Proctor and Gamble 2000 Annual Report Download - page 10

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8
Investing in our largest brands is providing an
engine for growth. Continuous innovation in
products and marketing is paying off.
Tide and its sister brand outside the U.S., Ariel,
together have more sales than any other P&G brand.
In the last 18 months, P&G has introduced several
breakthrough innovations in Tide and Ariel: Tide with
Bleach Sanitization in the U.S. and Ariel Bleach Plus
in Japan; Tide with Activated Hydrogen Peroxide in
the U.S. and Ariel Hygiene in Europe; Tide Deep
Clean, TideKick, Tide WearCare in the U.S. and Ariel
Essentials in Europe; and soon Tide Rapid Action
Tablets, which follow Ariel Tablets in Europe.
All of these initiatives have been designed to do
one thing: delight consumers. And what’s the result?
U.S. Tide ended last fiscal year with a market share
more than four times larger than the nearest competi-
tor, contributing to record results for North America
fabric and home care. Ariel is sold in 115 countries
and is the first or second leading brand in more than
25 of them.
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Visit www.tide.com to register to win a year’s supply of Tide via Tide’s Neighbor-to-Neighbor E-mail Newsletter.
P&G is focusing on four areas that
are critical to moving our business
ahead: building our biggest, most
established brands; making good
investment choices in innovation and
new businesses; deepening our rela-
tionships with customers; and manag-
ing costs and cash more rigorously.
The following examples demonstrate
how we are doing this:
Global Laundry Leader
01
ACTION PLAN BUILD BIG BRANDS
CASE IN POINT TIDE AND ARIEL
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Global Laundry Leader