Procter & Gamble in 2004: Managing Product Innovation


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Case Details:

Case Code : BSTA102
Case Length : 20 Pages
Period : 1837-2004
Organization : Procter & Gamble (P&G)
Pub Date : 2004
Teaching Note :Not Available
Countries : Global, USA
Industry : Consumer Goods

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts

Background Note

Early History Procter & Gamble was established in 1837 when candle maker William Procter and his brother-in-law, soap maker James Gamble merged their small businesses. They set up a shop in Cincinnati and made candles and soaps from left over fats...

Business Segments

P&G had five major business segments: Fabric and Home Care; Beauty Care; Baby and Family Care; Health Care; and Snacks and Beverages. In May 2004, P&G announced the realignment of some of its business units to streamline operations and facilitate growth. P&G decided to form three global business units: Beauty Care; Health, Baby and Family Care; and Household Care, which would include the current Fabric and Home Care business and the Snacks and Beverages business...

Market Research

P&G was one of the first consumer product companies in the world to conduct formal market research. In 1879, when customers wrote to P&G for more of its "floating soap" (an accidental product that was a result of extra stirring during the soap making process), it quickly changed the soap so that all the bars would float...

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