{"id":47213,"date":"2021-08-29T20:06:00","date_gmt":"2021-08-30T00:06:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=47213"},"modified":"2021-08-30T14:54:49","modified_gmt":"2021-08-30T18:54:49","slug":"pg-case-study","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/pg-case-study\/","title":{"rendered":"P&#038;G Case Study: Strategic Choice Cascade in Practice"},"content":{"rendered":"\n<p>What is this P&amp;G case study about? Why was P&amp;G so successful in implementing the <a href=\"https:\/\/www.shortform.com\/blog\/strategic-choice-cascade\/\">strategic choice cascade<\/a> model?<\/p>\n\n\n\n<p>This P&amp;G case study showcases how the authors of<em> Playing to Win <\/em>implemented the five steps of the strategic choice cascade to transform the company\u2019s Olay brand into a hugely profitable product. The implementation was successful because the management was the key driving force behind the strategy.<\/p>\n\n\n\n<p>Read on to discover how this P&amp;G case study showcases the successful implementation of the strategic choice cascade model.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The P&amp;G Case Study<\/strong><\/h2>\n\n\n\n<p>Now that we\u2019ve discussed each step of the cascade, let\u2019s use a P&amp;G case study as an example of all five steps in practice. This P&amp;G case study is set in the 1990s when P&amp;G was struggling to <a href=\"https:\/\/www.shortform.com\/blog\/sustain-success\/\">sustain success<\/a> in the skincare market\u2014a sector that can be very profitable and create a lot of loyalty amongst customers. They commonly referred to P&amp;G\u2019s brand \u201cOil of Olay\u201d as \u201coil of old lady\u201d\u2014it was boring and old. It was sold primarily at drugstores and was cheap, but as more skincare products came along, it was no longer successful.&nbsp;<\/p>\n\n\n\n<p>This P&amp;G case study shows how the company\u2019s executives discussed their options and decided to use the <a href=\"https:\/\/www.shortform.com\/blog\/playing-to-win-cascade\/\">cascade strategy<\/a> to relaunch the brand. They considered launching a new line, which would take time and money; they could acquire an existing and more \u201cfun\u201d product line, which, again, would be expensive; or they could try to rebrand Oil of Olay. They decided to rebrand. This was step one of the cascade: deciding on their goals and \u201cwinning conditions.\u201d&nbsp;&nbsp;<\/p>\n\n\n\n<p>The research team found that while they were marketing mostly to women over 50, they should have been focusing on younger women because when women started to notice wrinkles (at around their mid-thirties), they\u2019d find a product and stick with it. At this point in their life, they\u2019d be happy to pay a premium for an innovative and exciting product. Here, P&amp;G completed step two, finding their target market (playing field).&nbsp;<\/p>\n\n\n\n<p>As a big company, P&amp;G had the resources and the scientists to develop a better product. They created \u201cOlay Total Effects,\u201d which not only treated wrinkles but also gave customers glowing, moisturized skin. Generally, products like these would be sold in higher-end department stores, but Olay needed to keep their wide distribution in order to be effective. They needed to <a href=\"https:\/\/www.shortform.com\/blog\/how-to-sell-a-product\/\">sell fancy products<\/a> in a not-so-fancy environment. And they needed to convince people that Olay worked well and was on-trend again.<\/p>\n\n\n\n<p>P&amp;G\u2019s marketing team started to make new ads that reintroduced the brand as a more luxury product. They found outside experts that certified Olay was selling well. Olay turned into a brand that customers saw as affordable and high-quality. These were steps three and four of the implementation of the cascade strategy in the P&amp;G case study\u2014they found out how to win and what capabilities they needed to be victorious.&nbsp;<\/p>\n\n\n\n<p>Teams at P&amp;G then developed a new, sleek look for the product, and they figured out the price, testing <a href=\"https:\/\/www.shortform.com\/blog\/different-prices-for-different-customers\/\">different price points<\/a>. At $13, mass shoppers were attracted to it. At $16, interest dipped, but at $19, interest soared. This was the perfect price point, at which they appealed to mass shoppers <em>and <\/em>luxury shoppers, thus satisfying their need for a product that could work in both channels. They generated a huge profit from this brand that continued for decades. <strong>Through this process, P&amp;G came up with a foolproof understanding of how markets work and how companies can best succeed in them. <\/strong>Doing this helped them complete step 5 and refined their <a href=\"https:\/\/www.shortform.com\/blog\/employee-management\/\">management techniques<\/a>.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>What is this P&amp;G case study about? Why was P&amp;G so successful in implementing the strategic choice cascade model? This P&amp;G case study showcases how the authors of Playing to Win implemented the five steps of the strategic choice cascade to transform the company\u2019s Olay brand into a hugely profitable product. The implementation was successful because the management was the key driving force behind the strategy. Read on to discover how this P&amp;G case study showcases the successful implementation of the strategic choice cascade model.<\/p>\n","protected":false},"author":10,"featured_media":47204,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[39,14,104],"tags":[472],"class_list":["post-47213","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-history","category-management","category-marketing","tag-playing-to-win","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>P&amp;G Case Study: Strategic Choice Cascade in Practice - Shortform Books<\/title>\n<meta name=\"description\" content=\"What can a P&amp;G case study teach us about how to implement the strategic choice cascade? Here is how the Olay brand was rejuvenated.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.shortform.com\/blog\/pg-case-study\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"P&amp;G Case Study: Strategic Choice Cascade in Practice\" \/>\n<meta property=\"og:description\" content=\"What can a P&amp;G case study teach us about how to implement the strategic choice cascade? Here is how the Olay brand was rejuvenated.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.shortform.com\/blog\/pg-case-study\/\" \/>\n<meta property=\"og:site_name\" content=\"Shortform Books\" \/>\n<meta property=\"article:published_time\" content=\"2021-08-30T00:06:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-08-30T18:54:49+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/s3.amazonaws.com\/wordpress.shortform.com\/blog\/wp-content\/uploads\/2021\/08\/PG-Procter-and-Gamble.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"522\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Joseph Adebisi\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Joseph Adebisi\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.shortform.com\/blog\/pg-case-study\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/pg-case-study\/\"},\"author\":{\"name\":\"Joseph Adebisi\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/d8daf45671a09e8745a7a9f50a03b2a0\"},\"headline\":\"P&#038;G Case Study: Strategic Choice Cascade in Practice\",\"datePublished\":\"2021-08-30T00:06:00+00:00\",\"dateModified\":\"2021-08-30T18:54:49+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/pg-case-study\/\"},\"wordCount\":652,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/pg-case-study\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/08\/PG-Procter-and-Gamble.png\",\"keywords\":[\"Playing to Win\"],\"articleSection\":[\"History\",\"Management\",\"Marketing\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.shortform.com\/blog\/pg-case-study\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.shortform.com\/blog\/pg-case-study\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/pg-case-study\/\",\"name\":\"P&G Case Study: Strategic Choice Cascade in Practice - Shortform Books\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/pg-case-study\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/pg-case-study\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/08\/PG-Procter-and-Gamble.png\",\"datePublished\":\"2021-08-30T00:06:00+00:00\",\"dateModified\":\"2021-08-30T18:54:49+00:00\",\"description\":\"What can a P&G case study teach us about how to implement the strategic choice cascade? Here is how the Olay brand was rejuvenated.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/pg-case-study\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.shortform.com\/blog\/pg-case-study\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.shortform.com\/blog\/pg-case-study\/#primaryimage\",\"url\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/08\/PG-Procter-and-Gamble.png\",\"contentUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/08\/PG-Procter-and-Gamble.png\",\"width\":1200,\"height\":522,\"caption\":\"P&G Case Study: Strategic Choice Cascade in Practice\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.shortform.com\/blog\/pg-case-study\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.shortform.com\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"P&#038;G Case Study: Strategic Choice Cascade in Practice\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#website\",\"url\":\"https:\/\/www.shortform.com\/blog\/\",\"name\":\"Shortform Books\",\"description\":\"The World&#039;s Best Book Summaries\",\"publisher\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.shortform.com\/blog\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\",\"name\":\"Shortform Books\",\"url\":\"https:\/\/www.shortform.com\/blog\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/06\/logo-equilateral-with-text-no-bg.png\",\"contentUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/06\/logo-equilateral-with-text-no-bg.png\",\"width\":500,\"height\":74,\"caption\":\"Shortform Books\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/d8daf45671a09e8745a7a9f50a03b2a0\",\"name\":\"Joseph Adebisi\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/07\/IMG_20200519_184908_765-scaled.jpg\",\"contentUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/07\/IMG_20200519_184908_765-scaled.jpg\",\"caption\":\"Joseph Adebisi\"},\"description\":\"Joseph has had a lifelong obsession with reading and acquiring new knowledge. He reads and writes for a living, and reads some more when he is supposedly taking a break from work. The first literature he read as a kid were Shakespeare's plays. Not surprisingly, he barely understood any of it. His favorite fiction authors are Tom Clancy, Ted Bell, and John Grisham. His preferred non-fiction genres are history, philosophy, business &amp; economics, and instructional guides.\",\"url\":\"https:\/\/www.shortform.com\/blog\/author\/joseph\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"P&G Case Study: Strategic Choice Cascade in Practice - Shortform Books","description":"What can a P&G case study teach us about how to implement the strategic choice cascade? Here is how the Olay brand was rejuvenated.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.shortform.com\/blog\/pg-case-study\/","og_locale":"en_US","og_type":"article","og_title":"P&G Case Study: Strategic Choice Cascade in Practice","og_description":"What can a P&G case study teach us about how to implement the strategic choice cascade? Here is how the Olay brand was rejuvenated.","og_url":"https:\/\/www.shortform.com\/blog\/pg-case-study\/","og_site_name":"Shortform Books","article_published_time":"2021-08-30T00:06:00+00:00","article_modified_time":"2021-08-30T18:54:49+00:00","og_image":[{"width":1200,"height":522,"url":"https:\/\/s3.amazonaws.com\/wordpress.shortform.com\/blog\/wp-content\/uploads\/2021\/08\/PG-Procter-and-Gamble.png","type":"image\/png"}],"author":"Joseph Adebisi","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Joseph Adebisi","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.shortform.com\/blog\/pg-case-study\/#article","isPartOf":{"@id":"https:\/\/www.shortform.com\/blog\/pg-case-study\/"},"author":{"name":"Joseph Adebisi","@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/d8daf45671a09e8745a7a9f50a03b2a0"},"headline":"P&#038;G Case Study: Strategic Choice Cascade in Practice","datePublished":"2021-08-30T00:06:00+00:00","dateModified":"2021-08-30T18:54:49+00:00","mainEntityOfPage":{"@id":"https:\/\/www.shortform.com\/blog\/pg-case-study\/"},"wordCount":652,"commentCount":0,"publisher":{"@id":"https:\/\/www.shortform.com\/blog\/#organization"},"image":{"@id":"https:\/\/www.shortform.com\/blog\/pg-case-study\/#primaryimage"},"thumbnailUrl":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/08\/PG-Procter-and-Gamble.png","keywords":["Playing to Win"],"articleSection":["History","Management","Marketing"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.shortform.com\/blog\/pg-case-study\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.shortform.com\/blog\/pg-case-study\/","url":"https:\/\/www.shortform.com\/blog\/pg-case-study\/","name":"P&G Case Study: Strategic Choice Cascade in Practice - Shortform Books","isPartOf":{"@id":"https:\/\/www.shortform.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.shortform.com\/blog\/pg-case-study\/#primaryimage"},"image":{"@id":"https:\/\/www.shortform.com\/blog\/pg-case-study\/#primaryimage"},"thumbnailUrl":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/08\/PG-Procter-and-Gamble.png","datePublished":"2021-08-30T00:06:00+00:00","dateModified":"2021-08-30T18:54:49+00:00","description":"What can a P&G case study teach us about how to implement the strategic choice cascade? Here is how the Olay brand was rejuvenated.","breadcrumb":{"@id":"https:\/\/www.shortform.com\/blog\/pg-case-study\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.shortform.com\/blog\/pg-case-study\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.shortform.com\/blog\/pg-case-study\/#primaryimage","url":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/08\/PG-Procter-and-Gamble.png","contentUrl":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/08\/PG-Procter-and-Gamble.png","width":1200,"height":522,"caption":"P&G Case Study: Strategic Choice Cascade in Practice"},{"@type":"BreadcrumbList","@id":"https:\/\/www.shortform.com\/blog\/pg-case-study\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.shortform.com\/blog\/"},{"@type":"ListItem","position":2,"name":"P&#038;G Case Study: Strategic Choice Cascade in Practice"}]},{"@type":"WebSite","@id":"https:\/\/www.shortform.com\/blog\/#website","url":"https:\/\/www.shortform.com\/blog\/","name":"Shortform Books","description":"The World&#039;s Best Book Summaries","publisher":{"@id":"https:\/\/www.shortform.com\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.shortform.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.shortform.com\/blog\/#organization","name":"Shortform Books","url":"https:\/\/www.shortform.com\/blog\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/logo\/image\/","url":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/06\/logo-equilateral-with-text-no-bg.png","contentUrl":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/06\/logo-equilateral-with-text-no-bg.png","width":500,"height":74,"caption":"Shortform Books"},"image":{"@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/d8daf45671a09e8745a7a9f50a03b2a0","name":"Joseph Adebisi","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/image\/","url":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/07\/IMG_20200519_184908_765-scaled.jpg","contentUrl":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/07\/IMG_20200519_184908_765-scaled.jpg","caption":"Joseph Adebisi"},"description":"Joseph has had a lifelong obsession with reading and acquiring new knowledge. He reads and writes for a living, and reads some more when he is supposedly taking a break from work. The first literature he read as a kid were Shakespeare's plays. Not surprisingly, he barely understood any of it. His favorite fiction authors are Tom Clancy, Ted Bell, and John Grisham. His preferred non-fiction genres are history, philosophy, business &amp; economics, and instructional guides.","url":"https:\/\/www.shortform.com\/blog\/author\/joseph\/"}]}},"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/08\/PG-Procter-and-Gamble.png","_links":{"self":[{"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/posts\/47213","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/users\/10"}],"replies":[{"embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/comments?post=47213"}],"version-history":[{"count":3,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/posts\/47213\/revisions"}],"predecessor-version":[{"id":47451,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/posts\/47213\/revisions\/47451"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/media\/47204"}],"wp:attachment":[{"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/media?parent=47213"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/categories?post=47213"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/tags?post=47213"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}