- Hardcover: 256 pages
- Publisher: Atria (June 1, 1998)
- Language: English
- ISBN-10: 067101739X
- ISBN-13: 978-0671017392
- Product Dimensions: 8.6 x 5.7 x 0.9 inches
- Shipping Weight: 14.4 ounces
- Average Customer Review: 6 customer reviews
- Amazon Best Sellers Rank: #618,039 in Books (See Top 100 in Books)
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Winning with the P&G 99: 99 Principles and Practices of Procter Gambles Success Hardcover – June 1, 1998
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About the Author
Charles L. Decker manages a consulting and focus-group research business. After graduating from Dartmouth College and serving in the U.S. Coast Guard, he joined Procter & Gamble and was promoted to brand manager in less than three years. P&G's marketing and management principles and practices served him equally well at Oglivy & Mather where, as management supervisor of the Kimberly-Clark account, he and his team achieved extraordinary success for the Huggies Disposable Diaper brand, a direct competitor of P&G's Pampers and Luvs. He was also executive vice president at Bates Worldwide, and director of their Latin American network of agencies.
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Top customer reviews
In this book, Charles L. Decker, a former brand manager at Proctor & Gamble, outlines the policies, ethics, and strategies that are the bedrock of P&G's success.
· Rigorous testing. P&G using panels of regular people to test their products, providing a "reality check" for the product development team. Every product undergoes blind testing against its competition. If P&G's brand doesn't win the test, its product doesn't go to market.
· Adapt products to local markets. When P&G enters a new market it works hard to express a commitment to its host country, by talking to the press and meeting with local opinion leaders. It also adapts products to meet the needs of consumers in host countries by using focus groups, and incorporating nationals into brand management.
· Maintain high ethical standards. P&G boasts that it makes no unethical political contributions, pays no bribes and does not deal under the table with customers or suppliers.
· Marketing. Here are some of the rules for P&G Marketing:
o Pick a simple, distinctive name.
o Design for shelf impact.
o Find the consumer insight.
o Start the commercial with a good "Hey you!"
o Emphasize the solution, not the problem.
o Show the package in the first 8 seconds.
o Let the viewer see the benefit.
I learned so much from the guiding principles of this book that buying it helped improve my understanding of:
*Developing consumer trust
*Building relationships with the customer
*Understanding culture and how to create culture
His section on thinking Globally versus acting with a local mentality were also helpful areas of his book. Pg 187 begins with a ripping section on Going To Market and using the concepts of transforming your product into a brand.
The book ends with lessons for effective print advertising including an area it seems a lot of start-ups struggle with ...Tag lines.
Again it worked for me I just hope you apply what you're reading and Flip the Switch...the lights do come on in this book.
Your Servant, Deremiah, *CPE (Customer Passion Evangelist)