It was a truly dominant performance by Procter & Gamble in the first round of scoring for this year’s Branded Supplier of the Year award.
The winner of the health and beauty category, buyers from a host of retailers were full of praise for P&G.
“Promotional strategy implementation has driven us back to year-on-year growth across their brands and in the total category,” said one satisfied buyer.
“Key brands for the category are being developed for customer needs, and support is being given to drive these,” said another.
A third added P&G’s category management team had been “remarkable in their unbiased approach and analysis of the market - detailing relevant NPD for my business”.
This strong performance was equally recognised when it came to deciding the ultimate winner. Though the competition was considerably closer - with Walkers and Heineken in close pursuit - a select band of senior commercial directors from the leading supermarkets, symbol groups and wholesalers to assess the 15 category winners deemed P&G the best of the best.
Asked to assess the performance of the shortlist based on a number of criteria, including category management skills, consumer insight, production quality and technical knowhow, Procter & Gamble scored particularly highly on the quality of its management and sales team, and the value and importance of its brands.
As one commercial director said: “In highly challenging conditions P&G were a beacon of calm insight and assured growth.”