Warc, 7 March 2013
NEW DELHI: Procter & Gamble, the FMCG group, is selling
products first developed for India in many other emerging markets, showing the
country's potential as a research and development hub.
One example of this activity is Gillette Guard, a razor
priced at just Rs15, and with refill cartridges commanding approximately Rs5,
meaning they are affordable for large numbers of men.
The company's innovation team spent "thousands of
hours" with Indian consumers, and their peers in other emerging markets,
as well as conducting "shop alongs", in-home visits and "test
shaves".
As a result of this activity, it created a razor which met
the core needs of this group, including high levels of safety, affordability
and usability, all while requiring 80% fewer parts than the Gillette Vector.
Bob McDonald, the company's CEO, told Indian title the
Business Standard that this offering, aimed at the large numbers of men
traditionally using double-edged razors, was an exemplar of good practice.
"What we do is try to locate the activity of creation
in a market that seems relevant. Gillette Guard was invented here, a country
where 50% of the shaves are done by double-edged blades," he said.
In reflection of its success, the Gillette Guard has been
rolled out to a diverse range of other emerging markets, including China and
Turkey.
Tide Naturals was also first made for shoppers in the Indian
countryside. It contained sodium sulphate rather than calcium carbonate, thus
keeping clothes clean while being kind to skin during hand washing.
"We realised it was important not only to get the
clothes clean but to take care of the hands of the laundry user. It was
expanded into Latin America and other parts of Asia," said McDonald.
Procter & Gamble's annual sales in India already surpass
$1bn, having grown by 20% or more per year for over a decade. The country is
also one of its ten priority emerging markets.
The need to deliver bespoke products for these nations has
become increasingly pressing given the financial pressure in the US and Western
Europe, and to ensure P&G retains its high standing globally.
"On any given day, over 4bn people use our products
around the world. They vote on us every day," said McDonald.
Data sourced from Business Standard; additional content by
Warc staff
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