Consumer Is Boss Essay

3638 words - 15 pages


Manila, January 2009
You are in a meeting with rest of the multi functional P&G laundry team. The meeting has been called by the GM who is extremely concerned about the state of the business in Philippines. She expects the team to come up with an action plan on how to turn the business around. You know that you need to come up with clear action steps, backed by solid reasoning, and fast!! You decide to start at the logical place, by reviewing how things went wrong in the first place.

The laundry business, contributing 40% of total P&G sales in Asia, is a key priority for the company in the region. Amongst the various ...view middle of the document...

The Task
Think of your role as a CMK manager, you know the business situation, but how does that reflect how well we have met consumer needs? Remember the principle, if we do a good job of meeting our consumer needs, the consumer would reward us with strong business results. To get the answers, you need to a) Define the business question b) Define the consumer and shopper knowledge needed to answer the business question c) Review existing information to determine whether the consumer knowledge needed is available (refer: Appendix B: General information on Philippines market) d) Choose the appropriate research plan from available options, to give you any additional knowledge you need.

Remember that the business question you choose can dramatically alter your subsequent actions and results! A tip sheet has been provided to you (Appendix C) which illustrates this with an example.

Research plan options (Please bring this sheet for Round 2-4)
• Choose at maximum two consumer research projects that would give you the knowledge you need to answer your business questions. You cannot choose more than 2.
• Budget for learning plan – USD 9000. You cannot exceed this budget. There is no benefit to you if you spend under your budget.
To help you with the research choices, description of the various research techniques has been provided (Refer Appendix- D)

Enter your team name here

Following are the research projects you can choose to run, and the cost of each.
Choose two by putting a tick to the left of your choices

Tick # Description of research Cost (USD)
1 Qualitative discussions/ interviews with 15 consumers., interviewed individually. These interviews are simple way to get a qualitative feel for consumer attitudes across a cross-section of consumers. Interviews will be conducted with consumers of 2 kinds:
Surf powder users
Surf powder users who stopped using Tide and switched to Surf powder
Interview topics would cover questions like:
What do you like about Surf?
How is it better than Tide? 2000
2 Purchase Quantitative Study – A quantitative study based on a survey of a representative sample of consumers. 300 consumers will be selected for interviews using random sampling.
Survey would answer questions like
What % of households have bought Surf?
Why did they buy the brand for the first time? Did they buy it again? If so why? 4000
3 Picture Projection Qualitative – In-depth interview with 6 Surf users (interviewed individually). This research technique gets consumers to use pictures to communicate their thoughts & feelings. The use of pictures helps consumer talk more freely about their emotions. It also helps them to communicate ways to improve the brand; in a ‘normal’ interview they’re usually too shy to share their ideas for improvement. Interpreting the research requires some effort. 4000
4 Brand Image Monitor – A quantitative study based on a survey of 600 consumers. It measures the images of leading...

Other Essays Like Consumer Is Boss

Apple Polishing Essay

1672 words - 7 pages considered a logical fallacy. Trying to get a teacher or a boss to like you in order to give you better grades or a promotion is a common practice. While it is fine to like a teacher or boss and tell him or her so, constant flattery meant to gain something from the person is apple polishing. It’s an oft used but disparaged technique for getting what you need but possibly don’t deserve. Children often try apple polishing out at quite a young

Consumer Pschology Essay

2118 words - 9 pages . According to Fruedian theory, an adult's personality is resolute by how well he or she deals with the crisis that are experienced while passing through each of the stages. One example is an individual fixated at the anal stage, the adult personality may exhibit other traits, such as an extortionate desideratum for cleanliness. Researchers who apply Frued's psychoanalytic theory to the study of consumer personality believe that human drives are

COM 295 Final Exam (Latest) - Assignment

1807 words - 8 pages €¢ Jenna's boss does not take her complaint seriously because he thinks teenagers always exaggerate. • Jenna's boss does not understand that when she says a product is "bad," she means she likes it. • Jenna's boss does not understand what she tells him because his hearing aid battery dies. • Jenna's boss does not take her complaint seriously because construction noise prevented him from hearing it. 26. Which of the following is typically

Com 295 Final Exam (Latest) - Assignment

1683 words - 7 pages storyboard • understand the needs of your audience • develop effective slides • gather content for an effective review Want help? Click to download COM 295 Final Exam Guide 25. Which of the following is an example of psychological noise? • Jenna's boss does not take her complaint seriously because he thinks teenagers always exaggerate. • Jenna's boss does not understand that when she says a product is "bad," she means she likes it. • Jenna's

Women's Movement

528 words - 3 pages internet goes down, which in this case, you’ll need to have a backup plan. If the employee or the boss need to communicate about something, it can be difficult because you are not able to observe body language, which may be vital for the company. In some cases the consumer has questions to ask about a particular product, and if they prefer to speak with the employee in person, this can be challenging. Another con is a pet peeve of my own, which is not

Amazon Fresh

1303 words - 6 pages Amazon Fresh Nikeisha S. Sandy Ashford University BUS620: Managerial Marketing (NAC1550A) Instructor:  Murad Abel December 14, 2015 Amazon strives to satisfy its customers. Through the elements of fulfillment centers, Amazon Prime, and AmazonFresh, Amazon’s dedicated approach to the consumer market is bound to make the idea of same-day delivery a reality. With a combination of innovative technology and

Ad Influence

1066 words - 5 pages obtain the picture perfect life. Others happen to pick up the “sleeper” effect, discussed in Schudson’s work, when the consumer is ready to go buy a suit, he will see the Goodman brand in a different light and will more likely purchase it. The phrase “A Goodman finishes first” is a response to the saying ‘nice guys finish last,’ promoting that a Goodman isn’t necessarily nice. He can be the horrible boss that badgers over employees, or the jerk

Sales Promotion Schemes Project Report Mba

3303 words - 14 pages the controller and how much they can afford to give us this year. He says a million and half. Later, the boss comes to me and asks how much we should spend and I say ‘Oh about a million and half."It is a method which is uncertain one and makes long term planning difficult.• Percentage of Sales Method :Many companies set their promotion expenditures at a specified percentage of sales. Accordingly the sales is set on the basis of sales. | Advertising

Saya Sayang Awak

758 words - 4 pages receivers do not remain constant or static. B. Communication is simple. C. Communication can be symbolic. D. The object of communicating is to create some degree of accurate understanding among the participants. 16. From a consumer perspective, the degree to which the product or service meets the expectations of the customer is called A. quality. B. technology. C. characteristics. D. goodness. 17. Calvin is typically very responsive to his

Classic Airlines

676 words - 3 pages a boss who always has a predetermined mind for a cause is a big challenge. Coping with the downturn is one problem, convincing the fanatic CEO to believe in something else is another matter. High labor cost. Although Classic Airlines has no major issue with the union that represent majority of the company’s employees, the trade-off is the high operating cost that the company has to pay. Marketing Intelligence Systems This


817 words - 4 pages they want complete control they might want to become a sole trader, if they want to share they become a partnership. The degree of ownership is based on how many shares are owned, more shares more you would hold at least 50% shares in your company to stay the boss. Finance- You will need finance to start up your business, to get new equipment and hire staff and undertake research and way for sole traders or

Related Papers

Tele Sell Essay

1321 words - 6 pages need to follow up with salespeople to achieve the goal. Many of the salespeople dislike their boss, they don’t know why boss set the goal is not reasonable and company system can not match up with their sales method. Some of the salespeople may not happy or feel less knowledgeable for the job. Sales manager need to explain and communicate with salespeople how to achieve the goal and finish it together. Team consciousness is important for the sales

Dfbgdzfgdzfg Essay

622 words - 3 pages Amber King Mrs. Moore American Literature April 21, 2014 Consumer Responsibility When we buy items from the mall do we really tale our time to sit down at a computer and research to find out how employees in America and other countries are treated? Is it really our responsibility to and core about these aspects as a consumer? Do we as Americans need to wake up and see

Consumption Of Luxury Essay

1319 words - 6 pages work is aimed to study consumer‟s choice motivations for a branch of products in a limited area of research. Author focuses her study on a particular type of goods, affordable luxury products, and motivations of a target consumer group to buy it. Such limitation is considered adequate, as it allows us to study subject thoroughly, using smaller sample size of respondents and draw conclusions that can be used as a base for further researches

To Live In A Vermin’s World: A Marxist View Of Kafka’s The Metamorphosis

2135 words - 9 pages metamorphosis has some concrete meaning beyond simply a biological transformation. Applying Marxist theories, the process of the metamorphosis represents the struggle proletarians raise against the controlling bourgeoisie class. Firstly, Gregor is in the right social position for such a struggle to take place. Gregor and his family are proletarians whereas his boss is a typical bourgeois. In the main guide of communism, “The Manifesto of the