P&G R&D

Procter & Gamble was featured in Business Week highlighting the new corporate strategy of "trickling up." Trickling up promotes the concept of marketing to low-income consumers first, then repackaging and marketing to developed-world customers. In P&G's case, a new Vick's product called "Honey Cough" was initially created to appeal to consumers in Latin America, who seemed to prefer products that mirror home remedies. Seeing potential for growth, P&G released Honey Cough to parts of the US with high Latino populations. Next, they realized the potential for another growth market in Europe, where consumers are partial to medicines with natural ingredients. P&G intends to repackage and sell to mainstream American consumers if market research proves it will remain a high-seller. What a great way to look at the economic crisis as an opportunity — create for low-income customers first, then tweak it up to sell up!

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Brian Swann
VCU Brandcenter / Creative Brand Management / 804-690-7048
www.brandcenter.vcu.edu / swannbr@gmail.com