Proctor and Gamble 2007 Annual Report Download - page 17

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
P&G’s competitive advantages in consumer understanding and brand-building come from the scope
and scale of our consumer knowledge and the strength and breadth of P&G’s leading brand
portfolio. We have proprietary tools and methodologies that help us identify unique consumer
insights and systemic processes to build brands that consumers trust.

We are improving our ability to identify target consumers, to create stronger brand equities,
and to reach consumers when and where they are most receptive to messages about our brands.
These are critical improvements because the brands with the clearest denition of target consumers,
the strongest brand equities, and marketing plans developed with qualied brand-building tools
tend to grow ve percentage points faster than average. We now have more than 7,000 marketers
certied in P&G’s proprietary approach to brand-building.

Olay has become the world’s leading retail skin care brand by delighting
“anti-aging” consumers with a portfolio of innovative products
targeted to highly precise consumer segments.
Total Effects
Olay Total Effects appeals to women who are
seeking to repair the multiple signs of aging and
to restore their skin to its natural condition.
Regenerist
Olay Regenerist appeals to women who use
a regimen of products to care for their skin.
They are very aware of ingredients and the
chemistry behind the benets.
Denity
Olay Denity appeals to women looking for
many of the attributes found in Regenerist,
but who are also concerned with the tone
and texture of their skin.
The Procter & Gamble Company 15