http://www.nextbillion.net/newsroom/2008/03/31/p-gs-partnerships-with-ngos-to-deliver-water-purification-product Comments for "P&G's Partnerships with NGOs to Deliver Water Purification Product" en http://www.nextbillion.net/newsroom/2008/03/31/p-gs-partnerships-with-ngos-to-deliver-water-purification-product <div class="flexinode-body flexinode-4"><span class="flexinode-timestamp-13"> March 31, 2008 - 09:00, </span> <span class="flexinode-textfield-14"> World Business</span> <div class="flexinode-textfield-15"> Procter &amp; Gamble&#039;s Partnership with Non-profit organisations is Proof that Local Markets can be Won over to New Products</div><br> <div class="form-item"> <label>Story Link:</label> <a href="http://www.worldbusinesslive.com/article/647187/pure-water/">http://www.worldbusinesslive.com/article/647187/pure-water/</a> </div> <div class="flexinode--41"> <strong>Teaser: </strong><br /> <div align="left">Procter &amp; Gamble&#39;s partnership with non-profit organisations is proof that local markets can be won over to new products.<br /><br /> <p>In 2003, a $20 million R&amp;D and marketing project at Procter &amp; Gamble (P&amp;G) had reached a financial impasse after eight years of work. A decade earlier, the company had spotted an opportunity to supply a water-purifying product to the developing world, which, it was hoped, would increase the company&#39;s share of the mass consumer market in the emerging economies.<br /><br />At the same time, the company believed it could save lives by providing a simple way to purify household and drinking water. Unsafe water supplies and inadequate sanitation kill more than 3 million people every year, making this problem collectively more lethal than Aids.<br /><br />The project stalled in late 2003 when it became clear that the financial returns for selling a powder product called PUR Purifier of Water did not justify further investment in commercial terms. At this point, P&amp;G changed tack, transforming the project into a corporate social responsibility (CSR) programme. Alan Lafley, P&amp;G&#39;s president and chief executive, moved it to the corporate sustainability department (CSD), itself a new division. Thereafter, the company developed partnerships with not-for-profit organisations in social, health services and humanitarian relief to market and distribute the product more effectively.</p><br class="clear" /></div> <div class="flexinode-textarea-6"> Procter &amp; Gamble&#39;s partnership with non-profit organisations is proof that local markets can be won over to new products.<br /> <br /> <p>In 2003, a $20 million R&amp;D and marketing project at Procter &amp; Gamble (P&amp;G) had reached a financial impasse after eight years of work. A decade earlier, the company had spotted an opportunity to supply a water-purifying product to the developing world, which, it was hoped, would increase the company&#39;s share of the mass consumer market in the emerging economies.<br /> <br /> At the same time, the company believed it could save lives by providing a simple way to purify household and drinking water. Unsafe water supplies and inadequate sanitation kill more than 3 million people every year, making this problem collectively more lethal than Aids.<br /> <br /> The project stalled in late 2003 when it became clear that the financial returns for selling a powder product called PUR Purifier of Water did not justify further investment in commercial terms. At this point, P&amp;G changed tack, transforming the project into a corporate social responsibility (CSR) programme. Alan Lafley, P&amp;G&#39;s president and chief executive, moved it to the corporate sustainability department (CSD), itself a new division. Thereafter, the company developed partnerships with not-for-profit organisations in social, health services and humanitarian relief to market and distribute the product more effectively.<br /><br /></p><br class="clear" /></div> </div> http://www.nextbillion.net/newsroom/2008/03/31/p-gs-partnerships-with-ngos-to-deliver-water-purification-product#comment Water Mon, 31 Mar 2008 09:38:33 -0500 Francisco Noguera 5366 at http://www.nextbillion.net