P&G Focuses on Instore Marketing.

In this article from Adage Proctor & Gamble reveals their newfound emphasis on in store marketing. P&G invented modern brand management more than fifty years ago and retailers have spent the last couple of years trying to build organizations that can manage the private labels as Brands.

Grocers should read this article and learn it’s lessons, take advantage of their in store opportunities and build their Brands.

Tide Stain Release Shelf Tray from the Instore Marketing Institute
Tide Stain Release Shelf Tray from the Instore Marketing Institute

P&G Taking Its Marketing Back to the Store

Turns Focus to the Shelf, Emphasizing Consumer Mind-set Across Agencies

BATAVIA, Ohio (AdAge.com) — If it doesn’t work at the store, it’s no longer a good marketing idea for Procter & Gamble Co., which increasingly is driving home this concept, known as “store back,” with all its agencies, not just its so-called shopper-marketing shops.

Global Brand-Building Officer Marc Pritchard dealt with store back at length in a presentation at P&G’s agency summit in Cincinnati earlier this month and has been briefing agencies on it since at least January.

Read the entire article.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.