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Marketing Management Case Study

Case Title:

P&G: From Mass to Micromarketing

Publication Month and Year :  July 2009

Authors: Kalyani Vemuri, T. Phani Madhav

Industry: FMCG


Case Code: MM0013

Teaching Note: Available

Structured Assignment: Available


Procter & Gamble (P&G), one of the world’s largest consumer goods companies is also a pioneer in the use of mass media. Through the ages, this 167-year old company has used newspaper advertisements, radio and soap operas to advertise its popular brands like Crest, Pampers, Pantene and Folgers. During 1990-2000, however, its rate of growth took a plunge. When AG Lafley took over as CEO in 2000, he gave P&G a complete makeover with the focus on innovation and advertising. Since 2000, P&G has been increasingly embracing targeted, viral and on-line marketing.

Pedagogical Objective:

  • To discuss the shift in P&G’s approach from conventional mass marketing to micromarketing
  • To discuss P&G’s efforts in utilising alternate communication options in reaching out to customers, while making its mass communication more relevant and rewarding
  • To discuss the need for P&G to adopt newer forms of advertising
  • To discuss the changing landscape of media consumption in the US and the need for companies to respond to it.

Keywords : Marketing environment; Mass Market; Micro Markets; Mass Marketing; Market-oriented strategy; P&G (Procter & Gamble); AG Lafley; Unconventional media; Tremor; Viral marketing; James Stengel; Olay; Micromarketing; Targeted marketing; Marketing Strategies Case Study; Mass media; Marketing to Hispanics; Marketing to Afro-Americans, Marketing Management; Marketing Mix; Market Segmentation; Product Life Cycle; New Product Development; Consumer Behavior; Marketing Case Studies; MBA; Marketing Course for MBA Marketing Course Case Map; Course Case Map; Case Map


  • P&G – A Pioneer of Consumer Marketing
  • P&G's Marketing Undergoes a Change
  • P&G – From Mass to Micromarketing

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