Proctor and Gamble 2007 Annual Report Download - page 22

Download and view the complete annual report

Please find page 22 of the 2007 Proctor and Gamble annual report below. You can navigate through the pages in the report by either clicking on the pages listed below, or by using the keyword search tool below to find specific information within the annual report.

Page out of 78

  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9
  • 10
  • 11
  • 12
  • 13
  • 14
  • 15
  • 16
  • 17
  • 18
  • 19
  • 20
  • 21
  • 22
  • 23
  • 24
  • 25
  • 26
  • 27
  • 28
  • 29
  • 30
  • 31
  • 32
  • 33
  • 34
  • 35
  • 36
  • 37
  • 38
  • 39
  • 40
  • 41
  • 42
  • 43
  • 44
  • 45
  • 46
  • 47
  • 48
  • 49
  • 50
  • 51
  • 52
  • 53
  • 54
  • 55
  • 56
  • 57
  • 58
  • 59
  • 60
  • 61
  • 62
  • 63
  • 64
  • 65
  • 66
  • 67
  • 68
  • 69
  • 70
  • 71
  • 72
  • 73
  • 74
  • 75
  • 76
  • 77
  • 78


Winning in the consumer products industry is heavily dependent on
executing critical work processes with excellence. This requires the
discipline to make hard choices at each step of the process. We have
proprietary tools to guide these key work processes and assist our
business leaders in making hard choices. When we follow our proven
success models with rigor, the results can be outstanding.
The development and launch of Crest Pro-Health is a prime example.

Crest Pro-Health has been one of P&G’s most successful oral care product
initiatives since the addition of uoride in 1950, but its development
required tough choices, hard work and patience along the way.
Breakthrough Benets
The Crest team knew it had a winning idea. Their research identied
seven specic areas dentists check most to ensure their patients have
a healthy mouth and beautiful smile. P&G product researchers worked
for several years to develop a successful formula, but there were signicant
challenges along the way, such as delivering gingivitis benets and
whitening effects, and delivering performance benets and great taste.
In fact, the oral care management team chose to launch Crest Pro-Health
mouth rinse more than a year ahead of the toothpaste launch as the
toothpaste formula was not quite meeting the strict consumer acceptance
criteria we had set. The toothpaste launch was delayed even further when
initial consumer advertising test results came in slightly below our high
target levels.
Worth the Wait
Only when all the pieces were in place did we launch Crest Pro-Health
toothpaste into the market, and the results have been outstanding.
It generated well above $100 million in retail sales in its rst year and
has been a key driver in the Crest brand’s U.S. market-share growth.
The operational discipline of the Crest management team has denitely
paid off for P&G.
P&G estimated all-outlet value share of the U.S. toothpaste
market. Past 5 scal years ending June 2007.
%*%( %) %,
%+
8G:HI<GDLI=IDB6G@:IA:69:GH=>E
8gZhikh#AZVY^c\8dbeZi^idg
AZVY^c\8dbeZi^idg
E&<
(,
(*
()
((
(%
The Procter & Gamble Company
20