P&G CMK- Impacting the Business

P&G Careers

7 Aug 201202:41

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

00:00

📊 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)

Consumer Market Knowledge (CMK) refers to the practice of gathering and analyzing insights about consumers to inform business decisions. In the video, CMK is portrayed as a crucial function that influences company strategy, product development, and market positioning. It ensures that consumer preferences and behaviors are at the heart of decision-making, making P&G products more relevant and successful in the market.

💡Global Enterprise

A global enterprise refers to a company that operates and has influence across multiple countries. In the video, the speaker emphasizes how CMK drives key decisions across a global enterprise, highlighting the complexity and scale of managing consumer insights on a worldwide level to meet diverse needs and preferences.

💡Strategy

Strategy in the context of the video refers to the long-term planning of the company’s direction based on consumer data. CMK plays a vital role in shaping the company's strategy by understanding where consumers are, what they want, and how to reach them effectively. The speaker mentions how CMK helps define which consumers to target and the best approaches to win them over.

💡Purpose, Values, and Principles

Purpose, values, and principles refer to the ethical and mission-driven foundation upon which a company operates. The video discusses how P&G is serious about winning, but in the right way, meaning that decisions are guided by integrity and adherence to these core principles. This includes honesty, transparency, and fairness in both internal and external business practices.

💡Advertising

Advertising refers to the process of promoting products or services to consumers. The video emphasizes that CMK ensures that all advertising content is true and resonates with consumers through rigorous testing. This helps build trust with the consumer by ensuring that the messaging reflects reality and meets the needs and desires of the audience.

💡Retail

Retail in the video refers to the selling of products to consumers through stores or online. CMK plays a big role in understanding retail environments, such as how products are displayed on shelves and how store aisles are organized to optimize the shopping experience. By gathering insights on consumer shopping behaviors, CMK helps P&G make their products more accessible and appealing to customers.

💡Consumer Feedback

Consumer feedback refers to the reactions, opinions, and insights that consumers share about products and brands. The video mentions how consumers interact with brands constantly, providing feedback 24/7. This input is critical to CMK, as it helps the company understand how consumers perceive their products, allowing them to make necessary adjustments and improvements.

💡Digital Insights

Digital insights refer to information gathered through online channels, such as social media, apps, and websites. The video highlights how CMK utilizes modern tools like Facebook polls and mobile apps to collect detailed consumer data. This data provides a deeper understanding of consumer habits, such as their morning routines, which can be used to tailor product offerings and marketing strategies.

💡Vision

Vision in the context of the video refers to the ability of CMK to anticipate future market trends and consumer needs. The speaker emphasizes that CMK's vision allows the company to stay ahead by understanding what will happen in the market before it occurs. This proactive approach enables the business to prepare and incorporate insights into their strategies, ensuring long-term success.

💡Consumer-Centric Decision Making

Consumer-centric decision making means placing the consumer at the heart of all business decisions. The video reinforces the idea that ‘the consumer is the boss,’ meaning that every decision made by the company is driven by consumer needs and preferences. CMK ensures that consumer insights directly shape the company’s actions, ensuring that products and services align with consumer expectations.

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.