Proctor and Gamble 1999 Annual Report Download - page 4

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2
The most important reason we must change is because the world
around us has changed.
It used to take years to start up a company. Now, it takes weeks. A
consumer recommendation that used to reach a handful of friends in
days now reaches thousands – worldwide – in minutes. The space
between buyer and seller that was measured in distance is now meas-
ured in seconds.
Markets totaling more than two billion people have opened as trade
and regulatory barriers have collapsed. The Internet has created a
global community of more than 179 million people online.
THE PACE OF BUSINESS HAS CHANGED
BUILDING RELATIONSHIPS THAT
BUILD RESULTS Noxzema’s
new line of facial cleansers,
moisturizers and a body wash
is building relationships with
active women online. The
marketing focus for Noxzema
Skin Fitness brings consumers
to the Noxzema Skin Fitness
Web site for skin fitness tips
and product samples. Using
the Internet as a significant
part of the brand’s introduc-
tion helped get this product
to market in less than 12
months. This new approach
is reinvigorating
the 85-year-old
Noxzema brand.
www.fitskin.com Information moves faster. Products are redefined. The marketplace is
global. The pace of business has changed.
These changes have created tremendous new opportunities and con-
tradictions. Globalization creates advantage in scale and the demand
for greater speed. Yet, large companies can create advantage with
personalized products and service, one consumer at a time. These
opportunities enable a company like P&G to be big and small at the
same time, capitalizing on both.
We’ve anticipated this new marketplace. We’re ready for it.