Proctor & Gamble (P&G) is an international conglomerate with 25 separate billion-dollar brands including: Gillette, Pantene, Crest, Tide, Dawn, and Olay. P&G is one of the biggest companies in the country. But how did they get so huge?
There story is a perfect marketing lesson.
Apparently, in 1929 they were a normal-sized soap company. When the Great Depression hit and businesses from every industry cut back on everything — especially marketing and advertising — P&G didn’t.
Why? Because they understood that marketing is marketing, no matter what the economy is doing. And they knew their competitors were running for the hills, leaving them free to dominate a lion’s share of the advertising space.
So how did this work out for P&G? Well, this was the point where they began their rise to complete market dominance. They didn’t just stay afloat; they actually grew and expanded during the depression.
They grew during a depression — and one that was far worse than the recession we are just now starting to emerge from (provided our illustrious leaders don’t ruin the recovery, that is).
The point is: you have a choice. The power is in your hands. Take ground or give ground. Fight or flee. Market or slowly fade into oblivion.
Reprinted in part from Postcardmania.