P&G’s eCommerce “Experiment”

by Marc on Jan.19, 2010, under Strategic Consulting

It was only a matter of time before big consumer packaged goods (CPG) companies started marketing directly to consumers, bypassing their traditional retailing partners. For years, those partners have been squeezing the CPG companies as much as possible. And, if that wasn’t enough, retailers have been offerring more and more private-label alternatives to their CPG “partners”.

So now Procter and Gamble just announced that they are setting up their first ecommerce site, initially as an “experiment” rather than as competition to their partners. But I presume private-label brands started out as an “experiment” by retailers also.

The shape and pattern of consumer purchasing continues to evolve, and as marketers, we have to remain nimble in our approaches. Otherwise, the share and power of our brands will erode. On the other hand, the opportunities for those of us with a pulse on the market should be exciting.

Domus is a full-service marketing communications agency based in Philadelphia. For more information, visit us at http://www.domusinc.com.

:consumer packaged goods, cpg, marketing communications, private-label brands

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3 Comments for this entry

speller
January 22nd, 2010 on 8:29 am
It is Procter not Proctor
Marc
January 22nd, 2010 on 9:12 am
Thanks!
SEO Pune
June 3rd, 2010 on 2:39 am
Thanks for this post, its true that earlier companies started marketing directly to consumers, but now every thing has been changed in to a high technology so the P&G’s e commerce experiment is one of the example of this advancement of the marketing.