Minding the product transition gap: How digital qual helped P&G solve a diaper dilemma

This paper discusses an initiative from FMCG firm Procter & Gamble (P&G) that aimed to solve a product transition dilemma: sales data from its Babycare division showed they were losing volume and market size when moms switched diaper sizes.

Minding the product transition gap: How digital qual helped P&G solve a diaper dilemma

Andrew SauerThe Procter & Gamble Company, USASteve AugustRevelation, USA

Introduction - Perils and opportunities of product transition

A young couple welcomes a child into their lives and suddenly the cute little hatchback starts looking a little too small. A phone falls to the ground and the screen cracks, sending the owner to the store to buy a new one. A college graduate finds he or she needs a new wardrobe for their first job. What do these events all have in common? They...

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