Proctor and Gamble

Analysis and Product Development

I chose to research Proctor & Gamble (P&G) in my Marketing Research class at Southern New Hampshire University for a few different reasons.

P&G headquarters is located in Cincinnati, Ohio, about a three-hour drive from my home. Its proximity makes the company a possible career choice when I am finished with school that doesn’t require me to move out of state.

The company has been in business over 185 years and has a multinational presence. P&G was formed in 1837 when a British candle maker, William Proctor, and Irish soap maker, James Gamble, teamed up to create what is now one of the largest sources of household goods worldwide. Did you know that they distributed soap and candles to the Union Army during the American Civil War?

P&G has stood strong for human rights. With the rise of the D.E.I. political pitchforks, P&G has stood firm on its choice to make sure all if its employees feel they belong. They have chosen to represent the wide range of consumers worldwide that buy their products, without prejudice. I respect their values and their reputation for standing up for human rights.

Over the years the public has come to expect many things from P&G products. Consumers expect reasonably priced products to be of high quality and reliable. Brands like Tide, Pampers, Gillette, Secret, and Olay are household products that have shown their effectiveness, safety, and innovation. Consumers have to come to expect P&G products to have eco-friendly practices, such as reducing plastic waste, improving supply chain sustainability, and using biodegradable ingredients.

Social and community engagement is a high priority for P&G. People expect P&G to uphold ethical labor practices, ensuring fair wages and safe working conditions. P&G is a company that gives back the community and chooses to be transparent and accountable. They have assisted with disaster relief, philanthropy, and community support.

While P&G has tried to be eco-friendly, some consumers want affordable eco-friendly products that aren’t available from P&G yet. Personally, I would like to see products that use less plastic and more ecofriendly packaging. Recently, I have been wanting to see more bar shampoo and conditioners on the shelf at stores. While other products have been made by companies like Kitsch and Humby, they are often more expensive and not as easily found on shelves. It has taken me three weeks to get replacement bars when mine have fallen apart. They are also not of the same quality as P&G products.

Sustainable Shampoo and Conditioner Bars

Objectives

  1. Evaluate Product Longevity and Quality
  2. Assess Environmental Impact
  3. Understand Diverse Hair Needs
  4. Examine Pricing and Market Viability

Research Design

Quantitative Research: A Mixed-method approach that includes Quantitative and Qualitative Research will need to be done.

  • Consumer Surveys: Gather data from 2000+ potential customers across demographics to measure interest, purchase intent, and price sensitivity
  • Product Longevity Study: Controlled Usage tests to compare how many washes a bar provides versus liquid shampoo
  • Market Analysis: Compare competitive pricing, sustainability claims, and performance metrics

Qualitative Research:

  • Focus Groups: Engage 5 to 10 groups with diverse hair needs to test formulations and provide feedback
  • In-depth Interviews: Conduct expert interviews with dermatologists, hair stylists, and sustainability advocates
  • Social Listening: Analyze consumer conversations on social media about solid haircare products

Product Testing and Sensory Evaluation:

  • Develop prototype formulations for different hair types
  • Conduct blind tests where participants access scent, texture, and effectiveness
  • Monitor user experiences over 4-6 weeks for product performance insights

Sustainability Impact Assessment:

  • Life cycle analysis to evaluate carbon footprint, water usage, and waste reduction
  • Consumer testing on packaging usability and disposal preferences

I believe this research will ensure that P&G’s shampoo and conditioner bars are high-quality, sustainable, and meet a broad range of hair care needs while remaining accessibly affordable to a wide range of consumers.

Britannica Money. (2025, March 6). Britannica.com. https://www.britannica.com/money/Procter-and-Gamble-Company

‌Gamble, P. and. (2024, October 4). Pg.com; Procter and Gamble. https://us.pg.com/community-impact/

Hair, J. F., Wolfinbarger, M., Bush, R. P., & Ortinau, D. J. (2020). Essentials of marketing research (4th ed.). McGraw-Hill Higher Education.

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