This is another segment from Fortune’s interview with new P&G CEO Bob McDonald and his immediate predecessor A.G. Lafley. These leaders talk about the development of a product line (including some lower price products) and how they try to compete with private label brands. They also talk briefly about some of the qualitative marketing research that P&G has conducted. The clip might also be interesting to show when discussing value pricing — which we cover in the first of our two pricing chapters.
This 5 minute video clip is an interview with P&G’s new CEO Bob McDonald and A.G. Lafley, its recently departed CEO. They talk about P&G’s focus on developing markets as its source of growth. They mention that demographics drive this focus. The clip would have a nice tie-in with demographics as we talk about it in chapter 5. While the video clearly demonstrates the opportunity here, it might be fun to show the clip in class and ask students – “what P&G should do with its marketing strategy to appeal to this target market?” it might also provide an example of an opportunity that could be discussed with chapter 2.
This New York Times article, (“How to Market Your Business With Facebook,” November 12, 2009) probably has more detail than you might want to get into in an introductory marketing class. Still, I included it because marketing instructors might find it helpful to have this greater insight into Facebook (something our students no doubt know about much better than us) and how it can be used in marketing. There are also some interesting examples that could be used in class.
This is a neat little article that reports on some research on the shopping behavior of millenial (age 20-30) women. This short article (“Why ‘Millenials’ Are Impulse Shoppers” Brandweek, November 12, 2009) describes how this market segment differs from others. If it were assigned reading, students could be asked how it would effect the marketing strategy for a packaged goods firm or retailer. Moving beyond some of the examples in the article, this could lead to an interesting in-class discussion.