About this document

P&G by Tanvi Mudhale is a document available to read on EtoBox.

Brand management originated at Procter & Gamble in the 1920s through a memo written by Neil McElroy. The 3-page memo proposed dedicating brand teams to individual products like Ivory soap and Camay soap to better promote them, with a brand manager and supporting roles. P&G adopted this new brand-centered approach, resulting in decentralized decision making. This enabled market segmentation and product differentiation, allowing brands to target distinct consumer groups. McElroy

Author

Tanvi Mudhale

Language

EN