Procter & Gamble (US)

Procter & Gamble is a giant in household products, and the company which defined many marketing strategies we now take for granted. It was the first company to advertise nationally direct to consumers (in 1880) and it literally created the concept of "soap opera" by sponsoring radio and television dramas targeting women. Other inventions included the first Fluoride-based toothpaste (Crest), the revolutionary synthetic detergent Tide, and the first disposable nappy, Pampers. P&G found life in the first years of 21st century more difficult than it may have expected, with earnings below expectations and a series of management shake-ups as a result of under-performance. The group got back on track during 2002 with the purchase of Clairol and Wella and a renewed focus on core products. Following dynamic performance in 2003 and 2004, P&G demonstrated the strength of its recovery with the announcement in 2005 that it had agreed a deal to acquire legendary personal care products rival Gillette. Advertising Age estimated global measured advertising expenditure of $8.5bn in 2006, making P&G the world's #1 advertiser. Click here to access the Adbrands profile (subscribers only); or subscribe to Adbrands.net here.

Adbrands coverage of Procter & Gamble is split across several different pages. As of July 2006, the group operates three main global business units: P&G Beauty, P&G Household Care and P&G Global Health & Well Being. In addition, Adbrands tracks several geographic units: Procter & Gamble Latin America and Procter & Gamble Europe, as well as Procter & Gamble UK, Procter & Gamble Germany, Procter & Gamble France; Procter & Gamble India and Procter & Gamble Japan. Individual brands covered include Pampers, Gillette, Charmin, Crest, Iams, Clairol, Always, Tampax, Olay, Pantene, Wella, P&G Prestige Products, Tide / Ariel, Folgers and Pringles.

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Competitors: see Household Care, Personal Care and Food Sector indexes for other companies

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Procter & Gamble website

P&G Beauty	P&G Household Care
P&G Global Health & Well Being

Procter & Gamble Latin America	Procter & Gamble Germany
Procter & Gamble India	Procter & Gamble Japan
Procter & Gamble France	Procter & Gamble Europe
Procter & Gamble UK

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