Paper Summary:

This paper states that P&G's rise to the top was predicated on innovation, in product development, market research and in advertising. The author believes that not only is P&G's in touch with the pulse of the world's culture but also they have been active contributors to that culture's formulation. The author relates that the name Procter and Gamble is known to consumers around the globe because the company has consistently maintained one of the largest advertising budget of any consumer company in the world.

Table of Contents
Introduction
History
Segmentation
Brand Loyalty
A Deal with the Devil
Price Wars
Future

From the Paper:

"P&G was founded in 1837 when a Cincinnati father suggested that the two men married to his daughters, one a candle maker, the other a soap maker, should form a company together. The brother-in-laws, William Proctor and James Gamble, both Irish immigrants had settled in Cincinnati and met through the sisters they married. Each invested about $3500 a piece to form the start-up of a company that specialized in making soap and candles. In 1850, their trademark moon and stars logo began to appear on all their products. That trademark would become a source of P&G's greatest marketing setback, when it was falsely linked to Satanism a hundred years later."

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