P&G CMK- Impacting the Business

Summary

The 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.