P&G Seeks Latino Shoppers

1. P&G Seeks Latino Shoppers Hongzhao Jian (Tracy) Lan He

2. P&G History The Procter & Gamble Company (P&G) is a giant in the area of consumer goods. The leading maker of household products in the United States, P&G has operations in nearly 80 countries around the world and markets its nearly 300 brands in more than 160 countries; more than half of the company's revenues are derived overseas. Among its products, which fall into the main categories of fabric care, home care, beauty care, baby care, family care, health care, snacks, and beverages.

3. All Brands

4. Why P&G want to win Hispanic Shoppers? • Procter & Gamble Co., looking for ways to boost its sluggish U.S. business, is accelerating its efforts to win over Hispanic shoppers. • Because Hispanics accounted for more than half of the gains in the U.S. population from 2000 to 2010. However, sales in the U.S. Hispanic population are showing better growth. In the past decade, the demographics' spending on laundry, household-cleaning supplies and personal-care products grew nearly three times faster than non-Hispanics' outlays, according to market-research firm Packaged Facts.

5. How P&G sell its various brands to Latino consumers? First, capture that preference The company has found Hispanic consumers are more likely to be fans of using fragrances in their homes. P&G has rolled out products including Febreze's "Destinations Collection" of air fresheners featuring scents like Brazilian Carnival and Hawaiian Aloha. Likewise, its new Gain dish soap features fragrances like "Apple Mango Tango."

6. Second, no obvious ethnic affiliation. Other changes are more subtle. Most of the products on a new website that P&G will roll out Thursday to promote its products to Hispanic consumers have no obvious ethnic affiliation. They include Downy fabric softener—but scented with lavender, which P&G research shows Hispanic consumers favor.

7. Third, search consumer’s demand. • The products P&G chose not to include on the site are also revealing. Many Hispanic consumers, according to company research, don't think dishwashers do a good job of cleaning. So Gain dish soap makes the cut, but P&G's blockbuster Cascade dishwasher detergent is out.

8. Fourth, Find good idea to attract consumers. Also on the agenda is greater use of Spanish on P&G products and coupons. Such moves rankled some shareholders who complained at the company's annual meeting last October that most Americans spoke English. Ms. Healey is undeterred. "We declared about a year ago that we would be doing more trilingual packaging everywhere we possibly could," she says, covering Spanish, English and French, for Canadian consumers.

9. Thank You!