Image is The Procter & Gamble Company's number one product because it sells.

As the maker of Ivory Soap, Tide detergent and Crest toothpaste (to name a few products) The Procter & Gamble Company is a household name. Procter & Gamble is one of the thirteen largest companies in the world. Around the globe, The Procter & Gamble Company takes the consumer "from cradle to grave" with its long-time, consistent and quality household and personal care products. The Cincinnati-based company is an American business success story. But, its squeaky-clean image is soiled with questionable, unethical business practices.

The Procter & Gamble Company is also known, simply, as P&G. P&G is a true American story of how to succeed in business; it is a "stunning example of what the American free enterprise system can achieve." (Schisgall, vi) P&G has more than industrial history, it is a company that "blazed new paths by challenging tradition to create relationships with employees...recognizes the importance of research and development of new products...understand the importance of adverterising...and is not afraid of daring new concepts

Although P&G insists its image is its best selling strategy, several major incidents suggest that P&G is "losing focus of their number one product." ( _

Achieving mega-success did not happen overnight for P&G. Business for P&G, over the last 150+ years, has been a challenge and their direction - just like their man-in-the-moon trademark - proves their success is above and beyond .

Procter and Gamble started their company at a difficult time in a young nation. Staying focused on giving consumers good, consistent products at fair prices was their goal and they stuck to it. P&G "survived the ups'n'downs, uncertainties, depressions and recessions of the nation's economy." (Schisgall, 71-72) ) P&G cleverly survived a civil war and stayed afloat during two global wars. During WWI, P&G gambled with their own "ethical image" by cornering glycerin production vital for munitions for the war effort." This gamble turned into victory for P&G with their convincing argument to their consumers that "war makes soldiers of us all." (Schisgall, 73)

Schisgall, Oscar, Eyes On Tomorrow (The Evolution of Procter & Gamble), J. G.

to compete in the business world."(Anderson, 99-100)

Cincinnati was the birthplace of P&G because it was a busy, growing city right on the banks of the Ohio River. It was close to raw material supplies for soap and candle-making. Naturally, there were many others with the same idea of soap-making. But, what made Procter and Gamble better than the competition was their Integrity in their consistently good quality products and strict attention to ethical standards and offering fair, reasonable prices. During their first several years of business, Procter and Gamble took several other soap manufacturers to court for selling substandard and dangerous products jeopardizing public safety and damaging the industry's reputation; it also eliminated some competition! Little did Procter and Gamble realize at the time, however, was the fact that later on in their own business, they would be found guilty of the same charges of jeopardizing public safety.

Ivory soap was the first product that put P&

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Approximate Word count = 1457
Approximate Pages = 6 (250 words per page double spaced)