By Joel M. Albrizio, President
"P&G Cuts Advertising Allowances Leading To Diminished Brand Strength".....Now P&G Is Forced To Cut Brands!
Procter & Gamble led the Big "3" in slashing vendor advertising programs a number of years ago. Described in a more politically correct manner, P&G repositioned marketing/advertising funds to more accurately account for these funds. The new approach was to base advertising monies on the cases each retailer purchased.
However you want to look at it this is what happened. For generations Procter & Gamble demanded brand dominance with all of its products. Year after year P&G acquired brands and delivered success again and again.