P&G CMK- Impacting the Business
Summary
TLDRThe transcript highlights the pivotal role of Consumer Market Knowledge (CMK) in shaping business strategies and decision-making within a global enterprise. CMK focuses on understanding consumer needs, ensuring ethical business practices, and improving retail experiences. It also plays a crucial part in advertising, ensuring truthfulness through rigorous testing. The speaker emphasizes the dynamic challenges faced daily, such as enhancing product awareness and ease of shopping. CMK's vision is to anticipate market trends to inform strategic initiatives. The consumer is central to every decision, with CMK leveraging real-time feedback and innovative methods like social media polls and mobile apps to gain deeper insights, promising an exciting future in consumer engagement.
Takeaways
- 🌍 CMK (Consumer Market Knowledge) drives key business decisions across a global enterprise, making its insights highly valued.
- 🎯 The role of CMK is to ensure that P&G creates products that win with consumers by deeply understanding their needs and preferences.
- 📈 CMK impacts business strategy by identifying target consumers, understanding their desires, and determining how to reach them effectively.
- 💡 P&G is committed to winning in the right way, guided by purpose, values, and principles, and encourages employees to be honest, brave, and speak up.
- 🧪 CMK plays a significant role in testing and validating advertising, ensuring that everything presented to consumers is truthful.
- 🛒 CMK is also involved in retail strategies, helping to understand product placement, shelf organization, and store layout to optimize the shopping experience.
- 🤔 The daily business challenges for CMK include making shopping easier for consumers and increasing awareness of P&G's products.
- 🌐 CMK works globally to connect insights across different markets and households, adapting to diverse consumer needs.
- 🔍 CMK's vision focuses on anticipating market changes and providing insights to teams before trends fully develop, incorporating them into strategic planning.
- 📱 With consumers engaging with brands 24/7, CMK leverages digital tools like Facebook polls and mobile apps to gather real-time, in-depth consumer insights, making the future of consumer understanding exciting and dynamic.
Q & A
What role does CMK (Consumer Market Knowledge) play in driving business decisions at P&G?
-CMK brings valuable insights to the business that help drive key decisions across the global enterprise. This includes influencing strategy, consumer engagement, and how the company reaches its target audience.
How does CMK contribute to P&G's strategy development?
-CMK helps determine the consumers P&G should target, what they want, and how to effectively find and reach them. This strategic insight shapes the company's approach to meeting consumer needs.
What values are emphasized at P&G regarding decision-making?
-P&G emphasizes purpose, values, and principles, ensuring that the company wins the right way. Employees are encouraged to be honest, brave, and speak up in the decision-making process.
What role does CMK play in advertising at P&G?
-CMK ensures that all advertising is truthful, relying on extensive testing to validate the claims and effectiveness of the company's marketing campaigns.
How does CMK influence P&G's retail strategy?
-CMK plays a significant role in understanding how products are organized on shelves and how shopping aisles are structured, helping to improve the in-store experience for consumers.
What are some of the business challenges CMK helps address?
-CMK faces daily challenges such as making shopping for P&G products easier and increasing awareness of P&G's offerings. It also focuses on connecting global insights to meet the unique needs of households.
Why is it important for CMK to anticipate market trends?
-Anticipating market trends allows CMK to bring foresight to P&G teams, enabling them to incorporate future insights into their initiatives and master plans before these trends fully emerge.
How central is the consumer in P&G’s decision-making process?
-The consumer is at the heart of every decision P&G makes. This is reflected in the saying, 'the consumer is the boss,' which underscores the importance of consumer insights in guiding business strategies.
How has the digital landscape changed CMK’s approach to understanding consumer behavior?
-The digital landscape has provided CMK with new tools like social media polls, mobile apps, and video recordings to gather deeper insights into consumer routines and preferences.
What excites CMK about the future of consumer insights at P&G?
-The future holds exciting potential for CMK, as new technologies and methods will allow for even deeper and more real-time understanding of consumer behavior, shaping the way P&G operates.
Outlines
📊 The Role of CMK in Driving Business Decisions
This paragraph explains the importance of Consumer Market Knowledge (CMK) in shaping business decisions at P&G. The speaker highlights CMK's role in providing insights that guide strategic decisions, particularly around understanding consumers' needs and preferences. The company places a strong emphasis on aligning with its values while ensuring success. CMK’s contribution is crucial in areas like advertising, product placement in retail, and staying ahead of market trends, allowing the business to win ethically and effectively.
🛍️ Tackling Business Challenges with Consumer Insights
The paragraph discusses the dynamic nature of business challenges, particularly around making shopping easier and increasing awareness of P&G's products. It focuses on the importance of connecting insights globally to meet the needs of diverse households. CMK plays a vital role in anticipating market shifts and preparing the company to address those changes before they occur, ensuring that P&G remains competitive and consumer-centric.
👥 Consumers at the Heart of Every Decision
Here, the emphasis is on the consumer being central to all business decisions, with CMK acting as a key influencer in how P&G goes to market. The paragraph highlights the continuous interaction between consumers and brands, especially through digital platforms. It reflects the modern landscape where consumer feedback is constant and readily available, enabling brands to stay responsive and adaptive to consumer expectations.
🌐 Leveraging Technology for Deeper Consumer Insights
This paragraph explores the exciting opportunities provided by technology to gather more detailed consumer insights. The speaker mentions various methods such as online polls, mobile apps, and video diaries that allow the company to delve deeper into consumer behaviors and routines. The expanding digital landscape provides innovative ways to understand consumer habits, making it a thrilling time for CMK and its role in shaping the future of business.
Mindmap
Keywords
💡Consumer Market Knowledge (CMK)
💡Global Enterprise
💡Strategy
💡Purpose, Values, and Principles
💡Advertising
💡Retail
💡Consumer Feedback
💡Digital Insights
💡Vision
💡Consumer-Centric Decision Making
Highlights
CMK plays a critical role in driving key decisions across a global enterprise.
The main objective of the job is to ensure that what P&G creates wins with the consumer.
CMK influences business strategy by understanding consumers' needs and how to reach them.
People in the company are committed to winning the right way, guided by purpose, values, and principles.
Employees are encouraged to be honest, brave, and to speak up on a daily basis.
Testing plays a crucial role in ensuring that all advertising is truthful.
CMK plays a significant role in retail by understanding product placement and aisle organization in stores.
Business challenges are constantly changing, such as making shopping for P&G products easier and increasing brand awareness.
One major challenge is connecting global insights to meet the unique needs of households around the world.
CMK's vision allows the company to anticipate market changes and incorporate insights into business strategies.
The consumer is at the heart of every decision, reinforcing CMK’s importance in daily business operations.
Consumers interact with brands and provide feedback continuously, 24/7, offering constant insights.
The digital landscape offers new ways to gain consumer insights, including internet surveys, social media polls, and mobile apps.
Innovative methods, such as video documentation of daily routines, provide deeper insights into consumer behavior.
The future of CMK looks promising and exciting, with continuous advancements in consumer insights and market analysis.
Transcripts
when cmk brings an insight to the
business
people listen and it's valued that can
be
helping drive key decisions across a
global enterprise which is amazing my
job is to ensure that
what png creates wins to the consumer
cmk impacts the business in a couple of
ways so one is strategy where the
consumers are going after what do these
people want and ultimately where and how
do we find them and reach them people
are very serious
about the purpose values and principles
and making sure that we win
but we win the right way on a day-to-day
basis we're encouraged to
be honest and be brave and speak up we
do everything we can to ensure
that everything we put into advertising
is true
and that does involve a lot of testing
we also play a very big role in terms of
retail
understanding how do products go
together on the shelf how are aisles
organizing this door
you know these are all things that cmk's
at the forefront and leading for the
business
i think the business challenges that i
face are different every day
how can we make shopping for our
products easier
and how can we make more people aware of
the great products we have
i think how can we connect those dots
globally to understand how to meet the
needs of every unique household these
are big challenges
and that's why it's so important for uh
consumer market knowledge to have vision
to what's out there
so that we can see what is going to be
happening to the market before it really
happens so that we can bring that
knowledge
to our teams and they can start
incorporating into our initiative master
plans even before things happen when we
say the consumer is the boss
that is absolutely true she is at the
heart of every decision
and thus cmk is at the heart of every
decision and how we go to
to market every day the biggest thing is
just the fact that you have
consumers interacting with brands and
commenting on brands
24 hours a day seven days a week
every minute of the day you can hear
their feedback
in terms of how they think about you now
we have this entire
landscape of things we can do things on
the internet we can do facebook polls
we can install apps on a mobile phone
and get people to
describe or videotape themselves
brushing their teeth
and you know what their routine is in
the morning for getting ready
so we have a lot of different ways now
to get at even deeper insights that are
very exciting
the future is going to be really
interesting and i think it's going to be
really exciting
you
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