Proctor and Gamble 2016 Annual Report Download - page 10

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Innovating to Delight Consumers
Superior-performing
products lead to a
delightful consumer
experience, driving
repeat purchase
and loyalty.
Everything starts with winning with consumers and shoppers.
We must win with consumers and shoppers at the zero, first and second moments of
truth — when consumers become aware of our categories and brands, purchase them in
a store or online, and use them in their homes. Winning these moments requires insights
that lead to superior-performing product innovations, effective advertising and strong
retail programs. The outcome is growing the number of users — and usage — of our
brands and the categories in which we compete.
Growing users requires product superiority, broad media reach, advertising effectiveness,
distinctive packaging, an easy-to-shop store shelf, sampling programs and consumer
value. We’re raising the bar by asking key questions: Is the product better performing
and most preferred by consumers? Do we have the media reach and effective advertising
to ensure our brands are always top of mind? Is the packaging distinctive, familiar and
appealing? Is the store shelf organized in a way that is easy to shop, enabling consumers
to find the right product for them with the right benefits at the right price? Do we have
sampling programs that allow people to try our best products, particularly at
the point of market entry? Is the relative price and absolute cash outlay
to purchase our brands a good consumer value? Every category and
brand is focused on consistently delivering these drivers of growing
users to grow category and brand sales.
At the same time, we’re strengthening our go-to-market
execution. Execution is what our consumers and shoppers
experience when they are in the store or online. Our
brands need to have the right selection of products,
in the right sizes, at the right value, in the right quantity,
and in the right points of sale to win with consumers
and shoppers in stores and online every day.
PANTENE
Pantene’s new breakthrough conditioner
technology delivers ‘superior conditioning
without weight,’ addressing a significant
consumer trial barrier in the category.
Our Pantene shampoo and conditioner
systems are consumer blind test winners
vs. our best competition in North America,
China and Japan. And they are helping
drive results — Pantene’s U.S. organic
sales were up mid-single digits for the
six months ended in June 2016.
TIDE
Tide is now reaching more consumers and
addressing two growing consumer needs:
natural detergents and odor removal.
Tide purclean is a breakthrough as the
first bio-based detergent with the cleaning
power of Tide. And with the growth of
synthetic fibers and active lifestyles, odors
are an increasing laundry concern. Using
our Febreze technology, the Odor Defense
regimen helps eliminate, neutralize and
block tough odors.
vi • The Procter & Gamble Company