Products & United States Essay

The product selected for this particular study is pennant whitening toothpaste. vizor has been unitary of Proctor & chances major global products since it was launched in the United States in 1955. Since then the product has changed in a some ways, namely in the active content of the product, and how it is marketed. This study will olfactory modality at whether these changes were successful, and what strategies were used by Proctor & Gamble to initiate these changes.In the last five to ten years, the Crest range of toothpastes has been expanded to allow a variety of products which promote the whitening element of the core toothpaste product. These intromit the development of a long lasting mouthwash to complement Crest toothpaste as well as whitening strips which can be use to teeth after brushing and mouth washing. The core product has similarly been changed, with a wider variety of Crest products, from sensitive whitening to weekly alter cream.These changes and the excell ent brand management at Proctor & Gamble see allowed the product to be developed slightly but clearly and concisely, without contemptible away from the core strategic elements of their corporate strategy, to deliver products which improve the lives of everyday people around the world.These changes have been made using a simplistic brand management strategy, which was not to try and develop the next heavy(p) thing, but to focus on what Proctor & Gamble are darling at, and maintain the market share of the old staple products, such as Crest. This strategy was implemented by the CEO Alan Lafley, who was appointed in 2000. He wanted to streamline the business around its core products, and Crest was one of those products. This brand building strategy was very successful and has helped Proctor & Gamble become one of the biggest companies in the United States today.