Procter & Gamble Marketing/Brand Management Meredith Suffron and Amanda Etter 9/12/02

Agenda Provide background on Procter & Gamble Share what brand management is Describe the responsibilities assistant brand managers have Review key skills brand managers exhibit Reminder for full-time interviewing

About P&G… Began as a candle and soap maker in Cincinnati, Ohio when Harley Procter met James Gamble (they married sisters) Invented Brand Management to lead over 300 brands #2 Advertiser and started the “soap” opera Now is a $40 billion company with over 100,000 employees worldwide Includes 12 brands that are over $1 billion in sales (more than some Fortune 500 companies alone)

Brand Management/Marketing Goal: Build growing, profitable brand franchises Tide/Ariel Pampers Olay Define and develop brand equity Equity: what a brand stands for in the mind of consumers, more than competition, over time What does the Neon car stand for? Or McDonald’s?

Brand Management Business Analyst Review market results to identify opportunities Monitor customer growth to close gaps Ensure profitability for P&G and customer Work with Finance, Product Supply, Research and Development Marketing Manager Develop marketing plans to reach target consumer Evaluate advertising, packaging, and direct-to-consumer materials Work with Market Research, Sales, Finance, Agencies, Research and Development

Asst. Brand Mgr. Responsibilities Launch a new product Partner with the agency to develop television, magazine, internet, billboard, radio, sampling and direct mail advertising Lead marketing planning Own and manage the brand budget ($10-$200 million) Analyze the current state of the business to identify brand opportunities or obstacles Partner with the agency to plan a brand’s media spending ($5-$50 million) Develop competitive defense plans Track volume/sales Partner with an agency to develop public relations plans Train a new hire or intern Develop promotions for customers (I.e. Wal-Mart, Kroger, etc.)

Career Path Enter as ABM After 2-4 years, may be promoted to Brand Manager After 3-4 years, may be promoted to Marketing Director After 4-6 years, may be promoted to General Manager Weave career with ‘MDO’ positions Customer Marketing Advertising Development Marketing Concentration Top Prospecting Direct-to-Consumer

Key Brand Management Skills Leadership Set a vision or goal Align with others Energize others to help you achieve your goal Solutions Creative problem solving Collaboration Work well with others to accomplish goal Manage different points-of-view

Full-time Interviews Go to to fill out survey and submit resume by Sept. 20www.pg.com/careers We will host a presentation night for selected students Next, will develop interview preference list Interview the second week of October

Questions?