The disposable diapers are test-marketed in early December in Peoria, Illinois, by manufacturer Procter & Gamble. However, shoppers considered the cost -- 10 cents per diaper -- too expensive, and the product did not achieve nationwide success until P&G could sell them for about half that, thanks to advances in production.
* Excerpt from the book "Rising Tide: Lessons from 165 Years of Brand Building at Procter & Gamble": @
* Excerpt from the book "Strategic Marketing Management: A Means-End Approach": @
* "Disposable diapers are 25 years old now" (Associated Press article, 1986): @