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One of the most innovative strategies used by P&G in the Asian market was their consumer-centric approach. Instead of delivering an outdated or subpar product, they decided to learn as much as they could about the habits and practices of diapering babies in Asia. They built a diaper based on the actual needs of the consumers, without unnecessary features expected only by consumers in developed markets. They also found that winning in diapers in Asia required making a diaper that could be sold for about the price of an egg. They repositioned their marketing to highlight how disposable diapers can improve cleanliness, reduce disease, and help babies get a better night's sleep. This simpler product at a reasonable price point, together with the brand repositioning, led to the success of P&G's Pampers in Asia.
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Instead of choosing one of the two expected options, P&G executives took a third approach. This method was in keeping with P&G's standard practices elsewhere in the company – "start with the consumer." Rather than delivering an outdated or subpar product in Asia, they decided to learn as much as they could about the habits and practices of diapering babies in Asia. The executive in charge urged her team, saying "Let's find out what those consumers actually need and build that diaper. You only build what they need; you don't build all the bells and whistles that only consumers in developed markets expect." The team found that winning in diapers in Asia required making a diaper that could be sold for about the price of an egg. They repositioned their marketing to highlight how disposable diapers can improve cleanliness, reduce disease, and help babies get a better night's sleep. The simpler product at a reasonable price point, together with the brand repositioning, meant P&G's Pampers we...
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Are you playing the game or are you playing to win? Develop a winning strategy for your organization with a recipe for success from former Procter & G...
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