• Cincinnati Business Courier, Tuesday, February 13, 2007 12 PM

Go-To-Market Reinvention--a program Proctor & Gamble quietly adopted following its acquisition of Gillette in 2005--is resulting in double-digit sales gains and earning plaudits from Wall Street analysts. Thomson Financial projects Procter's per-share earnings to advance by more than 14% in the year, compared with 6% for the S&P 500.

Go-To-Market's goal is to sell more products. That means getting a higher number of packages to the retailer, at Mach-like speed, and then making them more desirable once on the shelf. The former means reducing theft and other forms of loss, or shrink--an area where Gillette has considerable expertise.

Procter is also combining Gillette's technologies with its own intelligence. A good example is the feminine pad Always. Retailers complained that boxes of the pads were being opened on the shelf, because consumers wanted to see the product before buying it. Procter responded by putting windows on the boxes, and, as a result, sales rose.

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