Procter & Gamble faces disruption from a number of angles, but its CEO believes a focus on innovation, spotting fast growth areas and an increasing focus on ecommerce can help it weather the storm.

“We are structuring an organisation and building a culture that continues to put us in front of change, riding the wave of this dynamic environment versus being hit by it,” said CEO David Taylor, speaking on an analyst call this afternoon following its full-year results. “We will be the disruptors in our industry.”

Taylor pointed to ecommerce as a particular area of growth, saying he is “pleased” with the progress of the business especially in the US, China and Europe. Across the business, online sales are growing by 30% annually and now make up 7% of global sales, or $4.5bn in revenues.

That growth also hasn’t hit profit margins, he claimed. While he admitted the situation “varies widely” depending on category and country, he said market share in ecommerce is “roughly equal to offline”, as is profit margin.

Sourced through Scoop.it from: www.marketingweek.com