Proctor and Gamble is a mammoth company that holds over 300 different brands ranging from toiletries to pet food. A whopping 23 of these brands are billion dollar brands meaning they gross over a billion dollars annually and are the leaders in their respective categories and platforms for innovation that will be the foundation of macrobiotic growth for years to come.
Two of the top 23 brands are Crest (a brand of toothpaste) and Gain (brand of laundry detergent and fabric softeners). Crests’ is the number one toothpaste brand in the United States. It carries about 5 different sub products which are different types of toothpaste, mouthwash, tooth brushes, dental floss, and teeth whitening products. The packaging and branding for the Crest products are all similar with an aqua blue color that represents the fresh feeling of clear water. This is the same feeling they want you to have after using their product, an image of clean and freshness. Gain is a brand of laundry detergent which includes liquid detergents, powdered detergents, liquid fabric softeners, dryer sheets. The green color and sunshine illustration on the Gain bottle is a representation of new freshness and regeneration. The company wants the consumer to believe they can wash any of their garments with this product and the garment will smell fresh and maintain its original color.
Two of Proctor & Gamble’s major competitors are Unilever and Kimberly-Clark. Kimberly-Clark functions under four business segments: consumer tissue, personal care, health care, and K-C Professional. Some of the brand names are Scott, Cottonelle, and Kleenex, they also make facial and bathroom tissues, paper towels, and other household items. Their personal care products include, Kotex, Depend and Huggies. The firm also mak ...