Procter & Gamble Essay Example for Free

Procter Gamble Essay Proctor and Gamble Co. is sending video crews run by a small research firm in London, Everyday Lives, Ltd. , into about 80 homes worldwide to record peoples daily routines in the name of marketing research. PG believes that some people have selective memory in focus groups and interviews, and some insights into consumer behavior may be lost. Camera crews will arrive at the participants home when they wake up and not leave until they go to bed for a duration of four days. Cameras may not be manned at all times, and bedroom and bathroom activities will not be recorded. Families will be paid an undisclosed amount for their participation. PG wants to solve problems that their shoppers may not have known they had. For example, marketers discuss multitasking habits while watching a woman in Thailand make breakfast, feed her baby, and watch television simultaneously. The study will initially take place in the UK, Germany, and China since there are such major growth opportunities overseas. Project risks include people behaving abnormally in front of the cameras, local privacy laws, searching hours of videotape for ideas, and producing successful products. PG’s goal is to maintain a huge video library that can be organized by key words, and will give a global perspective on something as simple as eating snacks. By stepping into the homes and lives of their audience PG has found a way to have up to date information on the routine habits of the population of their target market and develop an intimate relationship with them by making themselves a part of the daily rituals that no one other then the individual may see. They will even be able to observe the innate actions that a person may not even realize they do. Market conditions are continuously changing and having this live information will give PG the sufficient knowledge to develop a successful marketing strategy. They will also benefit by being able to see other products the families are buying to gain a perspective of the average budget people are able to afford for similar goods. In the past this obtrusive plan of watching a persons’ every move would have been seen as crossing a line, or illegal, and participants would be hesitant to partake. The plan fits into modern society trends, however, where reality shows are amongst the highest rated programs on television. The intrusion is now acceptable, and even seen as somewhat glamorous, especially when a monetary transaction is involved. In my opinion, PG will have a laborious task ahead of them, but the information from this market research has the prospect of yielding a host of innovative convenience products and goods.