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» Marketing Case Studies Please note: This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source. |
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Introduction Contd...Market research is still a foremost tool for understanding consumers' needs for P&G."3 P&G used qualitative research tools, such as focus groups, in-house visits, in-context visits and in-store interviews, and quantitative research tools like blind tests, concept tests, and so on.
Commenting on the importance the company attached to MR, an employee in its market research department said, "They really believe in (research). They do not just do it as a routine thing; they do it with genuine interest in finding out. They're really curious. They believe in the results; then they act on (that belief)."6
In one particular instance, in 1879, an 'Ivory' brand soap machine operator discovered that due to over-stirring, the soap floated on water. The consignment of Ivory 'floating soaps' was dispatched soon. P&G received appreciative comments from consumers and within a month, it had modified its production process so that the entire range of its 'Ivory' brand soap had this unique feature... 3] As quoted in the article, "Successful Story from P&G," by Alexander Sosnin, posted on www.pg.ca.com, February 21, 2002. |
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