Summary
Proctor and Gamble shifted focus from reliability to innovation and growth by emphasizing the emotional impact of their products on consumers. This change was prompted by consumers considering how a product made them feel, not just its functionality. The evolution in consumer expectations, particularly regarding products like Oil of Olay, forced companies to adapt and change their marketing strategies to meet new demands in the industry.
Proctor and Gamble Transformation
Proctor and Gamble transitioned from a reliability focus to prioritizing innovation and growth by emphasizing both the moment of picking a product off the shelf and using it on the skin.
Consumer Perspective Shift
Consumers shifted from only caring about product functionality to considering how the product made them feel, leading to changes in product marketing and consumer perception.
Changing Consumer Expectations
Consumer expectations evolved with the availability and pricing of products like Oil of Olay, prompting companies to adapt to meet these new demands.
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