Around the Net

How Procter & Gamble Creates Customers In China

Forbes, Tuesday, April 27, 2010 11:02 AM

Joel Backaler, head of Asia Pacific Operations for Frontier Strategy Group, is fascinated by the way that Western consumer goods companies are introducing brands in emerging markets where consumers had no idea that they wanted or needed the product -- or even that it existed.

He points out in "The China Tracker" blog that Procter & Gamble's Bob McDonald has a goal of adding a billion new customers worldwide over the next five years, which translates into 500,000 newbies every day. One way it's hitting those numbers is by convincing Chinese parents that with Pampers disposable diapers, "Baby Sleeps with 50% Less Disruption" and "Baby Falls Asleep 30% Faster."

"Pampers now ranks No. 1 in a product category that barely existed just a few years ago," Backaler writes.

Read the whole story at Forbes »

china, packaged goods, qsr, restaurants

Next story loading