USATODAY.com Money - Top Stories - 21:44 ET Mar 17, 2010The Procter & Gamble Company (PG)
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Loran Braverman
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Standard & Poor''s Equity GroupThat's not all he's changing. For decades,
P&G has cannily coaxed consumers to pay a premium for its brand name staples such as Crest or Pampers .
"They de commoditized commodities," says Standard & Poor's analyst Loran Braverman. More recently, P&G also has urged shoppers to want household items they don't necessarily need, such as Swiffer dusters or Febreze fabric deodorizer. "Over time, what appears to be a want can become a need," says McDonald.
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That's not all he's changing. For decades, <span class="company">P&G</span> has cannily coaxed consumers to pay a premium for its brand name staples such as Crest or Pampers .<span class="sent"> "They de commoditized commodities," says Standard & Poor's analyst <span class="analyst">Loran Braverman</span>. More recently, <span class="company">P&G</span> also has urged shoppers to want household items they don't necessarily need, such as Swiffer dusters or Febreze fabric deodorizer.</span> "Over time, what appears to be a want can become a need," says McDonald.
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