P&G is pursuing a strategy of differentiation. it is their goal is build on distinctive competencies for the invest and dominate the marketplace through intense advertising and product recognition. Well known products such as Tide laundry detergent, Nyquil, Pampers, and Swiffer dusters would demonstrate the effectiveness of this strategy. Furthermore, most of us not only recognize their products but also use many of these items in our daily lives. And they are an attempt to build new competencies from the strongest competency is its diligence to innovation. Never content to rest on its laurels, P&G continues to experiment and innovate. Often times these experiments end in failure, but then occasionally these experiments become a goldmine.