Cases Study Reinvigorating Branding at Procter & Gamble Procter & Gamble has been a leader in marketing for much of its 160-plus years of existence. It has been referred to as the single greatest marketing company in the world. Already the world's targest consumer packaged-goods company, P&G became even larger with the $57 billion acquisition of Gillette in 2005. Despite its overall success, P&G has struggling to maintain its leadership status due to the dramatic shifts taking place in marketing. In order to adapt to these changes, P&G is trying to blend the best of their old practices with new practices to create a modern blueprint for successful brand management in the coming years. The priorities of P&G in recent years are described in the following sections: Streamlining its product portfolio: P&G has been aggressively pruning its product portfolio and also re-evaluating its presence in many businesses. For example, it decided to divest many of its beauty brands including CoverGirl, Clairol, and Wella by selling these brands to Coty. By divesting these brands, P&G was able to rid itself of those categories where they felt challenged to develop winning strategies, which represented a dragon its profitability and growth, thus, allowing it to be more focused and nimble with other, more promising categories. COVIRGIRI YNO PRIE F aina KOLESTON # CLAIROL CLAIRO natural Fistincts Driving innovation and new products: New product development continues to be an important focus for P&G. While it has been credited with highly successful innovations such as Head and Shoulders' new Smooth and Silky 3 Action Formula and Tide PODS, PSG has also been successful in innovating in smaller categories. For example, febrere odor eliminators became a member of P&G's "billion dollar revenue club" based on innovating in a relatively small product category. febrer FLUG AIR TAN 12 Tide ERE GEAR 10X Ref: Keller, K. L. Swaminathan, V. (2019). Strategic Brand Management Building measuring and managing brand equity (Sth ed.). Pearson Education Limited Answer ALL Questions Refer to the passages above or any other information related to the organisation, answer all questions with definitions, explanations and applications. 1) Evaluating the brand architecture, P&G tends to design different individual brands rather than promoting under corporate brand: 1) explain the function and advantages of this strategy (15 marks) ii) according to Figure 12-3 in the text, identify "Special Roles of Brands" from any THREE brands in the case or any other P&G brands. (15 marks) 2) P&G is competent in introducing new products and brand extensions, i) discuss any THREE advantages of extensions that facilitate new product acceptance, apply your points to P&G. (18 marks) ii) discuss any TWO advantages of extensions that provide feedback benefits to the parent company, apply your points to P&G. (12 marks) 3) Managing brands at different times for a giant corporation with many brands is not an easy task, i) to effectively manage brands over time, according to the case, discuss the strategies devised by P&G to adjust its brand portfolio. (15 marks) ii) address and explain any TWO secondary associations from any brands in the case. (10 marks) ili) suggest any THREE pricing strategies that P&G can devise for various brands in the brand portfolio to build brand equity. (15 marks)