Presentation is loading. Please wait.

Presentation is loading. Please wait.

Procter & Gamble Marketing/Brand Management Meredith Suffron and Amanda Etter 9/12/02.

Similar presentations


Presentation on theme: "Procter & Gamble Marketing/Brand Management Meredith Suffron and Amanda Etter 9/12/02."— Presentation transcript:

1 Procter & Gamble Marketing/Brand Management Meredith Suffron and Amanda Etter 9/12/02

2 Agenda Provide background on Procter & Gamble Share what brand management is Describe the responsibilities assistant brand managers have Review key skills brand managers exhibit Reminder for full-time interviewing

3 About P&G… Began as a candle and soap maker in Cincinnati, Ohio when Harley Procter met James Gamble (they married sisters) Invented Brand Management to lead over 300 brands #2 Advertiser and started the “soap” opera Now is a $40 billion company with over 100,000 employees worldwide Includes 12 brands that are over $1 billion in sales (more than some Fortune 500 companies alone)

4 Brand Management/Marketing Goal: Build growing, profitable brand franchises Tide/Ariel Pampers Olay Define and develop brand equity Equity: what a brand stands for in the mind of consumers, more than competition, over time What does the Neon car stand for? Or McDonald’s?

5 Brand Management Business Analyst Review market results to identify opportunities Monitor customer growth to close gaps Ensure profitability for P&G and customer Work with Finance, Product Supply, Research and Development Marketing Manager Develop marketing plans to reach target consumer Evaluate advertising, packaging, and direct-to-consumer materials Work with Market Research, Sales, Finance, Agencies, Research and Development

6 Asst. Brand Mgr. Responsibilities Launch a new product Partner with the agency to develop television, magazine, internet, billboard, radio, sampling and direct mail advertising Lead marketing planning Own and manage the brand budget ($10-$200 million) Analyze the current state of the business to identify brand opportunities or obstacles Partner with the agency to plan a brand’s media spending ($5-$50 million) Develop competitive defense plans Track volume/sales Partner with an agency to develop public relations plans Train a new hire or intern Develop promotions for customers (I.e. Wal-Mart, Kroger, etc.)

7 Career Path Enter as ABM After 2-4 years, may be promoted to Brand Manager After 3-4 years, may be promoted to Marketing Director After 4-6 years, may be promoted to General Manager Weave career with ‘MDO’ positions Customer Marketing Advertising Development Marketing Concentration Top Prospecting Direct-to-Consumer

8 Key Brand Management Skills Leadership Set a vision or goal Align with others Energize others to help you achieve your goal Solutions Creative problem solving Collaboration Work well with others to accomplish goal Manage different points-of-view

9 Full-time Interviews Go to to fill out survey and submit resume by Sept. 20www.pg.com/careers We will host a presentation night for selected students Next, will develop interview preference list Interview the second week of October

10 Questions?


Download ppt "Procter & Gamble Marketing/Brand Management Meredith Suffron and Amanda Etter 9/12/02."

Similar presentations


Ads by Google