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P&G Recalibrates ‘Irresistible Superiority’ As Economy, Competition Tighten

 
• By Eileen Francis

Procter & Gamble R&D aims to answer demand for "instant gratification" while the firm works to educate consumers on proper use of products for better experiences and improved brand loyalty, among other tactics discussed in its 17 November Investor Day presentation. 

Procter & Gamble Co. is raising the bar in its “irresistible superiority” program for products, packaging and communications amid rising macroeconomic and competitive pressures.

“We’re operating in a higher inflationary environment that requires further improvement in superiority to enhance the consumer value creation,” said Victor Aguilar, chief R&D and innovation officer

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