P&G’s Brand Management System

P&G’s Brand Management System

Understand the significance of a brand manager, brand management system and category management

This case discusses the evolution and growth of the brand management system of the US based FMCG major -Procter & Gamble (P&G). It describes in detail how the ‘brand management’ in the 1940s evolved into ‘category management’ in the 1980s, as the brand portfolio of P&G expanded. Finally, the case focuses on how category management is gradually evolving into ‘cohort management’ at P&G in the initial years of the new millennium. The case also examines in detail the best practices followed by P&G in managing brands. 

Issues:

  • Understand the significance of a brand manager, brand management system and category management

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