Marketing Project on P&G
Consumer Understanding
No company in the world has invested more in market research than P&G. We interact with more than five million consumers each year in nearly 100 countries. We conduct over 20,000 research studies every year, and invest more than $400 million annually in consumer understanding. The insights we gain help us identify opportunities for innovation and better serve and communicate with our consumers.
Innovation
P&G is the industry’s innovation leader. Nearly all organic sales growth over the past decade has come from new brands or improved products. We also leverage a global network of research partners—and more than half of all product innovation coming from P&G today includes at least one major component from an external partner. Their contributions have consistently helped us earn honors from the SymphonyIRI New Product Pacesetters Report—the annual list of the biggest innovations in our industry. Over the past 16 years, P&G has had 132 products on the top 25 Pacesetters list—more than our six largest competitors combined. In 2010, P&G launched 4 of the top 10 most successful non-food products as judged by SymphonyIRI: Crest 3D White, Olay Professional Pro-X, Scope Outlast and Tide Stain Release. And in 2009, SymphonyIRI recognized P&G as the most innovative manufacturer in the consumer packaged goods industry for the last decade—presenting the Company with its “Outstanding Achievement in Innovation” award.
Brand-Building
P&G is the brand-building leader of our industry. We’ve built the strongest portfolio of brands in the industry with 50 leadership brands that are among some of the world’s best-known household names–and which together make up 90% of P&G’s sales and more than 90% of profits. Twenty-three of these brands each generate more than $1 billion dollars in annual sales.
Go-to-Market Capabilities
We’ve established industry-leading go-to-market capabilities. P&G is consistently ranked by leading retailers in industry surveys as a
No company in the world has invested more in market research than P&G. We interact with more than five million consumers each year in nearly 100 countries. We conduct over 20,000 research studies every year, and invest more than $400 million annually in consumer understanding. The insights we gain help us identify opportunities for innovation and better serve and communicate with our consumers.
Innovation
P&G is the industry’s innovation leader. Nearly all organic sales growth over the past decade has come from new brands or improved products. We also leverage a global network of research partners—and more than half of all product innovation coming from P&G today includes at least one major component from an external partner. Their contributions have consistently helped us earn honors from the SymphonyIRI New Product Pacesetters Report—the annual list of the biggest innovations in our industry. Over the past 16 years, P&G has had 132 products on the top 25 Pacesetters list—more than our six largest competitors combined. In 2010, P&G launched 4 of the top 10 most successful non-food products as judged by SymphonyIRI: Crest 3D White, Olay Professional Pro-X, Scope Outlast and Tide Stain Release. And in 2009, SymphonyIRI recognized P&G as the most innovative manufacturer in the consumer packaged goods industry for the last decade—presenting the Company with its “Outstanding Achievement in Innovation” award.
Brand-Building
P&G is the brand-building leader of our industry. We’ve built the strongest portfolio of brands in the industry with 50 leadership brands that are among some of the world’s best-known household names–and which together make up 90% of P&G’s sales and more than 90% of profits. Twenty-three of these brands each generate more than $1 billion dollars in annual sales.
Go-to-Market Capabilities
We’ve established industry-leading go-to-market capabilities. P&G is consistently ranked by leading retailers in industry surveys as a