Procter & Gamble

An overview of NCH Marketing Services' annual report

Excerpts from an IBM Business Consulting Services report on the state of the consumer packaged goods industry

Client: The Gillette Co., Boston
Size of Run: 750
Production Date: September 2002
Awards: Gold, Design of the Times 2003
Producer: New Dimensions Research Corp., Melville, N.Y.
Division: Permanent, Other Retailer
Comments: For the first time, Toys "R" Us granted up-front placement to a battery display. This gravity-feed display merchandised $3,600 worth of product in one turn of the display.

Client: Procter & Gamble Cosmetics, Hunt Valley, Md.
Size of Run: 1,100
Production Date: August 2002
Producer: Alliance, A Rock-Tenn Co., Winston-Salem, N.C.
Division: Temporary, Cosmetics: Multiple Product Line Merchandising
Comments: This endcap shipped to Target stores prepacked to ensure product placement was correct. A shade wheel helps the consumer select the right color and reduce the amount of product that is opened and "tested."

Client: The Gillette Co., Boston
Size of Run: 245
Production Date: August 2002
Awards: Gold, Design of the Times 2003
Producer: New Dimensions Research Corp., Melville, N.Y.
Division: Semipermanent, Supermarket Retailer
Comments: This display allows the Brookshire chain to merchandise $450 worth of Gillette products for both men and women at the front of the store.

Client: The Gillette Co., Boston, Mass.
Introduction: March 2002
Number of displays: 225
Construction: Metal and wood cascading shelving, plastic extrusions, injection molding
Distribution: The Home Depot stores
P-O-P company: New Dimensions Research Corp., Melville, N.Y.

Retail Category: Home Centers & Hardware
Display Type: In-line, Gondola or On-shelf
Client: The Sherwin-Williams Co., Cleveland
Producer: Innovative Marketing Solutions Inc., Elk Grove Village, Ill.
Size of Run: 2,500
Comments: Installed in Sherwin-Williams stores nationwide, this display updated existing display components to keep costs down while creating a new color presentation. Sales of new Martha Stewart paints have been incremental without cannibalizing existing paint sales.

As the line between mass and prestige cosmetics continues to blur, less saturated beauty markets are being targeted to build sales.