P&G IS FINDING ECR BUILDS BRAND LOYALTY

PALM DESERT, Calif. -- Procter & Gamble Co. is prospering with Efficient Consumer Response, said a senior executive of the Cincinnati-based company. Using continuous replenishment, cross-docking and category management has benefited P&G and its trading partners, said Ralph Drayer, vice president of product supply and customer services. "At P&G, we see ECR as a critical business strategy to build brand

PALM DESERT, Calif. -- Procter & Gamble Co. is prospering with Efficient Consumer Response, said a senior executive of the Cincinnati-based company. Using continuous replenishment, cross-docking and category management has benefited P&G and its trading partners, said Ralph Drayer, vice president of product supply and customer services. "At P&G, we see ECR as a critical business strategy to build brand loyalty by better meeting consumer needs and delivering greater value by driving

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