Two goals drive companies that design and develop products; one, to solve a consumer problem, and two, to be profitable. Proctor and Gamble (P&G) have been known for innovation to solve the daily issues of consumers and be highly beneficial in the longevity of its company. The products that P & G markets arrive on the shelves at the store after a while. A long and detailed development process from conception to manufacturing and customer purchase occurs, with research being the number one priority.

Marketing research is one part of this process, and it too has many steps to reach a conclusion as to whether a product will be well received and make a profit or the next big thing will be shelved for another day. For the assignment of creating the complete marketing research on a hypothetical product to present to the executives at Proctor and Gamble, I will be researching a “Footwear Pack.”

Three of Proctor and Gamble’s established products are Frebreeze, Mr. Clean Magic Eraser, and Tide detergent. These three products can fix almost any shoe type’s odor and grime problems. The kit would encompass all three products in a handy kit that could be marketed alone or as a collaboration with a shoe company.

Marketing research, both primary and secondary research, will be necessary to understand the packaging details, the price points, and, most importantly, the willingness of a consumer to purchase the kit. This research will also be the basis of other presentations for collaborations with shoe companies if that is the way to proceed. With an understanding of the necessity in the industry for a packaged “kit” and a price point, the consumer is willing to pay to have all three products conveniently packaged together.

Polling can give a foundation for primary findings, but much work can be done with desk research or secondary research. Some preliminary investigation would be to poll some target audiences to get a feel for the need and the price points. This poll should be done through social media and possibly with an accompanying video showing the results of using the products on shoes. Google and many other sources can be critical for time-saving and expenses when conducting research. Hours of search bars can save the cost and redundancy of already accomplished research. However, be sure to use accurate and comparable data. Data from 2019 may not be as precise today with the changes the pandemic has brought to the economy over the past 3-4 years.
A “Footwear Kit” firstly needs a better name…something catchy and clearly explains the need and purpose…that will be one of the first questions of the poll I am creating.