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Integrating your brand purpose: How Procter & Gamble's Secret deodorant increased market share and profit through its brand purpose

Author

Listed:
  • Hochman, Kevin
  • Maynor, Kristi

Abstract

For most of its 50 years of existence, Secret dominated the women's deodorant market. When this changed in 2008 due to a global recession and strong competition, Secret needed to rethink its approach to marketing in order to take back its market share. This paper describes how Secret changed its marketing strategy by reconnecting and focusing on its purpose and putting it at the core of everything. The result was a more engaged audience, an increased market share, and brand loyalty that skyrocketed.

Suggested Citation

  • Hochman, Kevin & Maynor, Kristi, 2012. "Integrating your brand purpose: How Procter & Gamble's Secret deodorant increased market share and profit through its brand purpose," Journal of Brand Strategy, Henry Stewart Publications, vol. 1(4), pages 327-332, December.
    • Handle: RePEc:aza:jbs000:y:2012:v:1:i:4:p:327-332
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    More about this item

    Keywords

    marketing; social media; brand purpose; consumer goods;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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