouTube views from March 5-9.
- 11. Credible examples and value Online meets up for big numbers Community built via auditions, collective solving of clues and a meet up escape in LA including agents and interrogation. Data and photo from Ad Age Insights January 21, 2012
- 12. Im p lications for com p anie s , clie nts Culture Processes Skills People Structure
- 13. O p p ortu nity P rofile Findings Indicated Actions
- 14. Q & A’ s