"In this environment, P&G CEO A.G. Lafley's investment in design as a differentiator in product experience will be put to the test. Lafley has placed much emphasis on retail considerations—what he likes to describe as the "first moment of truth" with consumers. And for national marketers like P&G, point-of-sale consideration is taking on new urgency as they compete in a proliferating retail universe of SKUs (stock-keeping units) and the increasing credibility of store brands. And the company doesn't stop at packaging. Lafley has set out to make P&G as much about design as technology or price point. "
'Product Experience' Drives Performance
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