Proctor & Gamble (P&G) recently unveiled a new strategy – dubbed “Irresistible Superiority”. On the surface, this feels like marketing 101: creating brands which consumers find irresistible is nothing new. But it becomes far more interesting when you dig into what this actually means. This isn’t just about better quality products. Irresistible superiority is about ‘superior execution’ of both advertising and in-store messaging. Critically that this is designed specifically to reduce the dependence on in-store discounts, deals and promotions.
I’ve written many times that it is about time consumer goods companies reduced their harmful dependence on discounts and deals, there are wails of protest from many readers. “It’s impossible” is a common refrain. Well, now perhaps we will see. Can P&G really create consumer and shopper marketing that will enable them to change the way they engage retailers, and reduce their dependence on discounts? And what does it mean for the rest of the industry.
In this audio podcast, I discuss this initiative and its implications with Toby Desforges, my business partner and co-author of “The Shopper Marketing Revolution”. Listen to the audio here – you can also read the full transcript of the conversation. Enjoy, and don’t forget, if you like this, join Shopper Marketing Experts to get more great content like this.