P&G's barrage of new items pays off, and will continue

Lawrence, Jennifer
October 1993
Advertising Age;10/18/1993, Vol. 64 Issue 44, p8
Trade Publication
This article reports on the improvements in the U.S. business performance of Procter & Gamble Co. (P&G) as of October 1993. It is due in part to its value pricing strategy and an array of new products. P&G hopes its value price/new product/big advertising spending formula will be a big help against private-label and price brands in an increasingly competitive environment. During the company's annual meeting, Chairman-CEO Edwin L. Artzt cited improvements for such brands as Bounty paper towels, Cheer detergent, Pampers disposable diapers, Crest toothpaste, Sunny Delight and Hawaiian Punch fruit drinks, and Pantene shampoo. However, the company has much more planned. In October 1993, P&G will start testing in Boise, Idaho an ultra dry antiperspirant and deodorant technology for its Secret and Sure brands as a competitive response to the category's clear antiperspirants. For the quarter that ended September 30, 1993, the company expects to report record highs for unit volume and earnings.


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