the 10 p&g media rules

8/6/2019 The 10 P&G media rules

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What Are P&Gs 10

Key Media

Investment Rules?


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(i) Invest In The Right Areas

Spend behind the business

Market Business Split Media Budget Allocation

A 10% 10%

B 25% 25%C 50% 50%

D 15% 15%

May vary with test markets, upweights etc. Basic consideration - support areas of business strength,

not weakness


3/12

(ii) You Can Shift Budgets, But..

Budgets are controlled Regionally:

Global Business Units (GBUs) are responsible for theBrand Portfolio & Strategy

They develop the NPD & innovation programmes, equity &positioning, communication strategies, creative materials, andchannel guidelines & marketing budgets

GBUs control the budgets, through to execution andcould reallocate:

Across countries for their Brand(s) Occasionally within a category itself

But not between categories


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(iii) Consolidated Buying for Maximum

Effective

Buying AOR 1 buying point across all brands

Negotiating under the P&G umbrella delivers certain

advantages

Price and market strength Rotate brands to respond to competition

Secrecy for launches (currently not utilised in Vietnam)

Best positions

Good short term opportunities

Global deals i.e. Viacom


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(iv) They Buy Eyeballs

The 3 most important principles when buying media

for P&G:

1. Low CPM

2. Low CPM3. Low CPM

Buy it cheap, stack it high

There is no such thing as programme quality

A rating is a rating is a rating


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(v) Across The Year

Continuity is more often associated with business

success

210 U.S. Brand Media Plans studied found conclusively in

favour of continuity

Weeks-In % Brands Grow/Held Share

39+ 51%

26-38 8%

Flighting is not a strategy, its a reaction to budget

scarcity Jim van Cleave P&G Media


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(vi) Always Concentrate on TV

TV advertising works (best)

P&G learning suggests that no other medium grows brand

share more effectively than TV

Identify minimum monthly effective TV weights and then

maximise the number of weeks on-air

Traditional forms of advertising are the most effective

P&G have now tested, name & event sponsorship


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(vii) Utilise the Copy to its fullest

Analysis tells us that P&G will rotate copy roughly every

3000 ratings

This is may vary by market due to the accuracy of the

report systems However as an average it still holds true in Vietnam


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01,000

2,000

3,000

4,0005,000

6,000

7,000

8,0009,000

10,000

1 4 7 10

13

16

19

22

25

28

31

34

37

40

43

46

49

52

55

58

61

64

67

70

73

76

79

82

85

The Average Complies With The P&G

Rule

01,000

2,0003,000

4,0005,000

6,0007,000

8,0009,000

10,000

1 4 7 10 13 16 19 22 25 28 31 34 37 40 43 46 49

Source: TNS

Actuals

GRPs

Average GRPs per P&G copy : 3,036

Average GRPs per P&G hair copy : 2,943Active weeks per Hair copy

Max : 38 wks ( title H&S World best )

Average : 10Minimum\ Often : 4 wks


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(viii) Print Can Be Effective When Used

With TV

Print can reach specific target groups and increase overall

coverage levels

Print should be scheduled at the same time as TV

Print should run for a strategic minimum of 26 weeks

Single pages are more cost effective than double pages

FP4Clr : 100 index awareness

DPS 4Clr : 124 index awareness * * Starch study


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(ix) S.O.V Is Important But A Guide

Consumers dont see S.O.V. - but P&G aim for SOV

leadership

Over the long terms, brands with Share of Voice

leadership tend to be market share leaders

Short-term S.O.V. objectives means the competition

writes the media plan/strategy

First objective : Weights that are right for our target

group, then consider the competitive activity/weights


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(x) Dont Take Risks

Use data/facts not judgement

Key P&G words : Learning

Best practice

Search and re-apply

Sometimes they use judgement

Ideally they would always use data, facts and evidence

the 10 p&g media rules

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