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 Contd...

Developing New Products

Early History P&G sought to introduce products that offered a distinct benefit to consumers. Finding this difference involved an in-depth understanding of consumer behavior. For instance, P&G collected washing machines from around the world to study how they worked and what kind of detergents would be suitable...

Brand Management

P&G’s business was all about, creating, nurturing and revitalizing brands. So brand management was an integral part of the innovation process. Products which emerged from the R&D and were ready to be marketed, were assigned to brand managers...

The Road Ahead

In the early 2000s, P&G continued to streamline its idea generation, test marketing and new product development activities. P&G cut its reliance on focus groups. P&G believed the real opportunities lay in meeting needs that consumers might not articulate...


Exhibit I: Selected Brand Introduction Dates
Exhibit II: Comparison as a Percentage of Net Sales
Exhibit III: Net Sales Change versus Year Ago
Exhibit IV: Financial Highlights
Exhibit IV


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