As the world leader in consumer products, employing more than 110,000 people worldwide and operating in approximately 70 countries, Procter & Gamble is an integral part of our daily lives. Moreover, as a major economic actor in terms of job creation in the Geneva region, Procter & Gamble is the 3rd largest private employer in the canton of Geneva.
Despite its worldwide renown, the company attaches great importance to its involvement in the local society. Junior Entreprise Genève worked for many years with Procter & Gamble in the context of perception studies aimed at measuring the impact of its local involvement. This is for the company to understand the factors influencing its reputation. Procter & Gamble’s trust in the Junior Entreprise Genève has enabled the realization of large-scale projects involving numerous targets.
Among them, the Junior Enterprise Geneva was asked to determine the perception of Procter & Gamble as a corporate citizen. To do this, the Junior Entreprise Genève conducted interviews with influential actors such as professional associations, the media, political parties or the State of Geneva and international organizations. By comparing the reputation of Procter & Gamble with other multinationals based in Geneva, Junior Entreprise Genève was able to draw up an analysis of the Procter & Gamble image. This study was reiterated to measure the evolution of the image of the company over time.
A national study on Procter & Gamble’s image among Swiss students was also conducted. To carry out this project, Junior Entreprise Genève relied on the Junior Entreprises network. A survey was thus possible in seven universities and polytechnics across Switzerland. True conductor but also involved in the field, this study affirmed the skills of project management by us. Junior Entreprise Genève is a first-rate partner for student perception studies (or for studies that have problems with students) because of its proximity to students.
Perception studies are important for multinationals to assess their image as a whole and not just 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 the levers of fidelity other than the attachment to the product. Other themes can be approached such as social and environmental responsibility or the attractiveness as an employer to stand out from the competition and reaffirm the values of the company.