Proctor and Gamble 2008 Annual Report Download - page 7
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Please find page 7 of the 2008 Proctor and Gamble annual report below. You can navigate through the pages in the report by either clicking on the pages listed below, or by using the keyword search tool below to find specific information within the annual report.Consumersdon’tallwantthesamebenetsfromabrandlike
Bounty.Someconsumerswantapapertoweldesignedforspills
andlightcleaning;it’simportanttothemnottobewasteful.
WecreatedBountyBasicfortheseconsumers,whichisjustright
foreverydaytasksbutnotover-designed.WecreatedBounty
UltraStrongforconsumerswhovaluestrengthandabsorbency
andBountyExtraSoftforthosewhowantmoresoftness.
Alltheseproductsusethesamepaper-makingtechnology,but
providehighlytailoredbenetstomeetspecicconsumerneeds.
Wealsotailormarketingandcommunicationstospecic
consumerneeds.BountyBasicconsumersaren’tpersuaded
bytelevisionadvertising;theygetallthebrandcommunication
theyneedatthestoreshelf.Otherconsumersarereceptive
toinformationaboutourbrandsatdifferenttimesandplaces,
andwerespondwithcommunicationandmarketingplans
tailoredtotheirdesiresandpreferences.
We’reabletoinnovatebroadlyandsuccessfullybecausewe
engageconsumersasco-designersofinnovation.Welivewith
consumersintheirhomes,shopwiththeminstores,andobserve
theirdailybehaviorfordays,weeksandevenmonthsatatime.
ConsumersareactiveparticipantsinP&G’sinnovationprocess,
andwekeeptheminvolvedineverystepthatguidesanew
productorideafromconcepttolaunch.
Wealsoinvolveexternalinnovationpartnerstoturbo-charge
P&G’sinternalinnovativecapability—anapproachwecall
“ConnectandDevelop.”Sixyearsago,only15%ofourproduct
initiativesincludedinnovationfromoutsideP&G.Today,more
thanhalfofallP&Ginnovationincludesanexternalpartner.
Injustthepastyear,weevaluatedmorethan5,000innovation
opportunitiesfromsmallentrepreneurs,universities,research
institutes,andlargecompanies.Thisisafourfoldincreaseover
thenumberofexternalinnovationswewereconsideringatthe
beginningofthedecade.
P&Gdenes
innovationbroadly
P&Ginvestsininnovationat
industry-leadinglevels
P&Gmanagesinnovation
withdiscipline
P&Gdeliversinnovation
thatbuildsconsumertrust
andloyaltyovertime
P&Gleadsinnovationwith
globalbrandsandoutstanding
innovationleaders
TheProcter&GambleCompany 5