市場調査レポート

P&Gのデジタルおよびソーシャルメディアマーケティング戦略とイノベーションの有効性

P&G's Effectiveness of Digital and Social Media Marketing Strategies and Innovations

発行 Socintel360 商品コード 328560
出版日 ページ情報 英文
納期: 即日から翌営業日
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P&Gのデジタルおよびソーシャルメディアマーケティング戦略とイノベーションの有効性 P&G's Effectiveness of Digital and Social Media Marketing Strategies and Innovations
出版日: 2014年12月01日 ページ情報: 英文
概要

Procter & Gamble (P&G) は、消費財 (CPG) 産業における主要企業の1つで、デジタルおよびソーシャルメディア戦略の計画と実行に特に注力してきました。

当レポートでは、P&Gによるソーシャルメディア戦略について調査分析し、戦略の必須事項、計画と実行の考察、マーケティングの予算配分、広告とターゲット戦略、主要ブランド別の分析、ケーススタディなどについて、体系的な情報を提供しています。

第1章 レポートについて

第2章 P&Gのデジタルおよびソーシャルメディア戦略の必須事項はマーケティングを超える

  • P&Gのデジタルおよびソーシャルメディアの概要
  • デジタルおよびソーシャルメディア戦略の必須事項
  • デジタルおよびソーシャルメディア戦略の進化

第3章 フレームワークの実行の戦略的考察

  • デジタルおよびソーシャルメディアの必須事項を実行するフレームワーク
  • 組織文化とリーダーシップを重視
  • デジタルおよびソーシャルメディアの組織構造
  • 聞き取りと関与
  • メディアの生産性

第4章 P&Gのデジタルおよびソーシャルメディアマーケティングの予算配分

  • P&Gのデジタルおよびソーシャルメディアの予算配分と産業ベンチマーク
  • デジタルおよびソーシャルメディアの予算配分分析:上位10市場別
  • デジタルおよびソーシャルメディアの予算配分分析:主要ブランド別
  • P&Gの予算配分:チャネル・産業ベンチマーク別 (モバイル vs. デスクトップ)

第5章 広告とターゲット戦略

  • チャネル戦略 (オンライン vs. モバイル)
  • ブランドとターゲット戦略
  • ソーシャルコマース
  • 製品発売戦略
  • 広告形態戦略 (ビデオ、ゲーム、ディスプレイ)
  • ソーシャルネットワークサイト戦略
  • コンテンツ戦略

第6章 P&Gのソーシャルメディア戦略の分析:主要ブランド別

  • Gillette
  • Pampers
  • Tide
  • Old Spice
  • Duracell
  • Olay
  • Pantene
  • Oral-B
  • Always
  • Wella
  • Hugo Boss

第7章 P&Gのケーススタディ

  • ブランド構築と消費者の関与
  • 主要世代、売上高
  • 製品販売

第8章 参考資料

図表

目次

Summary

Procter & Gamble (P&G) has been one of the leading players in the consumer packaged goods industry that has focused strongly on developing and implementing digital and social media strategies. P&G is leveraging social media to drive marketing, innovation and leadership potential. Moreover, capitalizing on digital and social media channels, P&G is focusing on transforming its operations, going beyond marketing to drive cost and supply chain efficiencies. P&G's strategy has redefined dynamics of social media marketing and has raised the benchmarks of effective social media practices.

Synopsis

This report provides in-depth analysis of P&G's social media strategy with a focus on overall digital goals. This report provides insights on the following 6 modules:

  • Digital and Social Media Strategic Imperatives: This module provides insights into P&G's digital and social media strategic imperatives and a snapshot of the evolution of digital and social media strategies implemented by the P&G.
  • Strategic Insights into Implementing and Executing Digital and Social Media Imperatives: This module provides in-depth analysis on P&G's digital and social media implementation strategy. It highlights the impact of digital and social media on P&G from an organizational, cultural, and functional perspective.
  • Marketing Budget Allocation: This module provides insights into P&G's budget allocation strategy towards digital and social media marketing. It provides budget allocation snapshot for P&G's top 10 geographic markets and top 5 brands. In addition, it also provides breakdown of advertising budget by desktop and mobile.
  • Advertising & Targeting Strategies: This module provides detailed analysis on key aspects of P&G's digital and social media strategy. It analyzes how P&G implements its social commerce and social network initiatives, and how the P&G utilizes digital formats and digital channels to achieve its strategic goals.
  • Analysis of P&G's Social Media Strategy by Key P&G Brands: This module analyzes P&G's engagement strategies and content on leading social media networks for the P&G's key brands Kit Kat, Nescafe, Purina, Maggi, Haagen Dazs.
  • Case Examples: This module provides case examples of innovative digital and social media marketing adopted by P&G across its global operations.

Scope

This report provides detailed data, insights and opinion on digital and social media marketing strategies adopted by P&G across its global operations. Below is an overview covering scope of this report:

Market Focus: Global.

Data & Analysis: This report provides an extensive analysis of P&G's digital and social media initiatives. Below is a summary of key points:

  • It provides insights into digital and social media budget allocation across the P&G's 10 largest geographic market and top 5 brands.
  • It compares P&G's digital and social media budget allocation strategy with overall food and beverage industry.
  • Analyzes how P&G's digital and social media strategic initiatives are implemented and practiced.
  • It provides case examples of innovative digital and social media marketing adopted by P&G across its global operations.

Key Questions Answered

This report answers the following key questions:

  • How is P&G adopting digital and social media within the organization?
  • What are the objectives of P&G's digital and social media strategy, and how it is implementing them?
  • How is P&G implementing digital and social media initiatives as a marketing tool?
  • What is P&G's consumer engagement model on digital and social media?
  • How does P&G measure return on digital and social media investment?
  • How is P&G leveraging mobile, social commerce, video, game and display and social networks to achieve its marketing and organizational goals?
  • What percentage of the P&G's advertising budget is allocated to digital, mobile based and social media initiatives?

Table of Contents

1. About this Report

  • 1.1. Introduction
  • 1.2. Methodology
  • 1.3. Disclaimer

2. P&G's Digital and Social Media Strategic Imperatives Going Beyond Marketing

  • 2.1. P&G's Digital and Social Media Snapshot
  • 2.2. Digital and Social Media Strategic Imperatives
  • 2.3. Evolution of Digital and Social Media Strategy

3. Strategic Insights into Implementation Framework

  • 3.1. Framework for Implementing Digital and Social Media Imperatives
  • 3.2. Organizational Culture & Leadership Focus
  • 3.3. Digital and Social Media Organizational Structure
  • 3.4. Listening & Engaging
  • 3.5. Media Productivity

4. P&G's Digital and Social Media Marketing Budget Allocation

  • 4.1. P&G's Digital and Social Media Budget Allocation & Industry Benchmarking
  • 4.2. Digital and Social Media Budget Allocation Analysis by Top 10 Markets
  • 4.3. Digital and Social Media Budget Allocation Analysis by Key Brands
  • 4.4. P&G's Budget Allocation by Channel & Industry Benchmarking Mobile vs. Desktop

5. Advertising & Targeting Strategies

  • 5.1. Channel Strategy Online vs. Mobile
  • 5.2. Branding & Targeting Strategy
  • 5.3. Social Commerce
  • 5.4. Product Launch Strategy
  • 5.5. Advertising Format Strategy Video, Gaming, and Display
  • 5.6. Social Networking Site Strategy
  • 5.7. Content Strategy

6. Analysis of P&G's Social Media Strategy by Key Brands

  • 6.1. Gillette
  • 6.2. Pampers
  • 6.3. Tide
  • 6.4. Old Spice
  • 6.5. Duracell
  • 6.6. Olay
  • 6.7. Pantene
  • 6.8. Oral-B
  • 6.9. Always
  • 6.10. Wella
  • 6.11. Hugo Boss

7. Case Examples P&G

  • 7.1. Brand Building & Consumer Engagement
  • 7.2. Lead Generation, Sales
  • 7.3. Product Launch

8. Further Reading

List of Figures

  • 1. Methodology Framework
  • 2. P&G - Social Media Mobile Marketing Effectiveness Index Taxonomy
  • 3. P&G P&G Overview
  • 4. P&G's Strategic Imperatives Digital and Social Media Channels
  • 5. P&G's Digital and Social Media Evolution
  • 6. P&G Digital & Social Organizational Structure
  • 7. P&G Digital & Social Media Marketing Budget Allocation Strategy P&G vs. Industry Average, 2013
  • 8. P&G's Global Digital & Social Media Marketing Budget Allocation for Top 10 Markets
  • 9. P&G Digital & Social Media Marketing Budget Allocation for Top 5 Brands
  • 10. P&G Marketing Budget Channel Allocation Strategy P&G vs. Industry Average, 2013
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