Procter & Gamble’s strategy for COVID-19 – and playbook for the recession

Procter & Gamble, the consumer-packaged goods manufacturer, is seeking to maintain its focus on consumer insight and brand building in response to COVID-19, and the financial challenges that are likely to follow.

Why it matters

The consumer-packaged goods industry is witnessing a surge in demand in response to COVID-19, and is also home to some of the marketing industry’s most sophisticated brand strategies. Approaches from this industry could thus be highly instructive for enterprises in other categories.

Takeaways

  • Tracking consumer insights – especially with direct behavioral data – is an essential response to the Coronavirus crisis.
  • Product rationalization is likely in brick-and-mortar stores once the recovery begins, and marketers should plan accordingly.
  • Many consumers will trade down in the recession, but others will focus on getting the greatest possible value – in...

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