Amazingly, P&G has an entire team dedicated to increasing the odds that the brand consumers buy is a P&G brand. According to P&G's Chairman, President and Chief Executive A.G. Lafley, "The retail store is where the first of two 'moments of truth' are in our business occur. It's when a consumer surveys the store shelf and votes."
Howell explained that approximately 75% of all purchase decisions are made at the point-of-purchase. Effective marketing outside of the store increases the chance of a consumer considering a particular brand during the six seconds they are scanning the shelf of a product category. Unknown brands that do not connect with consumers seldom make it into the consideration set, unless price is the sole purchase driver, and then brands are not even a factor.