Procter & Gamble in 2004: Managing Product Innovation

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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...

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...

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

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