Core Strengths

P&G focuses on five core strengths required to win in the consumer products industry. We are designed to lead in each of these areas.

Consumer Understanding: Uncovers the unarticulated needs of consumers. Innovation: Translates consumer desires into new products. Brand-Building: Shapes purpose-inspired benefit-driven brands. Go-to-Market Capabilities: Reaches retailers and consumers at the right place and time. Scale: Drives efficiency and consumer value.

Consumer Understanding

No company in the world has invested more in market research than P&G. We interact with more than five million consumers each year in nearly 100 countries. We conduct over 20,000 research studies every year, and invest more than $400 million annually in consumer understanding. The insights we gain help us identify opportunities for innovation and better serve and communicate with our consumers.


P&G is the innovation leader in our industry. Virtually all the organic sales growth we’ve delivered in the past nine years has come from new brands and new or improved product innovation. We continually strengthen our innovation capability and pipeline by investing two times more, on average, than our major competitors. In addition, we multiply our internal innovation capability with a global network of innovation partners outside P&G. More than half of all product innovation coming from P&G today includes at least one major component from an external partner. One measure of the strength of our innovation program is the SymphonyIRI New Product Pacesetters Report—the annual list of the biggest innovations in our industry as measured by sales. Over the past 15 years, 125 P&G innovations have earned a spot on the top 25 Pacesetters list—more than our six largest competitors combined. Based on this track record, SymphonyIRI recognized P&G as the most innovative manufacturer in the consumer packaged goods industry for the last decade—presenting the Company with its “Outstanding Achievement in Innovation” award. In 2009, P&G launched 5 of the top 10 most successful non-food innovations as judged by SymphonyIRI: Tide Total Care, Gillette Venus Embrace, Bounty Extra Soft, Always Infinity and Secret Flawless.


P&G is the brand-building leader of our industry. We’ve built the strongest portfolio of brands in the industry with 50 leadership brands that are among some of the world’s best-known household names–and which together make up 90% of P&G’s sales and more than 90% of profits. Twenty-three of these brands each generate more than $1 billion dollars in annual sales.

Go-to-Market Capabilities

We’ve established industry-leading go-to-market capabilities. P&G is consistently ranked by leading retailers in industry surveys as a preferred supplier and as the industry leader in a wide range of capabilities including clearest company strategy, brands most important to retailers, strong business fundamentals and innovative marketing programs.


P&G is creating scale advantage by integrating across our business, consistently operating as one Company across our businesses and markets. We know that if we harness the strength of our brands and categories as one Company, we can better serve more consumers in more parts of the world, more completely. Our individual categories, brands, countries and functions are all critical and each has unique value to add. But at the total-Company level, we can create scale advantages by allocating resources more strategically and efficiently than any individual business can do on its own. The combination of the individual components is greater together as one Company than the sum of the parts—and we are focused on maximizing this total value.