MERCADEO Versión en español
P&G changes its strategy and draws the attention to sampling
Patricia Molina| 17 de noviembre de 2014
CEO de P&G, A.G. Lafley
Procter & Gamble the world’s largest advertiser has made public a reduction of spending on advertising for a while but this does not mean that its advertising spending on TV in the USA disappears; they can still count on windfalls. What P&G is doing is to focus more investment on their marketing efforts towards various sectors.Over the last decade, the CEO of P&G, A.G. Lafley has introduced new terms in the language of marketing for the company such as the “first moment of truth” (when people decide whether to buy a product in a store). Lafley calls the new sampling strategy as a “point of entry into the market” (or POME in a new acronym used by P&G).Sampling in hospitals and other places where P&G can reach new mothers has been one of the keys to Pampers and Huggies of Kimberly-Clark Corp in the stock market of the USA in diapers and training pants in the past year. POME intends to address surprisingly low percentages of people who have tried P&G brands still relatively well established.Meanwhile, Jon Moeller, Financial Head of P&G explained that these changes are part of the efforts to maintain the reduction of US $ 4 billion in “no advertising.” This shows that P & G continues to shift to less expensive digital media.Learn more by visiting the official website {P&G; http://www.pg.com/es_LATAM/VE/index.shtml}.
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