What is Consumer and Market Knowledge? CMK FAQ A Day in the Life of a CMKer Examples of Career Paths Getting Started Have you ever been curious about why people buy as they do? Why they like certain brands and advertisements more than others? Then CMK is for you!! Consumer and Market Knowledge (CMK) is Procter & Gamble's best "secret weapon," because we're the function that influences and build’s the company's strategic choices stemming from "what consumers think and want". What does CMK do? In CMK, we consider ourselves the experts on our consumers and markets. Foresight and Forward Thinking CMK is a very strategic function. Through our work, we influence senior management on the direction of future plans and strategies for the company. Developing strategies for brands to enter new countries and markets Analysing market trends, anticipating the future and guiding the organisation through change Business Strategy via Consumer Insights CMK as a function is responsible for leading, influencing and driving action on key business decisions via our consumer and shopper knowledge. Reading the hearts and minds of consumers to come up with innovative marketing strategies for our brands. Travelling to different countries to understand their people, cultures and marketplace In Market Execution and Tracking A critical part of CMK’s role is to remain an independent and objective voice for the rest of the company so that we: Focus the business on the biggest opportunities and ensure investments are in line with these opportunities Assess that the quality of communication with consumers and shoppers such that the communication is optimal for business growth Return to top

CMK FAQ Why choose CMK? Consumer and Market Knowledge is one of the most exciting and rewarding functions to work in. Procter and Gamble is one of the few companies that has a function entirely dedicated to understanding consumer, shopper and market knowledge, leading projects and developing strategies based on this knowledge. CMK gives you the opportunity to work across a number of different areas. From consumer segmentation, new product launches and determining our media strategy to designing shelving layouts in store, you will have ability to work on all these projects and more! What type of work would I do? Check out the section entitled ‘A Day in the life of a CMKer’ to find out! What does CMK NOT do? We are not a Market Research function! The majority of the quantitative research and qualitative research for Procter and Gamble is run through external suppliers, so you rarely have to worry about writing surveys, data entry or statistical analysis. What you do do is to take the summaries from the suppliers and use these, combined with all the other consumer and market knowledge you have available, to develop strong market strategies and plans. We do not: Call consumers directly to get their opinions on products/ideas Write questionnaires ourselves Extensive data tabbing/ coding Run research for the sake of running research Simply execute the research others want We DO use our expertise to ensure the business spends its research budget in the right places and hire suppliers to do the executional work for us What are my career opportunities? In CMK, you have the ability to guide your own career path. You will start as an Associate CMK Manager with responsibility right from the beginning. For example, you may be given responsibility for an entire category, such as Haircare, or channel. Once you have successfully worked within the company for 2-3 years you will become a CMK Manager and from there the opportunities are endless... As P&G is the largest FMCG Company in the world, you will have the opportunity to experience a variety of different challenges throughout you career, it’s really up to you! Different Markets: work overseas in different markets such as Asia, United States and Europe Different business situations: High Growth Businesses, Crisis and Turnaround, Low growth and stable businesses Complexity of work: work on a single brand, single country, multiple brands or across multiple countries Technical competence: become an expert in different areas. For example, an expert in brand equity or in store business drivers What about training and personal development? P&G CMK has one of the most comprehensive and robust personal development training courses. This includes attending CMK ‘college’ for each level you reach in the company, a mentoring program, weekly trainings, and one-on-one’s with your immediate manager and specific skills training. Throughout your time a P&G your will attend courses on leadership, team work, cultural differences, presentation skills, how to influence others and much, much more. Why do we have such a focus on training? P&G has a policy of ‘promote from within’. This means that the company hires employees at a graduate level with the goal of developing these graduates into the future leaders of the company. P&G does not hire external people into top level management positions, we only promote from within the company. As a result, at P&G people are our most valuable asset and training and development is crucial. What type of people do we look for? Candidates from any academic discipline who have: Excellent analytical skills combined with a natural flair for converting consumer and market data into valuable insight for the business Strong skills in leadership, creativity, communication and strategic analysis Has previously worked in collaboration with others A variety of extra curricular activities ranging from social clubs to sporting teams Good knowledge of written and spoken English Return to top

A Day in the Life of a CMKer Rachael Powell Associate CMK Manager Australia and New Zealand Studied Marketing and Food Science at the University of New South Wales, Australia. "I decided to work in CMK because it gives me the ability to lead projects across a variety of different areas; working on new product launches, designing the right shelving layout in store or determining the right consumer segmentation for a brand. Every day, I’m working on new and exciting projects and I love it." Diary Monday: I prepare a recommendation for launching into a new beauty category. This includes which media channels we should advertise in, what we need to communicate in our advertising, where the new product should be shelved and what the right price and size of the product should be. Tuesday: I organise and attend qualitative focus groups to determine why a new brand launch is working and what we need to improve. My recommendations from this work will determine the marketing plans to get our initiative back on track. Wednesday: I run a training session for marketing and sales on how to win in store via in store marketing. Training and sharing knowledge is a key responsibility in my role. Wednesday night: I attend the live taping of an Australian television show as one of our brands is sponsoring it. So exciting, it’s going to be a great experience! Thursday: I organise a workshop with one of our customers to design the right shelf layout and in store education for different categories. It’s amazing when you see the new shelving layout in the customer a few weeks later and realise you helped design that. Friday: I attend a meeting with a major customer and our sales team to assist in selling in a new product. This involves presenting to the buyer reasons why they should take the product based on market and consumer trends. Return to top

Examples of Career Paths Mansi Tripathy 1995 - Summer Internship, Rural Marketing in India, Mumbai 1996 - Asst. Manager, India Feminine Care, Mumbai 1997 - Manager, India Health Care, Mumbai 1999 - Overall Project Leader for White-space expansion for AAI, Mumbai 2001 - Senior Manager, Personal Beauty Care, AAI, Singapore 2003 - Associate Director, Beauty Care, AAI, Singapore 2006 - Associate Director, FORESIGHT, Singapore 2007 - Director, AAI CMK, Singapore Charlie Mertes 1998 - Associate Manager, CMK P&G Pharmaceuticals, Cincinnati 2000 - Manager, CMK P&G Oralcare, Cincinnati 2002 - Senior Manager, P&G Pharmaceuticals, Cincinnati 2004 - 2007 - Senior Manager Leading CMK Team, Australia/ New Zealand 2007 - present - CMK Associate Director ANZ and Global Operations CMK           Strategy Leader, Australia/ New Zealand Return to top

Getting Started You’ll join us as an Associate CMK Manager and will immediately enjoy a high level of responsibility. You will work closely with business units around the world from a number of different countries, whilst receiving all the support and training you need to excel! As a P&G CMKer, you’ll become an expert on our consumers and markets. You will be provided with a constantly challenging work environment and number of different and diverse projects: you can work across brands and categories monitoring new product launches, work in a customer/channel role identifying how to win in store or become one of the CMK Corporate Leaders investigating new techniques and tools that enable us to build knowledge. Respecting people’s individuality lies at the very heart of Procter & Gamble philosophy. After all, our achievements and your achievements go hand in hand, which is why we offer our employees a wide range of benefits and personal growth opportunities. Return to top Return to top of page