Proctor and Gamble 2000 Annual Report Download - page 12

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10
P&G is partnering with customers to build strategic
relationships that create a strong return on invest-
ment for both.
In January 2000, P&G launched a revolutionary line
of hair care products based on our best science and
a deep understanding of Physique’s target consumer.
This understanding enabled the brand to reach its
audience in very different ways – where they live,
where they work, where they play and where they
shop. In-store consultants helped consumers find
the right products for the style they wanted.
Working closely with retailers to create a prestige
shopping experience, we created store displays and
point-of-sale materials. These addressed a key
source of dissatisfaction for consumers – not enough
information in the store to help them select the
right product.
The result? Within six months of its launch, Physique
was already one of the top 10 hair care brands in
the U.S. This was the fastest new brand introduction
in this $7 billion market.
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Go to www.physique.com to get free samples and find out more about the science behind Physique.
Partnering for a Winning Launch
03
ACTION PLAN DEEPEN CUSTOMER RELATIONSHIPS
CASE IN POINT PHYSIQUE
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