Renormalization of P& G detergent brand portfolio

Companies like P&G are a force in the world. Its market capitalization is greater than the GDP of many countries and serving consumers in more than 180 countries. With this status comes both responsibility and opportunity. Responsibility is to be an ethical corporate citizen but opportunity is something far greater and is embodied in company Purpose statement. “We will provide branded products and services of superior quality and value that improve the lives of world’s consumers, now and for generations to come. As a result consumers will reward us with leadership sales, profits, and value creation, allowing our people, our stakeholders and the communities in which we live and work to prosper”. Simple, at P&G, we touch lives in small but meaningful ways. Billions of them, everyday! (P&G spokesperson)

The Procter & Gamble Company (P&G) plans to convert its entire U.S. and Canadian portfolio of powder laundry detergents to a new compacted formula beginning in February 2011, which is expected to reduce waste and save energy and water. The new compacted detergents provide the same number of loads in a detergent carton that is smaller. Together, the compacted formulas and smaller cartons allow for increased efficiency including reduced fuel consumption and a reduction in packaging, says P&G.

By Compacting its entire carton of powder laundry detergent line-up, if consumers follow dosage recommendations, P&G estimates that it could help save up to 4 million Gigas of energy each year. The new compacted powder versions of Tide, Gain, Cheer, Dreft, and Ivory Snow brands will clean the same number of loads using less detergent than non-compacted formulas. These detergents join other products in the P&G Future Friendly portfolio, including Tide Coldwater, PUR and Cascade Action Pacs.

Procter & Gamble is expanding its Future Friendly marketing effort that promotes environmental responsibility under the guise of consumer education. P&G, which owns Tide, Pamper PUR and Duracell, among other brands, first introduced Future Friendly at the 2009 “Clinton Global Initiative” in September of 2009. Now, with a full marketing launch kicking off the week in March, P&G hopes to reach or exceed its original pledge of providing conservation education to at least 50 million households’ consumers by the end of 2010.Tide Free and Gentle High Efficiency

In addition to television advertising and an extensive social networking and consumer engagement component, more than 15,000 retail locations will participate in the initial phase of Future Friendliness. Tide laundry detergent provides an example of it firstly on P&G and intends to market its items under this particular plan.