9. What role can causal research play in helping P&G increase its market share?

As of 2011, Procter & Gamble (www.pg.com) delivered products to nearly 4.2 billion consumers in more than 180 countries around the world. Its portfolio of brands included 50 leadership brands that are some of the world’s most well-known household names. Its revenues amounted to $79.57 billion in 2010.

The company began operations in the United States in 1837 and has continued to expand its global operations. The stated purpose of the company is to “provide products and services of superior quality and value that improve the lives of the world’s consumers.”

Over time, Procter & Gamble (P&G) has proven to be an innovator in creating brands and understanding consumers by making extensive use of marketing research. Building brands has been a cornerstone of P&G’s success.

The marketers at P&G use marketing research to determine a brand’s equity and then make sure everyone understands it, because it drives every decision made about the brand. P&G always thinks about the consumer and why a particular product is relevant to the consumer. P&G always asks “What is in this for the consumer?” This strategy has served the company well. It believes in catering to the consumer. With that in mind, P&G has spent a tremendous amount of money, effort, and innovation on marketing research.