Study guide course part 3 - Marketng Video Case 11 Q 1 WhaT is \u201cpurpose driven marketng\u201d from a producT and brand managemenT perspectve aT ProcTer

Study guide course part 3 - Marketng Video Case 11 Q 1 WhaT...

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Marketing. Video Case 11: Q 1- What is “purpose driven marketing” from a product and brand management perspective at Procter and Gamble? (This question at page 297) Proctor and Gamble is well-known for their saying that they want to "touch and improve the lives of more customers, in more parts of the world, more completely". What this means is they want to have a lasting impact on the global community through their products – that is their purpose. So for P&G, they want people to know their purpose and mission and have it shown through their actions, and by doing so they expect people will continue to buy their products. Their marketing is done by their purpose. As an example directly from the company, P&G has 5 keys to purpose-driven marketing: Define a purpose Reinforce the brand's core benefit Serving people with the brand Insights on people Big Idea. “Big ideas are the currency of our industry.”
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Video Case 12: Q 1- What is the LA Galaxy “product”?
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