the consumer is boss erwan saouter, phd external relations - fabric & home care western europe...
TRANSCRIPT
The Consumer is bossThe Consumer is bossErwan Saouter, PhDErwan Saouter, PhD
External Relations - Fabric & Home careExternal Relations - Fabric & Home care
Western EuropeWestern Europe
UNICE – Brussels – June 24, 2002
Procter & Gamble
Western Europe Fabric and Home care Business
E. Saouter – UNICE – June 24, 2002
P&G’s number one customer
E. Saouter – UNICE – June 24, 2002
She or He… is a
• ShopperShopper
• UserUser
• CitizenCitizen
E. Saouter – UNICE – June 24, 2002
3 premises:
• Number one: without consumers Number one: without consumers
there is no marketthere is no market
• Number 2: understanding our Number 2: understanding our
customers and their priorities is vital customers and their priorities is vital
to stay in the marketto stay in the market
• Number 3: consumers decide. Number 3: consumers decide.
E. Saouter – UNICE – June 24, 2002
On pack information: a On pack information: a
consumer need or a consumer need or a
stakeholder need?stakeholder need?
E. Saouter – UNICE – June 24, 2002
The dilemma
• Find the right balance between Find the right balance between
too little and too muchtoo little and too much
• Provide the info that is meaningful Provide the info that is meaningful
to the consumerto the consumer
• Space on pack is limited, we need Space on pack is limited, we need
to find alternativesto find alternatives
E. Saouter – UNICE – June 24, 2002
A small story from 1994:
Our failure to communicate product’s environmental benefit.
E. Saouter – UNICE – June 24, 2002
Ariel Futur
E. Saouter – UNICE – June 24, 2002
Critical Review Panel
• Weight reductionWeight reduction
• Less energy & emissionsLess energy & emissions
• Less transportLess transport
• RefillsRefills
E. Saouter – UNICE – June 24, 2002
Ariel Futur: What happened?
Market share and value decrease with time
E. Saouter – UNICE – June 24, 2002
Why?
• Consumers did not vote for it?Consumers did not vote for it?
• Information provided was not Information provided was not
good enough?good enough?
• Information provided was not Information provided was not
credible enough?credible enough?
E. Saouter – UNICE – June 24, 2002
What are the alternatives?
• More info on pack?More info on pack?
• More labels including EcolabelMore labels including Ecolabel
• Other ways to communicateOther ways to communicate
E. Saouter – UNICE – June 24, 2002
Code of Good Environmental Practice
E. Saouter – UNICE – June 24, 2002
P&G experience via the web
Level 1: Layman language
Product info
Level 2: more technical
Level 3: very technical
Level 1: Formula detail
Level 1: Product Human & Env safety assessment
E. Saouter – UNICE – June 24, 2002
Feedback from Danish stakeholders
• Transparency highly appreciated
• Content relevant and comprehensive
• User-friendly
• Innovative
• …. But we did not yet win (more) with
customer…..
E. Saouter – UNICE – June 24, 2002
Expand project to Europe
E. Saouter – UNICE – June 24, 2002
Product Info: a proposal?
Austria
Belgium
Denmark
Sweden
France
Germany
Holland
Italy
Spain
Finland
Portugal
Greece
Switzerland
Powder
Liquid
Tablet
DASH
DASH 2in1
ARIEL
DREFT FW
BONUX
VIZIR
Frame Formula
Human safety
Environment Safety
Chemical definition
How does it work?
Chemical Safety Assessments
1. Choose your country
2. Choose your category
3. Choose your product
4. Choose your subject
Chemical specific information (no need for continuous update). This information can also be access directly from the Product Info page.
Need for continuousupdate
Performance
E. Saouter – UNICE – June 24, 2002
Conclusions
• Need to provide the right info to
consumers (what counts to them)
• Need to find new way of
communicating
• Need for more and more dialogues
with our stakeholders.