Procter and Gamble's PuR Water Purifier – The Hunt for a Sustainable Business Model

Authors: Jones Christensen, Lisa; Thomas, Jessica
Source: Kenan-Flagler Business School, UNC-Chapel Hill
Year: 2008
Number of pages: 22

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Abstract:

Over the last six years, under the leadership of Dr. Greg Allgood, director of the Children’s Safe Drinking Water Program, P&G has helped to distribute 65 million PuR packets. These packets have been used to purify 650 million liters of water, most often in rural locations. Over time, and through a variety of deliberate partnerships that Allgood cultivated in 10 countries, P&G has tested three different sales and distribution models: commercial marketing, social marketing and disaster relief--each with varying degrees of success. Drawing from past successes and failures, Allgood is considering how to fulfill P&G’s aggressive commitment to providing 135 million liters of safe drinking water in Africa and how to achieve long term behavior change.

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