Can't find Swash at Supermarkets

P&G new product, Swash, was unveiled, but you cannot buy it, which is a new Tide laundry product, at any stores. They only sell it on the Internet. P&G also announced that they are testing e-commerce launch through launching the product only online. “Swash products are being targeted to Gen Yers who tend to re-wear their clothes rather than wash them after every use.”
There are four different types and functions of Swash: fresh it up, smooth it out, steam it out, and get it out. Simply, spray them on clothes to dampen fabric, then smell, wrinkled areas, and stain will disappear. Those processes are explained at Amazon.com, and you can also get it through the online.

People are getting more demand on online shopping, and this exclusive online launching product may appear more because younger generations are more likely to buy products on the Internet and very less cost of distribution and advertisement. The digital technology has rapidly developed in a decade, and its advanced technology has become more interrelated into our daily lives.

Dawn Saves Wildlife?

Dawn has been doing a campaign “Everyday Wildlife Champions." Dawn used diverse channels to boost the campaign, which donates $1 to two wildlife charities-the Marine mammal Center and the International Bird Rescue Research Center-as consumers type donation codes on the bottom of Dawn bottle. This campaign is designed to collect up to $500,000 by 31 Dec 2009.

The interesting feature of the campaign is Facebook. There are 16,972 fans in Facebook page, “Everyday Wildlife Chanpions.” People seem to love what Dawn is helping with marine mammals and birds. The Facebook page informs how two organizations are supporting mammals and birds and their information to encourage people to stand for their campaign. Actually, it works; so far they have collected $210,425 donations and people wrote great things about this campaign on the Facebook page. In addition, those of fans whom shared Dawn-branded Flair buttons and send them to their Facebook friends were mostly females ages 18 to 49 which is the Dawn’s target ages.

This campaign shows how the social network brings people to the website for donation and creates great atmosphere about the company and product which increases sales revenues. It seems a successful marketing, but there was a negative comment about P&G on the page saying, “but to my understanding Dawn products are in association with Procter and Gamble which as much to my knowledge tests on animals or at least has failed to state that they don’t test on animals.” This kind of a comment could damage the campaign and make antis. Moreover, people will no longer trust any campaign ran by corporations.

Tide iPhone Application

P&G also starts making iPhone application! P&G’s the most famous Laundry detergent, Tide, became the first iPhone application. They made the free “Tide Stain Brain” application. This application provides information of removing stains at home. In addition, users also can share their tips and tricks each other with anyone who has the application on their iPhones.

It is a great marketing and advertisement because it is free and satisfies people’s need and convenience. Ads or campaigns arrive anytime on your hands. This is a fascinating marketing strategy. As Google bought Admob.com, a mobile ad company, the value of mobile for commerce is huge and its function and efficiency become advanced.

Now, iPhone is the digital icon that people eager to have. I expect that P&G will make other iPhone applications to attract more consumers. Application is not only advertising a product but also providing what consumers need with a little cost. As a result, the products will be familiar with consumers, and this mobile communication will result in consumption and appeal their products to users efficiently. However, sooner, iPhone or other mobile carriers will charge for applications more and more, then we need a substitution for that. Not only P&G but also other companies need to create their unique or exclusive advertisement platform rather than depend on present platforms to take an advantage from that.

Interactive Ad on TV?

According to The Wall Street Journal article, “Talking Back to the TV,” in 2008, “more than 60% of big advertisers said TV advertising had become less effective over the past two years.” However, now TV is ready to compete with the online advertising. As I wrote on the last blogging, companies have begun paying attention to engagement with consumers, but it was about the Internet. Since TV commercials were excluded from the feature of engagement with consumers, the online advertisement has grown rapidly. Eventually, TV is now available to engage with customers. How? Some companies have already started TV commercials called “interactive advertisement.”

P&G is one of the companies. Charmin toilet paper ad with interactive features has been appeared on TiVo subscribers’ TVs. As Charmin bears show up on the TV screen, a green thumb emerges in the right corner of the screen which says, “Apply now for a valuable coupon from Charmin.” If audiences click the thumb by using their remote controls, then the program freezes and asks for coupons on the screen whether they want to receive the coupons by mail. If they request the coupons, then they receive it by mail. This is the real engagement and interaction. Other types of interactive ads have aired on the satellite Direct TV and Dish Network as well.


This is the evolution of TV technology. Once, I have imagined that audiences may participate in the TV programs at home while watching the shows, but first ad succeeds to make a connection with audiences who are potential consumers of products. Actually, Unilever already have done 40 interactive ad campaigns, such Axe commercial with a bike game and Breyers ice cream with matching the scoops of ice cream. Those are all happening on the TV not on the Internet. Fortunately, TV is getting smarter. There are still many people who love TV, but TV still has to be stronger and develop against the Internet. I eager to see more that TV competes with the Internet and get back their power.

P&G wants a new payment model

In the past decade, the Internet advertising market has become so powerful. MarketingWeek reports about the importance of the online advertising, so as we all know, the amount of money is flowing into the Internet advertisement. However, the article points out the importance of “massive success of search” that “still accounts for two-thirds of online advertising spend” and strengthen the channels that magnetize most of them.

Since its convenience of containing and formulating information of financial services or products, the online advertising is so attractive to corporations. Therefore, measuring engagement is a big issue. Companies have been measured the engagement of products or services by simple CPM deals or click-through rate.

However, Procter & Gamble had a briefing with media owners about a new payment model: beyond just seeing advertisement or sign up for e-newsletters. For instance, companies pay as consumers watch videos and play games. Online publishers and media agencies responded differently. They worry about the definition of success in advertising because of utilizing their own metric rather than using the apparent click measurement.

Now, the dependency on the Internet in the society has grown tremendously. It truly becomes a part of our lives. The online advertising has been growing fast so far and it will take most of the pie in few decades unless a better device emerges. Therefore, as P&G points out, a new model payment for online ads is inescapable to be more efficient to charge ad payments.

The Mobile Era

The mobile marketing is getting important for companies and the impact of the mobile marketing on the advertisement may change the environment of the marketing industry. Recently, Google bought AdMob.com which is the mobile advertising network. AdMob, which also advertise Procter & Gamble over mobile pohones, will help Google with the mobile ads. Google paid $750 million dollars for this company. We can reach anyone who has a cell phone in a minute, and the cell phone became an essential possession with high technology which enables the Internet access and more.

The Mobile Marketing Association (MMA) recently announced the finalists for its Fifth Annual Global Mobile Marketing Awards, and Proctor & Gamble is one of the finalities recognized by MMA. 2ergo India, a marketing company, promoted the Olay mCoupon campaign via mobiles in India. They offered a complete mobile ticketing, coupon, and customer loyalty solution. There are over 450M mobile subscribers in India, and the number of people using mobiles will rapidly increase not only in India but also China and all over the world.

Within a few decades, I imagine that we no longer receive paper coupons as now we received a cell phone bill and a bank statement via e-mail. Everything seems fast and convenient in terms of getting information because of the smartphone. People bring the most powerful information tool in their pockets, and it sticks us everyday. The media industry should focus on the small device, the smartphone, to reach as many audiences as they possible.

The Online Ad in the Future

Online advertisement becomes crucial. It is believed as the next level of the marketing tool and it already has happened. According to Jeff Levick, AOL President of global advertising and strategy, “marketers can no longer rely on TV to provide them with a safe environment to advertise.” Also, a senior marketer at P&G said, “more than 60% of network programming will be reality television and I can’t put my brand there.”

We already have seen many reality shows and still see some products on the shows. However, it is getting difficult that the products get involved with the reality shows since the reality TV shows are less relevant to the scripts directed by directors and advertisers. That means the products on the shows are less under control of marketers if you do not set up the reality show which directly related to the product. For example, the “Iron Chef” show was sponsored by the soy sauce company, Kikkoman and the candidate chefs made Japanese food, Yakitori, with many different types of Kikkoman soy sauces. As this indicates, the TV advertising will be limited, but it could be more relevant to the product and marketing.

Levick points out the three stages in the life cycle of online:
1. between 1990 and 2000 - getting people online
2. between 2000 and 2010 - connectivity and platforms
3. in the next decade - content, because people are consuming more online.

Digital technology and online have developed and becomes ubiquitous in our daily lives. Lastly, Levick mentions about the “niche.” He said the niche audiences are the real opportunity and also the challenge for brand advertisers. Individual consumers are reached by search on Google, the search engine, and people carry their mobiles in their pockets everyday with the Internet connection. Therefore, advertisers should be smarter and adjust themselves to understand individual tastes rather than general statistic flavors.

De Moda Produced by P&G

AdvertusugAge announced that P&G produce “De Moda,” a Web Fashion Show for Hispanic women. This show is mainly targeting Hispanic women in America. This show is derived from “The Thread,” which also P&G produces. On the first episode, “De Moda” dealt with celebrities wearing cheap clothes on the red carpet, which was the popular topic last year that “The Thread” focused on. During the show, P&G products appear naturally to appeal to the audiences. For instance, “De Mosda’s” host and a model went to a New York salon for a hair makeover involving Herbal Essences, a P&G product. Also, Dawn and Olay will be held on celebrity hands in the upcoming episodes.

P&G’s strategies on “De Moda” that they more selected Latina stars for Latino audiences and hired Spanish-speaking host and producers for this program. Thus, they created the unique and friendly environment for the specific segment. Hispanic audience in America will absolutely like to watch the show since this web fashion show satisfies the Latino audiences’ desire and convenience regarding inexpensive clothes information and language. These points will attract many Latino audiences who speak Spanish and like Hispanic culture.

Since many Hispanic immigrants live in U.S, many media such as TV shows, news papers, and magazines already have Spanish versions. This web fashion show is also one of them. The diversity of ethnics in America forces media industry to become diverse and specific to reach audiences because of the different taste and desire of audiences. Media are the part of our daily routine; we are exposed to media everywhere-TV, the Internet, on the street, and ad etc. It seems to me that media should be smarter to attract many audiences who have their own culture and styles.

AOL Television with P&G

According to MediaPost, AOL Television launched and produced a new free on-demand Web series named “Outside the Box.” This is the interviewing program that popular TV program actors and actresses come out and answer questions submitted by fans. For instance, “How similar are you to your characters” and “What’s been your favorite storyline or 'Active' role on the show so far.” Many popular TV programs’ actors and actresses were on the show-Eastwick, Modern Family, Cougar Town, and Dollhouse etc... AOL expected to attract many advertisers to a new free Web series.

Since “Hulu” succeeded in the free Internet TV show and attracted many advertisers, the Internet TV became crucial for advertisement and TV business. As you see the video clips on “Outside the Box,” you will see the “Pentene” commercial before starting stars’ interviews. So far, P&G which owns Pentene hair products is the first and only company that made the ad partnership with “Outside the Box.” Most companies seek for the best spot for their advertisement, and recently the free Internet TV series became so popular as the powerful marketing tool.

I also imagine that P&G could produce or own their own TV shows on the Internet or broadcast because they have hundreds products and spend the amount of money every year for ads. If they have their own TV channels and programs, then they could reduce the cost of ads. It may sound weird if P&G produces TV shows, but if they buy a TV channel or shows and advertises as much as they want for free , then it might be very efficient to manage their advertisement. This is just my imagination, but you never know as Comcast is considering buying NBC to own "Hulu." P&G could also buy any media company for their own purpose especially for advertisement.

The Social Media Campaign on Facebook

P&G tried another social media campaign on Facebook.com for their new product, Crest Whitestrips Advanced Seal. This contest also provides a grand prize of $2,000 to the participants who writes about a story named “connection wish”-someone you want to visit. P&G actually pays for a winner’s travel expenses. According to Mintel, a Chicago-based market-research firm, Crest Whitestrips products dominate 60% of the whitener market in March, 2009, but they also mentions that since 2003, the sales of whiteners have been declined.

P&G has recently increased the campaigns that needed consumers’ participation with providing cash to winners. P&G seems that they want to make actual and effective contacts with consumers through media such as social networks, celebrities, TV, and magazines with prizes. However, it seems to me that there is not such a real connection between products and consumers in this social campaign marketing. First, what is the relationship between Whtestrips and a holiday “connection wish”? Second, as a consumer, I do not feel good when I see sales and marketing on Facebook. This is made for the social network not for commercial purposes. P&G needs to consider this point of view. The product information is better to be exposed on media where consumers like to see them.

The Internet and Marketing

TNS Media Intelligence researched the advertising expenditures in the firs half of 2009 and absolutely it went down 14%. It also announced that P&G also decreased 20% spending on advertising, and as a result, Verizon took the top advertiser spot. The study also proved the shifts of advertisment. According to the Marketing Daily, the Internet was up 6% followed by cable TV, down 3.6%, and national TV, down 5.5%. Down, yes, but consider that magazines were down 21%, newspapers were down 24% and radio was down 25%.

This indicates the transformation of expenditures in advertisment and shows us companies actually spend more money on the Internet and cable TV rather than magazines, newspapers, and radio. This is a reflection of how people actually spend time daily becuase companies want to reach more people rather than where and who watch their commercials. However, not only that, the Internet also substitue for everything in a efficient and convenient way. We can read magazines and newspapers on the Internet as well as we can watch movies, TV channels, and even more on the Internet. Because the Internet also meet with particular segments and they like to introduce the advertising to friends, companies spend more money on the Internet advertising. The Internet is very productive, but much cheaper or cost less for reproduction.

I spend usually 7 hours on the Internet daily. I do not know how many ads I am exposed to everyday, but I think it is a lot. I have seen P&G that has been working on the Internet advertising such as video clips, bloggers, websites, the Internet magazines and social network sites etc.... The gap between traditional media and new media will increase in terms of advertising expenditures as time goes by because of the generation change and a new generation is becoming more dependant on the Internet. I also wonder how a smart phone's roles will evolve to the next level of technology and will affect other media devices.

Bloggers!! Make $10,000 in 5 weeks

P&G introduces an interesting deal for comsumers. They are looking for bloggers. According to Business Courier, five Charmin Embassordars will be selected and they will work at Charmin-branded Manhattan toilet located in Times Squares. While they meet and talk to bathroom guests , they will maintain their own blogs and content on Charmin-branded Web sites and popular social media sites, and sharing family-friendly video from the restroom space and surrounding areas from Nov 23 to Dec 31. P&G will pay $10,000 for this interesting job. Isn't it so exciting? Simply you talk to people and blog about them. The campaign slogan is “Enjoy the go.” Charmin will conduct open auditions On Nov. 5, there will be an open audition at New York’s Hilton Hotel on 53rd Street and 6th Avenue. If you are interested in this event, then go to http://www.enjoythego.com/ for more information.


-------------here is an example what you are going to do----------------

P&G said, this is the firt time to hire consumers as spokenpersons. I do not know how many people actually will be there for auditions, but I think there will be many people because of the recession and it is the big money. This is crucial; it shows how the blogging becomes important in our society and the Internet social networks affect consumers' behaviors. People like and lean toward real people's experience. The increasing number of the reviews and comments also prove the simillar tendency-the desire for real and friendly-as well. People check the evaluation of a product written by other consumers before making a decision. Marketing and advertising always seek the way to touch and satisfy a consumer's desire or to encourage them to buy more products. The Internet medium became the magic tool in marketing. It is productive with less cost and has the potential of the huge number of audiences. I'd like to see how many people will participate in the audition.

A Sanitary Napkin Website for Singaporean Women

Some people may not know that P&G makes feminine sanitary napkin. "Whisper" is mainly sold in Asia and and its market share is very high in Asia. However, to increase sales, the marketing stategy is nesscery with understanding of each country's culture or customs. The Wall Street Journal wrote about the issue that P&G has in Singapore. P&G conceived a different marketing plan for Whisper because of their cultural conservative of regarding women's menstrual periods. In America, on TV commercials, people say, "Outsmart Mother Nautre" or "Have a Happy Period." In contrast, talking directly women's mens periods on TV could shock Singaporean audiences.

P&G made a website, "Happyitshere" to appeal the young Singaporean women with the campaign slogan, "Happy It's Here!." This website provides the information of menstrual cycles, health tips, and debunking menstrual myths. moreover, if you select your mens period on the calender, then it tells you what happens during the period on each day.

It is obvious that the number of people especially young people access to the Internet everyday or all day long, so P&G utilizes the Internet to appeal the young generation with friendly campaign, "Happy It's Here!" The website looks very friendly with clouds and trees and playing soft romantic music that young women may like. The Internet became the most essentail and crucial media method for marketing. The amount of websites for products and marketing have been extraordinarily raising, so it is necessay to think about the most efficient way to attract more consumers and the Internet users to the website. The time is limited. It is only 24 hours a day, so the volume of websites or marketing does not guarantee for the better or effective marketing. I think a kind of commercial blogs that consumers could add or get rid of their interesting products could help consumers receive their own selective ads.

New P&G Eco-Friendly Products on Green Magazine TV

Five new P&G products are recently featured on "Green Magazine TV" which makes a new television series of energy efficient and ecological companies that use greenest technology on their products and organizations. Green Magazine TV produced byWorldwide Digital Communications and the show will air on the Discovery Channel. The five products are "Tide Coldwater," "A Pur Water Faucet Mount," "Bounty Select-A-Size paper towels," "Cascade All-In-1 Action Pacs," and "Duracell Precharged Rechargeable Batteries." These products has been adopted a new green technology that makes them efficent and ecological. P&G products are very related to environment and our daily life. By featuring their products on this show, the company appeals and emphsizes their thoughtful efforts on our environment and relates it to their products looking eco-friendly. TV has a huge influence on consumers and the Discovery Channel has a credibility on educational and informative programs. These days, we have seen some kind of green tech and eco-friendly campaigns through media such efficient cars, laptops, and TVs etc. Even the president announced that the government will invest a lot of money in greentech industry. This campaign certainly becomes a new agenda that something we should consider for us and the earth. I expect that P&G may produce more efficient and eco-friendly products.

Tide with a Fashion Mentor?

P&G tried a new marketing for a new product of Tide, "TOTALCARE" which keeps clothe's color, shape, and new look longer in 2008. Tim Gunn, a professional fashion mentor of TV shows on Bravo involved with "TOTALCARE" marketing. On the short videos, he is advising how to appropriately wear and match women's clothes while the product and logo are on the videos as you see on the picture. According to P&G, Tim Gunn would involve with the videos and other ads.

However, I doubt how much he have affected consumers to be attracted to this product. A writer of this article, "Procter & Gamble ties laundry to fashion" mentioned that Tide has been sold for six decades and makes $3.3 billion sales a year. This is huge sales. However, in my opinon, this marketing was worth. I do not know how much P&G paid for Tim Gunn, but linking between the fashion mentor and cloth detergent does not match for me, and it is distracting. This company with huge profits seems to try many possible ways of new marketing for products even though they already have the dominant power in the detergent business.

P&G Campaigns for Breast Cancer

We have seen some products campaigning with Breast cancer. You may have seen some products with pink ribbons on their packages. It might not be suprising if P&G is doing Breast cancer campign. P&G made a partnership with regional breast care associations in Middle East. They also doing breast cancer campaign in U.S. and Cananda as well. Breast cancer is the most common cancer among women. "According to the World Health Organization, 1.2 million people worldwide will be diagnosed with breast cancer this year....this is believed to be the result of early detection and more effective treatments because some 70 percent of the cancers are preventable." October is Breast Cancer Awareness month in the world and they made a slogan "Choose Wise & Save Lives." The problem in Kuwait and other Middle East countries are, however, some women still believe myths and common misconceptions that discourage women from screening. P&G will display pamphlets in the places where women usually go and shop such as supermarkets and some malls Carrefour, The Sultan Centre and City Centre stores in Kuwait. Also, in UAE, the Pink Bus will travel to reach many women during the October. On top of that, P&G will provide key breast health messages on the women's products such as Pampers, Braun, Always, Olay, and Pantene. The company expect that their breast health messages will reach 1 million people accross the GCC-includes Persian Gulf states of Bahrain, Kuwait, Oman,
Qatar, Saudi Aabia, and the United Arab Emirates.
I think this marketing strategy is great to increase the company reputation and target women in Middle East. People will be informed Breast cancer information as they buy P&G products and shop in public places. Consumers may recognize the company logo as they carefully read the breast cancer health messages on the products. This is a positive effect to appeal the company's frendly image, so the recongnition of their logo will attract and identify P&G's many household goods. The unwared and indirect marketing is also a popular tactic and powerful. P&G is very much related to our daily life and family, so I assume the company will increase more this kind of marketing in development countries and developing countries.

P&G launched Free Magazine "Rouge"

P&G has already launched their own magazine "Rouge" in Canada since 2005. They researched how it worked and decided to launch the magazine in U.S. as well. P&G expect that by the next year, 11 millions people will be received the magazine in America and Canada. The Rouge will include the information and tips of beauty, fashion, and P&G products and discount coupons. I think this is a remarkable marketing strategy. This company has so many beauty products for women, and now it provides the free beauty information and the free magazine with discount coupons of P&G products such as Cover Girl, Herbal Essencer, Venus razor, Head&Shoulders etc.. "Free" is always fascinating for consumers. With the free influence, women who subscribe the magazine will try more P&G products becuase the magazine will provide the information of products when and where to use it in specific cases. Furthermore, the consumers who have experienced and have knowledge of the products may not only recommend the products but also the magazine, "Rouge" coming with discount coupons to their friends and families. Doesn't it sound good for you? I do!

Go and subscribe it!! www.rougemag.com/US/Default.aspx

P&G sponsorship with U.S. Olympic teams

The world's largest consumer products company has started the global marketing in the Olympic. They have already made a contract with Team USA . In addition, they signed a deal with the U.S. Olympic Committee (USOC) with 17 brands for the 2010 Olympics in Vancouver and 2012 Olympics in Londeon. In 2010 Olympic Winter Games in Vancouver, P&G made a sponsorship deal with speed skater Allison Baver; ice-dancing silver medalist Tanith Belbin; bob sledder and gold medalist Vonetta Flowers; snowboarder and silver medalist Lindsey Jacobellis; Apolo Ohno, five-time speed skating medalist; and alpine skier Lindsey Vonn. We expect to see these athletes through the print, television, public relation, mobile, and digital devices on P&G merchandises.
P&G also have dealt with NFL for P&G 13 brands as offical locker-room products. Their sports marketing is getting aggressive. In the last 5 yeas, their profit has enormously increased, so I think they want to strengthen and extend their position. Even though this company is already the world's first consumer products company. By advertising with athletes during the Olympics, people all over the world will watch their company logo many times with products. Thus, it is going to be an opportunity to expose the company with products to people in the Third World as well, which are 80% of world population. However, matching products with athletes should be careful.

A Brief View of P&G

This company was founded in 1837. William Procter and James Gamble might never have met if they had not married sisters – Olivia and Elizabeth Norris – whose father convinced his two sons-in-lawto become business partners. This company is not only located in Cpincinnati, Ohio, Us but also located over the 80 countries in the world. In spite of Financial Crisis, P&G had $79 billion net sales in 2009 caculated as fiscal year. They are making about 300 brands in different products of categories, so you may easily find P&G products at your home. In 2008, P&G is the 8th largest corporation in the world by market capitalization and 14th largest US company by profit. It is 10th in Fortune's Most Admired Companies list in 2007. This company has achieved so much in improving our daily lives and innovated ourlives styles, but we just do not pay attention to it. 138,000 employees work for P&G in the world. This is absolutely huge numbers. In addition to that, billions people in the world benefit from P&G products.

Short Intro

Aaron Cohen, the professor of Business of Media class told us in the class, "Work for jobs that you really like and enjoy." We already know what this means. However, how difficult it is to find something you could dedicate all your life time. It could be changed or more than one, but still it is hard to find even just one possibility. Fortunately, I found a company, Proctor & Gamble that I am willing to dedicate and spend my life time on it. Therefore, have to be ready to work for the company. To work and get hired, it is important to know about the company and have knowledge of it before starting to work. In this blog, I will search, analyze, and collectp everything about P&G company, and furthermore I expect that I could write about products and suggestions of strategies and marketing, so in the future, I could answer for any question related to this company on the interview. Hope it works for me and for everyone who is interested in this company.