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.