Steve August

“Janice, I’m freaking out.” It was fall of 2009 and I was on my phone pacing around the parking lot outside Revelation’s office in Southeast Portland. A competitor company that had launched right around the same time as Revelation had announced that they had raised another round and were expanding their team. The press release included mentions of new clients and partnerships, as well as expanding to an overseas office.

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This paper discusses an initiative from FMCG firm Procter & Gamble (P&G) that aimed to solve a product transition dilemma: sales data from its Babycare division showed they were losing volume and market size when moms switched diaper sizes. Baby care United States Qualitative theories & methods Consumer & shopper panels Strategy Andrew SauerThe Procter & Gamble Company, USASteve AugustRevelation, USA A young couple welcomes... WARC subscribers can sign in to keep reading Not a subscriber?