Gold Medal: Procter & Gamble

Garry, Michael
October 2008
SN: Supermarket News;10/6/2008, Vol. 56 Issue 40, p40
The article focuses on the marketing strategy implemented by Procter & Gamble Co. for their laundry detergent products in the U.S. It cites the two attributes which are the innovation and liability that the company ties into consumer trends that have distinguished their go-to-market strategy. It stresses that the company implemented its massive compaction program which involves the convertion of Tide, Gain, a Cheer detergents to concentrated formulas.


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