Research on Proctor and Gamble Marketing Strategy during Covid-19 in The U.S.

DOI

10.2991/aebmr.k.220405.128How to use a DOI?

Keywords

Covid-19; U.S market; Proctor and Gamble; Marketing Strategy

Abstract

Following the outbreak of Covid-19, various measures were implemented that drastically affected business performance worldwide. Requires for lockdowns and cessation of movements affected the supply chain causing disruptions that caused consumer goods to change their priorities. It was important that consumer goods manufacturers also changed their marketing and advertising approaches to suit consumer needs. This study sought to investigate the marketing strategy pursued by Procter and Gamble in the United States. Through analyses of past literature regarding the virus and the strategies used by consumer goods production companies, this study developed research aims which sought to fill research gaps in examining the marketing strategies utilized by Procter and Gamble. The study utilized an online questionnaire which was analyzed to reveal the findings. The study found out that there was an increased purchase of hygiene products among U.S. consumers of consumer goods after the outbreak of Combined-19. In addition, online adverts were more helpful in marketing online products. It was also found out that an increased population relied on online advertisements to make purchase decisions. The study concludes by making recommendations that there has been a shift towards bulk purchases of hygiene products. The study recommended that Proctor and Gamble adopt marketing strategies towards marketing strategies which are skewed towards attracting online consumers of hygiene products and making online advertising campaigns. The study adds to the literature on changing consumer behavior for other companies that may not necessarily deal in consumer products. The study’s limitations lie in the small sample used in the study. The limited scope of past research on the subject area may also be considered a limitation because we could not verify the credibility and reliability of the results based on other studies.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Tianyun Gu
PY  - 2022
DA  - 2022/04/29
TI  - Research on Proctor and Gamble Marketing Strategy during Covid-19 in The U.S.
BT  - Proceedings of the 2022 7th International Conference on Social Sciences and Economic Development (ICSSED 2022)
PB  - Atlantis Press
SP  - 765
EP  - 770
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220405.128
DO  - 10.2991/aebmr.k.220405.128
ID  - Gu2022
ER  -