Proctor and Gamble 2010 Annual Report Download - page 6

Looking Ahead
Many of our most significant innovations just launched in
North America between March and June 2010. They will
have a much bigger impact on fiscal 2011 than they had this
past year as we continue to leverage them in North America
and to expand them to additional markets. And, of course,
we will bring new innovations to market. More specifically:
• Pampers with Dry Max will expand across Western Europe
this year.
• Gillette Fusion ProGlide will roll out to more than
40 countries over the next two years.
• The new Pantene formulations will expand globally over
the next two years.
• We are aggressively working to merge the product
innovation and geographic expansion plans of Ambi Pur
with the Febreze franchise, following the close of the
Ambi Pur acquisition in early July. Our air care business
now spans 84 countries.
• Oral Care is introducing a new Crest Clinical line of
products to treat two of the most common oral care
problems: gingivitis and tooth sensitivity. The Crest Clinical
Sensitivity toothpaste provides the maximum strength
available over the counter. Crest Clinical will start shipping
in North America in August.
In total, P&G competes in 38 product categories globally, but
we are not present in all these categories in all of our priority
markets. For example, as a total Company, we compete in
less than 50% of potential country/category combinations in
our top 50 markets. This presents a tremendous growth
opportunity. Our objective is to fill out our product portfolio
in every category and then expand to the most relevant
geographic markets. This objective is driving clear, strategic
choices about where to innovate and expand to ensure our
total-Company lineup is reaching more consumers in more
parts of the world, more completely.
There are examples in every P&G category. I cite these
few just to provide perspective on the strength and breadth
of our innovation program. We currently have the strongest
multiyear innovation program I’ve seen in my 30-year career
at P&G. And as strong as the program has been during this
past fiscal year, we are equally pleased with the quality of our
pipeline going forward. It’s full of innovations that are sure to
touch and improve the lives of consumers for years to come.
Fabric Care
We’re expanding our portfolio horizontally with Tide Stain
Release and Ariel Professional in laundry additives, and
Bounce Dryer Bar in the fabric enhancer category. We are
also expanding vertically and into geographic white space.
In Western Europe, we are innovating in the premium tier
with Ariel Excel Gel, a new-to-the-world gel that is consumer
preferred by a margin of 2 to 1. In Japan, our newest laundry
brand, Sarasa, is priced at a 15% premium versus the
category average and is designed for consumers who want
a laundry detergent that cleans well, but also provides
natural and gentle benefits.
We introduced Ace in Colombia during the September
quarter and Tide Naturals in India during the December
quarter. Tide Naturals is priced 30% lower than regular
Tide, enabling us to reach a much broader spectrum of
Indian households. Ace is a mid-tier laundry brand that
complements Ariel’s stain removal equity and Bold’s softness
equity. Ace has become P&G’s 23rd billion-dollar brand.
Oral Care
Oral-B toothpaste and toothbrush shares in Brazil continue
to exceed expectations. Based on our in-market success, we
have initiated the second wave of our toothpaste expansion
plan which will take us beyond the pharmacy channel.
The Oral-B toothpaste launch in Belgium and the
Netherlands is also going well—with Oral-B toothpaste
approaching double-digit shares and driving P&G to overall
Oral Care market share leadership in both countries since
being launched in February 2009.
Crest Pro-Health is off to a strong start in China, helping
to drive Oral Care shipments in China up high single digits in
the final quarter of the fiscal year. The Crest Pro-Health
formula is being expanded to other markets around the
world, as well.
In March, we launched Crest 3D White in North America.
3D White is a new regimen comprised of toothpaste, brush,
rinse and Professional Effects whitestrips that work in
combination to clean, whiten and protect teeth while
providing health benefits expected from Crest and Oral-B.
The amount we returned to P&G shareholders in 2010
in the form of dividends and share repurchases.
$11.5 billion
P&G has paid a dividend for 120 consecutive years—and 2010
marked the 54th consecutive year of dividend increases.
120 years
4 The Procter & Gamble Company