Research Paper on:
Proctor and Gamble Case Study -- Increasing Marketing Expenditures

Unformatted Sample Text from the Research Paper:
of insight to the possible combinations of opportunities available to a corporate entity in making decisions related to promoting its products. In this particular analysis of the case, the option  of increasing marketing expenditures on the brands that already exist is chosen as the best possible option for the organization. Such a strategy will allow P&G to emphasize a certain  brand, re-position it in the marketplace and then capitalize on the increased consumer attention such an effort should provoke. Proctor & Gamble and Market Strategy It almost goes without saying  that Proctor and Gamble is one of the most venerable of American corporations. As is noted in the case study, the company has been in existence since the 1830s. Even  before the turn of the 20th century, it was worth the almost inconceivable sum $4.5 million. Less than a century later it was operating in 26 nations with annual revenues  of $11.4 billion. Clearly, this is not a company that has ever been willing to stand still in the marketplace. Considering that one or more P&G products can be found  in virtually every (95%) of all American homes is a remarkable accomplishment by any measure. What is also noted in the case study is that aside from the quality of  the companys products and their dollar-value, marketing has always been one of P&Gs great strengths. In the section of the case study on the organization of P&G, the point  is made that marketing responsibility for each brand is assigned to a single brand manager. This then allows for the company to have two or more products that fit under  the same product category. For example, in dishwashing liquids, P&G manufactures and markets not only Joy, but Dawn and Ivory Liquid. Competition is intense with each brand manager and his