P&G products were sold through multiple channels, with grocery retailers, wholesalers,
mass merchandisers, and club stores the most important in product sales volume. While
relationships with retailers and wholesalers had not always been harmonious, P&G management
recognized the need to serve the needs of both the consumer and the channel in order to be successful
in the market. Demand for P&G products was primarily driven by pull through the channel by end
consumers, rather than by trade push, with the trade frequently carrying P&G products because of
consumer demand and competitive necessity rather than due to the trade's strong loyalty to P&G as
a channel partner. Relationships between P&G and the trade through 1980 had primarily been based on negotiations over short term initiatives and promotions. Increased use of promotions was
part of the trend during this period, with P&G competing with other manufacturers for retail shelf
space and promotional displays through various types of periodic promotions. Forward buying of
promoted merchandise by 1985 had become the norm of the industry, with many brands stocked
with over three-months' supply
P&G products were sold through multiple channels, with grocery retailers, wholesalers,
mass merchandisers, and club stores the most important in product sales volume. While
relationships with retailers and wholesalers had not always been harmonious, P&G management
recognized the need to serve the needs of both the consumer and the channel in order to be successful
in the market. Demand for P&G products was primarily driven by pull through the channel by end
consumers, rather than by trade push, with the trade frequently carrying P&G products because of
consumer demand and competitive necessity rather than due to the trade's strong loyalty to P&G as
a channel partner. Relationships between P&G and the trade through 1980 had primarily been based on negotiations over short term initiatives and promotions. Increased use of promotions was
part of the trend during this period, with P&G competing with other manufacturers for retail shelf
space and promotional displays through various types of periodic promotions. Forward buying of
promoted merchandise by 1985 had become the norm of the industry, with many brands stocked
with over three-months' supply
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