MARKETING AND ADVERTISING IN ECOMMERCE

Presented by: Kanak Parashar : 222009

S.Ashwath :

Presented to:

222017

Dr. Rakhi Tripathi

WMG-22

TABLE OF CONTENT
Case Study
About P & G
Internet Marketing
Case Study Questions
Data Mining
Conclusion
Q&A

ABOUT P&G
Procter & Gamble Co.,known as P&G, is an American company headquartered
in downtown Cincinnati, Ohio, United States & is founded by William Procter
and James Gamble.
Fast moving consumer goods company
162 years old
Markets 250+ brands to nearly 5 billion consumers in 140 countries
Net sales of $49 billion

baby care:

Pampers

beauty care:

Pantene, Head & Shoulders

fabric & home care:

Arial, Tide, Bold, Ace, Lenor

feminine protection:

Always, All days, Tampax

food & beverage:

Pringles, Folgers

health care:

Blend-a-Med, Vicks

tissues & towels:

Swiffer

INTERNET MARKETING

QUESTIONS
How did P&G reduced time to market.
How were data mining techniques used?
What research methods were used?
Why do P&G and similar companies market on social network such as
facebook and linkedin?

INTERNET REDUCES TIME TO

MARKET
Easy to Use for P&G Researchers
Online surveys for P&G researchers saved time.
The survey data is instantly available and can easily be transferred into
specialized statistical software or spreadsheets when more detailed analysis
is needed.
Identifying the TG
Assessing the online traffic enabled P&G researchers to identify their TG
basis various parameters such as age, sex, lifestyle etc.
Online survey also enabled P&G researchers to pre-screen participants and
allow only those who match your target profile to complete the
survey/questionaire.
Precision
Easier targeting of respondents across numerous segmentation variables.
Provides access to a precise and qualitative panel which ensures to gather
reliable data on sensitive issues.

DATA MINING TECHNIQUES

Data mining is extraction of useful patterns from data sources, e.g.
databases, texts, web, image.
Patterns must be:
valid, novel, potentially useful, understandable
Data Mining Techniques used by P&G Researchers:
Data on site visitors
Buying patterns of the visitors
Responses to online questionnaires and surveys
P&G historic data stored in their data warehouse

Identify
target

Define
Promotion
Plan

Achieve the
right price
for the
product

Create the
right
distribution
network

RESEARCH METHODS USED BY P&G

Online Questionnnare
Use of On-demand solution for
Online Surveys
Online Polls
Feedback collection from facebook and other social network sites
The use of video, images, audio for richer questionnaire environments.

MARKETING ON SOCIAL MEDIA

In todays world a linkedin or facebook has evolved from just a mere
professional seeking jobs web site or just a making friends to more
commercial sites for many organisations to promote their respective buisness.
The ability to produce direct content that will reach an interested and even
captive audience without the search engine buffer is highly valuable.
A huge field of leads that can be targeted specifically and successfully.
92% of consumers trust peer recommendations only 14% trust
advertisements
67% of Social Media users searching on Social Networks are more likely to
purchase than regular searchers.
Daily Status Updates contribute to SEO
On Facebook 97% of individuals purchasing decisions are influenced by
online marketing
>1.5 B
ok

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of soci ion Number
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Sources IDoFacebook.com, Hubspot, eConsultancy, RazorFish.com, Social Media Today, Comscore, SmallBizTrends

SOCIAL MEDIA ADDS VALUE TO BUSINESS

Q&A

THANK YOU