P&G has one of the most powerful portfolios of trusted brands that are the leader of 15 out of 21 product categories in which it competes. Today they spend over $2 billion on R&D yearly, and serve more than 4 billion people in 180 different countries for over the last 173 years. One of the challenges and risk that this market leader has is the number of categories it represents. They must be careful in not selling too many brands. In the past they have reduced some of the products, sizes, flavors and varieties to build a stronger brand portfolio. The company must differentiate their product from other competitors. One way they can differentiate themselves is through the performance of the brand; functional, rational, or tangible. Another way they can differentiate their product is by what does the brand represent or mean to a customer; symbolic, emotional, or intangible. Today social media is the number one things for the younger generation. The traditional way of advertising was through commercials on the television, but today you won't find many individuals watching the TV. You will mostly find them texting, talking to individuals on the phone, using a social network like Facebook or Twitter where many individuals are socializing with known and unknown people. According to the information that we reported on Twitter last term more and more social media is purchasing a five to eight second ad and other social networks to capture or communicate with the customer. From my understanding the individual must watch at least five second of the ad before they are able to tweet or communicate with the world. So P&G will have to purchase these types of ads to continue to maintain their leadership in the market. One of the things that P&G just faced a few months ago was a new brand that Arm & Hammer introduced in the market. A&H products come in a yellow container and are placed away from Tide products. With the economy slowly coming out