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Marketing and Advertising in E-CommercePresented by:Kanak Parashar : 222009S.Ashwath : 222017

Presented to:Dr. Rakhi Tripathi WMG-22Table of Content Case Study About P & G Internet Marketing Case Study Questions Data MiningConclusion Q&A

About P&G

Fast moving consumer goods company162 years oldMarkets 250+ brands to nearly 5 billion consumers in 140 countriesNet sales of $49 billion Procter & Gamble Co.,known as P&G, is an American company headquartered in downtown Cincinnati, Ohio, United States & is founded by William Procter and James Gamble.baby care:beauty care:fabric & home care:feminine protection:food & beverage:health care:tissues & towels:PampersPantene, Head & ShouldersArial, Tide, Bold, Ace, LenorAlways, All days, TampaxPringles, FolgersBlend-a-Med, VicksSwiffer3

Internet MarketingQuestionsHow did P&G reduced time to market.How were data mining techniques used? What research methods were used? Why do P&G and similar companies market on social network such as facebook and linkedin? Internet reduces time to market Easy to Use for P&G ResearchersOnline surveys for P&G researchers saved time.The survey data is instantly available and can easily be transferred into specialized statistical software or spreadsheets when more detailed analysis is needed.

Identifying the TG Assessing the online traffic enabled P&G researchers to identify their TG basis various parameters such as age, sex, lifestyle etc. Online survey also enabled P&G researchers to pre-screen participants and allow only those who match your target profile to complete the survey/questionaire.

PrecisionEasier targeting of respondents across numerous segmentation variables.Provides access to a precise and qualitative panel which ensures to gather reliable data on sensitive issues.

Data mining techniquesData mining is extraction of useful patterns from data sources, e.g. databases, texts, web, image. Patterns must be:valid, novel, potentially useful, understandableData Mining Techniques used by P&G Researchers: Data on site visitors Buying patterns of the visitors Responses to online questionnaires and surveys P&G historic data stored in their data warehouseIdentify targetDefine Promotion PlanAchieve the right price for the productCreate the right distribution networkResearch methods used by P&G Online Questionnnare Use of On-demand solution for Online Surveys Online Polls Feedback collection from facebook and other social network sitesThe use of video, images, audio for richer questionnaire environments.Marketing on social media In todays world a linkedin or facebook has evolved from just a mere professional seeking jobs web site or just a making friends to more commercial sites for many organisations to promote their respective buisness. The ability to produce direct content that will reach an interested and even captive audience without the search engine buffer is highly valuable.Sources IDoFacebook.com, Hubspot, eConsultancy, RazorFish.com, Social Media Today, Comscore, SmallBizTrendsIn May 2012, facebook logged 900 mil users i.e 80% of worlds online population >1.5 Billion Number of social networking users globally.

A huge field of leads that can be targeted specifically and successfully. 92% of consumers trust peer recommendations only 14% trustadvertisements 67% of Social Media users searching on Social Networks are more likely topurchase than regular searchers.Daily Status Updates contribute to SEO On Facebook 97% of individuals purchasing decisions are influenced byonline marketing

SOCIAL MEDIA ADDS VALUE TO BUSINESSQ&ATHANK YOU