"But over the past 15 years, P&G has sold more than 30 iconic brands that were supposedly hindering growth, and none of those divestitures fixed its sales problem. The strategy did create a slew of new, more successful rivals,Um outro artigo da mesma revista sobre o mesmo tema "P&G's Plan to Ditch Half Its Brands Is Not as Strange as You Think", termina com uma frase com a qual discordamos completamente:
J.M. Smucker (SJM), buyer of P&G’s Jif peanut butter, Crisco shortening, and Folgers coffee, has had nearly 50 percent sales growth since 2009. Other companies, such as Innovative Brands (Pert Plus shampoo and Sure deodorant), Pinnacle Foods (PF) (Duncan Hines), and Prestige Brands (PBH) (Chloraseptic) also have done well with P&G’s orphaned products. (Moi ici: As tribos não se dão bem com gigantes. Gigantes apontam para relacionamentos de transacção, tribos apontam para relacionamentos de interacção, de co-criação, de cumplicidade)
Once, it seemed as if P&G could build successful brands in any category. For decades the company successfully expanded into beauty, health care, batteries, razors, and several other consumer goods categories. As P&G increased its brand portfolio and its global footprint, the company’s revenue multiplied from $11 billion in 1980 to nearly $40 billion in 2000.
That success was a result of a centralized structure that allowed P&G, an enormous company, to outresearch, outmarket, and outspend smaller competitors. But the world has changed in the past 15 years, and P&G’s model doesn’t work as well.
The most successful consumer products companies are small and nimble. Annie’s Homegrown (BNNY), Boulder Brands (BDBD), and Keurig Green Mountain (GMCR) have more than doubled revenue in the past five years.
P&G’s biggest obstacle to growth is its centralized planning and decision-making. In today’s faster-paced environment, this structure slows innovation and turns every project into a big investment. Companies with more decentralized models are winning in the marketplace because their innovations come more quickly and are less costly, which translates into lower risk."
"The takeaway: Brands are not losing power, but building powerful brands these days takes greater resources."O ponto não são os recursos, o ponto é a proximidade, a interacção, a flexibilidade, a cumplicidade, a relação com os consumidores.