Consumer insights and global reach to pursue purpose-driven branding is key to successful engagement with consumers, says Procter & Gamble.
According to Marc Pritchard, global marketing and brand building officer, “if you focus on the consumer and what your brand is doing to serve the consumer, you will win most of the time”.
Taking the example of the Pampers nappy range, Pritchard suggested the overarching goal was “to improve a baby’s healthy, happy development.”
Such a positioning has been broadened through a partnership with UNICEF, providing sponsored vaccinations for mothers and babies in emerging economies when customers buy an appropriate pack.
“It helps bring the community of moms together since they like to help other moms,” Pritchard says. “However, purpose is much more than a cause or a corporate responsibility. Purpose takes on a more meaningful role in developing markets,” said Pritchard.
In-depth research has proven essential in different countries and, while substantial variations exist between countries, certain commonalities allow successful models to be deployed across a number of areas.
“Much of what we learnt in India has been exported to other markets like Africa, for example,” stated Pritchard.
The opportunities yielded from a multinational presence include the ability to test products in assorted markets in diverse ways.
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