Transcript of Record — Federal Trade Commission v. Procter & Gamble Co.

Supreme Court brief1967

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_ COMMISSION EXHIBITS

Description *

NUMBER . _- PAGE

- :

_ the New York Stock Exchange .......... 17X .

‘Procter & Gamble sales manual for toilet

goods sales department......./........4.. 20X

Procter & Gamble sales manual 04 case

The Procter & Gamble Company Annual Re-

OO ST ncenssnceaeiessuenksen sce hs - 1X

Financial Statement of Clorox Chemical Co.,

a a a Se 13x

Procter & Gamble application for listing on

goods sales departm@pt ....:......-...... 26X

Procter. & Gamble memorandum on CSM

ee | ae vinsed bcnene Wek aie 83X

Agreement between Clorox Chemical Co. and

The Procter & Gamble Company, May-28, ,

PT, Mane ap hats Ghe es 60 cend bh beneeesaes 91X ..

EE «| Rater mee h es AOR Teer ” 106X

“Procter & Gamble contest involving ‘Gamay :

and Ivory Bn0W 1.5.06 cccccteeciccctses 115X .

Procter & Gamble contest involving soap and -

RS ares er ee me ens ie 117X

- Procter & Gamble brochure involving Comet 126X

Clorox Chemical Co. 1957 Spring House-

' cleaning promotion ........../..... Wie des 135X .."

Procter & Gamble Wife-Saver Sale ....:. 187X ;

_ Study of brands of washing products used i in

urban and rural homes, April 22, 1957 . . 148X

Memorandum dated February 28, 1957, Link ;

ON av ok oh a cs cab teas ace . 147X

-Memorarfitum dated October 26,1956, Snow _

to Warrington ............ tee e eee ee sees 150X

NUMBER °C : PAGE’

‘325. Nielsen® Food Index, J ise Mas: 1387, Tables . —:

. 4and 5, Household Bleaches .... iecennn 164X. |

ey bag Clorox Advertisement in Erie, Pa, Times, -.

re November 25° 1957 » gia thu ckutaacawhas i56X

' 342 Procter & Gamble ddémestic ad ang —

sales promotion—all brands, 1956 a 1957.

‘ | - In-Camera, volume RSA SEP SB a ey obs<, Quen

' 848 “Moonbeams” for November, 1956........ 157K:

872 ‘Clorox Chemical Co. ‘letter to distributors,

; SU Paws 6 6a 6 cin cp aaenahesuee .. 160X

. -.. 874. Clorox Chemical Co. letter to distributors, ¢

iA Race aces enewes ceesnsaseeet 164X

....° *899 Clorox Chemical Co. letter to nc gg

-". November 1, 1957. In-Camera volume .... 424X

_. * 408 The Clorox Company advertising and pronio-

ap _- tional expenditures, August 1,. 1957-October 3

a . 81, 1957. In Camera volume ............ 420X

418° Clorox Chemical Co. press release, April 22, ag

\ OSE oR gee Rae coh PN aged me wien . 167K st

418 Clorox Chemical Co. advertisement reprint 169X ©

_~ . 420 A’G Food Markets advertisement in Twin

. *.. Falls Idaho Times-News, October 24, 1957 171X

423 Clorox Chemical Co. .advertisement reprint, 173X

424° Clorox Chemical Co, advertisement reprint 174X

429 Letter; The Clorox Company to The Paul E. a

- . * Kroehle Co., January 24, BOOS vcs es DEK’. -

437: Freight as percentage of gross ‘sales price iat

_ per case of Clorox.bleach .......... yaa ei 177X_

488 Purex Corporation, Ltd. Annual. ‘Report, | 4:

eo eae eee eR ae

‘ 448 Purex Corporation, n, Ltd. net sales of liquid ae

bleach AMBIDOT one 2bnsgerescon 187X

-. © Pursuant to tion ap by the the In Camera -

exhibits have "ed ar a coer al which is the last volume

of the Joint Ap es P

450

ABA

| 458.

464:

* 465

ee 469

472

. 478

* 479

* 483

js Ogi:

* 4992

* 498

495

i Be sacs | Descri oom 2 es

‘NUMBER - esa ee PAGE

=: "444 ‘Purex Corporation; Ltd. advertising an

promotion expenses. on. U. 5. Hei Hae

In Camera volumie WOE oTC Pere Cn w 427X

‘AT

ed, Pa, Liquid Bleach Audit eee -... 189X

Purex Corporation, Ltd. memorandum, Oc

ft BERS oe ea Tae Feu 191X

Purex Corporation, Ltd. liquid bleach prices -

January 1956-April 1958 ......... s\aeseees 194X

Linco Distributing Corporation’ sales. 1952- , ie

1957. In Camera ee a ERE ETT TE 428X:

Linco ‘Distributing Corporation ling. —

prices.. In Camera volume .........,:... 428X?

Linco Distributing Corporation . advertising .

expenditures, “In Camera volume ....... 429X :

Hood Chemical Co. Inc. net sales-of liquid

bleach. In Camera volume .............. 4s0X

‘Hood | Chemical Co. Inc, Annual Report, 1957 195X

- Hood Chemical Co. Inc: advertising and pro-_

motion —peariiares, 1952-1957. In Camera | :

DUMNIND bi kins 24 Os6e5 4 a ekuax eeRines 431X -

. Roselux Chemical Co, Inc. bleach sales, 1952-

1957. In Camera volume ......:..:...... 432X

J. L. Prescott Co. sales of bleach, 1952-1957.

In Camera volume (OW Sb usw eathal cae ‘vas s QR

J. L. Prescott Co. selling prices. In Camera

ae mn EET OPN Chr ae Pees 5 434X

“ae L. ‘Prescott Co. advertising and’ promo-

tional ete: 1952-1957. ‘In Camere :

WINNIE 05s oe Sis in s'd epee Cen ee 435X

“J. L. Prot ssl terior, for Dain

seep a hh rt ETE Pe te -197X

* Pursuant a sti tion a sevedi the eerko Camera

"exhibits have beh ae os by

) of the Joint Ap

Se ee the last volume

iii = Pa a \~

ae A».

a. oe

Description 3

eS, 496 Sunlight Chiemntial Corp. bleach sales, i953

_* #1957. In Camera volume ......'.......... 486X

_ "504 ‘Savol Bleach Co. gross sales, 1952-1957. In = |

CRIN WEIN ain 5s bo evinci sc ccuwcwach ‘A487X

*510 Gardiner Menatentitlins Co., Inc. sales, ae

_ 952-1957. In Camera volume poseeceecs 488K

*512 “Gardiner Manufacturing Co., Inc. advertis- a

| ing. expenditures, 1952-1967. In Camera

: ma. he SE Sp IE SET FA LR, Oe 440X

_* 519 Roman Cleanser hitaceas bleach sales, —

' 11952-1957. In Camera volume ...:....5... 441X_

Ss 622 Roman Cleanser Company advertising and

"° . promotional - expenditures, _ 1952-1957. In

Camera VOLUME «0... csececcadsccwecces 443X

529 Food Field Reporter, Seotuaber 16, 1957 . . 199X

* 5380 Chemicals, Ine. Vano liquid bleach case salen:

1952-1957. In Camera volume ........... Ron

| 581 Vano liquid bleach wholesale - price scale . . 201K

_ 584 B, T. Babbitt, Inc. Annual Report, 1957 . . 202X

685 _B. T. Babbitt, Inc. Annual Report, 1956 . . 208K

588 Glorox Chemical-Co.-and_The Clorox ie:

) pany television spot announcements, 1956-

oe CS Spey <i. 2x

* 540 Farninge of Piestir & Gandls 1957 sales

_ accounted ‘for by soaps, detergents and -

cleansers. In Camera volume Pies as cs 445X |

: on Nielsen Food Index, Trend Tables 4 and 5,

Abrasive Cleansers ......:....... aes < 217X —

ie: » B73E Procter & Gamble advertising and promo -

tional expenditures for Comet. In Camera |

Ra ieee 4554 68ers kbs ta Os eeee s 446X

B16 Procter & Gamble television programs as of

_. May.1, 1958 62. .c0ese CT eehees ban eea ss "225X

a Pad it spine lane a ine last volume

_, of the Joint A

- eo

* Pursuant to

exhibits. in separate eae, wa

of the J iy sal -

Dinceieiacianias dibs. tures bac

.° 1958. In Camera volume’................ 446X .

- 622 - Nielsen Trend Table 4, Toilet Soap ....:. 297K

624 Nielsen Trend Table 5, Shortening and Lard 231X

_ 625: Nielsen Trend Table 4, Package Detergents 235X

626 Nielsen Trend Table 5; Package Detergents 245X

628 Nielsen Tables 8 and 5, Shampoos .:...... 255X

629 “Nielsen Trend Table 4, Shampoos . . .

- 681 ‘Nielsen Trend Table 4, Shampoos ... . 265X

682 Nielsen Trend Table 4, Dentifrices

6340 Nielsen” Shares-of Ounce Sales 0 on* Denti- \

Renee Sie Re aces: BNR vies 279X

646 Nielsen Competitive Shares of Liquid Bleach

; Sales-Southeast

- 684 A & P cane purchases of Bright Sail and

Clorox 1956-1958 ...

696 Manufacturer’s of liquid bleach i in the U. a

(Dun & Bradstreet) :..5....4.0....... 282X

102 The Procter & Gamble ‘Company ‘hind

Report, 1968.05. 6.6020 0c 292x

707 Field reports by bleach producers Terie Ee

708 Letter from 0-So-White Products, Co., Feb-. :

Soe ruary 2, 1959-.......3....... ere . $14X

709 Letter from Hydrox Chemical Company,

"lt. 5 i ME cheesy ehcciscsace +e. 816X

710° Letter from American Stores Co., March 12,

WE vtec su SPs Gos oo esac w+. B16X

*718 Clorox Promotions, July 1958—Ourrent. In

Camera volume EE Pe 7 pie ot nt , 44TX

a stipulation approved by the soit bees

_ Description. oe

72) " Nielsen Food Index Tables Household

, Bleaches—Consumer Dollar Basis—August- - _ ¢

* September 1952-June-July 1961 (In.Camera

exhibit, not reproduced in the Joint Ap-

pendix pursuant to stipulation) "

ee ““RESPONDENTS EXHIBITS -

64 The Cleveland -Press—Cleveland Consumer a

Ay Panel, April-May-June 1958 ....1....... 319X -—

- 69 ‘Tabulation of maa label bleaches oes f 820X

"1 : eee ain, , “

ove ; for ai , male ; ik: : yo ek Se rat Sg

identification se et : “lie

Competitive | liquid . bleach promotions .... 346X

. TT Le The Paul E. Kroehle Co. to The — :

-* Clorox Company, November 10, 1958 .... 360X —

73 A & P warchouse purchases, liquid household ae

I sain be eA Se ENT Se o's te *... 862X

82 Kroger Company (Chicago Division) sales :

| oe liquid bleach . . 1 + B63X

"88 ‘Record of Clorox advertising and sales pro- te) gi

; _ motion expense aig seca “ae Camera ~ |

EE Ea nc Ot ek enn wad iS kak we 453X

- * 84 Procter & Gamble advertising discount 3y-

. ings as percentage of.total 1957-58 adv

ing and promotion expenditures. .In

88 Nielsen Food Index—Special Report.on Erie

ed ' County, Pennsylvania—Household Bleaches

ea Nor (In Camera exhibit, not reproduced in the

Joint Appendix pursuant to stipulation)

‘94 Nielsen Food Index, Total Liquid Bleach

Market—Total U. -S. (incluidng coos

. August 1952-July 1958 ............0005- 364K.

are Ss =the ‘pened in separate voli By the Cou | the In Camera

of the Joint A ‘oped |

vi.

[Seca

a Fats SPAS SiN Pi Sw RET Spot 20 SE Rial tig RN ein tay Sn Pitan = » 4- — ‘ rn —

ie “Description

eee pene y ae

96 Nielsen Food Index Liquid Laundry Bleach * ee

‘ Stock Location Study .:......... <cesceee OOOK

identification oe 7 ih, ee

ee Memorandum J. Barth.& Co., 1957-...... 368X

".198 1956-1957. Top Promotions of the Year ©

112 United States ‘manufacturers of liquid

114° Purex ‘Corporation, Ltd. Annual: Report,

117: Nielsen Food Index, Total Liquid Bleach

|. Market--Total U.S. (including Purex brand ©

. Share) August 1952-July IB) 68306055. 396X °

129 Memorandum dated June 20, 1958, Trimpe

eo ncaa EERE ETE E Kae a bua bXe ccs css SOU

the Joint _

; ' Appendix pursuant to stipulation): . “ee 2

134 Nielsen. Food Index—Liquid Household . .

: Bleaches—Clorox. Share of ‘Market 1958- - -)

.1961 (32 oz. Equivalent Unit Basis) .... 899X

185 Nielsen Food. Index—Liquid “Household |

_ Bleaches—Clorox Share of Market 1953- -

- 1961 (Consumer Dollar Basis) .:........ 401X _

1386 Nielsen Food Index—Liquid Household

Bleaches—By Nine Nielsen Territories— -

_ Clorox Share of Market\ 1953-1961 (32 oz.

' Equivalent Unit Basis) \....>>.......2.. 408X

_ 187 . Nielsen. Food Index—Sales Of All Liquid

ae Household Bleaches—Other Than Clorox... 421X ..

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* 1957 ° “ANNUAL REPORT FOR YEAR ENDED JUNE 30, 1957

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° ‘ » - .

- LETTER TO: |

SHAREHOLDERS Meee)

To the shareholders of The Procter & Gamble ey

We submit herewith’ the annual report ‘of “The Procter & Gamble Com-

| panies for the fiscal ” ended June 30, 1957.

"Consolidated net sales Pm the year were SI, 156,389,726. Afeer deducting

all costs, including depreciation, taxes, marketing and ottela expenses,

% ‘

- the ‘consolidated net earnings. of all the Companies: for the year amounted

to $67,807,376. This was equivalent to $3.44 per share on the average

number of shares of common stock outstanding during the year. The

. comparable figure for the preceding year was $3.05 per share.

During the fiscal yeat ended as 30, 1957 three , quarcery dividends of

. 45¢ each and a fourth quarterly dividend of so¢ were.declared and paid.

"So far in the fiscal year beginning July 1, 1957, a , quarterly dividend | Seer

50¢ per share a been declared and i is payable soon 15. ee

In August 1956 the Company otal the: acquisition of the.various

‘parts of the.Duncan Hines business, . thereby entering the baking mix.

| business with cake mixes, ‘pancake mixes and others. In January 1957

the Compa. completed the acquisition of Charmin Paper Mills Inc.,

and thus became a modest facror in the paper tissues business. Marketing

_ of both the Duncan Hines mixes and the’ Charmin tissues continues in __

those sections of ‘the country in which they were being sold by the

" predecessor companies.

Under its policy of generating the grearer part of its growth from within,

‘the Company during the past year has moved forward in practically all i

the areas of its operation, both domestic anid overseas. This has been in

. the face of intense competition, a condition which naturally follows from

_ the fact that there is ample production capacity in our industries. We feel,

that the Company has been successful this year, as in the past, in main-

taining the growth of its business and, at the same m= fin maintaining,

ore profitable operations. -

There are, of | course, two major requirements which must be met bya

company in order that it may move forward: qualified employees at all

levels and adequate financing. On both of these fronts. we consider the

; nent to be well protected.

_ It has not been a simple matter.co seaff our organization chiciaghicnt with

top-quality people during these recent years when the demand for quality

; employees has been heayy from all segments of our economy. However,

| through insistence on the maintenance of high standards and through a

i vigorous recruitment, we have been able nor only to maintain but, i in our,

. ,judgment. to improve the quality of our organization. This i isa statement

which i is of major. lanportance to our shareholders.

_ The Ciincdag of the Company’ s Vesidate a been sensi bi some con- |

siderable period ahead by the i issuance of $70 million of 3 W% debentures

in September 1956. As was said at the time, a substantial part of this |

| money was needed to provide for additional woodland and-for.expansion

of the production facilities of our dissolving pulp mill at Foley, Florida.

The balance of the funds raised i is to take-care of further fixed and working

capital needs af other parts of the business. The projects for which these

funds were intended are ‘proceeding on schedule. Pending the full use of .

- these funds for Company capital ores: ‘the unused: balance has been

iavencd ata rerun whichis equal.co or beuer than the intrest cost. of =

sess tlt i debeneures.

Tn’ Apa of this: ‘year, an agreement was reached with Clorox + Chednical Co.

of Oakland, California for the acquisition of the properties and business

of that company in exchange for Procter & Gamble common stock, The

agreement | has been, ratified by the stockholders of Clorox Cheniical Co. ; -*

and the acquisition was effectively completed on August 1. While this is

a completely new business for Procter & Gamble, taking it for the first ;

time-into the marketirig of a household bleach and disinfectant, inity: one

that fits well with the Company's experience in hee: and market- et =

ing household products. = : ;

As we look to: the future, we feel that our 56,000 shasebbdets can ‘join

the. Management in a nme. of confidence that a ‘combination of well-

planned research, competent ‘and imaginative organizationfand financial

‘soundness has prepared the Company to take advantage of the. Oppor-

tunities of the furure as they are sure to exist. ;

L .

The Financial Statements rae the consolidated inanchal) position. of

the Companies as of June 30, 1957, and the results of .theit Operations

forthe year, together with figures for the prior yea, vache erccaees

following pages.

i oe greater?

; ve F ee Resp y: 7

; nie oe SB pe :

ts He : ; “eas wee

ae si va : | : a Clairman of the Board

- ae = ys Sean 2 ei

August 2, 1957 e *: President

. 9

» : ax

cS . | THE PROCTER.

: : and a“? iar

: : CONSOLIDATED ‘BAL? xe

— —- : ,

ASSETS : . ‘ ‘4957 1956 :

Pee, | RTE ROrE Mian maui snalvany hee ce: $ 42,078,359 $ 42,650,289

: U. S. Government and other marketable se- ; ouhtiae x ete

curities, at cost (approximately market) 61,971,210 4,717,799

Accounts receivable, less reserve of $386.80 fo. von

1957 and $322,361 for 1956.2... = 2.5... 37,704,934 _ 44,931,161"

Dcrchendioe ond sneerals; le te lowe bf son ee :

(partly Lifo) or marker. :...... Seen eee es 170,576,810 160,734,294

Total current assets. 2.2.2... oes Ls. $332,331,313 $253,035,453

: s =

» LOANS, RECEIVABLES, Etc.. less reserves... . . . § 15,234,813 $ 10,744.62

: . PROPERTY, PLANT AND EQUIPMENT, af cost: } ae :

I hos oti cass So S 13,402,040 $ 11,638,122

Timberlands, hess depletion ie ee a dha ale 17,682,236 16,360,784

Buildings and equipment................- 447,639,947. | 391,362,830

fo Se REL SR eS $478,724,223 | — $419,381,736

Less scans eatin yebcet oct sc a 155 078,281 * 138,589,738 - +1000

* _. Property, plane and equipment, net ee: a $323,645,942. $280,791,998

b: Gooow, PATENTS AND Ljcenses. sete nia s 6433.70 |. -§ 2,519,993

. a

pr PREPAID EXPENSES AND DEFERRED CHARGES _S 10,626,797 I$ 7,026,018

_ NGS REPRE AME hee " $688,272.623. | - $354,116,086

P., 2 ;

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a 3° = = te z . 7

GAMBLE COMPANY> oe

Companies RA ieg :

SR ‘ET. JUNE 90. 1957 AND 1956

LIABILITIES 1987. 1956

Domestic bank loans... ... ee sceccceseccces — $ .9,000,000

< Debr of subsidiaries due within one year $ 11,761,320 8,657,057,

Accounts, payable and accruais........ eaee 5. 77,418,409 - 69,002,048

’ Federal taxes.on income, less U.S.Gavernment be BS

. Securities of $49,501,700 for 1957 and $51,042,461 -

We GMB. dckns iniaveckeie tec TESS | ro ee _

"MND cap sav igdsspaieecssenes nage 15,831,124 , 12,547,526

_.” Total current liabilities..........5..:.. ~ $105,010,853 | $99,206,631.

Debentures, 336° (due 1967 co 1961) aks S$ 70,000,000 |. aoe ee

_ Noves, 36% (due 1963.00 1972)....-....2...2. _ 30,000,000 | .. $ 30,000,000

Debt of subsidiaries (due 1938 00 1973)........ 13,564,824 | => -8,642'320-... *

Toval long-germ debe... .e $113.564,824 | _ $ 38,642,320

) Resenves: Ge : | Shecaehces es

Self-insured risks....... 0. 2-606. .02 0.2005 ~ $. 4,979,665 $ 4,807,978 |

Foreign exchange fipctuations...........::. ‘ 2;620,000 2,310,000

Toval reserves:......... 2.022005 erty . S$ 7,599,665. $ 7,117,978

| Carrrat anp ReTamen.EqRnincs: 8 7

7 ‘Preferred shares......,.......----2220000 $ 2,250,000 |° S$. 2,250,000

- Common shares... 0... ese eeceeee eee 39,737,328 38,823,612

“Additional paid-in capital... .-.:.....:2.. 30,806,920 - 10,021,672

Earnings retained for use in the business.... 389,303,033. 338,053,873

eo. ~° Total capital and retained earnings. . ... . $462.097,281 409,149,157

ee ey ere eee $688.272;623 $354,116,006

‘ -

. THE PROCTER & (

os ie) 6S ee and Subsidia

STATEMENTS OF CONSOLIDATED EARNINGS ‘AND CONSG

YEARS EXNL } JUN

_- ” BARNINGS es tons G os

* Diver ORE RTES ce EMRE -++ $1.136,389,726 | $1,038,290,374

Cost of products sold. ....2...... Siac ay 741,093,993 |. 663,096,681 .

nn REE BePER ps ROP RRR $ 415.295,733 | $ 373,193,693

Marketing, general and gdministrative ea seh

ee OEE fasnee > 277.038,781 254,092,953

Earnings from opesstions.......:.....-. ~” § 138,256,952 | $ 121,100,740

Interest on investments, etc. pes ie eer 2,993,520 1,462,391.

Other income, net....:....2..6.00502- 770,568* " 310,323

Interest expense... ......0.2060.00.005 4,036,558° |< — 1,944,765*

Earnings before taxes on income......:... S$ 136,443,146 $ 120,928,689

Federal income taxes...5.... 0. .000000. S * 58,880,000 |. $ 34,240,000

Other income taxes..........00..05 000. " 9,755,770 | 7,372,218 ©

Total taxes on income......:........... | S _ 68,635,770 “ $ 61,612,218

) Consolidated Net Earnings... oe eee 67,807,376 S$ 39,316,471 |

See notes to financial stacemencs. ow:

(GAMBLE. COMPANY

y Companies Es $08

DATED EARNINGS RETAINED FOR USE IN THE BUSINESS

_ L30 1. 7 AND 1956

”

‘EARNINGS RETAIN—D FOR USE IN THE BUSINESS

Balance, beginning of year.............. "+ $358,053,873 $332,809,212

aa | j : ; “ ’

- Add: “2 a aOR | TS

‘Consolidated net earnings........... . Roe 67.807,376 | $9,316,471

TR: 5 EO wees, $425,961;249 $392,125,683

4 ey age ~ — mk & —

Fa ; Deduct .

‘ Common dividends—S1.85 per share in 4957

- ° "and $1.75 in 1956 ‘after applying the cwo-for- ee

* pom ark ae e ualiepea tae alle ak ‘ ,

June 1. 1956), 2 $36,378,216 | . $ 33,891,810

Preferred dividends $8 per share... " 180,000 180,000

Toul dividends. :...&..0....0..... -$ 36,558,216 $ 34,071,810

Balance, end of year... .....0..0ee000. $329,303.033 | $358,053,873 .

NOTES to financial statements _ tase = *

_* -<Govduilt; panne oni liceness so-Jase 90;:1957 tacnaes poodulll of 96003,790,

which represents the excess of the purchase price of going businesses. acquired Bee

‘by the Company over the value ascribed to the net tangible assets acquired. It is a3

the Company's present intention not to amortize amounts carried in this accousic.

(2. The debentures (issued.and sold at par in September 1956) may be redeemed at

. the option of the ‘Company, 28:0 whole ot in part, st any’time, os spicified ia the

c\ indenture. Sinking fund payments are requiréd commencing in 1967.

; The long-term notes may be prepaid at the option of the Company es specified

in’ the loan agreement. Annual prepayments are required commencing April 1,

1963. At June 30. 1957, under co¥enants contained in the loan agreement, the

Company was limited to approximately $142,000,000 as to aggregate payments

eS sate fae Cle on ee the purchase thereof, ee”

's Theve-wwese-22:900 shines Of 85 (comulacive) prefeméd sock of $100 per value

each authorized arid outstanding at June 30, 1957 and 1956; also, at those dates,

- 457,500 shares of waraiets $100 par value preferred stock were undesignated

and unissued. +

The authorized common stock ‘of the Company amounted to 25,000,000 shares ss.

‘of $2 par value.each at June 30, 1957. and 1956. There’ were 19,866,664 shares

and 19,411,806 shares outstanding at June 30, 1957 and 1936,, respectively:

During August 1957 the Company will issue 639,578 shares of its common stock

Y, Tor rhe acquisition of the net assets and business of Clorox Chemical Co

_ 4. Additional’ paid-in capital incréased_ in the amount of $20,785,248 duri the

year. details of which are as follows: $1,072,590 represented the excess of pro- -

ceeds over the par value of 34,387 shares of common stock sold under the’ Stock.

Plan; and $19,712,658 represented the excess of the market value over

: (a) the par value of 422,471 new’‘shares, and (b) the cost of 71,900 treasury shares ‘

of comdion seock ‘enthanged for che net assets or capitel snacks of Gusincsees

acquired. :

S. Under the Stock Option Plan, adopted by the shareholders on ‘October 9, 1951,

. as amended, ten-year options were granted in’ 1952 through 1956 to certain

‘officers and employees to purchase Common shares of the Company at the market

price on the granting dates. Unoptioned shares available for option amounted to

222,400 shares and. 300.600 shares at June 30, 1957 and 1956, respectively: Infor-

Sr cmpterha hdeasbaaniin actties edncrnse

Gptions (Number of Shares)

Optidn - Outstanding Changes During Year -

; Price _ July 1, 1956 fue Exercised sas Sa

. $32.375 (1952) 71,006 . 18.670 ae

- 33.688 (1953) 195,192. = ' 15,047 _ 180,145

44.813 (1954) 104,610 - . 670 ‘103,940.

49.8438 (1955) 46,786 oe - 46,786 -

50.875 (1956) — - - 782000 . = 78,200

Total 417.594 - 78,200 - 34,387 461,407

aa. =——_ —o =a ——

__ Sidiaries operating abroad stated in terms of U. S. currency, a3 follows: inet assets ..

— 1957, $81,882,995; 1956. $75,396,560;. met eamnings—1957, $11,476,334;

7. Depreciation provided: $22.125.764 for 1957 {including $4,085,000 applicableto .

' properties o apr owditagcege chore Sepremgmay over five-year pesiods |” A Se

564 1 pts 4 | :

under Certificates of Necessity); $19,486. ee

. ; “ /

REPORT of independent auditors

_HASKINS & SELES 2 sg

rinst NATIONAL SANK SULDINS

ite stg Bl . CircwmaTi 2 ”

"To the Bostd of Directors of

Wu Nines eeitined Wein <esselted Netto’ thei of Phe Seaciir a: Gaia

Company and subsidiary companies as of June 30, 1957 and the related state-

"Of consolidated earnings and consolidated earnings retained for use in the

business present fairly the financial position of the companies at June 30, 1957

and the results of their operations for the year then ended, in conformity with

generally sccepted accounting principles applied on a basis consisent with that

of the preceding year. ;

SHAREHOLDERS meting

” The next annual meeting of the shareholders will be held on Tuesday, October 8,

: 1957. The Management intends to solicit proxies for the annual meeting and it is

* expected that 2 notice of the meeting. together with 2 form of proxy and proxy

statement. will be.mailed to shareholders prior to September 27, 1957. ;

"HIGHLIGHTS OF THE. YEAR

urin jhe 195657 fel fiscal year, the Company's eshanes continued

= Dae forward. This continued progress can best be sBeastrstel by.

a review sd some ik bes the highlight events. of the = year.

°°

oo Ero). DIVERSIFICATION: ©

1 : Ry, a . During the past fiscal year, the.Company entered -

e ¢ a as ~=~ the prepared baking mix and household paper «©

tissue fields by adding Duncan Hines prepared -

bi as gat oi mixes and Charmin paper products to the Com-

NS Lf sppany’s lise of consumer. brands. Procter :&

sa 4. = tg ~~ Gamble’s technical knowledge ané;manufac-

he = fl ae tufing experience fit-very well into the develop-

7 9 —smentaind prodaction of thése types of products.

. —_ cede In addition, both prepared mixes ‘and paper.

: wr. tissue products are low.priced, rapid turnover,

a household items sold primarily through grocery,

drug and department stores—the type of goods.

which the Company is accustomed to market. “

’ NEW PRODUCTS eure

During the 1956-57 year, two new Procter &

- Gamble brands .moved into national distri-

4 bution. These products were Comet cleanser

. and Big Top peanut butrer.

* In addition, Blue Dot Duz, a. ‘Bousehold syn:

;. °. thetic detergent, and Zest, a new typé bar for

face and hands and for the bath, were intro-

duced into a substantial portion of the country.

e - i 4

A NEW FINANCING”

i In September 1956’ the Company borrowed —

$70,000,000 through a public offering of 25- » ‘

year debentures. Part of the new money is being

used in connection with the Foley, Florida dis-

solving pulp plant: to acquire additional wood-

_ Jand, expand the’ plant facilities and. provide :

» ‘additional working capital. The Balance'of the* +

new monet will be used for capital investment.

and workirig capital needed for other parts of

the business. ° ir ;

: on (A

ead w =

ser pee

| :

Des:

4. " e ‘

> ‘

p er

EMPLOYEE RELATIONS

. 4 . ’ .

et - ral - ge

= 4 -* .

. . ® . ra) *

“ > bd . a Le = bs 3 ;

. . .

. rf ar, -

or ; e Hs 7

ae oS. a ere 4

. (8 remap chenneR eR

‘. A

bd 7 . %

. » a

This year the Company noted the 70th anniver-

sary of ‘its first, Profit Sharing Plan. Procter &. |

- Gamble has always been keenly aware of the -

_ fact that little can be accomplished in the way _

"of permanent. growth or stability without the.

_ Joyal and wholehearred interest of Procter &

__ Gamble people. The Company's: profit sharing

- plans which enable Procter & Gamble em-—

__ ployeesto become shareholders in the Company,

< combined with its other émployee benefit plans, .

have ensured this interest. Employees who ‘are

‘algo part owners of the Company are doubly

interested in working for the. future progress |

and growth of Procter & Gamble’ = Ve

a . - \,' é

° s

. * *

* P : ° 4 i P ‘

: ° ‘ . : . we % ‘

\ 7 ee 1 2X , J

\ 2 2 . . 4

* . £ ™ . e

° . “ 6

} Céitniadens: «Exhibit No. 12° 7 o

Financial statement of Clorox Chemie Cn for . |

year ended June fest 1957 Stas fe ee

i. 5 "S toRox CHEMICAL co.

fa dissolved re:

nae

REPORT UPON: EXAMINATION OF FINANCIAL STATEMENTS

For the fiscal year ended June 30, 1957 °

pica NIRADE COMM ISSION

DPOCMET Ko. Eid. Soria See HO (a

in THE, MATTER o* 2 *. eoaeenk é Caxt3 Cory

DITE we files WIENESS oes

CeRTING CO, oO ee

LYBRAND. Ross Broa: & MONTGOMERY.

CERTIFIED PuBLtic ACCOUNTANTS

San Francisco Orrice . e

tyapann, Ross Bros. €: Mawtoomeny °

Centirien Pusiic ACCOUNTANTS “

Py aa

Coorzns 6. Lrsnaxp .

OSV as |

fo the Board of Directors, o :

7 2 Co.» ee ; ets ‘ J . ; ry |

_& Gissolved corporation, §=. } . va on eng

Ci a Ve have exrained the balance sheet of CLOROX CHENICAL €D,

(dtesolved August: 16, 1957, Hote 2) as of dune X%,° 1957 end the related

statevents of incone and earned surplus for the year then ended. Our:

exexination was wade in accordance vith generally eecepted auditing

standards, and accordingly included sucii tests of tne cccounting -

Fecords enf such other auditing procedures as we considered necessery

tn the eirewsetcnces, ; . Ye

In our opinion, tise abseupanriie balance sheet end statenints

“Of income .end-ecarned surplus present fairly the financial position of

Clorox Chemical Co. at June 30, 1957, and the results of its operations

for the year then ended, in conformity with generelly aeceated eccount- -

ins principles azplied on « bests consistent with thet of the preceding ee

yb nha

Sen Freneisco, California,

feztonver 5, 1357.

% > ©

Por the fiscal year ened dune 30, 2957

“vet sales.

? p ° i ‘ ‘ aie

*, a .

. é ee

“wa of stale 4, soe “a

Profit fron coupes

_—-

Other expenses:

‘Obsolete labels destroyed

‘Loss. on @isposition of-

carital essets . “2

Miscellaneous—_—

Other income, net et

Provisions for federe2 incone taxes:

. t year .

‘fajusteents of snes, veers | 8: :e

Net incose ai

af Sheoriaer OF FARNED simbLns, <

For Pasi fiscal yeor ended June ws 1357

” e ‘

—_— ,

202.02

te.

Eclance, July 2, 163 : eis ‘ a

Ret incoue for the year, as above

Deduct, cash dividends at the rate of.

yief oof share - zs Q.

* Beagnce, Jane 2, oT

16x

B 167.60

22 012. 33 -

121 173.93

» $39 999 24.

5 235 072.99

032 2.34

5 328 344.33

2 Th3 060.00

Sol .

$5 733 265.32

2 4199, 165.65

3 35% 425.43

1 23 403.55 |

$7 287_€214.93,

25 173.27 ©

$2. 569-166.66 .

Pel

- ; o- A ‘ x i e. " ; e a . : am 4

rarer. | o. OLe™ fen) re eee

ae Procter's application for fisting ‘an New York Stock DEPARTMENT OF STOCK LIST »

Ete ae Exchange cated August 20, 1956 _. NEW YORK STQCK EXCHANGE’ .

jie Sn OS ;

» THE’ PROCTER & GAMBLE COMPANY

nee ti | COMMON STOCK, pte

¢, 5 ; : . : te Par Value $2 Per Share . © | . . ‘

i peace ‘sae Nae Cincinnati, Ohio

a ; ° _ ' August 20, 1956

a The Procter & Geeable Company; Ohio Corporation (hereinafter called the “Company”, hereby makes i

: : epplication for listing on the New York Stock Exchange of not to exeeed ee ek OS

eee 69,000 additional shares of Common Stock of the par value of $2 per share upon official notice éf”~

See Sole (a) approximately'48,456 shares (as hereinafter set forth) to be exchanged for all the

, ; common and all the preferred stock of Hines-Park Foods, Inc. provided not less “oes e

oe /—-_ than 97% of the common and 90% of the preferred is offered for exchange, and =>

t: 22 eee (b) approxiniately 25,546 shares (as hereinafter sét forth) to be exchanged for all the”

meek a ee outstanding stock of Duncan Hines Institute, Inc. Cao gt eset

The total number of shares o? Conimon Stock heretofore listed and for which application is hereby

will not exceed 20,199,000 shares total authorized issue af 25,000,000 shares. ; ;

* Reference is made to i ing applications of the Company, the latest of which is A-16908, dated

<%.

. Er es. A |

AUTHORITY FOR AND PURPOSE OF ISSUANCE ' . ee

The issuance of the additional Common Shares of the Compsny's authorized but unissued Common :

~ Shares the listing of whichis hereby applied for, was authorised by the Board of Directors ofthe Company .

f “after called the “Food Company”) and Hines Institute, Inc.-fhereinafter called the “Institute”)

‘ pursuant fo &‘plan and Agreement dated July 956 with some of the princijisl holders of such shares. None

7 of the holders of the outstanding Capital Stock of the Food Company or of the Institute are affliated {a any ;

or indirect beneficial interest in the Food Company or the Inititute. In acpordance with Sectiohs 1701.18, ..-

» will and érganization expense, It was later decided that it was desirable to‘exchange Common Stock of the’ ”

: > of for

~ Company for all of the outstanding Capital Stock of the Food and of‘the Institute instead

~~ only “special assets”. i i was given to the value of the assets of the two

Stock. The determination by she Board of Directors of the value of the “special assets” was based on the

Company's experience in the cost oftestablishing brand names with a consumer acceptance, which justifies a 5

. etermination of the value’of “special assets” as part of a’going business in excess of the book value of such

_ assets. oe : ‘ 55"

. Siched the sores Sine. SPProximately 690° shares of the Common Stock of the Company’ was

established as the aggregute number of : exchanged for the Capital Stock of the Food Company ode,

: and of the Institutce.. Using the market value established in the negotiations, the equivalent dollar value of ;

* . _ * 6,000 shares would equal $3,414,088, TO ae TRADE Con ee the CapitalaStock

ge ire ©, BOCKET 29. eset Saaeaae ETT Ra fg

te a A ee ee in Tous marian or “Ths Prec & Gentle Coapacy

; bate /2-8-$7 witness Bere Boict

Wek ee ACE REPORTING CO., Official ‘ t:

vs i i! << oo

ihe. ° x ‘ > =) ro .' a .

a a — - . e weed " —" és » Pe pie . ‘ eer ome - ~ '

7 ae S So “ 7 “4 ’ , — Sar -

. Ae = . . io » os . e

, a -

+ . . -

A16465 tt THE PROCTER & GAMBLE COMPANY—Page #

account and the balance would be fredited to Additional Paid-in Capital. For the purposes of consolidation,

that portion of the $3,414,085 which is in excess of the net value of the fixed and current assets of the Food

' Company and of the Igstitute, will be treated as good will, patents, trademarks and other intangible assets.

’ This amount will not:be amortized. The net value of the fixed and current assets will be determined by using

na eee

- ase of fixed assets.

A brief description of the history and business of the Food Company and of the k stitute, together with

ee ee ne ee ee A and B attached

er co"

”

. OPINION OF COUNSEL

4 The Company has furnished to the New York Stock Exchange an opinion of its Counsel, Messrs. Dinsmore,

Shohl, Sawyer &. Dirismore, 12th Floor, Union Central Building, Cincinnati, Ohio, relating to the shares

covered by this Application. The opinion states in substance that the Common Stock, application for the

_ listing of which is hereby made, will upon issuance for the purpose aforesaid be duly authorised, validly issued, —-

. fully paid and non-aséessable, and that no personal liability for any further payment therefor will attach to —

‘ Mitta ee

Cag een Pee See : :

, STATUS UNDER FEDERAL ACTS

The Securities and Exchangs Commission has stated that it-will raise no objection if the shares subject

Neth, or eyartencm yaaa pte iam bho rehab aber saaeren comaryed

be accompanied by current prospectus of the Company and to agreé to take the shares of the

fompany for investment and not for resale. Accordingly, Shohl, Sawyer & Dinsmore,

Counsel for the Company, eiapther dary pee nay, ahem age renee protnngs pec tel eo ge

_ Company for which listing is sought are exempt from registration under the Securities Act of 1938, as amended,

as the issuance of such shares as aforesajd will not involve a “public offering” of securities within the meaning

of Section 4(1) of said Act; and, further, no application for registration of said shares under the Securities

Ee nn ee eee

as a ‘BUSINESS . /

Silas ia Na cha a al concn ls te ta Nn Cota

op eeeeees Seen ane Let mena nnn Senn ne SEO has con-

tinued to develop new described below.

: ‘The Company is engaged priccipally in the manutscture gad aale of packaged soaps and detergents,

advertised braid names. The the the States of soap and .

mt products and a major in its othe Company’s con- ~

r brands. Secbetien tad constenee exeeghanen, Wek Ole B48 8 Comesay’s otivhes bo

highly competitive and. . operates

a number of resegach and development for the a ieecbans tek pea ont

the development of new products, as well as an extensive market research to determine consumer

New products are frequently by competitors as as by the Company, often to

the detriment of old and well-established Presently, the ie distributing to selected test

‘Net.cales of the Coapany asi iti eubsidlaries-foe the five acl years ended Sune 80 since the, Listing

Sn A AEs SEE” oo Conve nes OP Env :

sl ananesbnadeinapaheas sanbenihiantenbenbakaapenns tn @ 818,084,888

| _ saath joules einten ie dtiinill Caliph Rae 850,068,818

SUMED oh dcccatuancinusscvackenbaskaccahestaibeieuunvess 911,050,043

Mts duke oasietiinst piaiaighspieinticmnladink 065,797,150

Aras dk Py cucencvcthnckeatetecanceuncsucartaenapobeane 1,088,¢90,374

PROPERTY DESCRIPTION

Major changes in the properties of the Company, and in those of its subsidiary companies since Feb-

-Fuary 14, 1952 the date of the Company’s last previous application for listing containing property description

are described as follows:

In 1953, a factory for the production of detergents was completed in Sacramento, California, and the

aC ee The plant is located

18X

—

a AID IF Sy AAP ef me eat = —— . EPL PERI eS qemnergneenpenereenmece

bes ‘

. THE PROCTER & GAMBLE COMPANY—Pages A-16466

° The Company has been producing alpha cellulose (chemical or dissolving pulp) from cottonsced linters

for many years. The demand f-r this product for usq in the manufacture of cellophane, rayon, other synthetic

completed in mid-1955, adding 50,000 feet of space to the existing 126,000 square feet. Both buildings

and land are owned in fee by the Company. : woe ‘

A subsidiary in France has leased production facilities for synthetic detergents which are ing distributed

through an agent. A synthetic detergent plant is under construction in Belgium and a idiary has been

organized to. produce and sel] in that country. ; .

All the Company’s subsidiaries are listed below:

SUBSIDIARY COMPANIES OWNED OR CONTROLLED THROUGH |

CAPITAL STOCK OWNERSHIP AS OF JUNE 20, 1966 —

Name of Company _ ; -Power*

The Procter & Gamble Manufacturing DMS linc ances Mian hile WGuadene te cche seni 100%

The Procter & Gamble Disttibuting Company...........................0000 100%

Procter & Gamble Productions, Inc.............

The Buckeye Cellulose Corporation . . hea eas ,

Traders Oil Mill Company.......°.........

The Hewitt Soap Company, Inc........... : aes

Po | Rae SR ae ea I

* The Procter & Gamble Transportation Company

Sabates, Sociedad Anonima........4...00000...-0000 000.0... Seek cas

**Proctee & Gamble, Limited.................... “ee

Philippine Manufacturing Company,...... J ....

Procter & Gamble Indonesia..............

Procter'& Gamble A. G., Lusern................ » RR sesh R Raa! ae

: 19X

| TOILET GOODS SALES —

SALES MANUAL.

ge - Commission's Exhibit No. 17-

" Procter sales.manual for toilet goods sales.

depertment :

FEDERAL TRADE COMMISSION

DOCKET NO, eet eomcet extisit wo. /7

In THE MATTER OF Tit Prostar & Ganble Company

DATE [2-18-57 witness

~ The Procter & Gamble Distributing Company 3m

os Sales Training & Methods Department |

«Cincinnati, OMe, USA -

’, June, 1957 “a . *

20X. fared cae ea

COMPANY SALES ORGANIZATIONS |

THE CASE SOAP SALES DEPARTMENT |

i is Chink the ts Sighbeniely

Company’s packaged household soaps and

synthetic detergents. Case Soap salesmen

call on the wholesale and retail grocery trade ~

and all allied outlets. The department is

divided into Sales Divisions, Districts, Units, z

and Sections.

The Appliance Trade Sales: Department eo

4 ‘operates with the Sales Districts of the Case

Soap Sales Department in securing the en-

_dorsement and merchandising support of all

levels of the appliance industry for the Com-

‘pany’s washing machine and dishwasher.

products. The Department Manager directs.

the work of a General Supervisor, several.

a eee

Instant ¢ 54

= 4

ARIS

‘

‘a

THE CASE FOOD SALES DEPARTMENT |

The Case Food Sales Department sells the partment is divided into Regions, Territories,

_- Company’s household edible products to the Zones, and Sections. -

retail and wholesale grocery trade. The de- : the

THE TOILET GOODS SALES DEPARTMENT

The Toilet Goods Sales Department sells the

toiletries products manufactured by the Com-

pany. Toilet Goods salesmen call on the

wholesale and retail trade connected with the _

drug, grocery, variety, and department store

‘

‘The Beauty Trade Division, a separate oper-

ment, sells Professional Drene to beauty

‘

' .- ———— .

ase SORT ne * emt Peeigeg eerie em ce cieeetter nee Spee aero meme rt

cals es) ae b 9d el tree = re} 363s = S,. . 3e° ° ss ee “poe

Sse ot: 22.5 ° “. ee

gf OE. ee. oar os tse ee

‘

om 6 oe

> hy Parry CORE

wi —_ : - . es .

; TTP *

_ THE MILITARY RESALE DEPARTMENT

The Military Resale Department is respon-

sible for the sale of Case Soap, Case Food, .

and Toilet Goods brands to United States

Military Bases throughout the world. These

products are resold through commissaries, - i Ape oe

post- exchanges, ship stores, and veterans’

canteens. The Department Manager super-

resentatives.

vises the work of a number of ‘Military Rep- -

‘eae arememetener +e

BUILDING GOODWILL

Sinn sue Annee deitetoanabells, tin tee

‘his confidence; your entire relationship is

more pleasant; and with less effort you get

better results in® sales. and merchandising.

With it your brands will be favored when a

_ “decision is to be made as to what should be

: displayed, which brands are to have pre

seh rp ig al creel orcad al

be featured.

Goodwill ae be ae a oe eat be

* earned. ee ES oy SARE te Sat

are simple.

EEA Mo oe OE 7

He must feel that you know your business,

that you are acquainted with some of the .

problems of his business, and. above gli,

' that he can depend on what you tell him. -

Never promise more than you can fulfill;

ae Ue eee Se Sate.

“The customer must be smire of the ad-

vantages of handling your line.

[The requisites of brands or products that a ;

ee ee we:

They should fill a basic reed. . Prd

Gamble brands must qualify’in this regard

before they are put on the market.)

They Whee anna detente bo

recommended without reservation. (Proc-

ter & Gamble research and production

methods assure this. The ‘quality of P&G

brands ~ peneaeced —.

re hailuasid Gilt welles tei ths

. consumer. (Procter & Gamble brands are

' priced right so that they represent the

greatest value at the lowest possible price.) -

They should be easy and inexpensive to

handle. (Procter & Gamble*brands are non-

24x

cuitihaltie ail eitee: +0: bonito. tir tier

a lower -handling cost than most items.)'

" ‘They should sell well. (Procter & Gamble-

‘brands gre pre-sold through extensive ad-

vertising.) : - .

They should not require too large an in-

vestment. (Procter & Gamble brands can ©

. be purchased ‘on.a direct basis in relatively

‘ ~ small quantities, freight prepaid, and they

are readily available from wholesalers in

virtually any, quantity desired.) oe.

They should show. a substantial profit.

(Procter & Gamblé brands are profitable

through. fest: taiegrer ond low tending

* costs.)

. They should bring repeat noe (Proc- ©

ter & Gamble brands have thousands of

doyal users.) . .

Vike reais Hash: with inan'eh taba stab

" requisites as indicated, and, in addition, they

can be used to attract business. for other

items. It is easy to take these things for

granted. ‘The customer often fails to. realize -

how desirable and how profitable is his dis-

tributorship of the Procter & Gamble line.

, It is for this reason that the advantages your

” brands provide must. be repeated again and “

again.

c°

Here are a few ies aes for build-

‘ ing goodwill. 4 : ma”

Develop and maintain ‘a -friendly relation-

ship with your customers whether you get

an order or not. You will, of course, try

hard. to get the ordér, but if you don’t,

always leave the customer with the feeling

- that you will be glad to see him on your

next trip and that you and he will then

be able to do business.

‘Do not slight ‘s a clerk.’ In his’ present

¢apacity he is able to help tHe sale of your

brands and at some future time he may

be the owner or manager of the business. ©

‘ Do not ‘make uncomplimentary remarks

about a competitor or his products. This

does not meas, however, that you should

refrain from calling attention to the ad-

vantages and superiority of your brands.

At every opportunity, tell your trade about ;

the fisted personnel policies, och ws

‘your Company.

o~ 4

guarantee of regular employment and

‘ profit sharing. Make it clear that lower

manufacturing costs; lower sales costs,

superior buying, advertising power, and

above all, loyal personnel have made the

‘Company a leader in the industry.

In every situation, represent the Company

faithfully, standing squarely for all its

policies and ideals. patios your belief in

SALES MANUAL

cS CASE GOoDs SALES DEPARTMENT

ae Commission's Exhibit No. 18

| Procter’ s sales manual for case good sales |

«department ef : |

FEDERAL TRADE COMMISSION

' POCKET NO. 6901 SOE as .

IN THE MATTER or The Proster & Gamtie Company

aaah sas DATE 12-19-57 witness.

; ACE REPORTING CO., ‘Official Reportar

The Procter & Gamble Distributing Golcumy

eae, oe ee ee ee

Since the progress of the Company depends

upon the men who’ are part of it, the man-

agement considers careful selection and

: training one of its most important responsi-

bilities. Only those men who seem to possess

the necessary qualificat ‘for success are

employed; and after a is employed,

every effort is made to help him succeed.

Every new employee fi given thorough

Selection, Training and Promotion

initial training in his job, followed by con-

tinual training throughout his career with

the Company,

Careful selection and training make possible .

the attainment Company’s policy of.

filling higher positions from within the

organization and affording each man the -

opportunity to progress to the limit of his .

sdertawt s Added Compensation Plan

The Sbuimaite Added Compansation Sian

rewards salesmen for increasing sales and -

for operating economically. Annual added .

compensation goals are set for each District,

lk sail 6 aes hs Wak Sak

District who are gligible, provided the Dis-

trict goals are a

‘Service Emblems

All employees who have been with the Com-

pany for at least five years are given service

emblems. There is a sterling silver pin or

button for five years and ten years of

service, a gold, one for fifteen and twenty

_years; and for twenty-five’ years, a diamond

is added to the gold emblem. The Company

is proud of the long service record of many

of its employees. More than eight hundred

of the men and women now at work with

the Company have been awarded diamond

THE SALES ORGANIZATION

The sales cuionaithhdied is a vital part of the Company, as the growth of the —

business depends to a great extent on the effectiveness of our sales organization.

The Case Goods Sales Organization

The ‘Case Goods Sales Organization is. the

largest of the Company’s sales departments

and is responsible for sales of the Company’s

household soaps, synthetic detergents, and

shortening. The United States is divided into

six Sales Divisions, ‘each headed by a

Division Manager.

prot vive AEP Hae Le CAE

ELE PNT Ge THe

‘laid out according to population, location of

important cities, and market areas. At the

head of each District is a District Manager

who directs both the work ‘of his sales

organization and that of his District or

. Sales Office.

* Districts are div ided inte Units, each headed

RN OT REE A ween el ona Pe ee

ta .

“

a :

apt ang simple combination of _

; ly a com!

‘}: materials and. sometimes with other inter.. -

“*. mediates. This combination is finally pro- | growth.of Procter & Gamble. It represents a-

development in which every housewife in‘

America is concerned. The birth and growth.

cessed into the finished product. It may

readily -be seen that these processes are.

much more complex than those used in soap-

making. Special stainless steel equipment —

and .the most_ modern of automatic and

‘ ° ‘ é

Heavy Duty Packaged Products — Into this

TYPES: OF SOAPS AND SYNTHETIC DETERGENTS

_ group fall such items as Tide and Duz, de-.

signed for use in‘the family wash and for

| general household . cleaning chores.

Light Duty Packaged Products — Brands of

this type, such as Ivory Snow and Dreft, are

especially produced for fine fabric care and

dishwashing and at;the same time are gen-

tle to hands.

_» Milled-Soap + Camay, designed for skin and -

beauty care, is a fine, milled soap. Milling © Lava, are made by pouring soap into large

iron boxes, or “frames.” After the soap has .

refers to the process of grinding and com-

bining soap with perfume and other ingredi-

_ ents in large stone or steel rollers. This ac-

THE MANUFACTURE OF SYNTHETIC DETERGENTS - _

"In the early 1930's, the Company introduced

Dreft, the. first successful synthetic deter-

has developed into a new industry, notably

supplementing, but not supplanting soaps.

~ ment can be and will, continue to be in the

. of synthetic: detergents is one of the newest

and mgst amazing chapters in the story of

detergents. - ) 3

tion gives the product. harder composition

than soaps which have not been milled,

Extruded Soap — Ivory Soap is an all-

purpose product. Its production involves

mixing in high-speed equipment. From the

mixer, the soap is whipped in a freezer,

which congeals.the warm Ivory mixture to a

smooth consistency and turns out an endless

oblong of white soap. le

_Framed Soap—Some bar soaps,’ such as

solidified, it-is cut and shaped to the desired

design. ;

. pied, .

* Nearly one billion Procter & Gamble adver-

_. tising messages are delivered to the house-

ADVERTISING , +

History © eee | mr

Early in the Meighties” : the small firm of

Procter & Gamble, after considerable de-

liberation, decided to’ invest the. “tremen-

dous” sum of $30,000 in advertising Ivory

Soap. The-Gecision appeared to be a risky

one, for advertising was not generally con-

sidered a safe investment in the opinion of

businessmen of those days. But the result —

was eminently successful.: From that time

on the Company has been a pace setter in.

— beanie Cmts

- ae "Advertising

Since that day in the early “eighties” Proc-

-ter & Gamble products have always been

- supported by v ‘igorous, truthful, and hard- .

hitting adv ertising. Long before there ' ‘were

laws and codes to keep advertising truthful,

the Company followed the practice of being

scrupulously honest in: all statements to the

public.” ety

wives of America each week through the

nation’s .principal advertising media. -This

"huge volume of advertising makes it ex-

tremely unlikely: that any woman in the .'

country can go through a normal week with-

out being reminded at least once of the’

quality of our: products, if not on her fa-

- vorite television program. then over the

kitchen’ radio as she washes the family

dishes, on the back cover of her favorite

advertising support. |

Each ‘brand owes some of its present suc-

‘The expenditures required to keep the Com-

Media -

2 women's magazine, or in the evening news-

First to use full-color advertisements,

to use .a radio network for advertising —

these are evidences. of the Company’s lead-

ership in: advertising tHrough the years. As

the Compariy expanded its list of products, .

each newcomer was given its ii icine of %

‘cess to the Company's apa aea ‘adver-”

ting policy. : x .

Policies . .

The Cyaan canal endeavors to ah ;

on the basis ‘of experience and research, the

best advertising themes and the best media °

to carry its sales messages to the consumer.

pany’s brands before the public and to gain

wider consumer acceptance for-them must

necessarily be large. The soap and shorten-

ing industry is highly competitive.

paper which she- studies’ to weayee for her

weekly marketing.

All of the four média,- television, radio,

magazines, ‘and newspapers, have one im-

portant thing in common, the ability to de-

liver a large volume of. advertising -to con-_ a

sumers .of Procter &- Gamble products.

Bey ond this they have individual character-

istics which make each especially —

for the Company" s paoeenh .

Television — The combination of sight and

‘sound, available only’ in television, , makes

_ that medium the closest thing possible to an

actual sales interview with the consumer.

The Company's experience in introducing

new prodiicts has shown that television is’

() one of the most effective media which we

have ever used.

Tie ‘popularity tdtalevison oo 0 vneena of”

home entertainment offers a truly rematk-

able means of. selling to vast audichces of |

people. Many television: set owners spend’.

‘more time watching. television than they

pa reeset Se ammeter

ae.

Pier. il ile tts dijo: ents

véjion since its beginning, using a variety

of program types to reach great masses of

television set owners. By using audience

_participation, dramatic and | comedy -pro-

grams both day and night, our advertising.

~ if carried. to all kinds of people, regardless

of. their particular program preference.

Daytime programs offer a bonus to our

products in that they are watched by house- ~

wives who are in the middle of household

duties for which our products have been

specifically designed. — ay, gg

~ Night-time programs increase the Com-

_pany’s ‘selling opportunity . by. reaching

people who are either out of the home dur-

ing the day or wh@ido not watch our day-*

time shows regularly.

Radio — Television's phenomenal early

growth tends ‘to draw attention away from

* its oldér brother, radio. Yet radio continues

i grams have been on the air since the middle si]

"30's.

"tiagy “of whom cleo own a television ont 3

the home, -testing - -their quality and . per-

_ In addition to our n

* + ter’ & Gamble announcements, placed” be-

"portant advantages above and beyond those

‘ ereate in the consumer’s mind 3

, accurate ‘impression. of how’ the product

. looks. Such visual: impressions help the con-

| sumer.td recognize our products and recall

“i 30% “

* to exert @ powerful influence in the field

of advertising media. Nearly every home

Procter & Gamble has consistently used

daytime serials in radio. Some of our pro-

Wa Perkins on radio is listened to. |.

faithfully by millions of worien every day— ;

As is true’ with ‘television, daytime sudo

serials, broadcast five days a week every }

week, give the Company an opportunity to

build up a heavy frequency of commercials. :

‘in listening homes. Because a woman ‘who’

“buys. household products buys them often

and because she uses them frequently ‘in

formance many times each week, we need :

‘to tell her again and again what she can 9

expect in the way of superior quality ané =

performance from our products.

evening radio programs, reach women who __

for one reason or another are unavailable

at the time our programs are broadcast. « *

Fiat

POON HOT TET PEON Oe ai

Magazines — Magazines offer three im-

proviied ty Scleeiiien and. radia. °

‘The first is color. The use of color in the

fompany'’s magazine advert ts helps

-clear and -

their advertised advantages when she sees

them in the store. Due to the trend toward

greater and greater volume in self-service

stores, the Company - is increasingly more

dependent upon a housewife’s ability to

‘select our products. by herself. Color is

‘therefore more important than’ ever in our

advertising. -

Pictures‘ of appetizing foods, attractive com:

plexions, or dashing white clothes are im-

| portant assets in emphasizing the ‘results

‘which the advertising message promises. ©

‘whom we may not have reached either

| through our radio or television programs.

Newspapers —As is true in'the other media,

. The ‘second * advantage \ which magazines —

lave is the environment Which they offer ‘

. for our advertisements. An Ivory. Snew

“advertisement for use in ‘washing baby

‘clothes is unquestionably‘ enhanced in its

effectiveness by appearing in Parents’ Mag- *

azine — a -publication which helps new

*. mothers with their problems of child care,

* '- Almost all of the magazines which the Com-

pany uses givé“us this _bonus, whether in

terms of rit aad home decoration, or ‘beauty

care.

Finally, the magazines

Procter & Gamble is one of the largest users

of newspapers for advertising. Most of our

activity is-in the field of Sunday supple- “4

ments and comics. ‘These supplement sec-

tions permit the Company to retain the

advantage of color and secure concentrated

coverage: of the market.

“Another advantage of pa a is the

opportunity. which they give us.

our: advertising on specific ‘localities, an“ .

important requirement in the introduction é

ee : 4

Qther Media —Oceasionaliy’ the pen Re:

+ uses outdoor posters, car cards, or other

additiofiil means of concentrating messages

in a certain geographical area.

“tr addition to-advertising to consumers, the:

Company also uses the leading publications

of the grocery trade. By showing the dealers

* the advantages of tying in with our fpromo-

tions and by building dealer goodwill, these

ter & Gamble advertisements help pave the way for your

usés enable us to tell our messages to women ‘call. 4 a . : ;

ada Brand Protnotions

In order to provide the consume? with an

* additional incentive for buying our products, .

the Company uses mail-in (Offers, contests,

coupons, and other effective sales promotions. .

Contests — Contests have T@e been one of:

. the most popular forms of promotion used.

by the Company. The wrapper or box-top-

facsimile . requirement encourages the .con-

sumer to buy the brand i in. order to enter the

contest. -In fulfilling - the’ requirements of

_”

- stating why she. uses or likes the produet, or .

in’ r>aming the- most popular ' uses for the

prod. ct, she, in effect, convinces herself of.

the. superiority of that brand.

All contests are judged by an intiusitinn

organization with a highly trained ‘staff —

specializing in that work. Judging is done

entirely’ on the basis of the. merit of: the.

entry in accordance with the contest rules.

When the judges select the winning entries,

i Sek eT he

Soe eee ee

wee ee

‘eae

~ oa bnew . we + a

‘they know neither the names of the con-

testants nor where they live. ©

Mail-In Offers — Mail-in eltins exe eaevad

on the basis of consumer preferences and_

‘each-is thoroughly tested before being used.

Wrappers and box tops are required to ob-

tain the offers. Each year millions Sher?

offers -areg purchased, and they are

: ‘effective merchandising tools.

“Couponing and’ Sampling — as tee ths

Company places coupons or samples in

From time to time the Company provides

special: services to further the use of its

brands. Each year hundreds of thousands of

booklets on cooking, sewing, washing, and

grooming are sent: to high schools and col-

leges throughout the country. Motion pic-

tures and printed material designed to help

teach children the value of cleanliness are

: offered to. grade schools. Booklets on house-

hold laundering, care of fifie garments, bath-

ing of babies, cooking, etc., are sent direct

to consumers who request them or who write

to the Company with specific problems.

Doctors are sent samples of Tyory Soap and -

o°

has a chance to try our products. This is

done either by mail or by crews of distribu-

tors who go from house to house. Some-

- ‘times coupons are distributed through news-

paper arid magazine advertisements, special < .

coupon packs of our brands, or through

dealers. Coupons, worth a specified amount

on the purchase of certain of our brands,

- make it possible for the consymer to pur-.

chase those brands at reduced cost; thus

introducing them to new users.

.° Other Advertising Services -

instructions which they can give to their

*, patients on such subjects as bathing a baby,

‘hygiene in pregnancy, caring for bedfast

potent, care of certain skin diseases. ew

‘\iessinhine creates an’ acceptance for our

products, and promotions increase the incen-

tive to buy. However, if these plans are to

be effective, the customer needs a visual |

reminder, an- added stimulus to buy, when

she is in the store. The Company, therefore,"

goes to considerable expense to provide you

with attractive material for store displays,

08 ee Sree See ee See.

mats and electros. -

| ae

CASE GOODS BRANDS A: Ayes

A cnet ane cid oA" anda Wt he emai oP nd The

White Naphtha which is a “B” brand.

war Toh

‘Ivory. Snow

Lava

Kirk's Coco. Hardwater cies

American Family Flakes -

There is a tendency to think of all nationally

advertised brands as being of a uniform high

quality, yet impartial laboratory tests again

and again show that our products give ‘the

Consumer greater value than competitive

‘ products. When. tried out side by side with

competitive brands, the superiority of our

Joy

American Family Soap ‘

ie:

Spic and Span

P and G The White Naphtha

Crisco 4] =)

brands is plainly evident. Their quality and

performance represent at all times the best

possible value that can be given to the con-

sumers of America.

The following sities give detailed informa- |

tion for each of our brands, their purposes

and uses, special. advantages, ahd sales tips.

Soe ee Te eee

peer) * arom

Ivory combines punts} and. mildness with end cleaning power. ‘Therefore it is an all-

purpose soap — ideal for bathing baby, for adult complexion care, for washing didhes, and

for laundry and general household use.

* Ivory is so mild that anything safe in

water is safe in Ivory suds.

+ sie

by doctors everywhere for baby’s tender

skin and for adult skin care. More doctors

_ advise the use of Ivory than any other soap.

‘LARGE SIZE. IVORY. AND MEDIUM SIZE IVORY

wre.

“

““99-44/100% Pure ... It Floats”

Ivory Soap has been in the Procter & Gamble

line longer than any other product. It has

been marketed continuously since 1879, and

: though it is the oldest product in the Com-

- pany’s line, it is nevertheless as modern and

- up to date as science can make it. It has

long been recognized as the standard of |

oe ger.

Ivory was the first floating soap ever r offered

to the public. More than seventy-five years

of coritinuous advertising have made Ivory

Soap the best known grocery article in the .

——

*.. If we charged a dollar a cake, we could

‘ offer no finer soap than Ivory for the skin.

° Ivory is the largest-selling bar soap in

America.

¢ An averagé grocery store sells more units

of Ivory Soap than any other brand of

staple grocery-type product in the store.

sana

Dee tein

PERSONAL SIZE IVORY

. Personal Size Ivory, representing the high

standards of Ivory quality in a toilet soap

size, has become America’s favorite beauty

soap.

The Personal Size cake of pure, mild Ivory Sap is an ideal

toilet soap for every member of the family, including se baby.

soap for toilet purposes.

® Personal Size Ivory hag the “toilet soap

shape” — it fits-the hand; it fits the bath-

room soap dish.

oe "35x

* Personal Size Ivory should be stacked

. with other toilet soaps’ so that its 4-bar.

value may be readily seen.

* Personal Size Ivory is ideally suited for

multiple unit sales in 10 or more bar units

because of the unusual value it offers.

The. flake form of baby’s nen Sodp, Ivory” Flakes pre unbeatable mildness for “hands }

WORY FLAKES

“Tvory Flakes — for all fine wash by hand

or machine”.

Ivory Flakes was introduced in 1918 as a

special-purpose companion product to Ivory

a ee

. fabric soap.

Constantly improved from that’ time on, it

is America’s favorite flake soap. In addition

to its“¥ use as a fine-fabric soap,

it enjoys good usage in the dishpan and in

the washing machine whenever a truly mild .

product is needed.

"in the dishpan, for lingerie, for baby clothes and diapers without any sacrifice in dissolv-

ing speed or cleaning power.

smooth.

other délicate washables looking new and

Jeaves them soft. :

e Ivory Flakes leaves hands soft and

® ~ Baby clothes and diapers washed the

Ivory Flakes way won't irritate a baby’s

; sensitive skin,

° Iyory Flakes are tissue-thin wd instant

dissolving. The cleaning power ‘of these

‘ mild flakes is excellent.

“The only soap both anil and granu- ;

lated for efficiency — 99-44/100%. pure.”

sins Snow in its. présent form: was first

marketed by the Company in 1937. It is the

largest selling light duty brand — soap or

synthetic. is be ‘ on,

tveey Snow is pure, mild, white soap in modern sraneiated form’ for washing dishes with

speed and kindness to anes and for washing all special-care. fabrics by hand ‘or fs the .

washing . machine.

‘ ° Ivory Snow is the only soap both Ivory

mild and in the speedy, efficient granulated

me women | preter.

° _ very. Snow is the safest possible soap

for hands — ‘yet no soap cuts grease faster.

* ivory Snow is the largest-selling soap

for washing diapers and baby clothes and

. is safe for everything that touches baby’ 7

- tender skin.

_® Ivory. Snow ‘is the safest possible soap

- 37X

for items giten special care in the washing.

machine — such as curtains, table linens,

and blankets — and “provides maximum

safety for colors.

fine fabrics by hand — nyloris, lingerie,

sweaters.

et sis

° The wonderful “Beauty Glow” discovery

in Ivory *Snow actually beautifies fine wash-

- ables—keeps lovely washables looking lovely |

far longer.

Camay is used by millions as a complexion soap and bath soap.:

e. “Along ‘with other high.quality ingredi-

ents, Camay contains ‘fine, cold cream —

long recognized by women-as a a

beauty aid, ; i

©. Cold cream has been added to Camay at

“no increase in-cost to the consumer.

that lathers richly and leaves 2 delicate fra-

grance on the skin. It is endorsed by doctors

and specialists in the care of the skin. __

“The ‘Soap « of Beautiful Women”

Camay was first marketed in 1926, with

the addition of the Bath Size in 1947. To-

day. Camay is‘ one of the largest sellers

throughout the ‘country. The. addition of |

cold cream to Camay in 1953 has made

’ Camay even more desirable te millions of

women and has ae | even greater

' ‘Sales. volume. J

‘© ~Camay is a hard-milled soap, That is

“ way it lasts so long.

e ‘Camay enjoys high popularity with wo-

men of ‘all age ‘groups and economic levels.

- Camay’s ‘Goagrusee and its sell-on-sight

° wrapper perfect it for display selling. The |

appearancg of the cake itself — smooth,

white, obviously pure — &, a big Sector in

repeat sales.

LAVA

Lava ‘is especially designed for getting dirty

ee ee oe

y, grimy hands faster, cleaner, yet more

en than Lav — "Th Hand Soap”

Lava Soap was first marketed by this Com-

pany. in 1928. Under aggressive advertising

and ‘promotion its volume las grown to the

point where it ls the outstanding leader in

its field.

Lava is a cold process pumice ‘soap for cleaning dirty hands quickly and gently, removing |

~ dirt, grease, grime, oil, rust, ink,. paint, or It is safe for men. «-: men.

and children, too.

hard water...

°* Lava has tthe cleaning power that really.

gets the dirt out, yet.is gentle enough for

even tender skin. Lava contains. the same

soothing ingredient used in costly face

purities. It will not scratch the skin.

4 ot

° Lava is the soap for anybody with dirty

-hands.. Many Lava users work on the farm

or inthe factory. Lava is also used by the

entire family — Dad ‘after working around

the house, Mother after working in the gar-

den, and the children after playing in the

' yard.

knees and elbows too. .

in the world.

~ KIRK'S COCO HARDWATER CASTILE

_ “Makes rich ‘athe in Hardest water.”

Kirk’s Coco Herdweter Castile was first

marketed by this Company in 1980. It is

. widely accepted as a popular low-priced and

high-quality toilet soap. -

Kirk’s removes grease and heavy dirt from the hands, face, and body quickly and easily.

@ Kirk’s is made from pure coconut oil.

The bar is of a generous size.

demand for a low-priced toilet soap.

" eitcta ‘gives tenbike ond chintent tether

in hard or soft water — even in cold water.

Its lather rinses off quickly and completely.

Va ——, ee

" “Duz does éverything.”

_ “It’s\the soap in Duz ‘that does it.”

Duz was first marketed by the Company in.

1989. The very first sales tests made in.

~ four cities confirmed the need for such an p

all-purpose: soap — demand far exceeded . ~

the expected sales. Within.two years after

it was first introduced, Duz was up with

the leaders.

Duz. gets its greatest usage as a washday product, where its par en hit is its

‘ability not only to do an excellent cleaning. job, but also to leave clothes softer, an advan-

tage which research shows is very important to women. In addition, Duz’s mildness, com-

bined with its strong srenqe-cutting ability, makes Duz a cs dishwashing — too.

* Duz leaves clothes soft and clean, yet

no heavy duty product . is kinder to hands.

° Duz washes ‘softness in while it scrubs

dirt out. -

~* Duz is supported by heavy advertising

and is preferred by millions of women.

41x

° Duz's well-designed pack is ‘a natural

for display. It) features Duz’s soap proper-

ties and carries the Good Housekeeping Seal

of Approval. Even its directions for usage

were developed with and approved by the

“ Good Housekeeping Institute.

i ae “A great detergent that actually beats the

: sun for getting clothes white!” ;

conliials daiiiielie cats

in 1928. Intensive . product development

-made it a leading factor in the treniendous

growth of the’ granulated soap market.

\ Through the ‘years Oxydol has continued to

\ improve in efficiency and performance.

> + + | Realizing’.the inéreasing consumer trend

a ; . @a- . ure toward synthetic detergent products, Oxydol

. in 1952 changed to-a brand-new and differ-

ra eer 4, ent synthetic detergent formula. Ay, old.

i. 7 . ~ , @ and respected brand name, Oxydol now con-

. washday products.

* . a : a i

- : ele % . iS * oe ‘ \

‘ e ' ‘ . e ‘= .

Oxydot handles. the henvtaat sani with | ease—gets clothes white and bright. It due cleans

the greasiest pots and pans quickly and easily ‘and makes dishes gleam: It is superb for |

ory Sonning around the house.

_ ~ Oxydol contains a, kind of whitening _—is mild and works quickly and easily, even/

= ingredient never bef ‘used in a leading in the hardest water.

soap‘or detergent. Tests using leading suds sts din’ hag

"prove — an Oxydol wash dried indoors, is ¢ - Each Oxydol package carries the @ , in-

whiter than any: sun-dried wash. ~ ' dicating that -Oxydol has been certified as —

¢ Oxydol removes heavy dirt from clothes * Kosher and Parve by the Union of Ortho- _

with no hard rubbing, yet is safe for col- dox Jewish Congregations of America.

42X , .

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tae tinnay- ve Saane See en Seingh and Lens te

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® 3

“Tide’s An — Dirt’s Out”.

Tide, the pioneer all-purpése synthetic de:

3 tergent, is America’s favorite for washing

clothes, dishes, and. for many other house-

'. "hold cleaning tasks. Tide is based on a com-

oo Ce ee a pletelynew formula developed after more:

. Brie ak 7 than 10 years and 200,000 man-hours of

cee eke. hee intensive research and testing at Procter &

ie tame +. Gamble’s pwn laboratories. When’ it was”.

: first introduced, Tide offered outstanding

and unique. advantages. Further improve-

: _ ments have continued to give Tide a tremen-

eter, ae | |, + .dous lead in its field. so:

o~ ae = aie :

oar *

~ ** Tide is an all-purpose product that works wonders with the family wash, ; dishes, fine fab-

- _ Fics, linoleum, -woodwork, walls, windows, stoves, refrigerators, dairy utensils, rugs, and

_ Many other household items. pick, Peek hee

. 4h . ies ; ‘ s "

_ © | Tide combines unbeatable cleaning power *- Except for stubborn stains, t is

with amazing mildness.:A Tide wash is the ¢ .need tofbleach or blue with Tide. Tide alone

cleanest, whitest wash possible. gets shirts, towels, sheets, and other. white

‘ ’ things dazzling white.

* More women use Tide in their automatic

washers — in fact in all kinds of _ washing

machines—than any other product. The -

makers: of leading automatic washers rec-

ommend Tide ‘because it offers optimum patter nPgcnon With all of its tremen-

a 7 ; . r =

~ : ’ ; x e.

* Tide is conipletely safe with washable

colors,‘ with fine woolens, and. with all the

performance in their machines — ‘giving ae power, Tide is extremely mild”

outstanding cleaning. results at low cost and é hast ds. Pn oS

' + with complete safety. Many manufacturers . ihe mle Sp -

= actually include a free package of Tide in ° Each Tide package carries the @ . in-..

_ the tub of every new machine as it leaves dicating that Tide has been certified as-

-the factory, providing the brand with o Kosher and Parve by the: Union of Ortho-

highly effective endorsement. . dox Jewish Congregations of America. £

A - 43x ane |

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v * A

CHEER oi 6

\ : ro

v4 7m ;

a .)

@ <« "es za =

- + “It’s New! It’s Blue!” | Cad 4

| ee ,

5 Cheer, the Company’s second entry in the

si . ese ae field’ of heavy-duty - synthetic detergents, |

ae 2 gh : was developed after nineteen years of inten-

° : ; , Pe ee sive research in our laboratories. Consumer

: Ae acceptance of. blue Cheer was so widespread

: ‘ ac @ that it quickly became ‘a favorite ‘in homes

° oak throughout the country.

e- ; : . <

* ms na : 4

a as ‘pee -"

P , ‘ ae & » :

New ‘blue Cheer —_ » sizable share of the detergent market today wasn’ of its H

> to produce such clean, white washes. It is widely - “used for washine dishes, cleaning . 3

rugs, * walls, woodwork and° ws so as well as for — family wash. :

* 2

bd Cheer contains an exclusive, new “blue- e Cheer ‘leaves no dishwater- scum or

magic” whitener that po other product

uses — the newest, most modern way to get .

’ clothes white.

° Cheer washes clothes so clean and white

cloudy film. Dishes dry clean without

wiping. ; i .

indicating that Cheer has been certified as -

that no blyeing’or bleach is needed. It is * _ Kosher and Parve by the Union of Orthodox

safe for washable colors and kind to hands. pa ish Congregations of America.

. Cheer dissolves tentently even in hardy s Kia ae

ios

ae DREFT -

’ : ae : “New dishwashing sensation — looks like a

; ° lotion — makes water feel like & lotion.”

: © in the arty. 1930's, oft Company introduced

i eee : piece a Dreft — the first synthetic detergent to be

ese yer ; ‘marketed for household use in the United .

. ' ‘States. In 1954, the Company’ pioneered

with: new and improved pink Dreft — the

: Ca. : _ + first colored product in the light duty field.

reer nae . Pink Dreft’s entirely new formula gives

Nk Se ise _ greater mildness and increased efficiency,

‘ ‘ e ‘ the two characteristics most valued in a:

ee | ‘ en light duty product. These characteristics

"ae da SANE ae ~ have been effectively pointed up by ‘pink

. Dreft’s.unique. qualities — a.cosmetic pink

' . E : , color, a rose perfurhe, and a newly developed ©

oo Ni ate ae en _ soft-feel om Dreft suds.

4 : ° 2 * .

. > °

: . ~ . ; P - % . ‘

* Dreft has been traditionally recognized as an. tilivitins bnnthien product. Now, due

. to formula improvement, a vast new potential has opened. for the préduct in the machine

. washing of all special’ care jitems. from diapers and baby clothes to saints and the. new.

miracle fabrics, such as Dacron and Orion.

Each Dreft package carries the @;, indicating that Dreft has been certified as Kosher and.

‘ Parve by’ the Union « Orthodox Jewish Congregations of America. ~ -

“© New pink Dreft. dissolves grease the ° Pink Dreft’s ieee, qualities can:

)fastest way. yet. be easily demonstrated by leaving it in paste .

*.¢ Dishes’ and glassware washed with pink = form on a piece of white cloth for 15 min-

‘Dreft dry sparkling clean without wiping , a as ;

or ‘polishing. utes. or so. When the fabric is rinsed, no

ink 7 —

‘ © New pink Dreft gives iccenetl yet safe pink stain remains. The fabric actually

cleaning of all special care fabrics ‘whether. !00ks whiter and brighter due to pink Dreft’s.

washed by ‘machine or by hand. , outstanding whitening qualities,

+> 45x 7 = 0k

‘Joy was the first t liquid detergent to win

strong corsumer approval nationally. This

Aa " guecéss. was aghieved primarily because Joy

f Pe ir A is a liquid concentrate tailored from the

a | Rate very beginning of its development to give

; housewives a specialized product for dish-

G 7

: non-alkaline-and, because of its mildness, it {s excelfent for fine “fabrics, too. Joy’s superior

grease-cutting performance also makes & excellent ee ine .

Kf : <—

° Gay i the mildest liquid detergent iti _@ With liquid Joy dishes dry sparkling

= as a ie igiece smells nice.

_ dishes than any other liquid detergent. .' in thé kitchen and the ‘bathroom.

oe ee ee ee ual HN

Union of Orthodox Jewish. aoe teeceatan of menardl

. .

“ 6X: ar

2 ; =

- = au i pre . at v . 2 «

a D ae a ~~ ~~ PAR Op Ow be “s aire —_-~- - Sea Wns

I I a am ala acm

"4s |

Joy is the. “dest liquid concentrate for dveuting it is possible to buy. It is wisuininiey

possible to buy. - . “clean without wiping. Nq greasy film.-No

a : sticky particles.

e Joy gets housewives away from the. ° With: Joy, the dlehwater looks, feels and

e Joy: is packaged in a convenient bottle,

. Penny for penny,’ Joy. "washes more which is easy to ise, and looks attractive

SOLE, SE Hep Pim AE z

> SPIC AND

i ~~ 2

oe ee et ON See Ne

PRT 6 a TT ee

’

° There is more Spic ani Span sold hein

all othér cleaners combined. ,

walls, ,woodwork and linoleum than any

—. ‘Product in America.

. Its use for cleaning linoleurn floors, a

very frequenf household job, makes Spic .

and Span a year-round best seller. Spring

. and fall house-cleaning provide heavy addi-

tional volume during those seasons.

SPAN

“Orice over —no rinsing, no wiping”

The Company purchased Spic and. Span in

. 1945: The consumers’ response to the Com-’

pany’s advertising .and promotion of this

brand was immediate. Marketing areas were

expanded as fast as production facilities

would permit, and national distribution was se

reached‘in 1947.

‘The advent of Spic and Span as a nationally —

advertised volumé grocery item brought the |

cleaner business to the grocer. The-large.

. Majority of household cleaners are now pur-

chased from grocers — which means addi-

tional volume, store traffic, and profit for ‘

the grocery trade.

In 1949 a vastly improved Spic and Span was

introduced, combining greater cleaning power - ,

than @ver before with mildness for hands.

" pic and Span cleans ‘linoleum, painted woodwork, walls; floors, furniture, ‘all.

varnished surfaces, enamel, tile, and porcelain with no rinsing and no wiping. |

® It is the only ‘product of its type sup-

ported by national advertising. This means

faster turnover, more profit for the dealer.

demonstrated by washing a spot on the wall,

door, or counter. The. result will be more

convincing than anything you can say. .

The, Economy size, packed 12 to a case,

counts for 11% cases statistically.

AMERICAN FAMILY FLAKES”.

2 ae . “In and around greater Chicago, preferred

are i. for dishes we for laundry over any other

The American Family name is more than ,

100 years old. It was first used in 1839 and

because of the reputation for highest quality

which the product fiis always enjoyed,

American Famil#t Flakes has long been

'_ Chicago’s favorite package soap.

- ;

@ Valuable premium stains are imprint-

ed on all packages; these couporis may be

redeemed’ on a great variety of attractive

. ic Women can get three-way better wash-

5a, is 4 white, bright, safe—with American

eee * Family ‘Flakes. For dishwashing and other

. household -cleaning jobs, American Family

_— have amazing grease-cutting: ability. -

AMERICAN FAMILY SOAP |

- .e Ananda Family. Soap is perfect for ° American Far.iily Soap is economical.

dishwashing because of its grease-cutting ete .

efficiency combined with outstanding mild- Each wrapper bears a valuable premium ,

ness to hands. It also enjoys great accept- coupon. Many attractive merchandise arti-

ance for laundry. use. — . 6: cles are available for these coupons.

FAMILY DETERGENT

Sp a

_ «AMERICAN

“The first detergent ‘made especially ‘for

the hard water in and around greater

Chicago.” ra

o- ge ? ' American Family Detergent is the newest

| | : member of the most famous “family” in

Chicago which dates bad to 1839. The ad-

| dition of American Fam@jy Detergent gives

| , the housewife a choice of either a soap or

i | - | _a detergent the. American Family

}

; : ;

a. “

Ailes Family Detergent is’ ideal for layndry, for. icin. and for general cleaning.

. —_— | : :

bd Auserican Family Detergent enables the printed on all packages; these may. be re-

housewife to obtain the whitest,’ cleanest deemed on a variety of attractive premiums. —

wash possible in the hard water in and

tae a : e

age © Each American Family Detergent pack-

around Chicago. - ¢ age carries the @ indicating that American

“ae a - “Family Detergent. has been certified as

* As.on all American Family products, Kosher and Parve by the-Union of Orthodox.

there ‘are valuable premium coupons’ im- Jewish Congregations of America. ..

nae ¢ °

4x °C

.. See | |

THE WHITE -NAPHTHA SOAP)

’ PandG, one of the Company’s oldest brands,

was first marketed in 1905.- Until wartime

shortages caused it to disappear temporarily

“from dealers” shelves . it was the largest-

selling bar laundry soap in America.

P and G, The White Naphtha iii is an economical soap

for all kinds of cleaning, —. ‘work, and laundry.

° P and G’s suds give utekc action in water

of any temperature — cool, lukewarm, or

: hot; and they rinse out rapidly.

‘© Ounce for ounce, P and G gives big value

soaps wouldn’t be without PandG

bes extra-dirty spots. —

= © There is good « display sind identification

value in the snappy blue and white wax

wrapper — and it seals out air, keeping

‘PandG fresh and easy to use. .

}

{

he pic ita alaldiacie WOM a IY me GP MEDD LBL Se PRAT EE

Crisco.

- Three major Crisco uses are for making cakes ..

“America’s best-liked, largest sling vege-

. table shortening.” |

pe a ey |

in 1911! —— since. its introduction”

1. @ hee ee yarpgenated, pure

vegetable a having been

homogenized since 1912. Crisco is actu-

ally creamier and easier to blend than

_any other — brand -of vegetable

shortening.

2. Cc gen’ ‘and ‘introduced the

can’t fail” pastry method which assures

flaky, tender pie crust every time.

3. Crisco developed and introduced the pat-

ented “x” ingredient which makes any

cake a better cake. This ingrédient also

makes “Quick Method” cakes possible.

With Crisco and this time-saving method,

cakes are lighter, richer, more moist and

more tender.

4. Crisco i en for, all kinds of frying

« and doctors agree that foods fried p prop-

erly in Crisco are highly digestible. It is -

reusable for deep frying and is therefore

economical. Crisco does not carry over

the — of one food to another. r

. pastry .. ae and deep-fried foods.

Other usages, include making hot breads, cookies and all.other foods that require shortening.

bd Criseo is unconditionally , guaranteed. -

Every dealer is authorized to refund the pur-

chase price if for any reason a consumer is

_ dissatisfied. This guarantee appears on each

can. Each can also carries the stamp of ap-

_proval of the Good Housekeeping Magazime.

* Crisco has no flavor or odor. It helps

bring out all the natural flavor of foods

‘ with which it is used.

* Crisco’s “Recipe Roundup” labels are

unique. in shortenings. It’s the only label,

printed inside and outside with 4 different

.damage any shortening. C

assortments of recipes in- each case. These

are changed periodically.

* Crisco keeps fresh without refrigeration.

Its keeping qualities are superior. to. lard,”

butter, margarine, or any competitor's

: shortening. Because of its exelusive air-free -

method of packing; Crisco is better protect-

ed for freshness. However, excess heat dn

“should not

be displayed in the direct sunlight during

summer months and should never be stored.

near het radiators or furnaces.

Bat .

1 EGE Pots -_ « 2 : . pppoe

Rede arias & wenn; . INS fig BIE PEO ME LOLA 4 A ed Se pies OD

RRR eS IDE INE « . rH aes og

2 oe ‘ . Jee >

on K

= ™ i ° °

ei . :

fe 3 } a.

Ve: UFO

- = :

ss | “The New Miracle Golden Shortening”

‘s 6 . New’ ‘golden Fluffo is. ‘the culmination of

| ¥~e. In baking, golden Fluffo for the first.

time lets the housewife actually see when

flour and other ingredients are properly

blended with shortening, which .is particu-

larly important in pastry and biscuits.

Sy ig ® Golden Fluffo is economical to use. It

stays clear and light for deep frying, per- —

mitting re-use seven or eight times, even

more with proper care. Fluffo does not carry

. over’ the flavor of one food to another.

®:. Golden Fluffo is kitchen guaranteed to

give superior baking and frying results.

Every: dealer is authorized to refund the

Re ay ene

AT pletely. satisfied.

16 years of research. It ia a completely new

blend of - several of the finest shortening

‘ingredients: and is made by an exclusive

Procter & Gamble process. Because it is

made from several ingredients, Fluffo can

_ perform in baking. and-frying in a superior ~

manner. New Filuffo is . golden yellow in

color. With golden Fluffo housewives ‘can.

prepare baked and fried foods that are more

golden brown, more appetizing, and more

* “Golden Fluffo requires no refrigeration.

See ee ee

new business opportunity. Fluffo gives re-

_ sults that cannot be matched by any com-

e Excess heat can damage any shortening.

‘e Golden Ftfo is pure shortening —

nota table spread. - °

Fluffo :should not be displayed in direct -

_ sunlight during summer months and should

nover be stored near hot radiators or

pad tes arama a4 reel iets eee

Advantages to the consumer and dealer ap-

plying to individual brangs are listed on the

a "Talking Points For Our Brands c

nina ef ek ante

fe pe aa, atenas teas Sen We Can

,preceding pages. Below: are advantages mers. ee ; e

"applying to all brands:

~ 1, Our brands are profitable. They have a

re]

rapid turnover and yield the dealer's sub-

tanial dollar and cent profit. . ~

re)

2. Our brands move—consumers want them.

: The power of our advertising and the qual-_

"ity of: our’ products join to attract new

*. customers’and to keep old customers faithful

to our line. Ras

- 3, Our brands are easy to handle. There is

no wastage, no shrinkage, and no spoilage.

Our products do not -require refrigeration,

or special handling. Shelf space and: display,

space devoted to our soaps and shortening

will show a greater dollar-sales volume and —

_ profit return than can be obtained from’

most other grocery items.

. Giant Economy Packages — All. of our

brands — Duz, Oxydol, Tide, Cheer, Ameri-

can Family Flakes, Ivory Snow, Joy, Ameri-

_ can Family Detergent, Ivory Flakes, and

Dreft. (in addition to Economy Spie and

Span: 12's) are packed in the Giant Econ-

omy sizes.

® ‘Di offer the folowing advantages to the

dealer:

1. He can make the same profit on ogy ten

Giant Economy ° sales ‘as on tventy dome :

" -Regular-packages.

2. He earns the same merchandising. allow-

ance on ten Giant Economy packages as on

twenty-four Regular packages, °

- 3. His handling costs are reduced consider-

sales. item.

ably. “‘Tén-Giant Economy packages can be .

handled for practically the same cost as

_ ten Regular packages. «»

4. The Giant Economy package fulfills p--

real need. With package soap used three or

‘more times daily in the average home,

_ many’ consumers appreciate having on hand

thé ample supply which the Giant Economy

size provides. It is a converiience as well as :

an: economy. :

5. Consumers are educated to. think-in terms

of economy-sized packages; hence, the Giant

Economy package is an excellent impulse’

, o

DL Saale aE

“

WHAT HAS: TO BE (DONE AND WHY

The four responsibilities of your job are: =

1. TO SELL ca

: TO. HELP THE TRADE RESELL = 3 | -

emcee -TOBUILD GOODWILL os

TO-OPERATE EFFICIENTLY AND ECONOMICALLY

We shall consider each of these pemmnamaain individually to see what consti- -

tutes joe well done.

‘ _ L._.To Sell

Your selling seer ancreceoad is two-fold:

To sell or exceed your sales -quota on

___every brand. ;

each brand and size. ©

Your first importan? selling sapunataliiiy 2.

to reach or exceed your sales. quota on each

brand. These quotas have been carefully de-

termined; they are based on reasonable gains °.

; "over previous shipments ‘into your territory ’

and represent fair sales objectives. They are

important figures in the Company's planning.

as the combined quotas—for_all_ men _ form _

~ the basis of the production schedules. Added

compensation. the.profit sharing plans, guar- is

| anteed employment, and. the Company’s con-

‘tinued progress depend upon the 5 earn

of quotas. eet

In your Section, the responsibility is yours

to make sure that each brand moves ahead.

To perfect and maintain distribution for. |

’ Your second important selling responsibility —

“is to sée that all of our brands and sizes are

stocked wherever they can logically be sold. Tis

i.e. “to — ‘and maintain distribution.

When a consumer looks for one ¢ of our bra eee

fails to find it on.the dealer’s shelf, and pur-

chases a competitive brand, that sale is irrev-

ocably lost for you and the Company. When

the consumer insists on ‘getting our brand —

and goes to another store for it, a sale is

jrrevocably lost for the dealer and he may —

even be. Josing a customer. .

The Company" s advertising sad goodwill have

created a huge demand for our products, and

you have the responsibility | of seeing that

stocks in the stéres in’ your Section are ade-

quate to fill. this demand. Allowing a dealer

to run short on a brand hurts his business;

he cannot sell what he doesn’t have, and he

_ cannot make a profit on — he doesn’ t sell.

ae |B To Help The Trade Resell

Only when our products find their way into °

’ the ‘home are they consumed and does re-

peat business result for the dealer and the

. Company.

< . 4 3 .

sip enitinta apihaaapacs ° o SOREN SPE PPL ICR RNS BOSC RR SES VAL a, SOU ~

“ ot a ee —— 2 sai shinacan “ <\,- Npliensicina 2 cee LO PPA INRA EOE a

When the consumer enters the sture, she has

all kinds of merchandise on her mind, a shep-

ping bag in her hand, arid money in her purse.

What she finds in the store with seeyrek to

- .

* . ~

Ea Ot SS es FL A Ee Fe

the display of our brands and the shelf space

ence her buy ing. Soaps and shortenings are

often purchased solely, on impulse. Just see-

ing our brands in the store may remind the

consumer that they are needed at home or

influence ‘her to ‘choose: ours rather than a

; pompetitive product. -

Siena featuring by the trade slso has

‘its place in the. merchandising of our prod-

ucts. Picture what happens: In the morning

', Mrs. Consumer hears a radio program and

_ its commercials for.one of our brands — let’s

through her favorite magazine, she sees color-

ful Ivory ads; at night she hears another

‘Ivory. radio program. - All week long Mrs.

and position they occupy will greatly influ-

say Ivory; in the afternoon,.as she thumbs:

with known names and

* her ‘shopping ‘list. Featuring by the trade is

a vital link Between our advertising message

ome completing the sale to the consumer.

Prom the-dealer’s point of view, our brands 5

quajity and with their

daily usage in the home and frequent pur-

‘chase in the store afe ideal for trade featur-

ing.

Whien a dealer ties in with one of our national

promotions, he connects with a powerhouse .

‘ of advertising that sends women by the mil-

- lions to stores for eritry blanks or recipes.

; ' goes through her newspaper to'make up her

shopping list, she finds Iv

- the chances are that Ivory will be entered on

The degree of cooperation you are able to get

from your trade ‘will be in direct proportion

to the goodwill enjoyed by you and by the

* Company. * °

kegeaags :

How your dealers feel toward the Company _

will depend upon your handling of their busi-

om upon their understanding of the

Consumer has been tald the Ivory message... .

Then, on the grocery advertising day, as she

ry featured by ©

several of her favorite stores. As a result,

How well you are liked and respected by your.

dealers and how they respond to your Sug- —

gestions will depend on how you conduct

To Build Goodiuit

This is tantamount to his shouting, “I've got

it! Come to my store!” ie

; If you spendgone half hour per call per can-

vass, you are in the store_of the average —

dealer only 1/500, of the time his store is

open. How well the Procter & Gamble brands

sell to the consumer ¢ during the remainder of

the time Will be greatly influenced _ what |

you do while you are with the dealer to help

Tesell: our brands.

fairness of our pallies and their apprecia-

‘tion of the’ important role our brands and

_, Sales plans play in their business. -

"Increases beyond expectation in the. business

our brands enjoy ‘in sour Section will: be

possible when you get your dealers, jobbers’

salesmen, chain supervisors, and chain man-

agers all to feel friendly toward you and the

“ Companf and to push the sale of Procter &

~ Gamble brands.

« ee

_ In’your Section, you are the Compeny.

ee oa HOW TO DO IT

: * SELLING THE TRADE

quarters will be classified 3

_Chain .

Headquarters, “CHdq. 1 ,

2. Self-serv ice chain stores selling 500 cases

or more.

classifi

our brands per year will be

' “CSM.”

“on the _basis_of—their- estimated ‘total

annual movement of our brands (soap

- and shortening) as follows:

VL— 500 cases and up.

L— 200 - 489 cases 3 ,

M— 75 - 192 cases

‘S—- 25 - 74 cases

. VS— 24 or fewer cases

All other chains will

- be classified = : * 2

8. Independent ‘dedlers are to be classified

gt neg CLASSIFICATION OF ‘outuets | ori

All outlets are to be. classified on the fol-

lowing basis: s

1. - Jobbers and cooperative association head-

To arrive at an estimate of the dealer’s

total annual movement of our brands,

determine fromm your Call Book records .

the number of cases purchased from you

’ during the last twelve months and add

— ee by

your estimat@of the dealer’s purchases:

from other sources. In the case.of a new

account, Classification should be set in

‘accordance with your, estimate .of the -

volume possibilities of. the ‘outlet.

ores, department stores, hard- -

-stores;-and other special outlets

— ail be classified on the same ‘basis as

grocery outlets, but no Call’ Book sheets

are to be prepared on those whose total - :

annual movement of our brands is less

than 25 cases. ,

_ You should constantiy check the Classifica-

tion of your accounts and make such revi-

~ sions as are necessary to keep them up to

date at all times.

ee a

eee

. : a

. .

» ’

° . . 6

. . 2 4 rs) “ -

‘ Ie LLG LI LEME ANS FIRE © Be Py EIR *

int ~ - _- -+ f

. ery strong sales tools. They give you com-

nines reasons for, perfecting distribution

and obtaining volurne orders and extra-

Grdingry. dieplay and featuring. rah

A promotion may be any one of severa]

types. — a contest, a mail-in offer, a Special

pack, ‘or other specia( inducement for the

‘ consumer. Each type can. be madé to yield

a@ maximum amount of - business ‘through

the right kind of sales and marchandiing,

5 effort on. your part.’

. + Whenever a promotion is announced, you can

be sure that it will be successful in producing

new customers and added business. Careful

testing or previous experience has proved it .

to be effective or it would not bé used. You

will receive detailed instructions, a tested

presentation, and merchandising material

for each fromotion. Study the instructions

_ carefully and become thoroughly familiar ~~ -

ie Araneforétreriarynierdanding

support. In stores having . Canvass

with the presentation to be used.

Te ann the mot bane fom «promotion :

you must ©

7 * > Plan at least double the volume that

ts es PROMOTIONS 2 a

ay » The _promotions “used re Company to

induoeexsmumee te perched wu Yeand ary ;

eae ROTA URIS POR UN PBPes Poe Tae os

+ _

would ordinarily be ieighe of each promo- a

tion brand so that the dealer will have suffi-. a

cient stock-to cover his normal requirements

plus the extra drain or his stocks which will

result from* vee with the # promotion.

e Show the dealer whet the offer means ‘in

terms of additional business and profit for

_him. Do this without going into too many’

“details about the offer itself. . * -

Only when the dealer objects to what is

‘ planned should it be necessary to go into

“more detail regarding a contest or mail-in

‘ offer. You should, however, be well armed

With additional: information - and talking

points ‘so that these can be: presented in-

telligently and forcefully in order to sell the

volume planned. With key dealers, make a.

somewhat mor¢ complete explanation of: the

promotion, stressing particularly’ the need

_ for and the value ‘to the desler of ‘strong

ea in“his publicity and display.

ddiik hth dake

‘displays of the brands invoived. Place entry

ended Menke and esters baal stores

‘

a . °

6 gt ° 4 & @

oe me

: oe )

~ aC eee am Qt ete tention

~ a -

‘ a

Sr.

ae °

, Impress upon the debi that each entry or

"order blank can help make em sale for-him — :

. if it is used -right.. In ‘self-service stores: in”

place entry or order

ee display, ;

lanks close to.the brands on the shelf. In

service stores: place entry or order blanks.

in the most prominent spots; have them en- ..

_ closed with outgoing orders. Familiarize the .

-clerks with the offer; get them. to push it.

a 6 , : all

Br?

Seat gee SPO gs

every-advertising account, obtain one.

or more features for each promotion. Get .

one feature at the beginning, announcing

the offer;.try to secure a second when the

promotion is'at its peak. °

If you handle a chain hiislasia arrange

for forced drafts to ‘the stores or obtain

authority for the store managers to place’ |

special orders for the pgomation. brands.

age "Merchandising / Allowance CS.

Oscastonally the Company may place a

merchandising allowance on a brand for a

limited time, as a special inducement to fhe

_ trade to. buy and to push its sale. «

For retail dealers, the merchandising allow- -

- ance will usually - " deductade, from our ©

” invoices.

For. jobbers Bry, chain warehouses, the

- merchandising allowance will generally be

handled on a “Count ‘and ” Recount” basis.

‘Such accounts are billed at the regular list

oe for, the stock they purchase. Their

stock is counted at the ‘beginning of the

allowance period; to- this is added stock. - ,

received; and SEs wid total is deducted -

stock on hand at thé close of the allowance

period, in order-to determine the number of

cases sold on which the allowance is due.

Form D0O-27 is vised for. this purpose.

Detailed instructions for handling ‘each.

merchandising allowance will always 7 sent: -

_ to you.

“e . > - ‘

one every Srongotien ‘the. results you tain.

‘will be in direct proportion to what you-do~

and how you do it. Ample store stocks are_

needed to merchandise properly those brands —

on which there is a promotion, and every

. oree . | Keo

VERIFIED. 4 CUSTOMER

- gem pemmeers en ema

, 4 “

OaTE COMPRED ———— *

SHYPMENT RECORDS NOTED ne,

EXTEASION CHECKED 3 ‘

et eel a es Ss c

As tae-sosee of Aionsnce Porat enn eta. aps Sind i

eth tapy cond ere eo OD 0 cad come enpeet

> er

- worth-while dealer must be sold on the’value |.

_to him of prominent tie-up, so that he will -

proceed accordingly ak mass —" and

featuring. 3°

e . nd °

Field advertising’ consists of couponing or

sampling. The distribution of the. coupons

or samples is accomplished either by mail or

- by crews who visit each home in a specified

_ area. Somet{es coupons are also distributed

niagitite Aip ek tm FIELD ADVI

Ct ey

7 1B f

F RTISING

pa gar sib vejthieiaasiae "te magazines and ._

contain coupons, or they may be left with

a dealer to be mailed to his. customers.

The Advance Canvass

‘So ihiaiios Conteier t's Vcc eta

to sampling or the distribution of coupons.

Complete instructions as to the brands

affected, the area to be covered, the method ,

of distribution, the general procedure for

_ will be-sent-to you from your District Office.

Fix in your mind the volume requirements

* for each brand for each size of outlet. Plan

heavily for all dealers. Your objective for

: this canvass must be the sale-of sufficient .

stocks.to cover your dealers’ regular needs,

= Hive stvaiate: abtaneh tetiie 96° Neale

coupon redemption.

When specially authorized two, orders may

bs talsier trom 0 aeater daring én advenee

canvass, one covering his regular needs for

. immediate delivery and the other covering

what is needed for coupon redemption, for

delivery just. prior to coupon release dates.

Whenev er ‘field advertising is. bila! done ‘in

your, Section, it is your opportunity and

responsibility to help make it yield ‘the

greatest amount of inefeased business.

“Specifically, you are responsible for per- —.

forming the following functions:

Call all stéves inthe area betig coupoied,

The only exception to this may be VS stores,

which, if not called on, are to be cov

by mail with the aid of & special mailing _

‘assembly provided for this purpose.

dbo sacks

ajlatn’ the phan to win: desde. ka es be.

thoroughly understands how, when, and what

‘rill be done and what this will mean for his AH:

business. Be enthusiastic.-Build enthusiasm.

Sel] ‘volume. The primary Sbjective of all

field advertising is to build permanent con-

sumer business on the brands involved. The

. Tesults obtained will be greatly influenced

by the planning and sales support which you

_ give the campaign. It is your opportunity —

to obtain complete distribution on all brands -

and sizes involved and to sell heavy volume.

If for any reason you agg in doubt about the

salability of store stocks of brands being

worked, check these to make sure they are =

Perfect. If they are not salable, follow’ the

Urge the dealer to ask his customers for

their coupons, not merely td wait ‘for them

to be brought to:the store: The dealer can do

this by using the redemption window poster’

provided by the Company, maintaining mass

displays, inquiring of customers: in stores,

and having telephone and delivery clerks ask

customers ‘whethér they have coupons to be -

In the case of an advertising dealer, arrange

for protninent features urging redemption —

to break at, the fime the coupons begin to

reach the consimers and during the follow-

red can hale anemia _

instructions for handling unsalable merchan-

- dise. ladies ea4 : ° ve

If there is likely to be any misunderstanding -

_ concerning coupons that do not have a fixed -

value, enter the desler’s resale price on his

' Call Book sheet in the next canvass space

for that brand.

‘You can save many. valuable" hours . for

selling by reminding your dealers {hat they

need not wait until your next call to redeem ©

their coupons: Explain that if they will

send their coupons to-Cincinnati for redemp-

tion, the Company will reimburse them for

all- postage or express costs plus a 2¢ per

your dealers with a DO-158 Mailing Envel-

ape, or a DO-2I8 or DO-S27 Mailing Carton

‘ ,and write the store name and address in the

return address portion or use the ‘store

stamp for this purpose:

‘Tell them that it is not necessary to count

sort their coupons since this will be done

uickly and aécurately in Cincinnati. How-

ever, if a dealer prefers. to cofnpute the

* money value of his coupons, supply him

with Coupon Invoice 2335-GPF. Generally,

within three days of the receipt of the

Goupons in Cincinnati, a° check will be

‘ mailed. The success of this plan depends to

a great degree upon your selling it to your

- dealers on the advance canvass before the

_ dealer ‘has redeemed any coupons.

This plan is designed to promote goodwill’

_with the trade; therefore, if. 4 dealer insists

.on having his coupons redeemed in the store,

‘do 80. -Remind those dealers that they: may,

- earft a service payment of 2¢ per coupon

See eae or ee

to your next call.

_ tk te your respousibility to recomsmged this

- pian to all of your. customers except those

‘who you believe will be likely to redeem

coupons improperly. In such cases do. not

suggest that the coupons be mailed in;-noti-

_ fy those dealers that you personally will

ai bie:pignient tn yout sitewsibon:

canvass. At that time you will have the

opportunity to discover any evidence of im-

proper handling of coupons and to take any

necessary steps to protect the Company’s

In preparing your Daily Report, follow these

‘instructions: Show on your Daily Report

when you begin ‘and end an advance canvass, *

and check “Advance Canvass” on the Report

daily until regular coverage is resumed or —

the redemption canvass is begun.

“In the brand‘clumins show asls of al brands

and sizes on which there will be coupons.

Retain your advance canvass Daily Report

copies so that you can arrange to sel] the

needed additional quantities (through pers-

onal call, telephone, letter, or through jobber

salésmen) to dealers’ having insufficient -

‘stock of one or more brands.

Jobbers— Explain to your jobbers the work

which the Company is doing and enlist their -

support. Be sure to sell them extra volume

of the brands affected so that they will be

_ ble to handle the extra demands on their .

ae from the campaign.

Particularly during the last.two weeks prior

. to the distribution of the coupons, jobbers.

should be encouraged to go aftér business

from their customers on the couponed brands.

Their salesmen“can be supplied with copies

_ of our regular Organizer Sheets. This yill

not conflict ‘with your advance canvass, and

it will help plug up any holes in distribution.

Ask your jobber to notify you at once regard-

ing any of your orders for ‘couponed brands

. which cannot be delivered, so that other '

‘arrangements may be made to get stock into

- those . stores. When you deliver orders

’ personally to a jobber, it is advisable to

- have the orders approved at that time.

Have it understood by jobbers and associa- ©

tion headquarters that the Company will

60x

handle the redemption of coupons and that

they are not to redeem coupons from dealers.

‘Chains —You will be instructed by your

District Office how to handle-the stores. of

each major chain. Make a special effort to

enlist the cooperation of chain store super- |

‘visors and managers. Make sure that, they:

- are-thoroughly familiar with what will be Ss

done. They are eager for the extra business |

that couponing will- bring and can do much

to make the campaign a success.

| If you are responsible for any chain head- -

quarters, yg! these instructions: ~

Whenever possible, arrangements should Be

made for chain headquarters to send a

forced draft to their stores located. in the

areas to be covered by the field. work. pre-

' ceded by a‘ strong bulletin describing the

work and apeey: aad the display Reese

expected.

Notify your, "District Office of. arrangements -

made which will affect other salesmen, so

that they may: be guided by these.

Where forced drafts cannot. be arranged,

try to have headquarters send out a special

bulletin to the affected stores, with an order

form at \the bottom which is to be returned

Another effective procedure is to obtain a

letter from chain headquarters, on their

own letterhead, giving authority to the store

managers’ to order out certain stocks. Show

this to each manager ask him to requisi-

tion sufficient quantities of the brands af-

+ .fected. Suggest to him the quantities that

he will need and; if possible, get. him to place

these on his-requisition blank then and there,

- If the coupon release date is not soon enough

to justify this, leave with the manager a.

Plan Slip showing the quantities to be ordered ;

and the date that applies as a reminder to

place the order at a later date. A bulletin |

from headquarters to the stores, outlining

the volume possibilities’ of the campaign, .

suggesting displays and paving the way for

‘your call, will help. immeasurably. .

to them so that the quantities specified can .

*. be “delivered the week before coupons. are

distributed. }

61x:

Tie-in featuring by chains and associations

adds considerably to the effectiveness of a

field advertising campaign. When one

release date applies throughout the chain’s

territory, the coupon featuring should be

included in the main. body of the chain’s _

regular ad. When several release dates apply

to the chain territory, tie-ins should ‘be -

arranged by having a special feature added .

. tothe regular ad run in the locality. affected.

Make sure that the chains you handle know

the proper way to submit coupons for

“redemption.

Ab ~ HELPING THE TRADE RESELL OUR BRANDS

Whatever you do to help tp trade resell our | dealer“only vies our products find + ie

" brands is ‘part of your selling job because ~ way, into the home and are consumed. iH

_ Septet fetnees seayips fee. yon end Ser Se .

“

* Sete toi

_ RESALE PRICES Ae

‘Items Should Be Price-Marked am

sack tame ‘shoudl, Na,gistaly. ‘cabehed ath cating shel pricsa: In such ‘stores, it ts

_ their selling prices is an important principle - desirable to. see that each of our brands is

Of retailing. E ‘priced, using’ for this purpose the store’s

Many stores have their own way of indi- own numerals or stickers. —

pe TE Le Multiple Prices

pap esi tae etcnabiniy of Gnd wltighe* ei abi ot up to’ the dual bscenn thay

: prices: instead of 7c, 3 for —¢; instead of indicate good value” and thus ‘stimulate :

10¢,3 for —¢; instead of $0¢, 2 for —¢. impulse buying!

oy easly fon hap eee Se -*

“SHELF SPACE AND POSITION

Importance of Self-Service Stores

Over seventy-five perseent of the total salés - substantial- portion of the ‘ice our - -

,of independent stores are handled by stores _‘brands enjoy reaches the consumer through

_ <, that are self-service. Moit chain stores are self-service stores. —

self-service. It is evident, therefore, that a

; Importancs of Shel Space and Position

er. tia : ‘oC. e

In a self-service store the sale of a / Aare following test is reported in the book,

| Self-Service Food Stores, published by Pro-

arabe Crome,

“

“he outcome of the two-week test: te The proper use of shelf space a :

Eighty per cent “more soap was sold ° Increases the” sales of the ‘soap*depart-—

. - * from the top shelf than fronj the bot- ae.

~- tom shelf, proving: some shelf positions ate beng hoxt ‘increase -in over-all

During the first week, forty-five per which.are costly ia - ss

_ and consumer goodwill.

cent.more soap was sold than in the ¢ Brings about a decrease in labor costs

“ second week, proving: total sales are go, restocking shelves.

“increased when the bé&t’ sellers are e Makes shopping. easier and’ more con- -

given preferred position. venient for the consumer.

a "ts

7 ~ —

< See

Pat ‘o “he

: >

°° : i >

q ,

‘we \ S

ve ‘ =

‘ « : S

| |

. > = 4

: é . .

| ian

: %

: Q . : , -

’ sae Existing Arrangements Are Unsatiefactory

lak en: in he sete ened: “skelter ‘with po effort made to allot shelf

‘stores is that they have grown haphazardly. space in proportion to sales, with the sOw-

* Frequently: not enough space is given to soap. * est sellers sometimes having the grestest wee

in proportion to its importance in terms of eamount of shelf space. The shortesing ;

dollar volume and profit. Often the brands sections are eal — or. poorly

SER tee salen ped meena tale arranged. — :

iniprovements That Should Bé Mode

‘ iain i a eal ie Oa who

| ‘operate self-service markets arid at the same

time help the business on our brands by

calling attention to improvements that.

should be made in shelf space and position

for our products. 2%

The steps to be followed in properly arrang- .

* ing’a soap section are:

° Determine average weekly turnover by

brands and sizes.

- It is of utmost importance that this

principle be followed to prevent out-of-

stock situations. which experience, has

ae shown to be.costly in terms of loss of

“bestages “on cur, brands. ;

e “Group products according to thelr use;

Fine: fabric package ‘brands, heavy duty

package brands, “floating and toilet soaps, |

afid: bar laundry soaps.

as Place fastest selling brands first in line

‘of traffic flow.

° “Place Glant;Economy and Regular sizes .

together - - On - the shelf. Give the Giant ™

. «Economy size the “first spot.”

° Place Personal Size Ivory in the toilet

soap section, not with other Ivory sizes.

“In addition to the basic principles just

‘stated, the following ideas find ‘application

All scape and synthetics, both package and

bar, should be in one general location. This.

- arrangement speeds ‘traffic and is much

more convenient for the consumer.

Dialers operating self-cervice markets that

have old-style shelving ‘consisting of four-

or five-shelf fixtures should be encouraged:

“to remove the first and perhaps even the —

second shelf from the bottom in’ those sec

tions where large package products will be

Stocked. It is usually not difficult or costly

to do this, and. it will help make the house-

hold departmerit modern and’ efficient.

When Regular’ and Giant Economy packages

are placed low and flat, restocking is much

easier and faster. In markets handling a

large volume of package products, » sizable

labor saving can thus be made. In addition

to the labor saved in stocking the shelves,

there-is a further saving in that at no time

need package products high on the top shelf

be moved forward so that they can be

reached by the consumer.

sind, Sickie: nests sen inl le -

among’ the package products, their sale

increases. The principle is much like that of

placing desserts first in a cafeteria.

; In carrying out the above objectives, it is

positively not the Company's desire to dis-

place any competitive products, nor to lessen

the. space that any competitive product .

merits based on its movement.

Action To Be Taken

In your day-to-day work, you. will come tinprovement from which one'or. two brands

across flagrant exgmples of the misuse of will benefit can be made easily and quickly,

space. Become aware of these..When an

eee

”

ee et A GPE Eee

<*> a:

A complete rearrangement of a soap section

takes considerable time and must be handled

‘ by the store’s own personnel. You can help

a store operator plan the rearrangement that

should be made, without spending an exces-

. . in order to determine the best possible

arrangement of the brands on the’ shelves.

You may also find it helpful to illustrate:

your proposed —— on a shelf layout i.

. sheet (DO-8).

- While facings are being laid out, strive for .

desirable shelf space for our brands as jus-

tified by their movement. Desirable shelf -

space is:

package products stacked on the bottom

shelf should “come up to this height. .

¢ The first-approach position where there

is a distinct traffic flow

* End locations where there is a traffic

flow from several directions

Whenever there has been = rearrangement, |

_ make sure everyone in the store who has

anything to.do with restocking the’ soap

section is thoroughly sold on the advantages

of the new set-up.

Monday. Morning Is Ideal Time -

Early Monday morning is the best time to

judge the efficiency of a soap section. The

shelves will be bare when fast-selling brands

‘do not have enough shelf space—indisputa-

ble proof that business was lost on ininibie

Monday morning is: also generally the best

time to have goap sections rearranged be- -

cause shelf stock is then at its lowest.

Markets to be Built or Remodeled

In ‘nail to is built or minetiiel. the time

to get more shelf space and the right kind —

of shelving for soap is before the new store

layout is decided upon. The time to get the

right arrangement of the brands on the

shelf is when the shelves are first stocked.

Follow-Up on Initial Sales.

On the canvass following the one on which

an initial sale is made, take. the time to

’ ‘make sure that brand has proper shelf.

Se Fe eS ee

ses es tetetall ik. oil tei ims oie

case in the stock room and repeat business

for that brand is. blocked ee ee

Releoe

-zeatslAONt OL ONIGHOOOV gAuasaa AGHL NOLLISOd aNv GOVdS ATAHS AHL SONVUa

ano you wEnons OL a8 GINOHS SIALLOarao UNOX “LAMAVA AOAUAS-71AS-V NI

lees LNIWLYVd3Id dvos -

eee TEL 410 MO14 -_—_— -<

Here are examples of displays which are effective in self-service markets: _

‘Soa

hes

a bawdare:

tam

; wt a) r

ie gad

1 -\v

a eas )

DY:

Maer ote ie

“s..00','

yy) >

° FY) r Sat aa

) Ra

cd Ye)

Egy ede

‘ i ad

AL te

: en

rat :

gis

an 9S

A good display has ces oO

» It is in a proper location. . :

It is large enough to command jttention.

It is-so arranged that it invites self-

service.

It shows a price and a reason for buying. --

; In a self-service store a soap display will be

most. effective -if it is in or near the svsap

“section or the approach to it. A Crisco dis-

play should be Nocnted close to the didn,

ings or in a heavy. traffic aisle. Sometimes

an ‘additional display of Crisco -can ‘be: ob-

tained’ in the meat department. In a service

store a display of soap or Crisco should be

located in a prominent spot, accessible to the .

customer for self-service. Near the cash

- It builds profits. There 2 are no items in his

“do you need any soap today?” Many extra —

Seas Rental for Displays

Pree ;

gies you spend DCM,.you are paying Ser on display, ion. a orl must * made be-

a display service the dealer has agreed to . fore DCM cambe paid. It may be necessary

render. If our brands are not on display for you to assist in making displays,. but

when you enter the store, or- ‘if you are not the dealer or his clerk ‘should bring S

- provided with evidence that they have been the stock room the full cases néeded.

a >

Secure the Dealer's 5 Help in Making Displays

If you ot the pons work to be effective - a display is to list the cases needed on a-

‘and long-lasting, , Secure the help of the Plan Slip and hand this to the dealer, saying,

dealer or his clerk. Most of us do not fully 74 “If you will have (name of clerk) bring up

appreciate that which we get for nothing. these rases, I'll help you display them, and.

‘The dealer and his clerks will value displays then I’tan pay you for this.” Some-

which have cost them time and effort, and times the slip can be turned over directly to

such displays will be maintained: i: ‘<i who can be. bringing up ‘the s

An easy way to get the necessary stock. for. while you are making your presentation.

? ¢

ane Why Our Brands ‘Should Be Displayed‘

‘

Even without DCM, it ied pay the didien” It. builds Other business. To display. our ;

to display our brands. A display helps the brands at proper prices is-to say to Mrs. Con-

dealer in these er - sumer, “The prices.in this store are right,”

a subtle and profitable way, for him to tell

store that are more suitable for display than his customers he has good values, not only

our brands. They are used daily in almost

every home and are of interest to every

If the dealer could, it would be profitable

Ser bien te say i eviey ean “Mad ty, each. of our brands is unexcelled. A deal-

er, therefore, can endorse these brands with

perfect confidence. He does ts this when

he displays them.

sales would be made. The next . best thing

is having a good, big display where every

customer will be sure to see it.

"69K.

It helps create satisfied customers. In quali-

on our line, but-on everything. A dealer who -

does not advertise has no way of saying this.

Other Pointers on ‘Displays:

Put ve aa on brands darventiy being -

Place the greatest display emphasis in the

stores ‘where displays will do the most. good.

Strive for permanent displays.

Encourage the dealer to place our; brands pn

display when they are delivered, without -

having to lug hundreds of pounds downstairs

to the stock .room and upstairs from the

stock room. This- is particularly desirable ,

when orders are delivered just befére cou-

_ on the shelf, for these obrious reasons:

. The dealer or his clerk has spent time

and effort placing this stock on the shelf.

Usually, ‘not “enough stock can’ be ob-

"ya pe eee a 4 oe

ta 2 Discard Out-of-Date Material

* Be on ihe lookout ie our outdated and

" obsolete entry blanks,: order blanks, or dis-

" play -material in’ stores, and discard such

tained fi n the shelf to make ‘ap ef-

fective °

a *

looks for the brand in its usual shelf .

_ ‘position and firids it.empty. . ‘

Whenever-you can, get several of our brands

on display simultaneously. An ideal scom- °

_ bination consists of three of ‘our brands: a:

_ bar soap, a fifte-fabric package soap, and a

heavy-duty package soap.

“During housecleaning time, have our soaps

..mass displayed. with. othér: housecleaning

ie senceciagth sansa vain don .

items, such ag buckets, mops, ‘scrub preaen,

window cleaners, ‘and waxes.

‘Crisco and Fluffo are always’ desirable items

ina display of flour, baking powder, spices,

* or other ‘cakemaking ;ingredients.

”

' material. By doing this, you will be assured

of better consumer ‘attention to current |

promotions.

os 9 WINDOW POSTERS we

Window posters nerve these important pur- .

poses:

store of special ‘offers available inside the

. store.

i passers-by to his specials or special offers,

\thus att ing new customers ‘to his store.

- “eo They bai al ride & “cireus effect” for

our promotions. ‘

- Placing Window Posters :

Whether or not the dealer wants posters and

_whether or not they are left up depends. to

: m - -\.

. a args extokt du what you say to ie dealer

when you are ready to place them, Show that

you value them, Be positive in your sugges-

tions. You may find it helpful to use this ™

statement: “Joe, here’s a knockout poster I

“ean give you. Would you like me ‘to place it

in this window or over here?” (You are ask-

_ Place postetf 20 that they appear at the eye

level of the fiaser-hy oF as close to this as

possible.

i %

: A tral of posters marks the Fouté an aggres

You should not spend time making window

displays, but whenever you can, encourage

the dealer or his clerk‘to make them with

éur brands, Our packages are colorful, ‘and

ing “which,” not “whether.”) "ive P&G salesman has followed.

__ WINDOW DISPLAYS

, & solid Procter & Gamble. window is atten-

_ tion-arresting. (Crisco’ and Fluffo must

not be placed in windows in the summer-

time.) *

Ae <a

= ‘ z

x oe aera 1 THE DCM PLAN”

sn edeaginite: pin ‘Pion (Dusier Soe

. erative Merchandising) is available to. all :

classes of trade throughout the’ United

States. The putpose of this plan‘is to coop-

erate broadly throughout the retailing fielt

in accordance with the capacity of the dealer

to provide merchandising service, and to pay

in accordance with the schedule for each

class of service rendered on our varfous

brands.

There se broadly, three classes of ¢ corvien'

‘for which payment can be made, namely: .

Class 1— Newspaper ‘featuring and

store display.

Class 2— Handbill featuring and suns

display.

Class 3— Store display alone.

- Class 1— The first class of merchandising

cooperation applies to newspaper promotion.

; only, based on a minimum schedule of news-

‘paper featuring, supplemented by the usual

other auxiliaries of special sales promotion,

plus the regular maintenance of prominent

displays of brands purchased, in ample sup-

ply, readily accessible to the consumer, and 7

in location and quantity at least comperable

‘to competitive products.

' E&ch feature must be equal in spacé, and

duration to that ordinarily usec by the mer-

chandiser for majorfeature sales but not

less than one column inch per brand, and

cannot be combined series a jointly) with a

competitive item. '

4 ’

The Cooperative Seichandtoliey Agreement,

Form 10-50, clearly defines the merchan-

dising service required by brands and the

amount per case paid by brands for full

‘ any competitive item. 8

schedule performance of Clash 1 service. If,

for any reason, the merchandiser does not

‘meet the full requirements on: any brand,

only the proportional part of the full period

payment can be made. J be

All sepeitahe will be. based on whole (sta- .

tistical) cases. in, accordance with our

stafistical record. .

cooperation applies Xo dirgct consumer pro-

firect mail, or newspaper featuring which

does not Faget Class 1 requirements, supple-

mented by the usual other auxiliaries of

special sales promotion, . plus the . regular

maintenance of prominent displays of the

brands purchased, in ample supply? readily

accessible to thé consumer, and in location

and quantity at least- comparable’to com- ;

_ petitive products.

| The Cooperative erthandising. Agreement,

. Form DO-50, is: also used for Class 2 service.

For Class 2 Serv ice, the payment is 9¢ per

_ statistical case on the specified brands. The

same schedule of brand feature requirements

“will apply under Class 2 as under Class 1.

If the merchandiser does not meet the full,

specified requirements on any brand, only

the proportional part of the full period pay- .

ment can be made.

While the Class 2 plan does not specify the

size of space in handbills required to con-

stitute a feature, the space must qualify as

prominent and be commensurate with that

used ‘for other feature items. Our brand

must not be combined (priced jointly) with

OTA OT BD IRE rary fue ae

Class 3— The third class of merchandising

cooperation applies to display only and con-

sists of the. regular maintenance of promi-

nent displays of brands purchased, in ample

_ supply, readily accessible to the consumer,

in location and quantity at least comparable

to competitive products.

The Cooperative Merchandising Agreement |

. on the reverse side of the white copy of the

Order Form iy/ used for Class 8 servite

The rate of paynient is 6¢ per statistical

case for the specified brands, with a mini-

mum payment of 40¢ ' per delivery. It is

necessary to establish this minimum, as go-

‘ing below this amount would be too costly

to apply and check. There is no payment

on deliveries of less than seven cases.

Class 8 merchandisers who want to, provide

some ‘direct consumer promotion without

contracting ‘for any specific peridd of time

may be paid on a trip-to-trip basis at the

Class 2 rate on brands featured in such’

direct consumer promotion. The Class° 3-

agreement form makes provisions to handle

such Class 2 service rendered on a .trip-to- --

- trip basis.

* 2 ¢ @.

‘The preceding three plans will apply to or-

ders delivered direct by the Company and to

orders written by our representatives but

delivered from a jobber or association ware- Y

house. Where merchandising contracts’ are

made with retail. outlets on purchases for

other than direct shipment, Coivery of the

' goods must be verified.

DCM payments will be made to all classes

of retail outlets meeting the merchandising

requirements, viz., chain stores, cooperative

associations, voluntary chains, individual te-

For a cooperative association or voluntary .

chain store to qualify for a contract, its

member stores must be identified by the

insignia of the group and siete

in and support the Aeviar’ n

service of headquarters.

Accordingly, when the agreement is signed, -

headquafters must give us a signed. state-

ment showing the percentage of their vol- .

ume that goes to prominently identified

member stores who tie-up regularly with.

headquarters’ merchandising by means of

_ floor, counter, or window displays, “store

posters, etc.

If, atthe time payment is dee, there has

been an‘ appreciable change in the percent-

age figure, it is the responsibility of the

Giisdnatinla to give us a revised statement

indicating the new percentage to apply for

the period. At-least once each year we must

verify the accuracy of this percentage figure

by making. a sufficient number of store

‘checks to be sure we are getting the store

tie-up for which payment is made.’

If the headquarters of an association or

voluntary chain is operating under a DCM

contract, and Class 1, 2, or 3 DCM is paid

to individua] members of the association on

purchases made from our salesman for de-

livery by their headquarters, such payments

will be deducted from the gross amount

earned by the headquarters. under its DCM

Performance under all merchandising con-

_ tracts must be substantiated either through

features checked at the District Office or

the actual. newspaper or handbill features !

run, and a statement of displays made.

73x

A aR aS aati INES

ne et pe

abet sck

—s

—

All features are to be of such character

"as not to be detrimental tu the Company's

business. :

_ Under present laws, the dealer is mutually —

ie ee vanes Seas pegeast snags Se

the service actually rendered. It is

pers naa ing ceed

‘an

ikaniiiee”s, Ces 2 EM wlenaaineeh te

made with a dealer, the Cooperative Mer- .

- chandising Agreement, which appears on

the reverse side of the white‘copy of the —

Order Form, must be signed by both you

and the dealer in order for the agreenfient

_ to be valid.

: ii dle acl carci

ber or an association headquarters, on which

; _ Class 3 DCM is due, prepare for DCM pur- |

_ Poses a carbon copy of the-order on a white

“be handled clearly with each outlet ‘and that

only’ partial payment be made in every in-

. stance where only partial service is rendered.

To secure the maximum payment in each

classification of service, the dealer must-

render, the full merchandising service re-.

—

s -

ARRANGING FOR CLASS’ 3 DCM. cen. ,

[Godan ast, hn again’ en ie syinins

side of this must be signed, ani you must

fill in the name of the jobker or association

headquarters delivering the order. If the

dealer is a member of a cooperative associa- -

- tion, or voluntary chain, show the name of

his organization and the sponsoring jobber

(if it is a voluntary chain).

ajo “*

All Class 3 Cooperative Merchandising

Agreement Berms are to be sent to your

District Brice. —

Bt . ay Computation of Payment

‘The District Office will compute and “enter clliciitincs dadpuiihe ati returned

the amount of dué for Regular Display

‘ag . ‘(Part A of the form). Denne .

%o facilitate handling, Class 3 DeM voinheies? ;

‘to yeu to servé as a payment: voucher.

an alphabetical sue ‘ena thé District Office ;

' should be filed. alphabetically. when ‘received ~- otherwise an 815” x 11” enveldpe should

"and pulled ‘at «the time your nahn gv is. . suffice, :

done. If : ‘you. — many vouche ' Raa, | ear

. canes NMiaking Payment ss eg? s

“Before siching poe on sae next call,

be suré that the dealer. has fulfilled his part

of the agreement and that full value has

for the money you pay. .Do

"not make a

CM payment when the dealer —

has failed to render the required service. It

74x -

_ is the _ esponsibility of the dealer to, sie

‘and maintain the displays. required. You

may assist in arranging thé display where |

circumstances justify, but this work should’

be done. primarily by the dealer, and he-

or his clerks should always bring the gdods

to the dlaplay spot >

“Amounts of $5.00 or less should be paid in

cash. When the amount is more than $5.00,

“send the payment toucher to your District

. Office for payment by check. Cross out, on

Ge eee ee ee Oe ee

payment not desired.

iaicadin sth tenets tetebeesi tin the

“atatement that the goods have been deliv-

ered and that the contract has been fulfilled; .

sign this statement yourself.

: heii tee bene Suaiae to gee ale

Report as a receipt for the cash payment

you made or send it to your District Office

as a request for a check to be sent when

more tha. $8.00 is due. ,

¥e- ..

Se sha gost dovaiell:ty-the Gavinin. vine

délivered by a jobber or association head-

quarters, check their invoice to make sure _

_ delivery was made as ordered, and record the

date of the invoice in the space provided for

this on. the payment

name. * -; .

Class, 3 aniieat on which more than $5. 90

‘is due and which cover orders delivered’ by | a.

jobber or. an association headquarters must.» :

be substantiated by hale invoices. Attach

‘voucher. Mark the-job- ;

ber’s invoice “DCM coal and sign your *.

these invoices to the ‘payment voucher wien

retGirning.it to your District Office. The in-

Sehene een ne epee fe a Shel erat

“DCM paid.”

- ‘Kabding DOM Bet Wie Qbek be

Through a Jobber Are Not. Delivered as

Written — If at any time the assortmett _

received from a jobber or association hesd- 7:

quarters is less than the assortment sold by

you, it is your responsibility to decrease the

amount of Class 3 DCM due. If, for example,

: you sold a 10-case order to. dealer for

delivery by a jobber and the dealer received

only 5 cases, no Class-3 DCM. would be —

due on that order;inasmuch as the amount

involved does not equal the required 40¢

_ minimum beer Display. Or, if 10 °

delivered, you must reduce the payment by

12 cents. ay : °

The amouit paid on a Class $ DCM agree

ment must never. be larger for arly brand or

size than the ‘ ‘amount due on the order writ-

eal ten by you. If, for example, the dealer or- :

dered 10 cases from you for shipment’ ‘by

a jobber and later increased this order to

12 cases, DCM ®ould. be ‘due only on the

; or’ of the order sold by you, 10 cases.

; ‘Failure to Perform Renived Display Service ae

Ifa desler fails to perform the required dis-

play’ service, give him until your next call to

‘ fulfiJl the requirements: If the neil ten

not- been .performed ‘by the: end of the

extended period, mark the Class 3 DCM

payment vou er “VOID” and return it to

your District ‘Office. Class 3 DCM contracts:

g Nebo have ‘a Class 8

- nasal ee: voucher was cancelled or .

expire ninety days after shipment of the

* goods and are at that time considered void

unless payment “was not made because of

your failure to call on the dealer or because Bo

* the dealer has been granted additional time ~

to render the required: service.

Cancelled or Refused Orders ;

refused, mark . the voucher “VOID” and

_ return it to your District. Osten at once.

BIN Bt OR Ea Dh BER Mea OE! Ade SC OR DD lar ARPT

TRIP-TO-TRIP PAYMENT OF: GLASS 2 DCM

Part B of the Class 8 Cooperative Merchan--

_ dising Agreement Form enables you to pay

a dealer an additional 3¢ per cade (increas-

ing.the payment per case from 6¢ to %)

for those brands on the order that were

featured in newspapers or in handbills or

through other direct consumer promotion,

in addition to Regular Display.

When the order is placed, handle the Co-

operative Merchandising Agreement exactly

“Office will.compute and enter the amount of

DCM due for Regular Display and the form

will Ge returned to you to serve as a pay-

ment voucher. » “ee

(On your next trip, if you find that in aiddi- r

tion to Regular Display, the dealer has given

certain of our brands featuring in accord-

ance with Part B of the Cooperative Mer-

chandising Agreement, proceed as follows:

Place check marks on the’ form (now

the payment voucher) beside the names

of the brands so featured.

- Determine the number. of cases on the

order of the brands featured and com-

pute: the’ ‘additional amount: of DCM due

at.B¢ per statistical case aie for each

half case, 4! \g¢ for Spie’and Span 12s).

Add this to the amount due for Regular

Display (previously. qnneet by. the

District Office).

Attach proof of featuting to the, pay-

ment voucher when you send it to the

Distetet Gitte, 6s

is tt ln ona 2 signature ,.re- .

quired, method of payment, proof of de-

livery of jobber or association orders,

and cancellations. — handle payment |

vouchers on which Part B applies ex-

actly as you handle vouchets that cover

only Regular Display.

It has been found that this wiper, Class

2 DCM plan is preferred by dealers whose

. potential annual DCM earnings are relatively -.

small. Such dealers generally ‘handle: their

own advertising, and .the trip-to-trip plan

eliminates the ‘necessity for their keeping

any records except the actual proof. of ads:

rin sintte-the salesman’s last trip. Providing

planned ads covering the brands purchased

on every trip and paying for these ads on

the next trip not only saves detail, but en-

ables the dealer to fulfill the requirements

and earn more DCM money.

CLASS 1 AND 2 DCM ahi, Coopers

This agreement form is used for all mer-

chandisers rendering service under our

Class 1.or Class 2 plan. and is to be filled

out. in triplicate. Send the original to the

District Office, eae the duplicate with the

merchandiser at the time the contract is

made, and retain the third copy for Tollow-

up pape.

76X

AREER RPS OR CH ENA 58 OE _~ — s

era. igi oe amie

“It, is desirable that all contracts under Class

1 or “Class 2 be on an annual calendar year,

basis with the understanding that we are

of each four-month period, based on per-

fagmance and shipments to date, less any

previous “interim” payments.

Contracts for a period of four months. are

permissible, where ses with rea

ments as to number of features ceneatiead

+ to the annual requirement for each brand.

Strive to have the requirements of all annual

. DCM contracts. fulfilled by November 30 or .

earlier, ‘if possible.

_ Make contracts for the following year on

your November-December canvass upon

’ authorization by your District Office, "and f

arrange early January ads at that time.

Schedule of Featuring

With all accounts rendering merchandising

‘ service under our Class.1 or Class 2 plan, a

definite'schedule of features to be run should

be established as far in advance as possible.

Making Payment

Whenever an “interim” payment is to be

made on a Class 1 or Class 2 agreement,

which usually is every four months, the

request for this, addressed to the District

Office, should be accompanied by:

1. Proof of the merchandising rendered for

‘which payment’is to be made. It is the

merchandiser’s responsibility to submit

newspaper tear sheets, handbills, post

cards, etc., as proof of the advertising

our brands received. However, for ac-

counts for which the District Office is

able to check newspaper advertising,

tear sheets need not be submitted be-

cause DCM will be paid on the basis of.

the Report of Adv ertising pee in

‘' District Office.

- 2. “Proof of delivery of orders sold by you

for shipment by a ber or association

headquarters. A handiser operat-

ing under a DO-50 &ntract, who buys

_ other than direct, should therefore be .

instructed to retain his copy of every

»%

order written by. you ‘and to attach to- |

this - jobber’s or the association's in-

voice substantiating delivery. Copies of

your orders together with these’ invoices

must te sent to the District Office. The

District, Office will always return all

such invoices to-the merchandiser; they

will ‘be stamped “DEM paid.”

The reverse side of Form DO-50 is filled out

by the District Office for every contract

account and sent to you at the end of each

payment period.

—<— ,

A check covering payment for the amount

due to date is- sent to the merchandiser.

Before’ the final payment of the year is

made, you must obtain the merchandiser’s

' signature in the space provided on the front

_Of the agreement form certifying that the

contract has been fulfilled and that payment _

- is to be made. This signature can be secured

either. on the dealer’s copy of the agreement

_ form or, if that is not available, on jour

” copy of the form.

77X

wines Media that Qualify Lh}:

A pewspaper must hive general paid cireu- -

lation, usually daily, and be bought by the

publie-to keep. posted on current events, lo-

cal, national, and world-wide. In some areas

(principally rural) weekly papers having

wide local circulation can be placed in the

newspaper class. However, in the large cities

and suburban metropolitan sections there

are many neighborhood or local papers, such ‘

as shopping news and weekly publications of

the magazine type, which must not be in-

_Cluded in the newspaper’ class but can be

considered in the handbill Cusaitiention.

ienitag Features

Features should be spaced as evenly as pos-

four features on any brarid (three features

on Lava and Kirk's Hardwater Castile) may _

be counted towards contract performance in

any one of the successive four-month periods

of the contract, unless it was not possible

for the merchandiser to run the required

number of features. in. previous four-month

periods because supplies were not available -

» Wory | and Camay -

Ivory . Large,’ Ivory Medium, Personal Size’

Ivory, Camay Bath, and Camay Regular are

considered separate brands and the require-

ments of one column inch fora Class 1 fea-

A, Denil tn ‘order’ ‘te: quailty) an’ esepere-

tion under Class 2 service, means a printed

handbill, made by a printing press, and does

not include multigraphed, mimeographed,

and other types of handbill reproduction.

These printed handbills must. be distributed

direct to homes. Store distribution does not

qualify. :

Direct mail advertising pieces, such as post

cards or bulletins mailed to homes, qualify

for Class 2 payments if the mailing covers at

least 80 per cent. of thé dealer’s ‘customers.

from the’ Com In such cases, if the

it will be permissible for.

vided the features are not i

ing any one week as performance toward the

required number of features on any brand.

ture aie ‘to each size. Therefore, .

brands must be featured separately in-a

colunin. inch or-more. i

Brands Other Than: Ivory si

For brands other than Camay or Ivory. all

sizes may be included in the same column

When two or more sizes are prominent sell-”

‘era, as in the quse'of Dreft, Oxydol, Dus,

Tide, Spice and Span, and Crisco, all sises

should be included in at least. 75 Ber cent

_ Of the features. If. one size of a brand

strongly predominates and the other is of --

-* minor volume, it ‘is Permissible to base

'. payment 6n the total purchases of the brand,

provided the volume size is included in all

features and the minor size is included in

at least 25 per cent of the features.

The Company feels this is a matter that

rests in the harfis of its field organization,

and our mien should be able to-get the coop-

eration of merchandising customers in fea-

turing two or more sizes of these brands in.

view of the fact that all sizes of a brand can

he Uoripded Se hg stent! sttesin-teoh' apie

| Miscellaneous Points Regarding Newspaper Featuring

Newspaper features of our brands must be

included in the main advertisement of the

merchandiser. Features of our brands by

such accounts in so-called “strip ads” do not

might be on the same page or adjacent to

the main advertisement.

When an advertiser uses a masthead promot- ~

ing a “Procter & Gamble Sale” and features

our individual brands immediately below the

masthead, the space devoted to the mast-—

« head is to be apportioned equally among the.

brands featured and added in to determine

the linage given to each brand. When our.

brands and competitive brands are featured

beneath the same masthead, the space de-

voted to the masthead is to be disregarded.

Only the linage actually given ¢ each of our

. brands will count.

The newspaper advertiser who uses the fall

one column inch space in key point news-,

~ @

papers, but also runs supplementary smaller .

space newspaper featuring during the same

_ week in smaller towns within the circulation

area of the key point, may use proportion-

ately less space in these small town papers

in featuring our brands.

The newspaper advertiser who features the

same sale in a given paper during several

‘days of the week may qualify for Class 1

payment by featuring our brand in one col-

umn inch on the regular grocery featuring

day Ghd giving the required store tie-up.

It is “7 hoped, of course, that the mer-

chandissr will see his way clear to include -

our braf@s in all of his featuring dufing -

' the weeks“ns in so doing he will increase

his volume and total payments.

“Jobers Providing Only Window Posters ae ae

The plan does not provide for the expendi-

ture of cooperative merchandising money

with jobbers who put out a . window ‘poster:

service and nothing ~~

Contracts with Individual Members of Associations _

- A merchandising contract with. an individual -

- member of an association (whether he buys

direct or purchases"from you for delivery: by

his headquarters) can cover only the mer-

chandising service which he performs inde-

pendently from his headquarters. In other

words, to earn the Class 1 rate, the dealer

must be a newspaper advertiser under his

wii

own name. To earn Class 2; he must put out .

of his headquarters. ‘ °

‘ handbills under his own name independent ;

meregranenweterener ly

Dealers Selling to Other Than Retail Accounts

Our merchandising payments cannot include

_ goods sold by the merchandiser to an ac-

"count of another class that does not qualify

for the merchandising service. For example,

on that part of his business which is sold at

wholesale. It would be illegal for us to pay

merchandising money on such volume and

illegal for the merchandiser to accept such.

if a merchandiser operates a joint retail- | payment.

wbsionle estes, he canmet be pela DOM

Radio Advertisers

Radio advertisers must submit copy of their

of performance.

commercials, showing date and ante, as proof”

| Mail and Telephone Orders |

DCM is payable on tiiail or telephone orders provided the necessary merchandising support

is obtained from the dealer.

Deductions From Invoices

No deductions for cooperative eae aa are af be mate _ invoices.

No Exceptions Are %s Be Made

* All merchandising ‘contracts are to be ar-

ranged for on the Company’ § agreement

form, and no exceptions ‘are to be made to.

our standard form by writing changes into

the contract.’

>: Even without DCM our brands would be fea-

_ tured; with DCM, it is your responsibility

té make sure that full value is received. All

requirements of the DCM. Plan are minimum

requirements . both as to space and number

: of features, : and it should be your objective

to get more space’ and a greater number of

features for every one of our r Wygpnds.

When you discuss pee with your trade,

ae > 80x

If any questions - arise concerning DCM,

which you cannot clearly answer from the

_ instructions in this Manual, get in touch

- with your Unit Manager or District Office.

When You Spend DCM, You Are the Buyer

stress what the DCM payments amount to

in total dollars and cents for a given period,

- based on ‘the volume of business of each of «

our brands.. “This is far more aes ots

than the rate per case.

Be on the lookout constantly for new adver-

‘tisers who can feature our brands. Strive to”

have at least one or two of our brands in

every grocery trade advertisement. ek

BUILDING GOODWILL

When you have’ a dealer’s goodwill you have

his interest and confidence; your entire re-

lationship is more pleasant, and with less’.

effort you get better results in sales and mer-

chandising ; your brands will be favored when

a decision is to be made as to what should be

displayed, which brands are to have preferred

shelf space, or which brands are to be

Goodwill cainot be bought. It must. be

- éarned. The principles on which it is built are

simple.

° The dealer must have confidence in you.

He must feel that you know your business;

that you are acquainted with some of the

problems of his business; and above all, that _

he can depend on what you tell him. Never

' promise more. than you can fulfil; live up to

every Promise made.

tages of handling our line. The requisites of

a brand or a product that a dealer should ie

sogiinotes

1. It should fill a basic need.

2. Its quality should be right, so that it

“ ean be recommended without reservation.

8. It should represent good value for the.

consumer. -

4. It should be easy and’ anaemia to

handle. *

5. It should sell, well.

6. It should not require too —_ an

investment. .

7. It should show a profit.

8. It should bring repeat business.

|, Our brands meet every one of these eight

requisites, and in addition, they can be used

to attract business for other items. But it is

easy to take these things for granted. The.

dealer often fails to realize how desirable and

how profitable is his distributorship of the

Procter & Gamble line. It is for this reason

that the advantages our brands provide must

ee , s

With every buyer, ie or indirect, atte.

rale or retail, these points should be stressed

‘at vs erary qepertaany's

Our brands fill a basic need. They can

always be recommended ; their qualit¥ is

guaranteed unconditionally. -Further-

more, they are priced right so that they

represent the greatest value at the lowest |

Our brands are pre-sold. The Company's

extensive advertising insures turnover.

. Our brands are not shelf-warmers. -Ad- .

vertising sends customers to the stores

for our brands; it is only necessary to

show them to aell them. "3

Our brands are profitable; they have a

rapid turnover; and: because they are

non-perishable and easy to handle, they

have a lower handling cost than most

’ items. : : bd

y ou call on all deniers réguiaity and help.

. ‘speed up the movement of our brands by —

providing merchandising ideas and ma-

terial. ~ 5a

‘Every dealer has an opportunity to earn

DCM in accordance with the service - is

= to render.

casa tas Wibaaiaes ots Waiads to

our basic selling policies. 4

getting them to understand the fairness of .

Heredre a few other suggestions for building

goodwill

\= ‘Do net let fallre to all dlaturb your re

‘ lationship with a dealer. You will, of. course, —

try hard to get the order, but if you fail,

‘\éave the dealer with the feeling that you.

that you and he will then beable to do

business. rile ’ v

° Do not slight a clerk. In his present ex:

pacity he may be able to help the sale. of-our

brands, and at some future time he may: be

the owned of the business

» your Company.’

"about a competitor or hin products. This does

not mean that you should refrain from ‘call-

ing “attention'to’the advahtages and superi-

apn erences

9. "At. every po tell your “trade

# about the Company's personnel policies, such

as guaranteed employment and profit shar-

~.ing, Make it clear that lower ‘manufacturing

costs; lower sales costs; superior buying;

advertising power; and, above all, layal per-

sonnel have made the Company a leader in

the soap~and shortening industry.

° In every ‘situation, represent the Com:

pany faithfully, standing xquarely for all of

its policies and ideals. Reflect your belief in

op Paes TH

: ; P . bie >

‘

INTERDEPA RTMENTAL CORRESPONDENCE

| THE PROCTER & GAMBLE COMPANIES

Our CSM program inaugurated in‘ January'of this yéar has resulted in

a marked improvement in the effectiveness of our work with reel .

most important segment of our trade. -

To provide an additional stimlus to ‘the program, and to establish

minimum requirements for classifying soap and detergent departments

as being satisfactory, we are attaching a CSM booklet which is to be

used as a basis for discussion with the retail salesman by his Unit

or District Manager, It is essential that, each salesman thorougiiy

aoa ee that .- : ”

. While CSM's ‘represent tut _._ -$ of the District's outlets,

_. they control of the volume (use pinees —— to

your District).

2. ‘Effective execution of sae CSM program can produce substantial

extra volume and directly affect his Added Compensation earnings.

To be sttensase,: adequate time must be allotted to this work. It is

not to be administered on a “one shot" or "hit or miss" basis, but as

@ continuing: progran of developing -satisfa relations with CSM - ’>

personnel and their management which will r t ag attaining our

i aati a outlined, . >

A copy of* the booklet is stoviiled for you and’ each of your Unit Méinagers. .

The booklets are not to be shown to the trade. They are to be used ~

solely for training purposes within our own organization. Copies are *

not to be left with retail salesmen, Each booklet is numbered and it.

is the responsibility of the District and Unit Manager ta be certain, .

, that they are properly handled. 4

. Under separate cover we are sending you mystic dashboard Slane

imprinted with our five basic CSM objectives. At the ene of

the discussion with each salesman, a sticker should be pres ented to

.« him,” The,clamp affixed to the stickers will serve as ‘a convenient

“place to keep the salesman's route list for the day and other papers,

The stickers will also become a permanent reminder to thé salesman \.

of the objectives and procedures of our. CSé frogram and its impor

t cen rf

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