Friday, February 24, 2012

P&G decides to exclude 25% of it consumers

To be honest P&G didn't exactly say that it wanted to jettison a quarter of its potential customers but that is the result of its marketing strategy.

Marketing has a story about P&G's plans to slash its marketing budget by $1bn (£0.63bn) by switching to more 'efficient' and lower cost digital channels. Along the way it intends to release 5,700 jobs - including marketing roles - from its global workforce in the next 12 months.

P&G is a smart company and so it will know the statistics that approx a quarter of the UK's adult population (more in other countries) are not active users of the Internet. So in one fell swoop they get excluded. Of course the majority of these are in the older demographic so perhaps P&G doesn't think they are worth the hassle? Dick Stroud

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