P&G's marketing framework for building brand superiority.

It outlines five key elements: product excellence, impactful packaging, persuasive brand communication, effective retail execution, and ultimately, delivering value to both consumers and customers. That emphasizes the strategic importance of packaging as a distinct driver of consumer choice and experience. Furthermore, it highlights the synergistic relationship between brand communication and retail presence in driving purchases.

P&G's overarching philosophy centers on consumer value, with all marketing efforts designed to meet and exceed customer needs.