P&G: Kernestyrker, livsstilssegmenter og produktlancering

Question 1 - Describe the overall core strengths of P&G.

Consumer understanding:

P&G is the company, in the world, that has invested most in market research. They spend more money than any other company on market research and interaction with the consumers. Every year they interact with millions of consumers in about 100 different countries. Annually they conduct thousands of research in consumer understanding. They spend hundreds of millions on these researches.

Innovation:

P&G is recognized as the innovation leader of the industry. They collaborate with a global network of research partners. More than half of the product innovation coming from P&G includes at least one component from an external partner. The external partner have consistently helped them earn honors from the IRI New Product Pacesetters Report (the annual list of the biggest innovations in the industry).

Brand-building:

P&G is a company of leading brands. They have 23 brands with annual sales of $1 billion up to $10 billion, and 14 with sales of $500 million up to $1 billion. Nearly all of their 23 billion-dollar brands hold the number one or two position in their category or segment.

Go-to-market:

The company have established go-to-markets that are industry-leading. When looking at surveys P&G is consistently ranked as the preferred supplier, by leading retailers in the industry. They are also ranked as the industry leader in a range of capabilities: Clearest company strategy, brand most important to retailers, strong business fundamentals and innovative marketing programs.