P&G is one of the leading companies in marketing strategy, its products are quite

common in every single family. They always put their partners first, focusing on building
long-term relationships with customers by using a special approach “Customer Business
Development” (CBD)
Developing the Customer’s Business
P&G believes that successful cooperation must come from two sides. As long as one side
does not do well, it will affect the entire cooperation. This is a win – win relationship
which bring both sides to develop together.
P&G partners are quite complex and large, so CBD needs to focus on building a very
flexible, multi-functional team. Therefore, each salesperson needs to have good personal
selling, strategic communication, be well trained, be able to handle arising situations, but
do not need to know everything because of the multi-functional nature. The ability of the
CBD team is that the interaction extends further than the internal interaction.
Although competitors tried to approach the same way as P&G, P&G was in the forefront
of the CBD architecture and built a specialized strategy, so P&G exploited features that
its rivals could not access. Therefore, it can take this advantage over other competitors.
A competitive edge
There are 4 key objectives which are so important and referred to internally as the “core
work” of customer development: Align strategy, Create demand, Optimize supply,
Enable the organization.
P&G also has a strategy to train sales staff, achieve each goal, and can evaluate the
effectiveness of the product. If the CBD team can accomplish the first goal of strategic
adjustment and cooperate in the development strategy, it will be easier to accomplish the
other three. Because most of P&G's brands are heading market share, that could benefit
more from increased traffic than competitors.
P&G has always valued being honest and open with their customers. The benefits they
create for themselves are also the benefits of customers and consumers

It’s better to give… then to receive 

Because P&G always puts the interests of customers first, the campaigns that support the
customer's business process such as advertising programs, trading events as well as a way
to combine with other brands to attract customers. Consumption and gaining trust from
that will lead to investment from customers, who will help P&G distribute products to
many parts of the market and consumers.
P&G has been selling 100 brands to invest in the 65 strongest brands (about 90% of total
revenue and 95% of profits). This helps P&G to remove the burden on economy and help
P&G focus on developing its products and services to meet the needs of customers
To sum up, P&G tries to build a life-long relationship with its customers so both sides
can develop and be effective.