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Case Study#1
To: P&G
From: Samia Darkazalli
Date: October 1st, 2008
Subject: P&G’s move into digital media
1. What important trends in the environment would make P&G, a consumer goods producer, switch funds to digital media?
Important trends in the environment that would make P&G switch would be social, technological and competitive. The internet is used everyday by majority of different people. P&G offers a variety of products that is suitable for all demographics which would be an important trend in the social force. Technology is growing and becoming more of a need in everyday people’s lives. Many do their grocery shopping online and have it delivered to them. If advertised at a good rate, a vast amount would buy certain products online, such as personal hygiene products. The competition would be high and would keep the company on its toes, as other companies would be selling the same product, different brand, at a different rate.
2. Will this shift appeal to all cultures in our multicultural environment? Explain your answer. (Keep in mind sociocultural influences on consumer behaviour).
This shift might not appeal to all cultures but to a majority. Whether a certain culture uses the internet, it depends on the percentage that does use it. Some cultures do not approve of buying products online, but advertising would still catch their attention. If the shift does appeal to a majority and doesn’t appeal to a small percentage, the company would still increase sales and also have the consumer gain more knowledge on the products.
3. Would P&G’s online promotional shift appeal to you as a consumer? Why or why not? Explain your answer in terms of your personal demographics and psychographics.
P&G’s online promotional shift would appeal to me as a consumer because I use the internet on a constant basis. Whether to communicate with my peers, research or even look up certain products or...