Spot on - how the spot on the right products helps to be spot on in baby care

The paper presents a business case from the baby care category. It describes how the organization of the baby care shelf according to consumer/shopper needs leads to a win-win-win for the consumer, the retailer and manufacturers.

Spot on - how the spot on the right products helps to be spot on in baby care

Susanne SchlichtingProcter & Gamble, Germany.

TWO MOMENTS OF TRUTH WITH CONSUMERS/SHOPPERS

At Procter & Gamble we understand that our company's success begins when our shoppers are choosing which brand to purchase. We call this “the first moment of truth”. The “second moment of truth” comes when the consumer uses the product.

We can only win at these two moments of truth when we are “in touch” with our consumers. In other words, it's the direct feedback we seek from our...

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