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.
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.