Website Analysis

Panru JingENP 149: Consumer Psychology

INTRODUCTIONProcter & Gamble’s official website:https://us.pg.com

P&G is an American multinational consumer goods corporation that houses popular brands such as Tide, Bounty, Olay, Pantene, Gillette, Crest, etc.

P&G is the world’s biggest advertiser, having spent $7.1 billion in advertising costs in 2018.

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MARKET SEGMENTS3

Past: “Generic demographics”▹ Women aged 18-35▹ Men aged 12+▹ Middle class

Now: “Smart audiences”▹ First time mothers▹ First time washing machine

owners▹ Millennial professionals

Context:Recently, P&G has shifted their marketing strategy from generic demographics to smart audiences.

WHY FOCUSED MARKET SEGMENTS? 4

Although P&G has about half the world’s consumers, they are also the world’s biggest advertisers. They spend millions and millions on ads each year. But after P&G realized that their advertisements for specific products were not going to their target audience, they cut down advertising funding. This means reducing production costs and the number of ad agencies. With less funding, P&G forces themself to shift to more creative and specific ads for specific smart audiences rather than bombard all consumers with many “annoying” and irrelevant ads.

So far, this has been very successful for P&G. Even though they spent 6% less on marketing in Q1 2019, they posted organic sales growth of 4%.

FIRST TIME MOMS

Gender: FemaleAge: 18 - 35Aspirations: ▹ Being a good mother to first child▹ Balancing work and family well

Fears: ▹ Injury to child (choking, falling, allergies)▹ Being unprepared and not knowing how to raise a child▹ Not being able to afford childcare products▹ Not having enough time to spend with the child ▹ Postpartum depression and health issues

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FIRST TIME MOMS

Interests: ▹ Taking and sharing lots of photos▹ Recording journey of being a first time mom on social media▹ Reviewing products and sharing tips and deals

Motivations:▹ Keeping a clean house and happy family▹ Proving to be a good mom

Turnoffs: ▹ High cost for everyday household products▹ Dangerous chemicals and hazards in products▹ Non eco-friendly products

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MILLENNIAL PROFESSIONALS

Age: 23 - 38Income: low - mediumAspirations: ▹ Becoming a successful and wealthy professional▹ Being happy

Fears: ▹ Not meeting expectations of others or self▹ Not being as successful as peers▹ Being too focused on work and not having enough time for

family and friends▹ Obtaining wealth and success but still not being happy

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MILLENNIAL PROFESSIONALS

Interests:▹ Staying healthy and efficient▹ Dating and spending time with friends

Motivations:▹ Paying off debt and buying own apartment or house▹ Taking care of parents and friends▹ Fighting for equality in the workforce

Turnoffs:▹ Activities that require too much time▹ Non eco-friendly products▹ “Evil” companies that don’t support causes they care about

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REACH

Those who know P&G well consider P&G a blue chip company that is known for its good quality, reliability and ability to operate profitability in good and bad times. Others have heard of P&G but don’t know that they own popular brands such as Tide, Crest, Gillette, Old Spice, and Pantene. Because each brand offer a different category of products, many consumers will go directly to each brand’s website, rather than P&G’s.

Keywords:▹ Best razors for men▹ Eco-friendly cleaning supplies▹ Deodorants that smell good▹ Trusted baby products

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Confusable for:▹ Png (portable network

graphic)

REACH IMPROVEMENT

To more effectively reach the audience, P&G should create ads that combine brands that P&G owns so that their consumers are exposed to more P&G brands. If a consumer recognizes, likes and trusts one brand, the association will lead them to trust and buy the other brands P&G has as well. If these ads were interactive and placed strategically around the internet to target smart audiences, they would be even more effective.In this generation, many consumers turn to social media influencers for trends. P&G should sponsor these influencers to promote their products to create more traffic flow to their website and products.To promote their other products and encourage repeat purchases, P&G should include coupons inside the packaging of all their products. They can also included stories of their activism to change the perception of consumers.

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PRESENTATION

1. Bright and colorful2. Big connecting circles3. Brands are the

biggest visible text on page

4. Tagline in bold5. Search in center6. Gradually transitions

to new screens when viewer scrolls

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PRESENTATIONAL ANALYSIS

1. Bright and colorful2. Big connecting circles3. Brands are the

biggest visible text on page

4. Tagline in bold5. Search in center6. Gradually transitions

to new screens when viewer scrolls

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1. Gives off very family friendly and happy look and feel

2. Circles look clean and harmless; connecting to represent strong relationships between brands and consumers

3. Draws attention to brands4. Draws attention to tagline5. Similar to the format for Google.com6. Movement draws attention; transitions

seem cool and innovative

CONTENT

1. Images of P&G’s different brands and products

2. Images of diverse families and kids

3. Tagline included4. Search bar in center5. Call to action to

“Scroll to get to know P&G” (with mouse)

6. P&G’s logo in top center

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CONTENT ANALYSIS

1. Images of P&G’s different brands and products

2. Images of diverse families and kids

3. Tagline included4. Search bar in center5. Call to action to

“Scroll to get to know P&G” (with mouse)

6. P&G’s logo in top center

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1. Exposes viewers to the many different P&G brands and products that they might not have known before

2. Attracts consumers of all backgrounds and adds “awww cute” factor

3. “We” “improve everyday” - effective word choice

4. Website so broad; instead invites viewers to find what they want easily and quickly

5. Helpful instructions - changes background of screen to more images

6. Small and not very noticeable

SUCCESSES

1. P&G logo and home page button is at center of navigation menu

2. Scrolling function is creative and fun

3. Search bar at center is convenient

4. Pictures of children are effective in appealing to parents

5. Tagline big and bold

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OPPORTUNITIES FOR IMPROVEMENT

1. Link brands in circles to their websites so that visitors can have direct access

2. Add a way to lock screen to not scroll

3. Make P&G logo bigger or have another P&G logo on home page

4. Include more images of popular products from different P&G brands

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PRESENTATION

1. Page name in bold with a period at end

2. Affiliated brands under categories placed in circles

3. Different subcategories are underlined ( Baby Care)

4. Good ample white space

5. Scroll bar

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PRESENTATIONAL ANALYSIS19

1. Draws attention to page name and adds a pop of color

2. Continuity of using circles and makes brands look more appealing

3. A little excessive but helps viewers differentiate between categories

4. Spaced out to keep clean and neat look and feel

5. Allows easy access to category or brand that consumer is looking for

1. Page name in bold with a period at end

2. Affiliated brands under categories placed in circles

3. Different subcategories are underlined ( Baby Care)

4. Good ample white space

5. Scroll bar

CONTENT

1. Big image of man shaving his face

2. Cute colorful icon of different products

3. Page name: Brands4. “Iconic”, “trust” and

use of “you” and “your” in tagline

5. Sidebar6. Brands organized by

categories

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CONTENT ANALYSIS21

1. Big image of man shaving his face

2. Cute colorful icon of different products

3. Page name: Brands4. “Iconic”, “trust” and

use of “you” and “your” in tagline

5. Sidebar6. Brands organized by

categories

1. Shows one use of a specific P&G product2. Cute and simple way to let consumers

know status of what page they’re on3. Page holds brands of P&G4. Boasts timeless popularity and why

consumers should buy P&G’s products; adds a personal touch and intimate word choice to invitation

5. Viewers don’t have to scroll through entire list to find what they’re looking for

6. Categories also alphabetized; easy and quick find

SUCCESSES

1. Tagline and blurb add a personal touch that shows care and effort from P&G

2. Word choice is very personal and effective

3. All brands are in circles - unity!

4. Sidebar allows easy find of brands

5. Icon helps with clarity

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OPPORTUNITIES FOR IMPROVEMENT

1. Make image at top a compilation of all products, not just one that targets one audience

2. A little less white space so that viewers don’t need to scroll so much

3. Enlarge “Jump to”4. Don’t underline

categories in sidebar

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Baby Care

Fabric Care

Family Care

Feminine Care

Hair Hair

IMPRESSION24

“

UI/UX ANALYSIS

▹ Pros:▸ Hovering over navigation menu options triggers a drop down bar▸ Arrow next to Coupons indicates a redirection to P&G’s coupon website▸ Left status bar on home page allows users to stop at specific scenes

instead of scrolling through roll⬩ But is not available on the first page before user begins to scroll

▸ Icons are animated and fun to watch while reading through website▹ Cons:

▸ Scroll on home page is fun but hard to control ▸ Navigation menu options themselves are not clickable and do not lead

anywhere - may be frustrating for older users

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NAVIGATION AND INFO-ARCHITECTURE ANALYSIS

▹ Home screen button at center of navigation menu - against usual positioning but effective - places logo at center of screen

▹ Contact at bottom of page and not a part of main navigation menu - may be hard to find

▹ Follows standard web heuristics

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Pros:▹ Well organized▹ Concise and short titles▹ Consistent number of items

under each category▹ Consistent wording (“Our”)▹ “Coupons” is easily seen

and accessible for consumers

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Cons:▹ “Who we are” should be in

Title Case to keep consistency

▹ Reports (Annual and Citizenship) are under Our Story but should be placed in their own category or somewhere more intuitive

Data Collection

▹ Invite consumers to visit website and walkthrough their process of using and navigating the website▸ Note any confusion or frustration while using the website▸ Ask different consumer groups (especially the elderly)

▹ Survey P&G consumers on products and perception of P&G and ask if the website fits their brand ▸ What did they learn while using the website?▸ How do they feel about P&G now?

▹ Test website on different screens and devices▹ Use 3M eye tracking software to get data on where users will first focus

their eyes on the website and what they’ll ignore▸ Update website to leverage this data to help consumers focus on intended

features

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COMPARISON30

Gillette“The best a man can get”Brad is a 24 year old working professional. Gillette’s razors are a little pricey but he’s willing to pay a little extra because he knows Gillette has reliable razors. He hears that Gillette is having a promo and decides to look on their website so that he can get a pack of razors for a little cheaper. He looks at the prices rather than the reviews because he trusts that all the razors are good quality. He orders a pack and is happy with his discounted purchase.

Venus“Reveal the goddess in you”Stephanie is a 16 year old girl still living at home. She saw Venus razors in her local CVS and liked the packaging but was overwhelmed by the number of options. She goes home and takes her time reviewing all the razors and other women’s reviews of them on Venus’ website. She picks one that has the color, scent and features that she likes and the next time they’re at Target, Stephanie buys that razor with her mom’s card.

COMPARISON31

Colors:▹ Gillette: navy blue -

manly, bold, smooth▹ Venus: aqua blue -

soft, light, feminine

Images:▹ Gillette: small image of a

man shaving his face▹ Venus: large image of

women shaving her leg, smaller images of where else to shave (arm and stomach)

vs.

COMPARISON32

Word choice:▹ Gillette: concise and

quick (“Get Started”)▹ Venus: emphasis on user

(“My Account”, “Design Your Plan”)

vs.

COMPARISON33

Navigation menu:▹ Gillette:

▸ all caps and in bold - manly and straightforward

▸ American flag - fits color scheme and shows country pride

▹ Venus: ▸ title case and

smaller font - more subtle and feminine

▸ Uses letters to indicate language

vs.

COMPARISON34

Word choice:▹ Gillette: concise and quick

▹ “Get Started”▹ “About”▹ “Login”

▹ Venus: personal ▹ “Design Your Plan”▹ “About Us”▹ “My Account”

▹ Both: universal icons▸ Magnifying glass

icon for Search▸ Shopping cart icon

vs.

REFERENCES

Shahbandeh, M. (2019, August 27). Advertising expenditure of Procter & Gamble worldwide 2011-2019. Retrieved from

https://www.statista.com/statistics/262022/advertising-expenditure-of-procter-und-gamble-worldwide/.

Brunsman, Barrett J. “P&G Cuts Annual Ad Spend by $350M as It Targets 'Smart Audiences'.” Bizjournals.com, Cincinnati

Business Courier , 8 Aug. 2019, www.bizjournals.com/cincinnati/news/2019/08/08/p-g-cuts-annual-ad-spend-by-350m-as-it-targets.html.

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