@ProcterGamble plans to put more marketing spending into sampling. P&G said that sampling is a POME (“point of market entry” - new P&G acronym). P&G is using sampling to address surprisingly low percentages of people who have tried its relatively well-established brands. For example, only 14% of men have tried its @Gillette Fusion ProGlide blades, so Gillette sends every U.S. male a new Fusion ProGlide Razor on his 18th birthday. Also, P&G said they will have fewer advertising messages that will be “communicated more consistently and with fewer changes” to deliver top-of-mind awareness. - Link

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