As the world leader in consumer products, with more than 110’000 employees worldwide and a presence in around 70 countries, Procter & Gamble is an integral part of our daily lives. Moreover, as a major economic player in the Geneva region, Procter & Gamble is the third largest private employer in the canton of Geneva.
Despite its worldwide reputation, the company attaches great importance to its involvement in local society. Junior Entreprise Genève has worked for many years with Procter & Gamble in the context of perception studies aimed at measuring the impact of its local commitment. The aim is for the company to understand the factors influencing its reputation. Procter & Gamble’s trust in Junior Entreprise Genève has enabled the company to carry out large-scale projects affecting numerous targets.
Among them, Junior Entreprise Genève has had the task of determining the perception of Procter & Gamble as a corporate citizen. To do so, Junior Entreprise Genève conducted interviews with influential actors such as professional associations, the media, political parties, the State of Geneva and international organisations. By comparing the reputation of Procter & Gamble with that of other multinationals based in Geneva, Junior Entreprise Geneva was able to draw up an analysis of the image of Procter & Gamble. This study was repeated in order to measure the evolution of the company’s image over time.
A nationwide study of Procter & Gamble’s image among Swiss students was also carried out. To carry out this project, Junior Entreprise Genève relied on the network of Junior Entreprises. This made it possible to carry out a survey in seven universities and polytechnics throughout Switzerland. As a true conductor but also involved in the field, this study affirmed our project management skills. Junior Entreprise Genève is a first choice partner for perception studies in the student environment (or for studies that address issues of interest to students) due to its proximity to students.
Perception studies are important for multinationals in order to evaluate their image as a whole and not only that of the main brands in their portfolio. At a time when intangible assets have a value comparable to that of tangible assets, this type of study makes it possible to understand loyalty levers other than product attachment. Other themes can also be addressed, such as social and environmental responsibility or attractiveness as an employer, in order to stand out from the competition and reaffirm the company’s values.