Procter & Gamble’s formula for market growth

Procter & Gamble, the consumer goods manufacturer, has made expanding the size of its markets a critical goal for its brands.

Procter & Gamble, the consumer goods manufacturer, is drawing on a “five-fecta” growth equation – based on category, users, share, profit and sales – as it tries to increase the size of the market for its brands.

“Growing markets is the ambition that we're setting for our brands,” Marc Pritchard, P&G’s chief brand officer, told delegates at the Association of National Advertisers’ (ANA) 2023 Masters of Marketing conference.

“It's the highest-order ambition, because it attracts more people into the market. It serves them with the best-performing products that they use more of and use more often. And they're willing to...

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